by Grace Vehige

Whether it be cattle in the pasture or hanging on the rail, the Ridder family of Falling Timber Farm has a broad knowledge of the beef business.

“The freezer beef business works well with a small registered business,” John Ridder says — and that is exactly how the family operates.

Working alongside John is his wife Heidi and their children. Together they reside in Marthasville, Mo., where their program has been in the family for over 100 years. To this day, they remain focused on raising quality polled Hereford cattle. With time came the development of Falling Timber Farm Natural Choice Beef, which was created with the intention of supplying quality beef to local customers and educating consumers on the origin of their beef.

John’s parents started the freezer beef business, he says. Eventually, John took over and worked to grow the business.

Playing out the pandemic

Since the pandemic, the demand for the Ridders’ Hereford beef has increased, resulting in a nearly doubled production output this year. After one Facebook post advertising beef for sale, the Ridders sold all beef portions in stock and have a waiting list developed for this fall.

Despite the beef industry’s spike in prices, Falling Timber Farm Natural Choice Beef is not following suit.

“We stay very consistent on pricing. We do what’s good for the consumer,” John says.

Aside from pricing, the freezer beef business at large is faced with other impositions caused by the pandemic. John says the biggest obstacle for farmers is a processor’s harvest capacity. Luckily, John says, the family saw the writing on the wall, and they were able to prepare by getting beef scheduled early.

“We were lucky to get [our cattle] in at all,” he says. “If you didn’t schedule early, you’re just out.”

What’s next?

Following the pandemic, John says he does not foresee consumers changing their demands.

“They’re going to want to put meat in the freezer,” he says. “… Realistically, beef, pork and chicken are what feed people. We have to make sure we have the capacity to do that.”

John says the key to a freezer beef program is working with the local processors. The Ridders are hopeful the demand for beef will revive processors because, as John explained, “we don’t have a business without them.”

However, customer relationships are a large contributor to business success, too. John says selling processed beef is like selling registered cattle because a producer has to build up a customer base and provide quality service in order to keep those customers’ business.

At the end of the day, the Ridders find value in their mission as beef producers and providers.

“Hereford beef is good to eat, and it makes a product we are proud of and are proud to sell,” John says.