Simm-ply Delivering Direct To Consumer
By: Emma Alexander -
Generational farmer, Ed Vest, has been involved in the cattle business his entire life. Today he lives and works from his grandparent’s farmhouse north of Bolivar in #Agri-Ready Designated Polk County. Alongside his wife, Mary, Ed owns Vestlane Farms, a Simmental seedstock and direct to consumer beef business. Vestlane Farms is utilizing online sales and local markets to sell their high-quality beef. Ed is modeling innovation in beef production and business in today’s industry.
Advice to Young Producers
Ed offers this advice to younger beef producers.
“Research and study the type of cattle you are looking for. Pick a lane in the beef industry that you believe in. Be willing to change when consumer preferences and market demand change.”
Committed to Simmentals
Ed began raising Simmentals when he was 19 years old. His herd of 60 cows includes black Simmentals and Sim-Angus cattle.
“Over the years I have seen Simmentals adapt and change within the beef industry, becoming very marketable and a valuable foundation for many commercial producers,” Ed shares. “Simmentals are more moderate in size than before and have improved mothering abilities and dispositions. Simmentals help commercial cattle producers build hybrid vigor into their herds while increasing the weaning weights of their calf crop and establishing favorable carcass traits.”
“Vestlane Farms established our family legacy. It is known to many for being a Simmental seedstock producer in Polk County, Missouri,” Ed shares. “I focus on a very particular feed out plan. I work hard to ensure that the animals I produce have consistent, high-quality genetics.”
A Diversified Business Model
Ed sells a few show heifer prospects and sells his bulls private treaty. He also participates in production sales like the Missouri Simmental Association’s Missouri Fall Harvest Sale coming up in November at the Springfield Livestock Marketing Center.
Ed enjoyed a career in education, teaching agriculture for 10 years and serving as a school administrator for 18 years before retiring. Mary encouraged Ed to do more with the beef they were raising – something fresh, something different – that would take the farm further.
A Diversified Business Model
Ed sells a few show heifer prospects and sells his bulls private treaty. He also participates in production sales like the Missouri Simmental Association’s Missouri Fall Harvest Sale coming up in November at the Springfield Livestock Marketing Center.
Ed enjoyed a career in education, teaching agriculture for 10 years and serving as a school administrator for 18 years before retiring. Mary encouraged Ed to do more with the beef they were raising – something fresh, something different – that would take the farm further.
Missouri’s #1 Beef County.
#Agri-Ready Designated Polk County is the #1 beef cow producing county in Missouri and ranks 19th nationally among beef cow counties according to the 2022 USDA Census of Agriculture. Missouri is the #3 beef cow producing state. Polk County is the home of Missouri Beef Days, hosted each May thanks to the collaboration of many leaders, including Polk County Cattlemen’s Association.
Going Online
Mary’s commitment made the Vestlane Farms online store a reality in 2023. Ordering became quick and easy with options for on-farm pickup or delivery locations in Bolivar, Buffalo, Hermitage and Springfield. Customers could know exactly what beef the Vests had available, automatically receive a receipt with their order, and get a reminder 24 hours before pick-up or delivery. Ed and Mary were excited about their newest marketing strategy for Vestlane Farms but something was still missing.
Meeting Customers
Ed and Mary joined the Greater Polk County Farmers Market in Bolivar. Through customer conversations, they established a good clientele and now enjoy repeat customers. Their customers often place orders using the Vestlane online store and pick up their orders each Saturday at the farmers market. Ed and Mary always bring lots of extra beef for on-site sales, too. Participating in the farmers market has given Mary an opportunity to be active in their farm business. She excels at building relationships with customers and she serves on the farmers market board.
“The greatest benefit to selling our beef locally is getting to meet people and consumers we don’t meet in our industry,” Ed shares. “The conversations that I enjoy the most are explaining to customers about our beef process and how we raise our animals. It is great to have customers try our product and come back the next week to compliment our product.”
Besides ground beef, steaks, and roasts, Vestlane’s meat sticks and seasonal summer sausage are also popular. Demand is so high for their high-quality product that direct-to-consumer sales account for about half of Ed’s annual production, and they partner with another local beef source to complete a portion of orders.
An Industry Leader
Ed serves as president of the Polk County Cattlemen's Association. This group is proud to be recognized as the 2024 Missouri Cattlemen’s Affiliate of the Year. Ed represents Polk County Cattlemen on the Polk County Extension Council. He remains an active member of the Missouri Simmental Association following his leadership at the state level. Ed is also a member of Missouri Farm Bureau. Missouri Cattlemen’s Association and Missouri Farm Bureau are partners of Missouri Farmers Care.
#Agri-Ready Designated Polk County. Cattle are a top 3 contributing industry to Polk County’s agricultural economy. Agriculture, including food, feed and forestry, contributes $73.0 million in value added products, $254.3 million in output, over 2,300 jobs, and adds $81.0 million to household incomes in Polk County according to the 2021 Missouri Economic Contribution of Agriculture and Forestry Study.
