A case company is Wipunen varainhallinta Ltd that an auxiliary company name is manor of Qvidja. In Autumn 2017 the company will start to grow a cattle, which will be fed to only grass. The new owners have started in developing of manor in 2015. The manor will be developing emission-free food production pilot farm, which will make grass-fed beef.

This Bachelor’s thesis deals with phenomenon as a grass-fed beef. The other purpose of this thesis was to understand what kind of value the company and its product offer for their future consumer. The company has the need to identify their potential consumers. Thus the objective of the work was to create potential consumer profiles for manor of Qvidja.

For the reference material are previous studies. The material consisted of already finished stud-ies, literature, as well as digital sources. There is also material that was comparable to the meat products, such as Finnish indigenous cattle meat and organic meat also buyers’ psychographics and demographics characteristics. The theoretical framework includes Business Model Canvas model, which can be used to tell for example the company's value proposition, channels and customer relationships.

The results of this case study gave an understanding how the grass-fed beef can be environmentally friendly product not a climate destroyer. Actually grass-fed beef can control of climate change and improve biodiversity.