I first wrote about first person certified food back in 2010, inspired at one of our field days by all of you: our customers. I was responding to a question about whether or not we were certified organic. My response: “We’re first person certified.” I had just returned from a trip to Washington D.C. where I was lobbying for healthier school lunches as part of my job at one of the nation’s largest organic food companies. It occurred to me, right there in front of 100 of our customers gathering around tables for a slow lunch on the ranch, that relationships we were building were more important than a third-party approval from politicians on the other side of the country. (I’m still in favor of healthier school lunches, sourced from local farms and ranches.)

Field Day lunch under the oaks

Building connections with farmers and consumers at our Annual Spring Field Day lunch

A food producer can’t pay to be first-person certified. You either are or you aren’t. It’s up to our customers to decide – you are our auditors and if we don’t pass your inspection, we’ve just lost a sale. Another issue with organic standards is that they were written for produce. They don’t even apply to grassfed meat production. Our own standards require that cattle are raised and finished on green grass, in open pastures and moved often to prevent overgrazing.

Organic became an issue in the 1970s and 80s in response to farmers who used the term “organic” but were spraying pesticides. Those growers who actually did follow organic practices wanted to differentiate themselves so they established a set of standards, eventually passed as the Organic Foods Production Act of 1990. The rules regulated everything from what growers could put into the soil to how crops are harvested & washed. The rules do nothing to address problems with conventional meat production. (What modifications have been made came later and were heavily influenced by the conventional meat industry: the same folks who actively work against grassfed beef producers.)

Although the dairy industry has modified organic standards to be specific to its operations, prohibiting the growth hormone BST in milk and mandating that cows at least have a view of the outdoors, the beef industry has largely tried to apply the USDA national organic standards developed for produce to its own operations, a pitiful attempt at capitalizing on the marketing value of “organic” with little attention to the health of land, animals or people. A single organic certified hamburger, for example, can be made up of ground beef from more than 100 different cows, confined in a feedlot and fed grain as long as it’s made from organic corn. Big deal. It does nothing to improve our soils, the animals’ lives, or our own health. We do not use any synthetic additives, even if they are approved organic. None of these requirements are part of the USDA’s organic standards for meat. To put time, effort and money into a certification that does not meet our own high standards is not only bad policy, it’s counterproductive to our goals of healthy rangelands, animals and people.

Our friend Douglas Gayeton of the Lexicon of Sustainability describes it this way:

Local – “Local brings you back into a relationship with the source of your food, with the land, the animals, the plants, the farmers, and with each other.”

LOCAL: The New Face of Food and Farming in America, by Douglas Gayeton

Organic –“A labeling term that indicates that the food or other agricultural product has been produced through approved methods that integrate cultural, biological, and mechanical practices that foster cycling of resources, promote ecological balance, and conserve biodiversity. Synthetic fertilizers, sewage sludge, irradiation, and genetic engineering may not be used.”
– according to the USDA’s National Organic Program (NOP)

Local Food System – “A regional food system is one that supports long-term connections between farmers and consumers while meeting the economic, social and health and environmental needs of communities in a region. A food system includes everything associated with growing, processing, storing, distributing, transporting and selling food. A food system is local when it allows food producers and their customers to interact face-to-face; regional systems serve larger geographical areas, often within a state or metro area.”
-Leopold Center for Sustainable Agriculture

Face certification – “A direct contact between farmer and consumer that creates an environment for trust and faith.”
LOCAL: The New Face of Food and Farming in America, by Douglas Gayeton

In a previous post titled Think Big. Be Informed.  I described my six years in the organic food industry, an eye-opening experience that taught me the difference between Big Organic and local food. If you care about the long-term connections between farmers and consumers and/or the economic and social impacts of your food purchases, it comes down to two, simple questions: Who made this food? and How was it produced?

Organic certification does not require that a company pay its workers a living wage or support its local community, but first person certification mandates it. I was thrilled to learn recently that the large organic produce company I lobbied for, based here in San Benito County, has joined the board of our local Chamber of Commerce, after 25 years in the community. Management is creating an environment for trust and faith in the community where the majority of their employees live, a great step toward becoming first person certified. And they don’t even need to pay for it.

