The listeria hysteria is far from over, but many Americans have already boycotted supermarket meat.
They’re going straight to their local farms, instead.
Earlier this week, hundreds of New York City-area supermarkets pulled meat off their shelves. The popular Boar’s Head brand was linked to a deadly listeria outbreak, sparking a massive recall of 7 million pounds of deli meat products.
As of Tuesday, 34 people have been sickened and two have died in the outbreak across 13 states.
It’s not the first deadly nationwide outbreak. Recalls have skyrocketed in recent years. Between 2020 and 2023, the total number of food recalls issued by USDA and FDA jumped more than 20%, and public concerns with the safety and quality of supermarket meat are not new.
In recent years, people have turned to social media to raise alarms about transglutaminase, or meat glue, used to seal meat together to save time and money. These additives could increase the chances of bacteria being introduced to the food, according to Healthline.
Others are blacklisting brands and fast-food chains that are suddenly reversing promises to eliminate antibiotics in their meat — like Chick Fil A, which announced they would allow certain chicken suppliers to use antibiotics starting in the Spring.
When Dan Kaplan discovered that American supermarkets were injecting meat with carbon monoxide to improve the color and appearance of meat, he drew the line.
Injecting meat with carbon monoxide is already outlawed in most countries in Europe, as well as Canada, and Japan — but not in the United States.
Kaplan and his wife, Tara had enough. The family decided to purchase a 500-acre farm in Charleston, Maine. This area is known for its luscious grass, soil, and climate — making it an ideal environment for farming.
“Both of us have long wanted to find a way to break free of relying on factory farms and big ag for our food,” explained Kaplan. “Even though Heartstone Farm is only ten years old, you could say that for Tara and myself — the farm is our life’s work.”
The Kaplan’s wanted to address America’s rising demand for truly fresh meat; humanely raised, grass-fed, grass-finished, hormone and antibiotic-free, flash-free, and shipped straight to people’s doors.
Their supply range includes grass-fed beef, natural chicken, and pasture-raised pork. Customers can choose from monthly subscriptions featuring a variety of the best cuts, plus stews, bacon, burgers, and even organ meet — nothing goes to waste.
While more expensive than some mass-produced supermarket cuts, Heartstone does offer competitive pricing on a variety of products; from ground beef starting at $13 to a single sirloin for $21 and a Maine Box, which includes 34 pounds of steak starting at $449.
Thousands who have turned to Heartstone, say they’re not planning to buy meat at the grocery store again.
Especially with recent recalls, people are willing to pay for quality.
“Excellent bacon and distinctly different in taste than your standard store bought mass produced bacon. Meaty and satisfying” one shopper noted. “My family is sticking to Heartstone Farm’s authentic bacon.”
Other consumers are taking notes on the convenience of the subscription service, and the fact that they don’t need to drive all the way to the store just to scan the shelves for signs of expiration or additives.
“Heartstone Farm provides me with the best chicken I can get. It tastes better than what I used to get at the grocery store and it’s about the same price,” another customer remarked. “It also arrives frozen at my door along with the rest of my order, so I don’t even need to bother going out.”
With the surging demand for fresh meat, some may say this little local farm bit off more than it could chew.
Maybe it has.
But for now, they’ll stay ahead of the game — serving up a rare opportunity for Americans to get their hands on fresh, local meat — no matter where in the country they live.
