Direct Marketing for Farmers and Ranchers

The Imperial Stock Ranch, which began in 1871, faces a new and serious challenge to its very survival: how to create new markets for its products to compensate for longstanding existing markets that have declined or shifted overseas. Some bold steps were needed to rethink what to do with the wool from the sheep they raise on their 30,000 acre ranch in Eastern Oregon. Their solution? Direct, value-added marketing to yarn retailers and apparel designers.

This is the first in a series of how-to videos funded by the Sustainable Agriculture Research and Education (SARE) program and produced by Cooking Up A Story. SARE is pleased to be part of this cooperative venture, and to share the rich heritage, knowledge, and individual stories of some of our past farmer grant recipients. As Jeanne Carver notes in the video, SAREs Farmer Rancher Grants program provided critical assistance for them as they embarked on a new marketing approach.

Want more information? See the related SARE grant(s) FW02-206, Imperial Stock Ranch Heritage Lamb/Fiber Marketing.