The Untold Truth About Grass Fed Beef Marketing | Nicky Fiorentino DSH #793

Summary

Digital Social Hour - Episode #793: The Untold Truth About Grass Fed Beef Marketing with Nicky Fiorentino

Release Date: October 8, 2024

In this episode of Digital Social Hour, host Sean Kelly sits down with Nicky Fiorentino, the visionary behind The Metery, a renowned butcher shop based in San Diego. They delve deep into the intricacies of beef marketing, the grass-fed versus grain-fed debate, wagyu beef distinctions, and the strategic growth of a modern butcher business. This comprehensive summary captures the essence of their engaging conversation, enriched with notable quotes and timestamps for reference.

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1. Introduction to The Metery and Nationwide Shipping

Sean Kelly (B) opens the discussion by introducing Nicky Fiorentino (A) and highlighting The Metery's unique ability to scale beyond local markets.

• Nationwide Reach: Nicky explains how The Metery operates a butcher shop in the Mission Gorge area of San Diego and ships meat nationwide, including to Alaska and Hawaii. This broad reach distinguishes them from many local butcher shops.

  [00:48] A: "We deliver nationwide. We deliver to Alaska and Hawaii. Most of the others don't."

• Warehouse Transformation: Leveraging an existing warehouse, Nicky transformed unused office spaces into a thriving butcher shop, a strategic move that facilitated their expansion.

  [00:54] A: "When I got a warehouse, I had a couple big offices in the front that I didn't need, and I turned them into a butcher shop."

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2. Innovative Marketing: The Power of Billboards

One of the standout points in the conversation is The Metery's successful use of billboards as a marketing tool.

• Billboard Impact: After three and a half years in business, Nicky invested in billboards, leading to a significant increase in shop size within three months.

  [01:15] A: "I put up billboards after about three and a half years of the shop being in business, and within three months, the shop had doubled in size."

• Marketing Lessons: Nicky emphasizes the importance of captivating messages and directional placement to maximize billboard effectiveness.

  [02:00] A: "The billboard has to directionally be, if you're trying to grab local traffic, directionally facing the flow of traffic to your store."

• Sean's Skepticism: Initially doubtful about billboards' effectiveness, Sean acknowledges their success for The Metery.

  [01:37] B: "That's insane to me because they're all over Vegas and in my head, I never thought they work, to be honest."

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3. The Grass-Fed vs. Grain-Fed Beef Debate

A substantial portion of the episode centers on the contentious discussion between grass-fed and grain-fed beef, exploring both marketing narratives and nutritional claims.

• Product Diversity: Nicky clarifies that The Metery offers a variety of beef types, including grass-fed, grass-finished, grain-fed, and wagyu, catering to diverse customer preferences.

  [03:18] A: "We carry grass fed grass finished beef, we carry grain fed, we carry wagyu. So I do believe that whatever somebody wants, we're going to serve their desires."

• Skepticism Towards Grass-Fed Claims: Nicky critiques the marketing strategies behind grass-fed beef, questioning the validity of claims regarding toxin avoidance and nutritional benefits.

  [04:07] A: "I think that grass fed beef is a very well marketed and positioned product and I don't think that the grass fed versus grain fed Angus beef argument really has a clear winner."

• Nutritional Analysis: He challenges the emphasis on omega-3 and omega-6 fatty acids in grass-fed beef, suggesting alternative protein sources like fish for higher intake.

  [04:07] A: "Why are you not eating fish that has 1000% more omega 3 and 6 than any form of Angus?"

• Market Influencers: Nicky mentions key influencers like Paul Saladino and Liver King, analyzing their impact on the grass-fed narrative.

  [04:13] A: "You had Paul Saladino, Liver King, plenty of other influencers... I think that data... can be manipulated."

• Cost vs. Benefit: He argues that while grass-fed beef may offer marginal nutritional benefits, it often comes at a higher price and may compromise flavor.

  [05:53] A: "You're probably paying potentially more for that."

  [05:58] A: "And on top of it, I think you're sacrificing a lot of flavor."

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4. The Superior Alternative: Wagyu Beef

Transitioning from the grass-fed debate, Nicky introduces wagyu beef as a superior alternative, both nutritionally and in terms of flavor.

