River Valley Ranch products were officially launched at Whole Foods Market. Since the market in the San Francisco Bay Area was not considered, Chen Mo could not go there to see the actual sales situation. He could only go online at home and read the comments on the website.
'River Valley Ranch, the largest ranch in the Coastal Mountains of Southern California, has mountains, canyons, fountains, rivers... pristine natural scenery, and is carefully cared for by the ranchers. Bright is a cow living in the Flower Creek Canyon of River Valley Ranch.
He lived a comfortable life until he was sent to the slaughterhouse and went through a series of processes to become a beautifully packaged steak placed on the freezer of Whole Foods Market in Long Island, New York, New York. This Brett was born in Montana.
I moved to California last year and lived in a custom-made barn in Huaxi Canyon. Its barn is well ventilated and well-lit, and outside the barn is the fertile prairie. During his lifetime, he either took a leisurely walk on the grassland or drank red wine in the barn and listened to music.
Playing classical music... Unlike the beef sold in most food stores, Brett is an expensive Bull. The chef of the French Laundry restaurant in Napa Valley commented on it as 'unique'. Miami Dougson
The restaurant chef commented on it, "This is beef." Tang Xia Yipin Restaurant in Beverly Hills commented on it as "the most delicious beef, bar none."
Whole Foods Market marketing strategy focuses on the stories behind the products.
River Valley Ranch slaughtered 7 Brett cows for this launch at Whole Foods Market, which means that it will be 3 months before the next time we eat Brett cows. It is also a key product recommended by Whole Foods Market.
Tomahawk steak parts are sold in supermarkets for US$850 per pound. The market price is US$450 per pound.
The price of veal steak parts in supermarkets is US$660 per pound. The market price is US$330 per pound.
Sirloin parts, 120 grams sell for US$99, supermarket price. Export price, US$200 per pound.
Basically they are all sky-high prices.
The market price of a whole cow is around US$47,000.
The main product of River Valley Ranch now is goat milk.
More than 4,000 ewes produce about 20,000 pounds of milk every day, usually less than 20,000 pounds.
Chen Mo could only see the supermarket's introduction to River Valley Ranch products on the website. Chen Mo called to ask about the specific sales situation. The other party only said that the sales situation was very good. He didn't know how specific it was...
Another 19,500 pounds of fresh milk were produced today.
It has to be processed and packaged before 11 o'clock in the evening and sent to the logistics center...
The railway system in the United States is underdeveloped, but the air transport system is very convenient. Many small cities have airports. Fresh milk from the river valley is transported by air as long as it leaves California.
"Boss, the Albertsons store called and asked to increase supply." Moxi called.
"Request?" Chen Mo pinched the bridge of his nose: "Did Whole Foods send you today's shopping list?"
"Not yet, it will be after nine o'clock in the evening at the soonest."
Chen Mo had a headache: "How much fresh milk does Albertsons store want?"
"300 barrels of 6.5 pounds of fresh milk. 800 barrels of 4.5 pounds of fresh milk. 400 boxes (1,600 bottles) of 2.5 pounds of fresh milk."
"The Albertsons store signed a purchase and sale contract with us for 1,000 barrels of 6.5 pounds." Chen Mo had been sitting in his home office all morning. He got up and opened the curtains. The midday sun was a bit dazzling.
"They want to change the contract. With 4.5 pounds of fresh milk, the 6.5 pounds of barreled milk is no longer easy to sell." Moxi laughed and said: "Boss, you can't do business based on emotion, let alone make money. Selling a small amount
Packed fresh milk is more cost-effective for us."
"Well. Give them a quota of 7,500 pounds first, and they can decide how to mix it... By the way, they will be asked to recommend our products at the autumn trade fair. After all, the profit of our products is not lower than that of other products, and we need all the resources we can get.
...Or give them only a quota of 6,500 pounds."
"Okay, then I have to go out."
"Um."
The markets provided by Albertsons are relatively close, in San Francisco and Los Angeles, where low-temperature milk with higher nutritional value can be sold...