Local food: London style

March 17, 2015

Scottish eggs

Scottish eggs

Across the pond this week, in London where there is no shortage of good food. We went to Borough Market yesterday: a feast for every sense. Bustling with artisan vendors, office workers grabbing a quick lunch, and chefs picking up ingredients for their restaurants, the outdoor marketplace has been a central part of the London foodie scene since the 13th century.

What I love is the international celebration of food that is produced close to home and on a small scale: there are no industrial farming practices seen in this place. Signage on most vendors booths pays homage to food raised slowly and without chemicals or inhumane treatment. Methods are explained in detail to curious tourists asking questions about everything from how long the perfect Parmesan cheese is aged to the best way to cut meat from the bone, I’ll let the pictures do the talking from here. As you see the sights: be sure to imagine the accompanying sounds of enthusiastic vendors encouraging you to try a sample, aromas of warm paella, and  feel of 600 year-old cobblestones under feet.



DSCN0483 DSCN0484 DSCN0485 DSCN0486 DSCN0481DSCN0482

The Case for Steak

January 17, 2015

A shorter version of this article was first published in edible Monterey Bay magazine, Winter 2014. 

In the past 24 years I have seen the California’s Central Coast food scene grow from a sorry corner of the produce section to entire markets featuring locally grown, sustainable products. When Joe and I first started marketing grassfed beef in 1991 people wrinkled their noses and asked “What’s grassfed beef?” Today, it’s a common choice on menus and in butcher cases everywhere. Locally raised, grassfed meats have even been parodied by Fred Armisen and Carrie Brownstein on Portlandia’s “Is the Chicken Local?” episode when the couple abruptly abandons a romantic dinner to go find the farm where the chicken was raised. We have gone mainstream (and can laugh at ourselves too)!

One of the most common misconceptions about meat is that it’s an ecological disaster. Red meats, and cattle more specifically, are blamed for clear cutting rain forests, emitting more methane than LA freeways, using too much water, and a whole list of health risks like high cholesterol, heart attacks and cancer. What’s lost in this argument is that cattle are not the problem: land managers are. Cattle are living, breathing, gas-emitting animals just like whales, dogs, cats and yes – even humans. Managed properly, cattle are beneficial to the environment and produce a nutrient-dense, low calorie food that builds muscle and fights disease. They also nurture expansive, healthy rangelands that have the potential to become the earth’s largest carbon sink.

Not Your Father’s Steak: Ecologically Beneficial Meat

Meat itself is not bad for the environment. Humans’ poor management of the animals that produce it is. Concentrated Animal Feeding Operations (also known as CAFOs) with their sprawling waste ponds, antibiotic-tainted water runoff, and massive energy consumption strain the environment. Overgrazing leads to barren landscapes that cannot capture water or grow plants, creating a void where photosynthesis was once possible. But these conventional, industrial models are coming under more scrutiny (as the couple in Portlandia so aptly portrayed) while other land and animal management practices are celebrated as a solution to climate change. There is resurgence – a revolution, even – happening all over North America and the world focusing on alternative ways to manage cattle that restore rangelands and waterways. When managed in ways that increase biodiversity, build soil health and restore grasslands, cattle become beneficial allies for environmentalists. Meat, then, is not only good food, but also a healthy byproduct in the fight against global warming. It’s part of an growing trend toward regenerative agriculture.

Well managed rangelands capture and hold water

Well managed rangelands capture and hold water

Richard Young, Policy Director of The Sustainable Food Trust, a UK-based think tank exploring solutions for a food production system that causes “the least possible harm to both humans and the environment” recently addressed the ‘eat less meat’ evangelists.

“We believe that the consumption of red meat, dairy produce and animal fats needs to be increased, not decreased,” Young said. “Grasslands take carbon out of the atmosphere. For several decades the carbon sequestered by grasslands following prolonged, arable cropping will exceed the global warming impact of methane from animals grazing that land. There is still a dispute about whether soils continue to take carbon out of the atmosphere after that, but several recent studies suggest they do this by storing carbon in the roots of grass deep down in sub-soil.”

Young farmers and ranchers around the globe are embracing a new decision-making process in land management that takes into account land, people and planet. Holistic Management, pioneered by the Zimbabwean biologist Allan Savory and described in his 2013 TED Talk How to Fight Desertification and Reverse Climate Change,uses grazing as a tool that addresses the most pressing environmental issues we face.

