Country Natural Beef

When ranchers from Eastern Oregon came to Portland to tell real cowboy stories and show us urbanites how to use a lasso, one of them had this to say on the rural-urban divide: “We may be more politically conservative than Portlanders, but we’re a heck of a lot more liberal than people think when it comes to sustainability and land practices.”

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The man knows of what he speaks. Even after beef became a big, national commodity, Country Natural Beef has remained a small co-op run by family ranchers. Its member-owners are still focused on supporting their families and keeping their ranches thriving while working in harmony with their communities.

They came to Weinstein PR with an idea for throwing a food fair in downtown Portland at Director Park that included the aforementioned storytelling and lassos. It was a very cool way to say thank you to residents of Portland and southwest Washington for their support of this great cooperative and to support the Oregon Food Bank. Partners included Burgerville, New Seasons Market, Whole Foods Market and Bon Appétit.

And the event had to come off just right: professional, fun and inviting, and perfectly organized. Working with Country Natural Beef and their partners such as Burgerville and Whole Foods, we developed a comprehensive communications strategy and public relations, and delivered them to area media. (Here’s a great writeup on the event by The Oregonian’s Steve Duin.) We also invited friends of Weinstein PR—those who were a logical fit for Country Natural Beef—from our robust Rolodex.

The best part: The rurally based cooperative came into urban Portland and transcended the boundaries that sometimes exist between Oregon communities, and made new friends and strengthened existing relationships.