SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023 - 14

PROCESSOR PROFILE
consideration and patience. Sometimes the choice
was deciding to take their time.
" We were very intentional, we were very strategic,
and we were very careful, " Velasquez said.
Some situations, however, were surprisingly
eye opening, including making the jump into digital
marketing, which seemed like a no-brainer
initially. A seasoned and trained marketer, Lewis
said that was a hiccup she didn't see coming and
something other entrepreneurs should carefully
consider before making the leap.
" We didn't really understand it and it's a beast, "
Lewis said, adding, " I think a lot of people don't
understand it and they just think, 'Oh, I'm going
to write some Google ads and the orders will
pour in.' "
The couple agreed that a valuable takeaway
was that regardless of the social media platform,
a successful digital campaign requires a substantial
and sustained financial investment or in lieu
of that, a substantial amount of time to create
content every day to cultivate and maintain and
grow an audience.
" It's a full-time job, " Lewis said.
In the meat industry, bacon has been one of
14
2023 BACON TRENDS + TECHNOLOGY MEAT+POULTRY
The owners of The
Baconer learned plenty
since its founding in
2016, including the
challenges and costs
of digital marketing.
the hottest categories across all channels, which
served The Baconer well for years and improved
the acceptance of innovative, premium products
among consumers and independent retail operators
and foodservice outlets.
Lewis said especially when the company first
launched, being a company in a food segment
that was on trend was a huge benefit and people
welcomed a new product in the segment and
were anxious to try it.
Velasquez agreed, saying because the products
were so different from the commodity sliced
bacon options that are widely available, the company's
Lardons, bacon steaks and ground bacon
differentiated them in the marketplace.
" With our product line we were trying to get
people to work with it in new ways. That just created
more willingness to experiment with a product
people were already interested in, " he said.
As they grew, Lewis and Velasquez said they
wished that rather than reinvesting every penny
back into the company they would have paid
themselves, even if it was a token amount, rather
than being so hard core about the bootstrapping
mentality. Eventually the stakeholders did pay

SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023

Table of Contents for the Digital Edition of SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023

SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023 - 1
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2024
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-december-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2023
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2023
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-december-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2022
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2022
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2022
https://digital.meatpoultry.com/sosland/mp/-meatpoultry-december-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-october-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternatives-may-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2021
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