LUBBOCK, Texas (RFD News) — Farmers and ranchers looking for ways to capture more value may find lessons in a direct-to-consumer model built by fourth-generation lobster fishermen Travis and Justin Madera, co-founders of Lobsterboys.
The brothers say they built their business by buying directly from fishermen and selling directly to consumers, reducing intermediary layers between producer and customer. They are also expanding into direct sales to restaurants and chefs.
For agricultural producers, the broader opportunity is greater control over pricing, marketing and customer relationships rather than depending entirely on traditional buyers.
Justin Madera says producers may need to cooperate more closely, build their own online platforms and invest in marketing if they want to compete through direct channels.
The model will not fit every farm or commodity, but it highlights growing interest in shorter supply chains and closer connections between producers and consumers.
