American Ranch

Chapter 203 The brand positioning of the ranch【Please subscribe, please recommend】

Chen Mo looked at Mo Xi.

Moxi also looked at Chen Mo strangely...

Chen Mo withdrew his gaze, walked to the window behind Moxi's desk, looked at the scenery in the distance that did not belong to the river valley pasture, and said, "Did you negotiate the purchase and sale contract of Tesco Supermarket?"

"Tesco Supermarket took the initiative to contact us, and I was just negotiating the price." Moxi said.

Chen Mo rubbed his stubble on his chin: "It's a very favorable contract. But this is not the direction of our River Valley Ranch... In recent years, the proportion of green food in the food industry in the United States has become higher and higher. I have been to many green farms. Stores, organic stores, only a few stores sell organic fresh milk. Organic goat milk is basically a direct sales model, and the output is not large..."

"That's right. There are very few pastures that produce organic goat milk. As far as I know, the total production of certified organic goat milk in California is not as good as the current River Valley pastures."

River Valley Ranch is already the world's largest Dorper sheep breeding base and the world's largest Dorper sheep farm.

In the entire state of California, River Valley Ranch is the fourth largest ranch in terms of land area.However, the comprehensive index of available land area, fertile land area, pasture water rights, etc., the River Valley pasture is the number one pasture in California.

If you compare hardware conditions, River Valley Ranch is already one of the most valuable ranches in the United States.

"Exclusive agency, in the short term, will be of great benefit to our River Valley Ranch, at least the fresh milk will not worry about sales. But this approach is not in line with our farm's market-oriented positioning. I think the products of the River Valley Ranch have become cloth Like Wright cattle, the market has been in short supply." Chen Mo looked at Mo Xi: "How much is your monthly salary?"

"$1.5 million."

"From this moment on, your salary will be the same as that of Bright. You will be COO (Chief Operating Officer) and will be mainly responsible for sales and brand operations. If you are not responsible to Bright, you should be responsible to me."

Moxi was slightly taken aback, looked at Brett, then at Chen Mo...

Brett was not dissatisfied or unhappy, but he was a little embarrassed: "Boss will live on the ranch from now on. My main job from now on will be on the ranch, and I will be responsible for the internal affairs of the ranch."

Moxi secretly glanced at the resignation letter on the table: "Thank you, Boss. But I still don't understand the sales of fresh milk. You mean to give up the exclusive agency and only be a supplier?"

"Yes, we are only suppliers, green and organic fresh milk suppliers. Top mutton suppliers, top beef suppliers, and selected fruit suppliers. What we sell doesn't have to be the best, but it must be the most expensive. In terms of beef, we don't necessarily only supply it to the current three restaurants, we can choose a few more restaurants for them to bid for..."

"I heard that you are also a shareholder of Ellison Logistics. I think it is better to establish a stable supply and demand relationship than blindly chasing profits..."

Chen Mo touched his chin and thought for a few seconds: "Okay. The current production is limited, and this kind of fixed supply and demand relationship can be established. But in the future, the production will increase... Even if the number of Bright cattle develops in the future, they must be strictly controlled. The supply keeps the market always in a state of hunger. Dorper sheep are also sold very well, and the purchases from Ellison Logistics basically make Dorper sheep feel at ease. The sales of goat milk, you also find ways to create a situation where the supply exceeds demand, we It’s just that the situation has not been opened, and if the situation is opened, the goat milk should be sold out easily.”

"It is true. In fact, as long as the Albertsons store gives us enough resources, our goat milk can be sold out locally in California."

"The supply exceeds the demand. I need to make the river valley pasture goat milk rush to buy as soon as it appears in the market. Fresh milk can be sold out in a few minutes when it is on the supermarket shelves. I was also thinking about sales before, and even thought about doing direct sales... ..."

"The investment in direct selling is too high, and the management cost is also high." Mo Xi said.

"I know." Chen Mo nodded with a smile: "So, I have given up. In the future, at least 4 large supermarket chain sales channels will be developed, and Albertsons Store is one of them. If Tesco Supermarket is willing to sign a supply and marketing contract with us We can also cooperate with the contract. The supply and sales contract part also needs to be with the Albertsons store, and some of them are purchase and sales contracts... You used to work at Whole Foods Market?"

"Yes, since Amazon bought Whole Foods, I have left the company. But I can still contact the company's headquarters..." Moxie said and took out a draft contract, Party A: River Valley Ranch.Party B: Whole Foods Market...

This is a pure supply and marketing contract.

Chen Mo and Moxi discussed in the office for a long time, and finally decided on the plan. Any distributor who wants to represent the products of Hegu Ranch must sign a part of the purchase and sales contract on the basis of the supply and sales contract.

For example, the contract with Albertson's store is a supply and marketing contract, but there is a remark clause to purchase 1000 barrels of fresh goat milk every day. The 1000 barrels of goat milk is the purchase and sale contract, that is, the 1000 barrels of goat milk will be paid by the Albertson store...whether they sell it or not is their business, and has nothing to do with the River Valley Ranch.

