Building a beefed up e-commerce brand

CASE STUDY

Real beef from real families

BetterFed Beef is an e-commerce company selling premium beef products direct to consumers through their online storefront, BetterFedBeef.com. The company, based out of Minnesota, connects seventeen Midwest farm families who raise a specialized line of cattle as BetterFed Beef Producer-Owners. In addition to producing a high-quality product, BetterFed Beef prides itself on cutting out the middlemen and connecting consumers directly with American cattle producers.

WHY WE BELIEVE IN BETTERFED

We appreciate many things about the opportunity to work with BetterFed Beef. Their commitment to quality shines through in every aspect of their business from their products to their marketing. They are eager to explore new marketing strategies and tactics, and always approach new ideas with an open and curious mind. Their high quality standards keep us challenged and engaged, while their trust in our team gives us the ability to operate and execute in the ways we know best.

THE OPPORTUNITY

When BetterFed Beef founders Max Winders and Dr. Tom Peters first approached Abovo, they came to us equipped with nothing more than a business idea that they passionately believed in, and a dream to bring it to life in a way that was thoughtful, professional, and “done the right way.” With our initial work together taking place even before the name “BetterFed Beef” had been established, Abovo was presented with the opportunity and challenge of taking their idea and transforming it into a real, functioning business. From logo/brand design to e-commerce website development, and public relations to email marketing, we’ve been fortunate to work with and assist BetterFed Beef from (quite literally) day one.

SERVICES WE PROVIDE BETTERFED BEEF

LOGO AND BRAND DEVELOPMENT

MARKETING STRATEGY AND CONSULTATION

MARKET/INDUSTRY RESEARCH

PACKAGE AND LABEL DESIGN

WEBSITE DESIGN AND MANAGEMENT

COPYWRITING

PRESS RELEASE WRITING AND DISTRIBUTION

MEDIA AND PUBLIC RELATIONS

PHOTOGRAPHY

VIDEOGRAPHY

INFLUENCER MARKETING

DIRECT MAIL MARKETING

DIGITAL ADVERTISING

INVESTOR PROSPECTUS DESIGN

E-MAIL DESIGN AND AUTOMATION

Of all the things we love about working with BetterFed Beef, our favorite service to provide is

PRODUCT TASTE TESTING

OUR WORK

LOGO AND BRAND DESIGN

When BetterFed Beef came to Abovo with their idea for an e-commerce brand bringing beef to discerning consumers across the nation, they knew that incredible branding would be paramount. With the mindset of “you only get one chance to be new in the market”, BetterFed Beef took brand development seriously and sought to create branding truly representative of this company. But in order to design a thoughtful and intentional brand, there needed to be a thorough understanding of the business and the products it sells. It was for this reason that for the first weeks and months of the brand development process there were zero designs, logo drafts, or even sketches created. Instead, we worked with BetterFed Beef to learn and discover as much as we possibly could about their model, competitive advantages, products, and consumer preferences. We even helped BetterFed Beef facilitate an extensive consumer taste test of their product to gather feedback about taste, texture, tenderness, and overall eating experience. With a concrete understanding of their business, we then proceed with the process of designing the logo, supporting brand elements, and style guide.

WEBSITE DESIGN AND BUILD

In addition to seeking a strong, polished brand and identity, BetterFed Beef also knew that in order to succeed, their e-commerce storefront had to provide customers with an incredible shopping experience. Together, we designed and developed their website at BetterFedBeef.com with user experience as a top priority. Beyond looking great with a user-friendly design, the site also incorporates custom functionality for product fulfillment, as well as integrations with third-party software for inventory, accounting, and tax management.

ONGOING MARKETING STRATEGY AND SUPPORT

With a professional brand in hand and a high-functioning website ready to go, BetterFed Beef was all set to enter the market, but not without a plan. From the beginning of our work together, it was always understood that we cannot expect immediate sales as soon as we launch the website and that there will be a need for continued, ongoing marketing to support this brand and drive sales. In the time since BetterFedBeef.com was launched in the summer of 2021, Abovo has assisted the brand with marketing efforts including photography, videography, email automation and design, digital marketing, social media strategy, influencer marketing, direct mail, public relations, and more.
The ABOVO Team is an absolute pleasure to work with. Not only are they super creative and hardworking, but they also really ‘get’ strategic thinking and tactical deployment. We rely on the ABOVO team for their obvious creative capabilities and their business consultancy. ABOVO is totally embedded in every aspect of our business, and we trust and depend on them as a true business partner.” – Max Winders, Co-Founder BetterFed Beef

Max Winders

Co-Founder BetterFed Beef

Real beef from real families