When I talked with Colleen Biggs of TK Ranch (she's of no relation to me) about her business of direct-marketing ethical beef, what struck me was that she embraces change.
They told me I would fail,” says Colleen Biggs, remembering the phone call she made soon after taking over sales and marketing on the home ranch. It was 1995, and with no room to cut costs any deeper, she had called the Alberta Ag Ministry to find out more about direct marketing, thinking their way forward had to be to add value.
Conventional wisdom said it couldn’t work, especially in a province dominated by a powerhouse commercial beef sector. But what other choice was there?