“There is only one option left to climatologists and scientists,” Savory says. “And that is to do the unthinkable, and to use livestock, bunched and moving as a proxy for former herds and predators and mimic nature. There is no other alternative left to mankind.”

We have been using Holistic Management on the ranches we manage for 24 years and can attest to the wildflowers and oak trees that thrive where our cattle have grazed. Joe and I attended our first Holistic Management class the month before our wedding and learned that by carefully planning our livestock grazing, we could maximize our ranch’s productivity. Using portable electric fences to control the timing and number of cows, we moved them often to prevent overgrazing. Careful monitoring ensured we met our goal to promote perennial grass growth and healthy soils while fattening our cattle and increasing our profits.

“We can take enough carbon out of the atmosphere and safely store it in the grassland soils for thousands of years … and if we just do that on about half the world’s grasslands that I’ve shown you we can take us back to pre-industrial levels (of carbon) while feeding people. I can think of almost nothing that offers more hope for our planet, for your children, and their children and all of humanity,” Savory says. Feeding people meat.


Grassfed beef provides essential nutrients, building muscle and joint, with minimal calories.

Grassfed beef provides essential nutrients, building muscle and joints, with minimal calories.

Pasture-raised animal also use much less water than those raised in CAFOs. Last winter’s drought mandated that we haul water to our cattle atop a ranch we lease in Watsonville, Calif. This gave us a real-time measurement of exactly how much water each cow needed: 10 gallons a day or 3,650 gallons per year. Compare that to more intensive factory CAFOs, which use vast amounts of water, with automatic “flushing” systems that consume up to 150 gallons of water per cow, per day. (Source: http://www.sustainabletable.org/906/waste-management.) Add to that the millions of gallons of water used to grow the grain they are fed, and it’s no wonder conventional red meat gets such a bad rap.

 But Red Meat is Bad for Your Health!

 “So often in the media meat is just meat,” said Mark Shelley, a filmmaker and owner of Tassajara Meats in Carmel Valley. “Locally raised, pastured hormone and antibiotic free meat is food. Commodity beef is, well, a poor substitute that has not only negative consequences for the environment, but for your health as well.”

Just like any product, the quality of meat you buy depends on how it was made. Were the cattle humanely treated? Did they graze on grass where they provided the benefits Allan Savory talks about or were they fed GMO grain in a crowded feedlot? If meat is to be healthy, consumers need to demand that it meets certain criteria.

Jessica Campbell is a certified Nutritional Therapy Practitioner (NTP) and founder of the Food Foundation, a Bay Area-based consulting firm that helps people eat healthy. Personal experience and work with clients over the years has taught her to look at alternative therapies and take a more holistic approach to nutrition.

“My new love of beef stems from the fact that I made a poor choice in college to become a vegetarian and was that way for nine years. In my recent blog Nutrition and Mental Health I explain how depressed I was from the lack of protein and B vitamins and it was not until I had trouble getting pregnant that I realized how anemic I was,” Campbell said.

“I tried many ways to heal, but it was the craving for beef that saved me. I lost two sizes, 10 pounds, and was able to get pregnant after finally reintroducing meat back into my diet. I remember how odd it felt once I finally got pregnant to crave hamburgers all day, but the cravings were there for a reason.

When people express their fear of meat, I turn them to the facts. Conventional meat is scary and I understand their fears. These farms have removed cows from their natural diet and fed them GMO corn, soy, and animal wastes, thus they are very sick. In an effort to keep them alive, they are pumped full of antibiotics and hormones to grow faster. We are not sick from eating beef, we are sick from the antibiotics present in the meat, the hormones, and the toxins of GMO feed. A cow is a ruminant, which has four stomachs to eat and ferment grasses into vitamins.  Humans only have one stomach so we cannot ferment grass and live off of greens alone. We do, however, have a strong stomach acid designed to access vitamins and minerals from protein. Hence, when we eat beef from cows that have eaten the grasses they were designed for, we access all of the vitamins from their diet of greens. We see more Omega 3 essential fatty acids which are beneficial anti-inflammatory agents and significantly more antioxidants such as vitamin E and beta carotene which protect our cells form oxidation,” Campbell explained.

Like ecologists, nutritionists are realizing that it’s not meat that’s harmful; it’s the type of meat and how it’s raised.