• Wagyu vs. Angus: Nicky highlights wagyu's higher monounsaturated fat content and CLA (conjugated linoleic acid) benefits, positioning it as a healthier and more flavorful option compared to Angus.

  [07:05] A: "Wagyu is dramatically healthier in a lot of regards. Everything that the grass fed people are stating you get with Wagyu as well as the flavor and tenderness."

• Global Variations: He distinguishes between different types of wagyu, including American, Australian, and Japanese, noting genetic compositions and pricing differences.

  [09:05] A: "American wagyu, there's Australian... Australian is typically at least purebred, which is 93.75% or higher."

  [09:43] B: "And Japanese, it's usually the most expensive, right?"

• Consumer Education: Nicky emphasizes educating consumers about the various wagyu cuts and dispelling misconceptions that equate wagyu solely with overly fatty steaks.

  [10:03] A: "African Wagyu... it's going to eat more like a steak."

• Taste Preferences: He shares customer feedback contrasting Japanese and Australian wagyu, illustrating differing taste preferences.

  [10:57] A: "Japanese was amazing, super rich, but I need more of that Australian."

• Grading Systems Critique: Nicky critiques the USDA grading system for its subjectivity and inconsistency, advocating for more standardized and technology-driven assessment methods.

  [12:15] A: "I've seen such variance in the marbling of prime and choice."

  [13:24] B: "They should be using an AI scale and something put the meat on there for sure, should determine the ratios."

  [14:52] A: "It is subjective."

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5. Business Operations: Online Presence and Subscription Services

Nicky delves into the operational aspects of The Metery, highlighting the transition from online sales to establishing a physical storefront.

• Online Launch During COVID: The Metery's online presence was established during the pandemic, allowing continuous operations despite restrictions.

  [17:32] A: "We launched purely online and then the storefront came probably six, eight months after the Internet launch."

• Revenue Streams: While online sales contribute significantly to revenue, the physical storefront offers better profit margins due to the elimination of shipping costs.

  [17:59] A: "Revenue wise is still online. But storefront is, you know, way better. Profit margins because we're not shipping."

• Subscription Model: Introduced in November, the subscription service has been a major focus, allowing customers to receive regular deliveries of varied meat selections. Nicky discusses the logistical challenges and the importance of flexibility for customers.

  [24:56] A: "We've got the subscription... You can pause it, you can swap, you can skip."

  [25:36] B: "What's your top sellers?"

  [25:57] A: "Top sellers are probably our off cuts... Denver steak, Chucktail flap, picanha..."

• Operational Efficiency: Hiring a capable CEO-partner, Carlos, has streamlined operations, enabling Nicky to focus on growth strategies.

  [26:03] A: "We hired a CEO who actually is now a partner of the business. Carlos. And he has just taken so many operational issues out of my life."

• Marketing Attribution Challenges: Nicky discusses the complexities of attributing marketing efforts to sales, especially with recent changes in digital advertising metrics.

  [27:05] A: "Attribution is all messed up... You just have to have an omnichannel approach and you have to just look at the big picture."

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6. Customer Service and Product Offerings

The Metery prides itself on exceptional customer service and a diverse product range catering to various preferences.

• Customer-Centric Approach: Nicky underscores the importance of customer service, drawing parallels between lead generation in marketing and quality in meat selection.

  [20:24] B: "You can't cheap out on leads."

  [20:25] A: "Same goes with meat quite frankly. Like if you buy the cheapest meat, you're going to have the cheapest experience."

• Diverse Cuts: Offering a range of cuts like Denver steaks, Chucktail flap, and picanha satisfies different taste and budget preferences.

  [16:35] A: "Top sellers are probably our off cuts... Denver steak... picanha... little filet mignons."

• Exclusive Certifications: The Metery boasts certifications like Kobe beef, a rare accolade that sets them apart in the market.

  [16:42] B: "And you're also Kobe beef certified..."

  [16:48] A: "It is, yeah."

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7. Future Plans and Expansion

Looking ahead, Nicky shares ambitious plans for The Metery, focusing on expansion, product diversification, and maintaining quality.

• Expansion of Storefronts: Plans to introduce an express concept in another northern San Diego area reflect The Metery's growth trajectory.

  [27:24] A: "We're going to open up an express concept in a different northern part of San Diego very soon."

• Harvesting Purebred Wagyu: The Metery has recently harvested its first purebred wagyu cow, signaling the introduction of their own wagyu line.

