Its the quality Kathie. The consumers can go to the local butcher and get good stuff but they cannot find it at the supermarket or supercenters. No matter what the grade is and no matter what the certification is, it is not as good.
I don't know how many times customers have told me the steaks were the best they have ever had, their whole entire life, including all the high dollar restaurants. I tell them I can't guarantee them to be that good always but I will gladly sell them half a beef from time to time.
Generally I haul several fed out steers to the processor. The processing, size, and cuts are up to the customer and they pay the processor. When I drop the steer there I am done. Since I am hauling one there for myself and feeding out one myself, it is no big deal.
Folks that used to buy half a steer are now asking for a whole steer.