Even The New York Times has gotten the message. Writing in the Times Kathryn Shattuck explains the growing movement in the nation’s bread basket toward raising grass fed cattle.
“You want a minimum-input type cow, with more depth of body, more thickness, good udder structure and a good disposition,” Mr. Calvo said. “An angry cow is not a very good eating experience.”
In the mid-1990s, Mr. Lasater’s father, Dale Lasater, whose holistic management techniques have been chronicled in National Geographic and the documentary “Food, Inc.,” decided to market the Beefmaster, his family’s breed.
“We learned that just because we liked our beef didn’t mean that anyone else in the world did, or even really cared what grass-fed beef was,” Tom Lasater said. “For the first 10 years it was a real uphill battle.”
Lasater Grasslands Beef sells about 75 percent of its product through retailers like Whole Foods and Natural Grocers, with the remaining 25 percent online.
“Grass-fed beef is getting to a point where it’s almost an interesting business,” Mr. Lasater said the afternoon before heading to California to speak with investors. “It sounds fairly simple, but when you get into the nitty-gritty of raising the beef and trying to supply people on a timely basis — what they want, when they want it and how they want it — it’s actually complicated, because you’re at the mercy of Mother Nature.”
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