  [28:16] A: "We did just actually harvest our first full blood. I'm sorry, purebred wagyu cow."

• Subscription Growth: Continued emphasis on the subscription model aims to bolster monthly recurring revenue and enhance customer loyalty.

  [24:56] A: "Box is doing well. It's growing."

• Potential New Products: Exploring offerings like primal burgers blending beef and offal indicates The Metery's commitment to innovation.

  [22:51] A: "Primal Burger that's a blend of beef and offal."

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8. Closing Thoughts and Offers

In the concluding moments, Sean and Nicky highlight special offers and express mutual appreciation for the insightful discussion.

• Special Discount: Nicky offers a 15% discount for military personnel and first responders, showcasing The Metery's commitment to supporting the community.

  [28:19] B: "If you want some meat, 15% off for military and first responders."

• Acknowledgments: Both express gratitude, reinforcing the collaborative and respectful tone of the episode.

  [28:36] B: "Thanks for coming on, dude."

  [28:41] A: "Appreciate it."

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Notable Quotes with Timestamps

• On Grass-Fed Marketing Skepticism:

  [04:07] A: "Why are you not eating fish that has 1000% more omega 3 and 6 than any form of Angus?"

• Billboard Marketing Success:

  [01:15] A: "I put up billboards... within three months, the shop had doubled in size."

• Wagyu Health Benefits:

  [07:05] A: "Wagyu is dramatically healthier in a lot of regards."

• Critique of USDA Grading:

  [12:15] A: "I've seen such variance in the marbling of prime and choice."

• Customer Service Philosophy:

  [20:24] B: "You can't cheap out on leads."

• Future Expansion Plans:

  [27:24] A: "We're going to open up an express concept in a different northern part of San Diego very soon."

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Conclusion

This episode of Digital Social Hour provides a deep dive into the strategic marketing and operational decisions that drive The Metery's success. Nicky Fiorentino's insights into the beef industry, particularly the nuanced discussions on grass-fed versus wagyu beef, offer valuable lessons for entrepreneurs and industry enthusiasts alike. Sean Kelly’s adept questioning further enriches the conversation, making this episode a must-listen for those interested in meat marketing, business scaling, and the evolving landscape of modern butcher shops.

Transcript

[A]

So by eating grass fed beef, you're essentially avoiding the possibility of consuming those toxins. To me, that seems like a stretch. I think the other side, which is analyzing the, you know, omega 3s and 6 is, well, okay, if omega 3s and 6s are so important to you, why are you not eating fish that has 1000% more omega 3 and 6 than any form of Angus?

[B]

All right, guys, got Nikki Fiorentino here from the Meadery. We're going to talk meat today. One of my favorite topics. Let's go. Let's go, baby. So you have a butcher in San Diego, right?

[A]

We do. We have a butcher shop in Mission Gorge area of San Diego. Also ship online nationwide.

[B]

Nice. Yeah. And that's what caught my attention because a lot of butcher shops just sell locally, but you're able to scale to the masses.

[A]

Yeah, so we deliver nationwide. We deliver to Alaska and Hawaii. Most of the others don't. And when I got a warehouse, I had a couple big offices in the front that I didn't need, and I turned them into a butcher shop. And that's been a whole experience in and of itself.

[B]

Yeah. And you also use billboards and you said, we do. That was one of the best marketing you've ever done.

[A]

Crazy. I put up billboards after about three and a half years of the shop being in business, and within three months, the shop had doubled in size. Billboards just. They drive so much traffic. It's. I'm kicking myself that I didn't do it sooner, but I'm glad that.

[B]

Yeah, that's insane to me because they're all over Vegas and in my head, I never thought they work, to be honest.

[A]

Yeah. I mean, I think when you're a marketer by trade, you have a tendency to discount things. But I always said to myself, myself, yeah, that won't work. But I got it. I gave it a try, and I was very, very wrong. And I'm happy that I was.

[B]

I could see it working for butcher shops because you get a lot of repeat business. So if that billboard brings in a few people and they're reordering, It's a good R.O.I.

