it's a family tradition
The Ayers Family
Meet Rick. Rick is a genuine, American-made, hard-working, tell-it-to-you-straight kind of guy. He’s a father; he’s a son; and he’s a true family man. Rick gets up early and he stays up late, working long hours to provide for his family and to make the world a better place. Driven by a passion for doing what he loves, Rick is a dreamer and a go-getter who gets things done. Rick is a Missouri beef producer.
The Bruce Family
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.
The Simpson Family
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.
rethink the ranch
Much has changed since the days of cowboys, cattle drives and the Old West. Today, it's more about drones, apps and computers. Learn about real, modern ranchers, how they care for the cattle, what inspires them and why they work so hard day after day.
meet members of the beef community
Join us as we travel across the country and meet some of the hard-working cattle farmers and ranchers who help feed the world by bringing beef from pasture to plate.