Confusion is the opportunity. People search to understand what they are being sold, and a producer that explains the classifications clearly becomes the reference rather than one more supplier in a list.
Buying direct is a search in itself. Somebody deliberately avoiding the middle of the chain wants provenance, a name and a farm, and that intention carries a much higher willingness to pay.
The gift season is short and predictable. Whole legs bought as presents are searched in a narrow window, and a farm without a page ready for it loses the busiest weeks of its year.
Trade buyers use different units. Curers and wholesalers ask about carcass weights, yields and cutting specifications, and those pages reach volume that consumer pages never will.