[A]

Yeah, no, absolutely. I mean, any customer that we gain is almost certainly coming back to the store. And, you know, the billboard. What? I. I learned a few things about billboards. The most important things I learned was, number one, you have to have a very captivating message that gets people's attention. So our first billboard says in big, bold letters, you can't beat this meat, which a lot of people walk into the shop with a big smile and said I had to just see who did that. And then another thing that I learned is that the billboard has to directionally be, if you're trying to grab local traffic, directionally facing the flow of traffic to your store. So we have scaled the billboards now and I had the only one that has failed was directionally opposite catching traffic that was leaving our vicinity versus, you know, something that impulsively you could just. Right, easily turn to.

[B]

That makes sense because no one's going to turn around for a butcher shop. Yeah, I mean, maybe someone, but they'd have to really want that meat, right?

[A]

Yeah, exactly.

[B]

Now let's get into the nitty gritty of the meat types because you have a very interesting take on this grass fed movement, which is hot right now.

[A]

Yeah, yeah. I mean we, I'll preface it by saying we carry grass fed grass finished beef, we carry grain fed, we carry wagyu. So I do believe that whatever somebody wants, we're going to serve their desires. When I'm asked what my thoughts are, I'll state my thoughts. I think that grass fed beef is a very well marketed and positioned product and I don't think that the grass fed versus grain fed Angus beef argument really has a clear winner, quite frankly. I think that there's some good points that are being made but I also don't agree with a lot of what's being said.

[B]

There's a lot of movement on the grass fed side. It seems like that's kind of winning the debates I see, at least on social media.

[A]

Yeah, I mean there's a lot of, you know, big guys talking about grass fed beef. You had, you know, Paul Saladino, Liver King, plenty of other influencers. And you know, I think that data, and I'm a marketer, right. So I, I really try to understand what the data is that they're saying can be manipulated. And you know, what I see, you know, Saladino saying is that, well, you know, there's all of these, you know, toxins that are being put on the grains that these Angus cows are consuming. So by eating grass fed beef, you're essentially avoiding the possibility of consuming those toxins that were put on grains which a cow ate and digested. To me that seems like a stretch. Then there's, I think the other side which is analyzing the omega 3s and 6s and the nutritional properties of grass fed versus grain fed beef. And again, I think there's a really good argument that says like, well, okay, if omega threes and sixes are so important to you. Why are you not eating fish that has 1000% more omega 3 and 6 than any form of Angus beef? Right, yeah.

[B]

That's the wrong argument to have.

[A]

Yeah. So it's like, sure, grass fed is mildly incrementally better than grain finished in certain nutritional areas, but at what cost? Right. You're probably paying potentially more for that.

[B]

Way more. Not potentially. Yeah, grass fed, grass finished is way more.

[A]

And on top of it, I think you're sacrificing a lot of flavor.

[B]

You are. It tastes different.

[A]

Yeah. I mean, there's just fattest flavor. And you know, I do believe that everybody reacts differently. And you know, the people that feel better after they're eating lean beef, we want to be there to serve them. But at the same time, I'd rather ask all of those people, why are you not contrasting Angus vs Wagyu? Why is it grass fed vs grain fed? Because Wagyu is dramatically healthier in a lot of regards. And everything that the grass fed people are stating you get with Wagyu as well as the flavor and tenderness that that different breed, because Wagyu is made up of four breeds of cattle that are different than Angus beef. So if you're telling me I can get the flavor and the nutritional benefits of Wagyu as grass fed, why aren't the influencers talking about that?

[B]

I've never heard someone advocate for Wagyu over. Yeah, grass fed, to be honest. So, yeah, that could be a new narrative we start here.

[A]

Yeah, I mean, you know, Wagyu, you have similar levels of omega 3 and 6 as grass fed beef. Wagyu is rich in monounsaturated fat, which is the good fat, whereas Angus is more saturated fat. And then Additionally, Wagyu has 30% higher CLAS than Angus. And there's a ton of benefits to CLAS as well.

[B]

What's CLA?

[A]

Linoleic acid. I forget the C. It's, you know, it's, it's the benefits of that are improved metabolic, it's anti carcinogenic.

[B]

Oh, God.

[A]

As well as an anti inflammatory.

[B]

Nice. Yeah, I could see that. Is Wagyu way more expensive than.

