Vision, Mission and Core Values

Vision, Mission and Core Values

Vision

Become the Dominant Marketer and Acknowledged Leader in Natural Grass Fed Beef. 

Mission

We will profitably succeed and lead by providing the most healthful, innovative, highest quality grass fed beef products; creating imaginative marketing programs and enacting superior customer service. 

Core Values

We will:  Adhere to our grass-based feeds as well as our natural and humane protocols. 

We do:  Support a large community of local family ranchers, through outreach and education, striving to involve them in all facets of the business. 

We know:  Financial performance is critical to our success and that everything we do is driven by consumer choice and trust. 

We believe:  Integrity and honesty are at the heart of our business.  We stress teamwork in everything we do and have no room for those who place their personal agenda ahead of the needs of our company and our customers. 

We expect:  All of our people to maintain the highest ethical standards in both their professional and personal lives. 

We are:  In a highly competitive business at the vanguard of an emerging market.  Although we will aggressively seek to expand our business, we will always be fair and never denigrate our competitors.