Crowd Cow is a new online platform through which meat lovers can obtain 100% grass-fed beef directly from farmers. “Steak holders” sign up and buy shares in particular cuts of meat from an individual cow, which is “tipped” when all of the shares have been sold.
Crowd Cow’s “whole cow” approach uses technology to connect consumers to the concept of the whole animal and directly to farmers, responding to growing consumer demand for transparency and connection to local producers.
By disrupting the traditional supply chain structure, Crowd Cow also gives farmers more power and control in the market. Brokers and distributors, and their profit margins, are cut out of the chain. Farmers can communicate innovations and investments in pasture management directly to consumers, and the transparency of the supply chains allows them to be the direct beneficiaries of farm and process improvements — which could encourage more environmental sustainable and animal-friendly practices.