They were able to create a brand name for their meats and command a premium price. How did they do this? By doing things others didn't. They market their meats as 'natural.'
Niman Ranch offers consumers an alternative it claims is both healthier and tastier, taking an extra year to raise its antibiotic- and hormone-free herds. Today, Niman's reputation is so powerful that many diners mistakenly assume that Niman meats are organic. In fact, Niman has never made that claim and is careful to use only the word "natural" on its packaging.
It makes you wonder. What if you positioned your company as a 'natural lawn applications company.' Could you go the opposite way of your competition and carve out a niche for your company? By going natural/organic, would it allow you to create a brand and charge a premium for your service?
Read the article and maybe it will give you some ideas.