Aaron Steele - The Goat Grazing Entrepreneur with Goats On The Go
- Garrett Wade
- Jun 8
- 5 min read
Aaron Steele
Company: Goats on the Go
Area of operation: The entire United States of America
Primary Focus: Educating future graziers
Years in operation: 2012- Present
Pricing Range: $2,400 per year (Goats On the Go)
From goat grazing to educating, how Steele took what he learned and created a business around teaching future graziers.
In 2012, Steele and his business partner started a grazing operation. After getting some local press for their work, they began to receive messages from would-be grazers who wanted to know how to get started. Steele enjoyed helping them as much as he liked running a grazing company, so after some thought, he and his partner adapted their business model and started their affiliate program.
Goats on the Go launched in 2013 intending to educate people new to goat grazing while also creating a brand name that those new graziers could leverage without having to do the leg work traditionally required to create brand recognition. Steele explained that Goats on the Go is essentially "75 tiny little companies across the U.S. acting like a bigger brand together and sharing a website". These 'little companies' are members who sign an initial contract for two years, paying an annual fee of $2,400.
For the price of $2,400 per year, the members get access to training, community, and a well-established brand name. Before anyone signs up, however, Steele has a conversation with them to make sure they are getting into goat grazing for the right reason and makes sure they have the necessary experience with goats. If the prospective member wants to get into grazing because they dream of becoming rich or if they have no experience with goats, Steele will let them know that the program is most likely not the right fit for them.
What does the training include, and who is the program for?
When someone does join, they complete a day-long classroom event that Steele usually hosts in the spring. This class provides a comprehensive overview of everything a new grazier needs to know, from identifying vegetation and its impact on the grazing system to understanding why the prospective client wants the goats to come out to graze in the first place.
Steele explains on the podcast that they spend a considerable amount of time teaching these graziers how to identify the different types of customers. According to Steele there are multiple different types of customers. The first type are those who are buying the badge of honor that comes with doing something that is seen as environmentally progressive. The second is the customer's purchase of entertainment. The third thing is the prestige of doing something great for their family and their kids. The fourth is conservation and environmental groups that are buying vegetation control. The fifth is the customer buying for education and the public because it is their mission to do so.
In addition to the training, there are also many perks of being in the program. For instance, Goats on the Go works with Premier1 Supplies, an Iowa-based company that makes electric net fencing. Through the deal between companies, Goats on the Go members get a %15 percent discount on Steele's list of recommended equipment.
Steele explained that the overarching goal of Goats On The Go is to "advance people past those hard times where you're learning more than you are actually doing." This approach aligns well with the two-year contract because any growing pains can be addressed with the help of other graziers within Goats on the Go and Steele himself.
Despite the program being centered around grazier's first two years, Steele reports that around 80% of members sign on for at least one more year after their initial contract is done.
Steele's book
Steele recently published his audiobook titled "Goats for Good." Originally, he went to write a much different book, but as he did his research and began to write, it took on a life of its own and evolved into a book that is essentially about how to think about raising goats.
In the beginning of the book, Steele sets the stage by explaining that America's Got a Goat Problem. Despite goats gaining in popularity, the overall number of goats in the US is declining, while the price to purchase goats is increasing.
Steele also discussed the different opportunities that goats can provide. One of the opportunities he lays out in the book is a mutually beneficial agreement between a goat grazier and a goat producer. In this arrangement, the goat grazier gets the goats during the grazing season, profiting off of the service, and when winter comes, they simply ship the goats back to the meat producer. In this arrangement, the grazier saves money on winter feed, and the goat producer is able to stockpile feed for the winter when the goats are returned.
Farm Dog Podcast
In addition to his book Goats on the Go, Steele hosts a podcast called the Farm Dog Podcast, where he interviews experts in the field of working dogs. Originally, he started the podcast because he was interested in getting a stock dog after his sons had gone to college forcing him to move the animals by himself. He didn't know much about what dog he should get, so he got the idea to start a podcast and record his conversations as he went in search of answers. So far, he has recorded over 100 episodes talking about "..any dog that makes rural life easier" and has no plans of stopping.
What's Next?
Steele plans on continuing to help new goat graziers and goattrepreneurs through Goats on the GO, his book, and his podcast. When asked if he plans on writing any more books, he didn't rule out the possibility, saying, "Maybe there are other books about farm dogs and things in the future. Who knows?"
When asked what his most significant piece of advice is to new goat graziers, Steele said, "Shoot for the stars. Plan on making money. I want you to make money. Set your prices high and have high expectations for this service because you are not just feeding goats on other people's property. You are providing a valuable service that people need, and people want, and people want to pay, so give them what they want." This advice highlights just how interested he is in helping other graziers be as successful as possible. He knows many people get into grazing for the feel-good side of it, but he wants people to also feel fulfilled financially.
From goat grazier, to educator, to author, Steele works every day to help others realize their dreams of starting their own goat grazing company.
Where to Find Him
The best place to find him is Goatsonthego.com. On there, you can join the affiliate program, subscribe to his podcast, and also find his book. You can also find his podcast at https://www.farmdogpodcast.com/
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