My Digital Farmer Podcast - Episode 311 Summary

Title: How Stacie Edwards Became a Confident, Profitable Meat Marketer (and You Can Too!)
Host: Corinna Bench
Guest: Stacy Edwards
Release Date: May 7, 2025

1. Introduction

In Episode 311 of the My Digital Farmer Podcast, host Corinna Bench welcomes Stacy Edwards, the owner and farmer of Edwards Family Farms in Nebo, North Carolina. The episode delves into Stacy's transformative journey from a hesitant meat marketer to a confident and profitable CEO. The discussion primarily focuses on mindset, pricing for profit, and building a beloved farm business.

2. Stacy Edwards’ Background and Farm Overview

[07:05] Stacy begins by introducing her farm, located about 45 minutes east of Asheville, North Carolina. Edwards Family Farms spans 40 acres, with active farming on 10 acres. Since its inception in 2018, the farm has expanded its offerings to include pasture-raised chicken, pork, beef, eggs, agritourism, and agrieducation.

Stacy explains, “We are about 45 minutes east of Asheville in a little town called Nebo, North Carolina, where we raise pasture-raised chicken, pork, and beef.” Her passion for regenerative farming and transparency is evident as she emphasizes educating customers on sustainable and transparent food practices.

3. Marketing Strategies and Customer Engagement

[09:16] Stacy discusses her multifaceted approach to marketing, which includes both social media engagement and direct customer interactions at farmers' markets. She shares how she uses platforms like Instagram and Facebook to demonstrate cooking techniques and showcase her products.

“She [Stacy] shows up mainly on social media, but at the farmers market too. I'm talking to everybody that comes by and having conversations with them and meeting them where they are.”

Stacy targets women in their 30s and 40s who are increasingly concerned about the industrial food system. By simplifying her messaging around feeding families better and avoiding unhealthy additives, she creates an immediate connection with her audience.

4. Pricing and Mindset Shift

A significant portion of the episode centers on Stacy’s approach to pricing her products as premium items. She reveals the challenges she faced in overcoming a scarcity mindset and underpricing her offerings.

[24:44] Stacy shares her strategy: “I wanted a fair price. Fair, meaning I am paying respect to the animal and the land that we're raising it on, and that I am paying myself, my husband, and any of our contracted growers.”

She elaborates on the importance of covering input costs, fixed costs, and overhead to ensure the farm’s sustainability. Stacy recounts moments of sticker shock from her own parents, emphasizing that her ideal customers are different from her immediate family.

[30:51] Stacy highlights a pivotal moment: “I invested in a $2,500 coaching program, and I made that money back in 10 days just by what I learned in this coaching program.” This investment was a turning point, enabling her to embrace a data-driven pricing strategy and mindset transformation necessary for profitability.

5. Product Offerings and Online Store Structure

Stacy’s farm offers a diverse range of products, from standard cuts of meat to unique bundles and pet treats. She explains her strategic categorization of products on her website to enhance customer experience and increase sales.

[53:26] “I started putting products into categories based on how customers cook them, like slow cooker favorites or barbecue essentials.” This method not only simplifies the shopping experience but also encourages customers to explore different products by presenting them through various culinary applications.

Stacy uses multiple categories to showcase the same product, layering her marketing to ensure products remain visible and attractive across different shopper intentions. For instance, her sausage sampler appears under multiple categories, increasing its chances of being noticed and purchased.

6. Overcoming Challenges and Scaling

Stacy discusses the challenges of scaling her operations while maintaining product quality and her desired pricing structure. She shares insights into how she outsourced processing to USDA-inspected facilities to handle larger volumes efficiently.

[42:43] “Our bottleneck was processing efficiently. It was cheaper for us, and for customers, to use a USDA facility even if it meant sending birds four hours away.” This decision allowed Stacy to scale up production without compromising on quality or price, ensuring sustainable growth.

She also touches on the importance of balancing business demands with personal life, highlighting that scaling efforts allowed her and her husband to spend more quality time together, reinforcing her commitment to a business by design.

7. Coaching and Continuous Learning

A recurring theme in the episode is the value of coaching and mentorship. Stacy emphasizes how investing in Farm Marketing School and other coaching resources fundamentally changed her business approach and personal mindset.

[71:13] “I realized that even though I already knew my audience, there was still something to learn. The projects were eye-opening.” Her dedication to continuous learning enabled her to refine her marketing strategies and better understand her target audience, leading to increased sales and customer loyalty.

Stacy also discusses her proactive approach to studying copywriting and developing effective marketing messages, which has been instrumental in her success.

8. Key Takeaways and Final Thoughts

As the conversation winds down, Stacy shares pivotal lessons from her journey:

• Know Your Audience: Understanding and targeting the right demographic is crucial. Stacy refined her audience to those already concerned about food quality and sustainability, which enhanced her marketing effectiveness.

• Invest in Yourself: Continuous learning and seeking mentorship can lead to significant business breakthroughs. Stacy’s investment in coaching paid immediate dividends.

• Strategic Pricing: Comprehensive pricing that accounts for all costs ensures long-term sustainability and profitability. Embracing a premium pricing strategy aligned with her values and market positioning.

• Product Categorization: Organizing products into intuitive categories based on usage or customer behavior can enhance the shopping experience and drive sales.

• Scalability and Efficiency: Outsourcing and optimizing operations allow for growth without sacrificing quality or personal well-being.

Notable Quotes:

• Stacy Edwards [26:09]: “I am giving them so much, and if I go out of business, that's disappointing, that's frustrating because they now have to do all of that work all over again.”

• Stacy Edwards [30:51]: “It was literally investing in myself and understanding that my mindset was actually what was holding me back.”

• Stacy Edwards [57:33]: “I don't want consumers to do all the work, so I act as a curator, guiding their choices.”

• Stacy Edwards [73:20]: “Once I fully realized exactly who I was talking to, and I just got that by talking to the people who were already buying from me.”

9. Conclusion

Episode 311 of My Digital Farmer Podcast offers invaluable insights into effective farm marketing, pricing strategies, and the importance of mindset. Stacy Edwards’ journey exemplifies how dedication to continuous improvement, strategic planning, and authentic customer engagement can transform a farm business into a profitable and sustainable enterprise. Aspiring farmers and marketers can draw inspiration from Stacy’s experiences and apply these principles to their own endeavors.

Resources Mentioned:

• EdwardsFamilyFarmsNC.com
• Instagram: Edwards Family Farms NC
• Facebook: Edwards Family Farms NC
• Coaching with Stacy: Contact Form on EdwardsFamilyFarmsNC.com