[A]

So Wagyu can be dramatically more expensive, but again, it's how you shop. Right? And everybody sees Wagyu or hears the word Wagyu and they just picture some hugely fatty Japanese A5 ribeye. Right. That's not all Wagyu is. You know, and that's something that I've really focused on is like, okay, how can we educate people on the other cuts in beef, one of the things that I think we've done the best job with is picanha, which is, you know, it sits above the sirloin, and that's a phenomenal cut of beef. So there's a lot of different options that you can get when purchasing wagyu. And not all of those options are crazy fatty marbled cuts.

[B]

Yeah. There's American wagyu, there's Australian.

[A]

Yep. There's lots of different kinds of Wagyu. And then, you know, you. You delve into genetics as well, what percentage of the steak? Because American wagyu, for example, is going to be 50, 50 crossbred most of the time. Half Angus, half Wagyu. Whereas, you know, Australian, you're typically at least purebred, which is 93.75% or higher.

[B]

Damn. 93.

[A]

And then there's what's called full blood, which. Which is 100% Wagyu genetics. And full blood exists in America, Australia, as well as Japan.

[B]

And Japanese, it's usually the most expensive, right?

[A]

Japanese is the most expensive. Yes.

[B]

Yeah. Because they have the A5.

[A]

Correct.

[B]

And that's like one of the highest grades you can have. Right.

[A]

So A is a carcass rating. That's only in Japan. The Australian full blood that we sell is genetically identical. So Japanese. But it's. It's really cool. It. It doesn't look like anything that you're getting from Japan, so it's going to eat more like a steak. It's still going to have a heap of marbling. And you can get different marbling scores as well. But the Australian stuff, because of the way that it's raised and because of what it, you know, eats, different farming practices yield different types of steak. Genetically, we're identical. You go to the gym all the time. I eat too much wagyu. We look different.

[B]

Right. So I gotta try some Australian wagyu, man.

[A]

It's fantastic. And a lot of our customers, they walk into the store and they have never tried wagyu before, and they try, you know, a piece of Japanese and a piece of Australian, and a lot of them come back and say, the Japanese was amazing, super rich, but I need more of that Australian.

[B]

Wow.

[A]

Yeah.

[B]

That is crazy.

[A]

Y.

[B]

Because people always just assume. They go to a restaurant and get the Japanese. It's like the best one.

[A]

Yeah. And, you know, I tell people, and I'm probably the only person that really loudly speaks this, that Japanese wagyu is not a good dinner steak. I mean, it's a fantastic Appetizer, it's super rich. I mean, and you know, they call it a holiday steak in Japan for a reason. It's, it's a treat. It's not something you eat a 10 ounce slab of. You want to be, you know, on the couch asleep, Very heavy.

[B]

The USDA grading scale. So we had a phone call before this and you were saying you'd rather have a Creekstone Choice than a Costco Prime.

[A]

Yeah, I mean, I think that the USDA grading system is hyper dependent on who the guy grading is. Right. I also believe that Creekstone in particular, we've sold their stakes in the past. Right now we're selling double our ranch, which I would say is, you know, similar in notoriety. Double R is the Snake River Farms Angus division.

[B]

Got it.

[A]

So I would. I've seen such variance in the marbling of prime and choice. We sometimes get choice steaks in that look like they could be Australian Wagyu. And we sometimes get prime steaks in that look like grocery store select stuff. And that makes me pretty weary of the USDA grading system. I know it's, you know, it's, it's an imperfect human decision. So I'm not being, you know, too critical of it. But at the same time its consistency is difficult.

[B]

I wonder how it's based. Is it all just human eye or is there a scale?

[A]

Yeah, no, there's a human grading.

[B]

Oh, really? So there's no like metrics they use?

[A]

Well, they have a, you know, a guideline of what choice should look like, what prime should look like. Select, you know.

[B]

Damn.

[A]

But it's, there's no like buddy with a tape measure saying, you know, here's how much fat or measuring like the fat to me content. So it, it's, you know, that's how it should be subjective.

[B]

Yeah, they should be using an AI scale and something put the meat on there for sure, should determine the ratios.

[A]

And there's, I know there's like X ray or MRI detection occurring in the waggy world as to trying to figure out how cattle are marbling, you know, which prior to slaughter do we need this, you know, cow to be eating longer so that it achieves a higher marbling score, you know, or is it ready for market?

[B]

Interesting. Yeah. Because the marbling, there's a whole score system for marbling, right?

