MERCEDES, Texas – As meat prices soar, so is the business for one local cattle rancher.
Right before the pandemic hit the Rio Grande Valley, Michael England, owner of England Cattle Company in Mercedes, tried something different.
“Instead of taking our calves that we would normally sell through a sale barn or maybe through the feed lot we’re marketing those cattle ourselves to the individual customer,” said England.
He adds that he’s leaving it to customers to pick out their meat.
“So, if you want a whole calf or you want half a calf, then I’ll find somebody that wants the other half,” said England. “Then we take it to the slaughter house you know the butcher, they cut it up, specified to your order.”
Since then, England said sales have gone up and sees more customers buying local.
“The biggest reason, they know where their beef came from,” said England.
But as the price of meat increases.
“It’s still climbing because if you pick up the average price of live cattle at sale yards per week, those prices aren’t climbing like meat prices are,” said England.
Before England would market his cattle company by word of mouth but said social media has also played a big factor in sales.