Got Beef? How Pasture One Is Revolutionizing The Cattle Industry
January 1, 2018
Each year, Americans consume over 20 billion pounds of beef from burgers to grandma’s favorite meatloaf. While a nice, medium rare burger may hit the spot for most Americans, each one comes at a high cost that typically is never seen. Cows are ruminant creatures, meaning they have four stomachs that aid in the digestion of grass to convert into usable proteins. A ruminant animal’s body is designed to graze freely all day long consuming mostly leafy greens; however, America does things far differently beef industry.
Almost all cattle in the US are raised in feedlots where cows are fed corn, and when cheaper – even sugary sprinkles and gummy bears which cause them to gain weight at an unhealthy rate. While this approach decreases the time from birth to market, it causes the cattle to have inflamed livers, increased fat content and also decreases their life expectancy. In order to keep the cattle healthy enough to reach their slaughter date, the animals are frequently enhanced with hormones and steroids to strengthen their immune systems from such a poorly balanced diet. Luckily, Pasture One has a cattle friendly and cost-effective solution!
Originally, Pasture One started out as a beef import program bringing in grass-fed beef from other countries to sell in America. After years of working in the import beef business, they realized that there were problems with the domestic supply chain and set out to enhance it. Matt Landis was brought on board with Pasture One as the Chief Operating Officer as part of a senior level restructuring to help lead the company to greater success. Over the last several years they have partnered with multiple ranchers to increase the amount of domestic grass-fed beef available to the open marketplace.
“One of the biggest challenges we face is highlighting the differences found within the world of grass-fed beef. Not all grass-fed is created equally. A grass-fed beef label could still mean that the cattle are coming off of a feedlot, just eating grass rations instead of corn. This doesn’t offer any of the environmental or humane treatment benefits that grass-fed beef should inherently consist of. However, for Pasture One – all of our cattle are raised on open pasture with a focus on transitioning our entire supply chain to regenerative ranching practices. Our cattle never set a hoof on a feedlot.” said Landis in our interview.
The common myth is that sustainable agriculture costs more, yet the truth is it is quite the opposite. As regenerative ranching practices increase soil health, negate hormones and steroids, and decrease the cost of feed which saves ranchers money! This allows not only for happier cows, but also healthier fields and business all while decreasing the greenhouse gas effect.
With overall grass-fed beef sales across the industry soaring from $17 million in 2012 to a staggering $212 million this past year, Pasture One is a pioneer in the industry and one of the first to claim a “steak” in the marketplace of wholesale beef. Learning where our food comes from is becoming increasingly more important as our choices have greater impacts on climate change. For more information check out their website and look for them in a store near you!