<![CDATA[Abstrak: Indonesia memiliki potensi besar di sektor peternakan, salah satunya dalam pengembangan usaha ternak sapi lokal. Desa Wates, Kabupaten Kediri, merupakan salah satu wilayah yang memiliki populasi ternak sapi potong yang terus meningkat, namun persaingan bisnis yang ketat dan keterbatasan inovasi menjadi kendala utama. Program pengabdian ini bertujuan untuk meningkatkan daya saing usaha ternak sapi lokal melalui pengembangan inovasi produk olahan daging, penerapan eco-branding, dan penggunaan teknologi modern. Dengan metode Asset Based Community Development (ABCD), program ini melibatkan pendampingan usaha AJM Farm dalam menciptakan produk olahan seperti nugget, wonton, dan beef slice, serta penerapan kemasan ramah lingkungan (eco-friendly) guna mendukung pencapaian tujuan Sustainable Development Goals (SDGs). Kegiatan ini dihadiri langsung oleh pemilik mitra AJM Farm sebagai peserta pelatihan. Berdasarkan hasil evaluasi, program ini berdampak pada mitra yang menunjukkan adanya peningkatan kualitas produk, daya saing usaha, serta kesadaran lingkungan sebesar 95%. Evaluasi uji organoleptik produk menunjukkan hasil yang baik, sementara upaya keberlanjutan oleh pemilik usaha diharapkan dapat memperkuat posisi AJM Farm di pasar lokal. Implementasi strategi eco-branding juga diharapkan memberikan dampak positif terhadap keberlanjutan bisnis di masa mendatang.Abstract: Indonesia has great potential in the livestock sector, one of which is in developing local cattle farming businesses. Wates Village, Kediri Regency, is an area that has a growing beef cattle population, but tight business competition and limited innovation are the main obstacles. This service program aims to increase the competitiveness of local cattle farming businesses through developing innovative meat processing products, implementing eco-branding, and using modern technology. Using the Asset Based Community Development (ABCD) method, this program involves assisting AJM Farm's business in creating processed products such as nuggets, wontons and beef slices, as well as implementing eco-friendly packaging to support the achievement of Sustainable Development Goals (SDGs). This activity was attended directly by AJM Farm partner owners as training participants. Based on the evaluation results, this program has an impact on partners which shows an increase in product quality, business competitiveness and environmental awareness by 95%. Evaluation of product organoleptic tests shows good results, while sustainability efforts by business owners are expected to strengthen AJM Farm's position in the local market. Implementation of the eco-branding strategy is also expected to have a positive impact on business sustainability in the future.]]>
