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We trace how a ranch family in Curry County built a vertically integrated beef business, from wheat pasture yearlings to a fresh meat counter known for prime cuts, green chile brats, and face-to-face service. We compare grocery and direct beef, tackle pricing myths, and share what’s next, including USDA inspection and expanded local delivery.

• Family ranch roots and multi-state cow-calf, stocker, and feeding operations
• COVID catalyst for direct-to-consumer sales and retail launch
• Managing inventory, grades, and the ground beef challenge
• Customer education on antibiotics, hormones, and grass versus grain finishing
• Why grocery beef is safe and why food choice matters
• Building a premium, service-first butcher shop with specialty items
• Genetics, Simmental and Speckle Park trials to lift marbling and yield
• USDA inspection plans to unlock shipping and wholesale flexibility
• Hiring for character, training skills, and growing community ties
• Practical advice on risk, resilience, and saying no

Thank you for joining us for today’s episode
If you would like more information, please visit nmbeef.com
Whether it be a burger, a steak, or another beef dish, we hope you are enjoying beef at your next meal

Dion's is has a new menu item! Try their Green Chile Bacon Cheeseburger Pizza today.

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