The fresh goat milk supplied to Albertsons stores is about 7,500 pounds per day, and as much as possible is supplied to Whole Foods Market. However, the price of River Valley Ranch products is too expensive, so it can only be sold in large organic stores in Whole Foods Market, and occasionally in the future.
Unable to sell the returned milk...
This situation lasted less than ten days, and River Valley Ranch signed a supply contract with Tesco Supermarket...
Three supermarkets, Whole Foods sells 8,500 pounds of fresh milk every day, Albertsons sells 7,500 pounds of fresh milk every day, and Tesco sells about 4,000 pounds every day.
As a result, the sales of fresh goat milk in the River Valley Ranch began to be in short supply, and the three supermarkets often called to try to increase the number of purchases... Unfortunately, more than 4,000 ewes can only produce so much milk every day.
Once sold, the profits of goat milk can be very high. Not only are the profits of the ranch itself high, but the profits that supermarkets can get are also very high...
For a 4.5-pound bucket of organic goat's milk, Whole Foods Market can get a net profit of more than $26. Tesco's profit is about the same as Whole Foods... and Albertsons's profit is even more.
There are now three large-scale sales channels. Even if the goat milk production increases by another half, there will be no worries about not being able to sell it. However, the increase in production will not happen temporarily...
"Goat milk sells for a sky-high price. It seems to be more cost-effective to raise dairy goats." Chen Mo looked at the production costs compiled by Bright. A large-scale integrated ranch that is successfully operated. Meat products are usually by-products of the ranch. This sentence is simple.
Not fake.
In countries such as Australia and New Zealand, mutton is a by-product of wool. The wool industry in the United States is underdeveloped, and mutton is usually a by-product of goat milk.
Beef... The price of ordinary beef in the United States is very cheap. There are many cheap points. The first is the cost of feeding... The second is the price of calves. Most ranches do not breed their own cattle, and calves are mostly sold by dairy farms.
Go...the quality of these calves is not very good, and the price is cheap.
If River Valley Ranch wants to maintain strong market competitiveness, it must cultivate high quality itself. It must not put the cart before the horse and train good Dorper sheep and Bright cattle into dairy sheep and dairy cows. At least it cannot breed Bright cattle into dairy cows, even if they are Bright cattle.
The price of milk produced by cows cannot exceed that of goat milk...
…
At River Valley Ranch, Moxi is responsible for things outside the ranch, logistics, connection with supermarkets, brand operations, market planning, etc. He makes his own decisions on small matters, and discusses important matters with Chen Mo, and reports work to Chen Mo once a week.
Brett is mainly responsible for the affairs of the ranch, raising cattle and sheep, milk production, planning of the ranch... and now he also produces wine.
Construction of the brewery was severely overrun, with an estimated cost of $4 million and actual construction costs of $6.5 million.
The purchasing power of the U.S. dollar is very strong in the United States. Prices are cheap for the public in the United States, but labor costs are expensive. An extra $2.5 million for a brewery is a very serious matter.
Pete was contracted to build and design the brewery, and the 6.5 million is for materials, workers, etc., not counting Pete's design fee.
"Boss, the brewery has been completed and accepted. Will the remaining project payment be paid to Peter?" Brett approached Chen Mo with a sneer.
The settlement with the supermarket is monthly, and only the money from the Albertsons store has arrived, amounting to US$4.389 million.
In addition to the original more than one million yuan in the ranch's account, which was used to pay the bills for the expansion of the milk factory, workers' wages and other debts, there was not much left.
Chen Mo took out his checkbook and filled out a check for one million U.S. dollars: "According to the normal contract, he should have been paid 800,000 U.S. dollars, but he broke the contract with you... It's mainly you. You can't make the decision to expand expenditures without my consent in the future. This is
One million, if he is willing to accept it, he will sign the delivery contract, and if he is not willing, he will meet in court."
This 800,000 project fee is Pete's personal or his company's labor fee, which is calculated based on 20% of the total project cost.
That Pete is still a well-known architectural designer, and now he is the owner of a construction company...
Brett breathed a sigh of relief. One million, there must be no objection from Peter's side: "I've invited the director of the brewery, do you want to meet him?"