[A]

Yeah. So whereas USDA is, you know, pretty much select choice prime is what everybody's seeing on the Wagyu side, there's the BMS scale, which is beef marble score and it's in Japan it goes to 12. In Australia it goes to 9. I think that was like Australia's nod to Japan that, you know, we'll never get to a 12 or just giving them that nod for whatever reason. Some. It's, it's also subjective and now there's brands out there that are what's called table grading their own beef and assigning themselves tens and elevens. And so it's, it's, it's not like a government controlled regulated score.

[B]

Oh, okay. So it's all subjective.

[A]

It is subjective.

[B]

Yeah, yeah, yeah. If I was the owner of a ME company, I'd just given myself high scores.

[A]

I mean. Yeah. And it trickles over there too. Right. Like we've seen whether it be Japanese or Australian, we don't buy anything Japanese below a 9. And we, we're just 9, 10, 11, 12.

[B]

Wow.

[A]

And the nines sometimes come in looking like twelves and the 12 sometimes come in looking like nines. And you know, it's a little bit of luck of the draw, but thankfully when you're at our level, it's all tastes good.

[B]

Yeah.

[A]

Even if it's a, a bad nine, it's still going to be awesome.

[B]

Absolutely. Compared to the grocery store.

[A]

Absolutely.

[B]

I mean, look at the meat there.

[A]

Yeah.

[B]

You probably don't shop there ever.

[A]

Ah, sure.

[B]

You'll buy at the grocery store.

[A]

Yeah. I mean, I'm not buying steak at the grocery store.

[B]

That's what I meant. The steak and turkey and chicken and.

[A]

Yeah. If, you know, if I'm feeding tons of people and they don't have to eat wagyu, then, you know, I'll still go once in a while.

[B]

What's your top sellers?

[A]

Top sellers are probably our off cuts. So we have a steak called a Denver steak which is cut from the bottom of the chuck. Chucktail flap, fantastic steak. It's affordable. It's, you know, I think it's like 60 bucks. Bucks. Super marble, great flavor, real tender. So that's a great one. The picanha that I mentioned are top sirloin. We cut them into. They look like little filet mignons. So they're 8 ounces. Those things are great. A lot of people that are don't want a ton of marbling. Love those because they're still nice marbling, but it's not overwhelming.

[B]

Yeah.

[A]

And then, you know, all the crazy stuff always moves like all the Japanese and we're also Kobe beef certified, so.

[B]

And not a lot of people have that, right?

[A]

No, there's I think like six or seven of us that's it. Yeah.

[B]

So it's super hard to get.

[A]

It is, yeah.

[B]

What's the qualifications?

[A]

Honestly, we weren't really privy to much of the due diligence process. We had to answer some questions and whatnot. But I know that, you know, a pretty thorough background check was done on us and.

[B]

Wow.

[A]

You know, I think where I've gotten lucky in this business is my Internet marketing background. And a lot of my counterparts are, you know, fantastic butchers or artisans. But we've been able to really posture ourselves nicely online, which, you know, a lot of average butchers might not know how to do.

[B]

Dude, I hate it because I go to a couple butchers out here and you can't buy shit online.

[A]

Yeah. Yeah.

[B]

It's so annoying.

[A]

Yeah.

[B]

I mean, it's like a first world problem. But it is.

[A]

I mean, and it's. You know, we launched during COVID and so we very quickly learned how to ship and get meat cold to people's.

[B]

Because people couldn't walk into your store. Right.

[A]

Yeah.

[B]

Wow.

[A]

We launched purely online and then the storefront came probably six, eight months after the Internet launch.

[B]

What does better for you, revenue wise?

[A]

Revenue wise is still online.

[B]

Okay.

[A]

But storefront is, you know, way better. Profit margins because we're not shipping.

[B]

Yeah. Are you going to scale it to other cities?

[A]

I can see it happening. I think there's a franchise play there for sure.

[B]

It's a good name.

[A]

Thank you.

[B]

You trademark it?

[A]

Yeah. Got all the socials.

[B]

Yeah. That's a really good name. The Metery. I mean, well done.

[A]

Thank you.

[B]

I'm surprised it wasn't taken. Honestly.

[A]

It was.

[B]

Oh.

[A]

The most expensive thing was the Instagram handle. They figured out what I was doing and they. They put the.

[B]

Oh, someone taxed. Someone got it. Yeah. Yeah. I know a couple people that have paid tens of thousands for IG handles.

