October 09, 2025

Profit or Passion: Rethinking Farm to Table Beef

18 minutes

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“You need to have a serious conversation with yourself — is the way I’m doing my farm to table business profitable.” - Karoline Rose Bohannan

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On Today’s Episode

The rise of direct-to-consumer beef businesses has been exciting—but is it actually profitable? In this episode, Karoline shares her honest thoughts and real numbers behind running a farm-to-table operation in today’s cattle market. Using examples from her own experience with The Rancher’s Daughter, she unpacks pricing challenges, market trends, and the hard truths about sustainability in direct-to-consumer sales.

What You’ll Learn in This Episode

How to evaluate the true profitability of your farm-to-table business

Why pricing live animals at market value is essential for sustainability

Common mistakes ranchers make when setting direct-to-consumer prices

How rising cattle prices may strain consumer trust and loyalty

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Resources & Links

The Cattleman U Beef Pricing Calculator → changing the way you set your prices

Apply for Ranch Camp 2026 → Ranch Camp 2026 Awaits

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Disclaimer:

Cattleman U assumes no responsibility or liability for any errors or omissions in this episode content. These conversations reflect the personal experiences of our guests and are provided on an “as is” basis without guarantees of completeness or accuracy.

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