“You can’t raise a cow that only has steaks on it — it doesn’t exist.”

In this episode of Farming on Purpose, I sit down with Nola and Mikaela Schultz, a mother-in-law and daughter-in-law team behind Schultz Country Market, to talk about what it really takes to build a direct-to-consumer meat business inside a multi-generation farm.

We cover the realities of processing, pricing, inventory management, and marketing — along with the family conversations, faith, and perseverance required to grow a business that supports both the farm and the people behind it.

Nola and Mikaela share honest lessons from launching an on-farm market, navigating processor relationships, learning how to price meat sustainably, and using social media to reach customers far beyond their local community. This episode is a must-listen for anyone exploring direct-to-consumer sales, diversification, or family business transitions in agriculture.

Key Topics:

• Transitioning from a multi-generation farm to a direct-to-consumer meat market

• Processing challenges and how to work with the right partners

• Pricing meat for sustainability — not comparison

• Managing inventory, bundles, and value-added products

• Using Facebook Live and TikTok to grow a local and regional customer base

• Navigating family roles, succession, and hard conversations

• Faith, resilience, and staying the course during hard seasons

LINKS

Sign up for the Schultz Country Market shipping waitlist: https://www.schultzcountrymarket.com

Sign up for the 8-Hour Marketing Plan here!

Marketing Routine class, do so here!

Join the Farming On Purpose Facebook group and visit the Farming on Purpose merch page.

Check out our favorite software tool for online sales: Thrivecart

I may earn affiliate commissions from links on this page.

Other Episodes You May Enjoy:

#117: Raising Kids, Cows, and Conversations: Paige Dulaney’s Real-Life Look at Ranching, Transition, and Family – Honest stories about family roles, legacy planning, and mixing business with relationships. Farming on Purpose

#74: Capturing Profit from Heifers with Direct-to-Consumer Beef with Amanda of 2383 Farms – A deep dive into selling beef direct to consumers, including challenges and pricing decisions. Farming on Purpose

#76: Ag Entrepreneurship & Conviction in Fighting for the Family Farm with Amanda Radke – An entrepreneurial exploration of finding purpose, priorities, and diversified income on the farm.

About the Host of Farming On Purpose, Lexi Wright:

I’m your host, Lexi Wright. I started the Farming on Purpose Podcast from a passion for sharing the future of production agriculture.

Connect with me on Instagram, Facebook, and TikTok.