Today, I am joined by Marc Lafleur, CEO and Co-Founder at truLOCAL, a consumer platform that helps people access locally-sourced meat products that are 100% grass fed and pasture raised. By connecting local meat producers with meat eating consumers through an ecommerce system, truLOCAL helps farmers increase revenues while ensuring consumers receive sustainable meats delivered right to their door. Started in 2016, truLOCAL has grown quickly, currently employing a workforce of 55 men and women that has proven key to its enormous success.
During our conversation, Marc discusses his company and how it works, its financing, including an appearance on the Dragon’s Den television program, his company’s marketing strategy, and its recent acquisition by EMERGE. He also shares his lowest point with truLOCAL and how it was overcome, his definition of financial independence, and then Marc concludes by offering his long term vision for the future.
Connecting Local Producers to Consumers with truLOCAL’s Marc Lafleur
Download the full transcript here
Highlights:
- truLOCAL provides a way to connect people to local producers and suppliers, and to get
them value added meat products. - truLOCAL went through three different rounds of funding including an appearance on Dragons’ Den.
- Marc’s role in the company has changed over the years from doing everything that needed to be done, to now being invited to speak to others about his successful process.
- Marc’s most surprising realization was the impact that his team had upon the company’s success.
- His definition of financial independence is when you know you have a skill set that you’ve refined over the years such that, at any point in time, you feel that you can earn enough money that you need to achieve whatever goal you want to achieve.
Quotes:
“When we talk about value added, we talk about things like 100% grass-fed, we talk about things like pasture-raised, we talk about things like RWA.”
“The Dragons, the way that they add value, is through their resources and their connections. You still have to have that hustle and that grind.”
“Your marketing spend is a function of your lifetime value, so what a customer is worth to you, compared to the cost to acquire that customer.”
“But literally in that year one, it was every single day. There was some sort of major fire that needed to get put out.”
“I can’t really live in a world where I can’t build my own businesses and build my own future.”
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