Cate Ritter is a Certified Nutritionist and Kitchen Coach in Pebble Beach. In her practice, she coaches clients to ask where the meat is coming from and teaches people how to cook meat.

“Quality is crucial,” Ritter said. “Unfortunately, some studies linked red meat consumption to an increased risk of heart disease and cancer. But, these studies didn’t distinguish between (1) the quality of meats, (2) the type of meats, or (3) how the meats were cooked. I’m sure most people would agree that a grass-fed steak doesn’t belong in the same category as a processed hot dog filled with preservatives, artificial coloring and added sugars. It’s a slow process, but luckily the health community is finally recognizing the benefits of high quality animal products,” she said.

Books such as Nina Teicholz’s The Big Fat Surprise and Dan Barber’s The Third Plate advocate a balanced, more holistic approach to eating & nutrition. They encourage consumers to ask how their food was produced. The wildly popular Paleo diet and CrossFit exercise regimes also encourage pastured meat as part of a nutrient-dense, low-calorie diet to build muscle and immune systems.

Decades of doctors’ advice that we should eat a “low fat diet” and stay away from red meat have led to an obesity epidemic in the United States forcing many nutritionists to question traditional guidelines, pushed by powerful interests in the processed food industry. Even former advocates of veganism are seeing the benefit of introducing meat as a nutrient rich food and cattle an essential part of soil fertilization: cow poop grows healthy vegetables.

“The thinking on eating meat has changed so drastically in the last 10 years,” Campbell said. “I remember the nutritional community praising vegetarian diets as heart healthy because of the little bits of B vitamins and phosphorous in green leafy vegetables.  In the last few years diets like the Paleo tell us to eat like our paleolithic ancestors were thought to eat, avoiding all grains and dairy but it is heavy on eating meat. It is funny to me because now we see meat as heart healthy for Paleo diets since it has ample amounts of B vitamins and phosphorous.”

“The flip flopping mostly comes from the media and not nutritional experts, at least not in the holistic field.  The reason I love the holistic approach is that we are not researching and developing new pharmaceutical solutions to your symptoms of disease, we are looking back in time to when our ancestors hunted and ate what was there for them to eat. We are acknowledging the innovations of agriculture and farming but we are turning our back on food processing.  In holistic nutrition we look for the root cause of your symptoms and most of it happens from avoiding the foods we were born to eat and substituting in artificial foods as if we could do better than Mother Nature. In my own humble opinion, our ancestors ate bugs and weeds. So the way I see it, we can eat bugs and weeds for nutrition too or eat the animals that eat them for us,” Campbell said.

Amy Ellsworth, a Registered Dietician Nurse in Costa Mesa, Calif., has also seen an increase in the awareness of how food is produced among her clients.

“In the community that I live in, I have seen a really big shift with people wanting to know the entire ‘footprint’ of their food,” Ellsworth said. “They want to know how it was raised, if it was raised to contain the optimal nutritional value and what kind of impact the farming methods being used have on the environment.”

So what’s an environmentally conscious consumer to do? Ask these three questions: “Who is producing this food and how was it grown? Is the management improving the soil? Is it improving my health?”

If the answers meet your criteria, then fire up the grill and enjoy a juicy Rib Eye, knowing with each bite that you are nourishing your body and fighting climate change at the same time.

Participants at Idea Hack Pescadero discuss the future of local food markets.

Participants at Idea Hack Pescadero discuss the future of local food markets.

What do you get when you mix together innovators, entrepreneurs, farmers & ranchers? Great ideas that are already helping to change the landscape of local food production and consumption in California.

The Pescadero Idea Hack, held in Pescadero, Calif. on October 11, 2014, was the brainchild of The Mixing Bowl Hub’s Rob Trice and his wife, TomKat Ranch Executive Director Wendy Millet. Millet and her amazing team at the TomKat Ranch are our partners in the push to make grassfed beef the new normal. Like Morris Grassfed, TomKat Ranch is committed to considering the land, animals and people when producing its LeftCoast Grassfed beef and has worked hard to increase local, grassfed beef consumption in schools and restaurants in San Mateo County.

We started the day with introductions and it was humbling to be a in a room (a barn, actually) with so many people dedicated to producing good food and creating local markets that encourage and reward the work of farmers and ranchers.