Chen Mo is just assigning tasks, how to operate them, he can't do these things himself.

Moxi only felt a big head.

The annual salary of 30 is indeed attractive, but to accomplish the tasks assigned by Chen Mo, the value is more than 30.Even people with an annual salary of one million rarely have such abilities...

"Boss, it's too difficult. It's not difficult to sell goat milk, but the difficult thing is..."

Chen Mo raised his hand to interrupt Mo Xi, the corner of his mouth slightly raised: "Do you like supercars?"

"I like it." Moxi was taken aback.

Chen Mo took out a checkbook from his pocket and filled out a 30 check: "Buy one. It's your reward for working hard for months..."

Moxi opened his mouth slightly, and took the check with both hands: "Thank you Boss."

"Well, hurry up and write out a business plan. You need to hire the manpower yourself, and how much money you need to report to the finance department, as well as Brett... You also have to fully cooperate with Moxie."

"knew."

"Fresh milk sales are the most important job now. In addition, our goat milk has passed organic certification. You need to sort out the market price and market price of organic goat milk. The market pricing power starts now."

Chen Mo said and left the office, Brett looked at Moxi and gave a thumbs up: "Come on."

With a wry smile on his face, Moxi looked at the resignation letter on the table and the check in his hand... hurriedly put away the resignation letter and tore it into pieces.

The fresh milk produced by the ranch now has a uniform specification, with a barrel of 6.5 pounds, or 3 liters.

The shelf life of fresh milk is very short, especially after opening, the shelf life is only one day...6.5 pounds of fresh milk is only suitable for a family of three, a family of four...Families with more members.

The Albertson store has also reported this problem. There are too many to drink and waste, and the ranch is required to fill fresh milk of other specifications.

But the ranch uses an automatic filling line, and changing barrels means adding a production line.

鲜奶工厂新安装了3条灌装生产线，有4.5磅、2.5磅、1.5磅。新包装绿色有机奶，其中2.5磅和1.5磅，将采用玻璃容器。

A pasteurized cryogenic production line has also been newly added.

There are two types of pasteurization, one is high temperature, which is the equipment currently used in fresh milk factories. It heats milk to 75~90℃ and keeps it warm for 15~16s. The sterilization time is short and the work efficiency is high.The vast majority of fresh milk factories in the United States use pasteurized high temperature...

Pasteur low temperature, because of the long processing time, has been rarely used.It is to heat the fresh milk to 62~65°C and keep it for 30 minutes.This method can kill various growth-type pathogenic bacteria in milk, and the sterilization efficiency can reach 97.3%~99.9%. After disinfection, only some thermophilic bacteria, heat-resistant bacteria and spores are left, but these Most of the bacteria are lactic acid bacteria, and lactic acid bacteria are not only harmless to humans but also beneficial to health.The disadvantages are high cost, low efficiency, troublesome storage and short shelf life... Usually only small dairy factories are still in use, and they can only supply the local fresh milk market.

Pasteurized low-temperature milk usually has a shelf life of 7 days. It should be stored in a low temperature environment, and the shelf life after opening is only a dozen hours.

Pasteurized low-temperature milk, if put in the supermarket, can only be sold for 2 days at most.

As for the fresh milk of Hegu Ranch, it takes 3 days to sell it in the supermarket. The main reason is that it is packed in large barrels, and the supermarket does not provide low-temperature preservation...

Under such circumstances, the sales time of pasteurized low-temperature milk is only 1 day.

Thinking of these, Moxi felt that a direct exclusive purchase and sale contract would be better, simple, quick and easy.But it is true that, as Chen Mo said, signing an exclusive contract will have disadvantages for the future development of the ranch...

Brett caught up with Chen Mo with a smile on his face: "Boss, I also like supercars, do you want to reward me with one too?"

"Get out!" Chen Mo rolled his eyes: "I didn't fire you."

"Actually, I have managed the River Valley Ranch very well. You are often away from the ranch, so you don't know the difficulties of running the ranch..."

"It's all thanks to Moxie that the ranch is on the right track..."

"Moxie is the man I found."

This... seems to be the same.

The price of goat milk in the United States is high.

The goat milk sold in supermarkets is basically 2 pounds of fresh goat milk in a box. It seems to be sold in green stores. The price of fresh goat milk marked with green is about 13-19 US dollars.There are very few over $20...

Fresh goat milk with a green organic label is rare on the market, and there are few green organic stores. Usually, 1 box weighs 2 pounds, and the price is about 27 US dollars.

The barreled fresh goat milk of River Valley Ranch, 6.5 pounds per barrel, the terminal market price is 1 US dollars.

At first, I didn't think much of it, thinking that fresh goat milk should be worth the price.After getting to know it slowly, I realized that it is not ordinary expensive, but really expensive.

(End of this chapter)