[A]

I think I paid like 11 or 12 grand for the.

[B]

Holy crap. Just. What's the handle? The Metery.

[A]

At the Metery. Yeah.

[B]

Wow.

[A]

And so there's all these, you know, similar ones, but the only one I couldn't get was the YouTube. It was like just some dead channel that hasn't been touched in years.

[B]

And you'll have to hit them up directly.

[A]

I. I tried. It was like in Russia or something, like, just random.

[B]

Was the domain taken? The website?

[A]

Yeah, everything.

[B]

So you had to buy everything?

[A]

Everything. Yeah.

[B]

That makes sense. Yeah.

[A]

But it was worth it. I mean, it was like, okay, I knew that there was a business there and, you know, it was a. A worthwhile investment. To try to own what I perceive to be a very good timeless name and domain and social properties that corresponded to it.

[B]

It's an interesting transition for me just witnessing this because you had a successful background in E commerce so to go towards a butcher shop model is interesting.

[A]

So my background's actually performance marketing. So I did lead generation for a real long time. I did some E commerce work as well but like never Shopify.

[B]

Yeah.

[A]

So Shopify was brand new to me. I was doing more of like affiliate type E Com. But my, you know, the depth of my background was in performance marketing lead generation.

[B]

Got it. Yeah. And you did super well there.

[A]

Yeah, yeah it was. I still am in that world as well, dabbling around and you know, making moves when I can.

[B]

Yeah.

[A]

But it's, you know, it's, it's, it was very similar to, and I took a lot of the learnings from that world into the metery and it's like if anybody's bought leads before, you know, you get what you pay for.

[B]

Yeah. You can't cheap out on leads.

[A]

Exactly.

[B]

Yeah.

[A]

And same goes with meat quite frankly. Like if you buy the cheapest meat, you're going to have the cheapest experience.

[B]

Yeah. 100%. I don't cheap out on meat anymore.

[A]

Right. And you know I, I bet you don't have to eat as much of it to be satiated.

[B]

No. One, one a day, One meal a day.

[A]

Right. And it's not a, not an accident, you know, the cheap stuff you can consume a lot more of. And that's another thing that people don't really know about Wagyu is that you know, they look at it, they just say fat, fat, fat. But guess what, you're going to eat a third of what you eat eat in just lean Angus beef. You know you're going to have to.

[B]

Change your IG handle to the Wagyu king.

[A]

I try to fly under the radar.

[B]

Yeah. You're pretty lowkey with your personal one.

[A]

I don't, I don't. Our customers are, are businessmen and women and you know I, I don't do the Internet flexing. We just try to provide as, as great a service as we can can and I know our customers appreciate that.

[B]

The health influencer game is a risky one too. You get under a lot of ridicule.

[A]

Yeah. I mean I, I think that the grass fed wagyu and I, I'm, don't get me wrong, like I'm not afraid of getting on the Internet and speaking my mind. I've built quite a TikTok following doing that. But I just don't like taking positions in topics where there's good arguments on both sides, like the grass fed, grain fed one. You know, I have my beliefs, but at the same time, who am I to say somebody that is subscribed to the grass fed theory is wrong? So I'd rather treat that person with respect, carry the product for the, you know, small portion of people that actually want it. And if I'm asked this opinion all the time, what I think of it, then I state my mind. But makes sense, you know.

[B]

What about the raw meat crowd?

[A]

Raw meat?

[B]

Yeah. You sell that like liver and stuff?

[A]

Oh, we don't. But I can see ourselves starting to sell that. We're getting more people that ask for it. Liver King, definitely.

[B]

I buy supplements actually.

[A]

Yeah, he definitely created some of that demand. I think Saldino probably did as well.

[B]

Him and Paul did very well with their supplement.

[A]

Absolutely. I took them too. And you know, we're believers in it. It's. I want and someday probably will to launch like a Primal Burger that's a blend of beef and offal.

[B]

Yeah. There's a brand out of Austin, Force of Nature. Yeah. Do you carry their products?

[A]

I don't seen them. Big admirer.

[B]

Yeah. I like their brand.

[A]

Great, humble brand.

[B]

I like the way they source me. Sourcing is important to me.

[A]

Yeah, absolutely.

[B]

Because I'm like on the spiritual end of things and I think it really matters how the animals being sourced.

