"We're just real people raising real food." 



Meet Your Missouri Farmers and Ranchers

Mom Cooking Primavera Closeup

Meet Anita 

COMING SOON!

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Meet Luella 

COMING SOON!

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Heather Fletcher

Meet Heather 

COMING SOON! 

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Weekley Family

Meet Tiffanie 

COMING SOON!

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The Ayers Family

The Ayers 

Rick is dedicated to his family, his herd, his community and his country, and he’s committed to providing a high-quality, great-tasting, protein-rich, healthy food source.

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The Simpson Family

The Simpsons 

Jarrod Simpson’s family has been committed to providing a high-quality, healthy food source – beef—since 1952. Jarrod, a 5th generation beef producer, and his father, Bobby, own and manage Simpson Farms. A rich ranching heritage runs deep throughout the land and fuels the Simpson family business.

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The Bruce Family

The Bruces 

Kalena Bruce wears many hats. Residing in Cedar County, Missouri in the Stockton Lake area, Kalena is a mother, rancher and accountant. Her days are long but her outlook on life is very bright, loving her life and family, and raising quality Missouri beef for consumers around the world. 

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Beef Production 

Cattlemen and the Environment

Beef Production Cycle 

The journey of raising beef is among the most complex of any food. Due in part to their changing nutritional needs throughout their lifetime, beef cattle often times will change hands and ownership up to three or four times, over the course of one and a half to three years, as they move through their various life stages. 

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ESAP 2019 Region 7

Beef Lifecycle 

A new study, recently published in the journal Agricultural Systems, is the most comprehensive beef cattle lifecycle assessment ever completed. In the report, titled Environmental Footprints of Beef Cattle Production in the United States,1 the researchers found widely accepted measures related to beef cattle’s impact in the U.S. are often overestimated.

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Beef Sustainability

Beef and Sustainability 

Sustainability is not a destination. It is a continuous journey being carried out by each generation of farmers and ranchers responsible for raising and supplying beef across the world. To the beef community, sustainability comprises much more than environmental considerations. Today, a sustainable food supply balances efficient production with environmental, social and economic impacts.

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Animal Care and the Modern Rancher

Animal Care and the Modern Beef Producer 

Cattle farmers and ranchers have many tools to keep the animals in their care healthy and safe, including nutrition programs, veterinary care, facilities that ensure comfort, and good management practices, such as low-stress handling, vaccines and antibiotics, when necessary. No matter the tool, when it comes to animal health, the practices are science-based, regulated and, above all, good for the animal and the consumer.

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Ensuring Beef Safety

Ensuring Beef Safety 

Everyone plays an important role in beef safety – from the cattlemen and women who continually invest in and learn from beef safety research studies to the various government entities that are responsible for enacting and overseeing food safety regulations and inspections. And even you – the folks who select, purchase and prepare beef – play a vital role in maintaining beef safety standards when it comes to proper food handling and cooking practices.

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Cattlemen and the Environment

Cattlemen and the Environment 

It is often an untold story, but ranching families have led conservation efforts across the United States for generations. Today’s farmers and ranchers are strong examples of true environmentalists. They have a deep love and appreciation for the land because it in turn supports their families. These hard-working people are dedicated to caring for the resources entrusted to them, and they also know first-hand that caring for the environment protects their way of life for future generations.

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