350 Lessons from a Handmade Goat Soap Business - Interview with Hooves and Feathers

A few months ago, I opened my mailbox to find a beautifully packaged starter box of goat milk soap from Allan Laird of Hooves and Feathers.

Allan is a Farm Marketing School student… and he was proudly showing me his homework. 😊

Inside the box were thoughtfully chosen products, a clear “try-this-first” experience, and a sense that this wasn’t just soap — it was a brand with intention.

I remember thinking, This is what happens when someone applies simple marketing frameworks with consistency.

So I called Allan and said, “You need to come on the podcast and walk us through what you’re building.”

In today’s episode, Allan shares the story of how a retired law enforcement officer turned a small goat milk soap experiment into a growing direct-to-consumer product line — and the lessons he’s learning along the way about customers, offers, pricing, and repeat sales.

This is a real, grounded look at what it actually takes to move from “I make a thing” to “I’m building a business around a thing.”

In this episode, we explore:

• The power of starting with one simple “Plain Jane” product

• How customer feedback shaped new scents, bars, and product types

• Where most of his customers come from right now

• What he’s doing to collect emails and stay in touch with buyers

• Lessons from selling at bazaars, markets, and in-person events

• What’s become clearer in his business since joining Farm Marketing School

If you sell handmade products, farm goods, or any physical product direct-to-consumer, this episode will give you a realistic picture of what growth looks like.

Meet Our Guest: Allan Laird

Allan Laird returned to his farm roots after retiring from a 46-year career in public safety. Together with his wife, Sue, they now tend to about 15 acres of land. They raise Highland cattle, hogs, and poultry, and maintain sustainable pasturelands. Committed to sustainable farming, they render fat by-products from their hogs into lard, which they use to craft goat milk soap. What began as a hobby for friends and family is now evolving into a promising business venture.

Resources  Mentioned In This Episode:

What email provider do I use? I recommend Kit.com (formerly ConvertKit.com) -- it is easy to use, powerful, and getting better every year. It also integrates with most e-commerce providers and tools. Use my affiliate link!

Thank You to Our Podcast Sponsors:

Local Line:

Local Line is my farm's preferred e-commerce platform for farmers. Are you looking for a new solution for your farm? I can't recommend it enough. Easy-to-use inventory management, great customer service, continuous improvement, and a culture dedicated to equipping farmers with marketing expertise. Local Line is offering a free premium feature for free for one year on top of your paid subscription. Claim your discount by signing up for a Local Line account today and using the coupon code: MDF2026. Head to my special affiliate link to get started: www.mydigitalfarmer.com/localline

Citizen Salmon Alaska

Citizen Salmon Alaska is my go-to seafood partner for CSA farms. This is my fifth season working with them, and I keep coming back for a simple reason: it works. They offer wild sockeye salmon, halibut, black cod, shrimp, and smoked seafood — all sourced directly from independent fishermen out of Homer, Alaska. What makes this partnership such a win for farms is the model: I promote Citizen Salmon to my customers, they order directly from Citizen Salmon’s website using a farm-specific code, Citizen Salmon ships frozen fish straight to them, and I earn a commission — without handling inventory, packing, or delivery. It’s an aligned, ethical way to expand your product suite and serve your customers well. If you’re curious about adding seafood to your CSA without adding work, learn more and reach out to Aaron at citizensalmonalaska.com.

Farm Marketing School:

Want a plug-and-play marketing system for your farm? Join Farm Marketing School—my monthly membership where I teach farmers how to build simple, repeatable marketing systems that actually drive sales. Inside, you’ll get:
✅ Step-by-step marketing projects (emails, website design, lead magnets, promotions & more)
✅ Templates & swipe files to save you hours of work
✅ Live coaching calls every month for strategy & support

Inside, you'll get access to bite-sized marketing projects like:

📆 Creating a promotion calendar that drives consistent sales
🛠️ Setting up & optimizing your Google Business Profile
📧 Writing high-converting emails (nurture, promotions, onboarding)
🗣️ Collecting & using customer testimonials effectively
🔍 Auditing & improving your sales funnel
💬 Monthly live coaching calls for answers to your burning questions

No more winging it. No more guessing. Just a clear, repeatable system that makes marketing easier. Join here:
👉 www.mydigitalfarmer.com/fms (Cancel anytime!)

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