[A]

Totally. And you know, I'm an animal lover and I think that that's something that's also super important in choosing your meat is, you know, I see the farms that these cattle are raised on or the pigs or whatever.

[B]

Right.

[A]

I know that they're having a good life. Right. And you know, I've watched podcasts from the butcher box CEO and he's the same exact way. And it's like the, you know, the animals have one bad day, but that's life. Right. And we all have that one bad day. And I'm thankful that the farms that we source from, I know, are giving those animals a good life.

[B]

Yeah. That's good to know about Butcherbox because they are mass market, so I actually assumed that they, they didn't care about that side of things.

[A]

No. You know, they're hugely grass fed, pro grass fed guys. I mean, I don't think they own any grain fed beef.

[B]

Wow.

[A]

They don't offer any grain fed beef. So they're big on the marketing side of the health benefits of grass fed beef. But you know, I've listened to their CEO pretty much every podcast he's done, and he definitely speaks to, you know, the animal. The animals in a way that I, I, I very much relate with.

[B]

That's cool. And I saw you're launching a monthly subscription too, right?

[A]

Yep. So we launched that last November, so it's eight months old now.

[B]

Nice.

[A]

Yeah.

[B]

Increase the company valuation, right? Mrr.

[A]

Yeah, for sure. It took me three years to do that too, because I think when I think of a subscription, I was always. I mean, the metery was built on customer service. Right. Because there's a. There's enough guys out there that you can get Wagyu from. So I knew that we had to separate ourselves just by providing extreme customer service, which we did. I, I always was terrified of the thought of, like, a customer getting a box of 400 box of wagyu that they didn't want, you know?

[B]

Yeah.

[A]

Forgot to cancel or forgot to pause it, and now I lost that customer for life. And thankfully, the technology has kind of improved, and we launched our subscription. You can pause it, you can swap, you can skip. And that's the other thing that has improved, is the box itself. So you're not just getting the same thing month after month. We've got, I think it's like 70 or 80 items now that you.

[B]

Damn.

[A]

Yeah.

[B]

The supply chain on. That sounds intense.

[A]

It is. It's been a logistical nightmare.

[B]

God.

[A]

But I. I was super lucky to hire a CEO who actually is now a partner of the business. Carlos. And he has just taken so many operational issues out of my life.

[B]

Yeah, I bet the box is doing well, though.

[A]

Box is doing well. It's growing. It's, you know, it's a completely new type of transaction for us. And, you know, analyzing subscription revenue and cohorts and, you know, AOCs and stuff like that, that previously we just looked at, you know, repeat rate and lifetime value.

[B]

Yeah. New metrics now. Right.

[A]

Now it's a whole new set of metrics. And, you know, then you delve into the attribution conversation about which marketing channel am I actually attributing this to? Because attribution is all messed up, as, you know.

[B]

Oh, yeah. With The Google and iOS updates. Right.

[A]

Yeah. I mean, that's been a brutal couple years trying to figure out how to properly attribute traffic now.

[B]

And. Yeah, you.

[A]

You just have to have an omnichannel approach and you have to just look at the big picture.

[B]

Absolutely.

[A]

Drive yourself crazy trying not to. Trying to drill in too tight.

[B]

Yeah. What's next?

[A]

For the meteor man, I think next. So we're right now we're focused a lot on the storefronts. We're going to open up a express concept in a different northern part of San Diego very soon. I think we're going to try to keep increasing retail. I mean with this, the billboards working as well as they did. I feel like we've got a good little equation going there. And then growing the subscriptions, you know, we're still available for one time orders and just keeping it growing. I mean it's steadily grown year over year. And so that from a business standpoint, I would say that's next. We did just actually harvest our first full blood. I'm sorry, purebred wagyu cow.

[B]

Nice.

[A]

So that was being raised out in Colorado. That'll be to us tomorrow.

[B]

Okay.

[A]

It looks amazing. So we'll have our own line of wagyu potentially. Yeah.

[B]

Let's get it, man. We'll link below if you're watching this guys. If you want some meat, 15% off for military and first responders, right?

[A]

Yep.

[B]

Which is huge discount. So that's awesome. But yeah, check them out guys. Thanks for coming on, dude.

[A]

Appreciate it.

[B]

Yeah, thanks for watching. Peace.