In a picturesque corner of South Dakota, near the Black Hills National Forest, Travis and Kendra Paulton have transformed their family ranch into a thriving direct-to-consumer beef business. Starting from selling steers to friends, the couple gradually expanded to offering individual cuts at local farmers markets and eventually shipping nationwide. This transformation not only supports their fourth-generation ranch but also involves their seven children in various aspects of the operation. The Paultons have embraced online platforms like Range Market to diversify their sales channels and build a loyal customer base, highlighting the importance of storytelling and community engagement in modern agriculture.

Dakota Canyon Ranch: From Local Markets to Nationwide Delivery

In the heart of the Black Hills region, the Paulton family runs Dakota Canyon Ranch, nestled just outside the southwest corner of the Black Hills National Forest in Dewey, South Dakota. For years, they kept a few steers for personal use, but as demand grew among friends, they began expanding their offerings. About five years ago, they started selling individual cuts at local farmers markets. Despite being an hour and a half from the nearest UPS drop-off point, the Paultons have persevered, leveraging innovative tools and platforms to reach customers across the country.

Their journey began with selling halves and quarters to friends and acquaintances. As word spread, they introduced individual cuts at the farmers market, which became a beloved activity for their children. Millie, the eldest of seven, even owns her own cow, raising its calf as a show steer and marketing the beef directly to consumers. Kendra emphasizes the importance of involving the next generation, noting that several of her children may choose to continue ranching on the family land. With rising costs and limited expansion opportunities, diversification has become crucial.

To comply with regulations, all meat sold across state lines must be processed in a USDA-inspected facility. However, consumers can purchase live animals, which are then processed at custom-exempt facilities. This flexibility allows the Paultons to cater to different customer preferences, from bulk purchases to individual cuts. By January 2024, they had nearly sold out of their bulk beef for the year through preorders, demonstrating the growing demand for locally sourced, high-quality beef.

The pandemic further accelerated their shift towards online sales. Recognizing the desire for convenience and connection with food producers, Kendra created a website in December 2022 and discovered Range Market in early 2023. Founded by Cassi Hammerness during the pandemic, Range Market offers a user-friendly platform for livestock producers, providing plug-and-play online stores, processing payments, generating shipping labels, and offering competitive shipping rates. This collaborative approach has significantly reduced shipping costs for the Paultons, allowing them to pass savings to customers.

Agricultural Innovation and Community Engagement

The Paultons' success underscores the importance of innovation and community in modern agriculture. Selling directly to consumers requires dedication and effort, but it also fosters meaningful connections. By sharing their story and values, the Paultons have built a loyal customer base that appreciates the quality and authenticity of their products. Kendra advises other producers to focus on their unique strengths and remain consistent in their marketing efforts. In the agricultural world, there is a shared desire to see neighbors succeed, and networking with fellow producers has been invaluable for the Paultons. Their journey highlights how combining tradition with innovation can create sustainable, thriving businesses that benefit both producers and consumers.