The role of grass-fed beef in the local food movement of northwest Lower Michigan is growing both in scope and size. It is clear that demand for locally raised beef is increasing and there are a growing number of producers raising grass-fed beef and selling directly to consumers. However, there is little knowledge and literature about the middle part of the value chain. As processors, distributors, restaurants, and retail establishments are all essential in the chain of transforming cattle on farm to the products consumers purchase, it is important to explore their role in the local grass-fed beef market. This study assessed the middle of the local grass-fed beef value-chain of in northwest Lower Michigan. Twenty-four individuals from the processing, distribution, restaurant, and retail industries were surveyed and interviewed in order to understand their personal and motivating values, their business relationships with others in the grass-fed beef supply chain, and what they believe to be barriers to the market.This research finds that although the value-chain generally adheres to a value-chain framework, the value-chain needs to work together to strengthen their value-chain structure and solve relationship struggles identified with this research. Additionally, the value-chain faces three major barriers that threaten the growth of the market: a lack of processing infrastructure and disconnect between the processors and the rest of the value-chain; inconsistencies between grass-fed beef supply and restaurant and retail demand; and a general lack of knowledge within the value-chain about grass-fed beef.
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