About the Company

Belcampo Meat Co. is a rare food provider tackling the entirety of the supply chain from farm to butchery to restaurant. Brainchild of author, Top Chef judge and culinary icon Anya Fernald, Belcampo is attempting the near impossible, the healthiest possible food standard derived from a regenerative farming technique, delivered to the customer’s door… at scale.

Our Partnership

Compass and Nail was engaged to connect the many dots in an environment featuring an embarrassment of riches. This was a unique effort because the internal team wanted to conduct the research, devise the Brand Ecosystem Model, and pen the Loyalty Architecture as a collaborative venture such that the strategy and learnings could be applied to the consumer experience as fast as possible. The challenge was not only getting solutions to market fast, but the answers needed to solve for a business model that would net profitability as well.

Strategy Focus

Belcampo by its nature is a complicated business because it relies almost entirely on its own resources to deliver its product and service at the highest standard. The revelation for the founding team was that the consumer was looking at Belcampo less as an occasional treat, and much more as a staple in their personal wellness regimen. Also surprising to the founding assumption was that the consumer ranged across wide economic strata and demographics. The resulting strategy included a more neighborhood focused distribution approach, a further surfacing of the value of regenerative farming, and a detailed call out of the resultant nutritional value emanating from a company founded on old world food delivery economics.

Demonstrated Impact

Belcampo has realized a profitable model not just due to a newly devised distribution model, but also because the service provided is tuned into the customer’s needs much more intimately and empathetically. The requirement for the customer to have a daily resource was key in the brand value proposition and ultimately it is what has made for a profitable business model as loyal buying behavior is now enabled.