Social media influencer Jeffree Star is pioneering a new meat venture dubbed Star Yak Ranch, a farm dedicated to selling yak meat. The Star Yak Ranch will sell three types of meat, including ‘Yak Jerky,’ ‘Yak Steak,’ and ‘Ground Yak.’ The yaks will be raised on Star’s private Casper ranch, separating the yaks for slaughter from the pet and breeding ones. The brand will mainly distribute direct-to-consumer through the ‘Star Yak Ranch’ website but has plans to sell locally to Wyoming residents.
Yaks have been historically known as multipurpose animals, with many consumers opting for yak over traditional beef and bison meat. In an Instagram post, Star Yak Ranch claims that its meat is "[s]uper high in protein, zinc and B vitamins. Being 90% fat-free, Yak is a healthy red meat alternative with more dense nutritional content than skinless chicken, salmon, and beef. Yak is tender and slightly sweeter than bison."
Grass-Fed Tibetan Yak Meat
YouTuber Jeffree Star is Dabbling in the Yak Meat Market
Trend Themes
1. Alternative Meat - The rise of alternative meat such as grass-fed Tibetan Yak can disrupt the traditional meat industry by offering healthier and sustainable options to consumers.
2. Direct-to-consumer - The direct-to-consumer model can disrupt the meat industry by offering transparency in the meat supply chain and connecting consumers directly with farmers.
3. Multipurpose Animals - Raising multipurpose animals like yaks can create opportunities for innovation in producing a variety of products from their meat, milk, wool, and more.
Industry Implications
1. Meat - The meat industry can innovate and disrupt the market by exploring alternative meat options and direct-to-consumer distribution channels.
2. Agriculture - The agriculture industry can disrupt the market by exploring sustainable and multipurpose animal farming and production of various products.
3. E-commerce - E-commerce platforms can disrupt the traditional retail market by connecting consumers directly with farmers and providing transparency in the meat supply chain.