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Marketing and Sales
Shepherd’s Way has established a presence in the specialty cheese market with a distinct
product line, brand identity, and promotional strategy. Currently produced Shepherd’s Way
Farms cheese has been easily absorbed by the existing demand – production is the only current
limit on sales.
The principles behind how we farm and how we make cheese are ultimately important to our
target consumer. Consumers are looking for a connection to their food and to the people who
make it. Providing that connection – through demos, print materials, and our story – is essential
to developing a brand identity and customer loyalty.
Shepherd’s Way Farms strives to sell products through outlets that represent and support the
mission of the farm – high quality, handcrafted foods, locally produced. We sell the majority of
our cheese within the Twin Cities area, with secondary markets in Chicago, Washington DC,
Boston, and California.
Initially, all sales were direct, wholesale, by the wheel. As production grew, we expanded
sales to 70+ stores nationwide. At this level, a direct sale approach was not efficient; sales were
refocused, a local distributor identified, and the Twin Cities area sales were increased. A small
percentage of cheese is sold retail through a select Twin Cities farmer’s market and at our onfarm
shop.
Outlook
American artisan cheeses are in great demand and the industry is growing rapidly.
Consumers are already becoming savvier in their cheese selections and the cheese cases reflect
the increased sophistication of taste. Consequently, some of the inherent obstacles for new
artisan cheesemakers are becoming more manageable – equipment, expertise and training, and
supporting resources are easier to identify and will likely continue to become more available.
Shepherd’s Way Farms 8626 160 th Street East Nerstrand, MN
farmfriends@earthlink.net 507-663-9040
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