Diestel Family Turkey Ranch Revitalizes its Brand with InterQ's Qualitative Research Process
Diestel Family Turkey Ranch is a vertically integrated turkey farm, processor, and distributor based in Northern California. The family-owned company is run by four generations, with the most recent generation recently taking the helm of running the ranch operations.
The Diestel family wanted to tell the farm’s story: In a crowded natural meats marketplace, they have a very authentic story, raise their turkeys mindfully, and are committed to humane practices. They needed a way to bring their story to life and give people a feel for their operations.
Their brand was in need of an update -- and they weren't sure how to position themselves in the natural meats category.
The Diestel family, all four generations, wanted to talk about different ways to prepare their various turkey products.
They first needed to understand how to frame their message and tell their story. What would resonate with their core buying audience? What questions did their customers have, and what was the best way to positon their brand authentically?
To answer these questions, the Diestel family hired InterQ Research to conduct qualitative and quantitative research with their core audiences. InterQ created a three-part research strategy:
Quantitative Research: First off, the Diestel team needed to understand their core customer demographics. This included household makeup, age ranges, household income, media habits, and the types of poultry/meat brands that this demographic typically chooses.
Qualitative Research with Diestel Customers: Once InterQ identified the core customer base, we were able to recruit for our qualitative research. We chose 25 consumers and conducted in-depth interviews with them. We covered a range of questions, including shopping habits, perceptions about “all-natural meat products,” discussed label wording, and asked them about buzz words that describe family-owned farms.
Qualitative Research with Diestel B2B Customers: Before a customer ever purchases a Diestel turkey product, the product must first be purchased by buyers at food stores. To understand the marketplace, the B2B branding within this space, and descriptions that buyers are looking for, we conducted in-depth phone interviews with purchasers and employees at natural food stores. We included questions about marketing, distribution, and customer-facing messaging.
InterQ compiled the quantitative and qualitative results in a comprehensive three-part report. The findings of the report gave producers structure to write a script for the Diestel family video, and the findings went on to influence a new logo design, website, collateral materials, and sales process for the Diestel team.
Additionally, InterQ repositioned Diestel as an “everyday meat” for households, helping to shift how people view turkey; in other words, it’s a versatile meat that can be eaten every day, and not just during Thanksgiving or on turkey sandwiches. This shift has been vital to the brand and instrumental in year-over-year sales growth.
Since the initial research project, Diestel turkey product sales have been growing steadily, and marketplace share and positive perceptions have been consistently favorable.