“Our objective is to build upon numerous assessments and dialogues on the topic of the Peninsula’s local food production, and develop a range of actionable solutions.  A byproduct of the Idea Hack is to connect individuals and organizations that could potentially collaborate to bring about desired changes,” Trice said in his opening remarks.

Participants like Karen Liebowitz, co-founder of the soon-to-open The Perennial restaurant in San Francisco and Pete Hartigan, Founder & CEO of Trusted Ventures, LLC are not only innovative thinkers, but agents for social change. Liebowitz’s new restaurant will source foods from local farms and ranches that  go way beyond industrial, monocrop organics; they actively address climate change with their farming practices.

“We first started thinking about what can we do to engage with our environment more closely — not just farm to table, but really deeply engage,” Liebowitz said in a recent interview with the San Francisco Chronicle. The Perennial will be a “laboratory,” in which all aspects of the restaurant’s business — relationships with farmers, sustainable practices, choice of vendors — are seen through the lens of environmental impact, the article said.

The prize: $10 gift card to Downtown Local.

The prize: $10 gift card to Downtown Local.

Hartigan has put his money where his heart is. The founder of several successful start-ups, his latest is Trusted Ventures, LLC which aims to develop what he calls the “Impact 500” targeting existing Fortune 500 cash flows in areas like finance, healthcare and education, with a model where helping the community is how the company competes versus the traditional maximize shareholder profit model. If this sounds familiar, it’s because Hartigan has already created successful companies using the model, including the alumni-funded college loan business sofi.com, which he plans to take public this Spring.  He’s not wasting any time on his next project ether. Our breakout group’s challenge: How Can We Increase the Amount of Local Food Consumed by Local Institutions?

Our group's flip chart on how to get more local food into industrial markets.

Our group’s flip chart on how to get more local food into industrial markets.

After an hour-long discussion with institutional food buyers (Stanford and Google), distributors, farmers and ranchers we developed the “LOCAL FOOD MARKETPLACE, INC.” (LFM). Our idea is to develop a collaborative, digital market maker, facilitator/coordinator. LFM can create a demand book for local institutions looking to buy local food supply and aggregate local supply. To pay the premium for fairly priced local goods, dining services organizations can supplement their budget through HR budgets (since employee good food eating should result in lower health costs) or a company’s community social responsibility funding. Financial institutions with a social mission can finance working capital for growers. Participating growers can have an ownership stake in LFM’s success. (We won First Place, by the way.)  Bam.

Other challenges included: How to train and support the next generation of farmers and ranchers? How to scale local food production? and How to deepen the connection between SF Peninsula eaters and growers? We took a hike on the spectacular TomKat ranch after our breakout sessions and capped the day with a candlelight dinner around the ranch’s coi pond table: a stunning setting and perfect way to celebrate the beauty and bounty of local food. The Mixing Bowl plans several follow-up sessions and has started discussion groups for each idea we came up with. The real success here is the awareness that good, local food is not only delicious, it’s a force for economic, social and ecological good.

Dinner was served around the coi pond at TomKat Ranch in Pescadero, Calif.

Dinner was served around the coi pond at TomKat Ranch in Pescadero, Calif.

Organic food Pioneer Bob Scowcroft listens to The Mixing Hub's Rob Trice introduce speakers.

Organic food Pioneer Bob Scowcroft listens to The Mixing Hub’s Rob Trice introduce speakers.


This post originally appeared in the monthly newsletter of Morris Grassfed Beef. It has been modified for localfood.wordpress.com. To sign up for our monthly newsletter, click here

We often hear about the large amount of water it takes to raise cattle. The numbers are huge but almost always simplistic. No doubt, a cow needs water to thrive, but we don’t see Morris Grassfed Beef as a detriment to the water cycle. In fact, we think Morris Grassfed Beef actually enhances the water cycle by producing healthy rangelands that capture and hold clean water, which then flows to the ocean and surrounding community. The question is not so much “How much water does it take to raise beef?”, but rather “Is the beef you are purchasing helping to slow down the water cycle or speeding it up?”  Our goal is to slow the water cycle down, capturing and storing this precious resource where it can nurture the soil.

Our cattle drink from natural springs and creeks, filled by rainfall (when we have it!) and consume approximately 10 gallons a day, per cow. (We had to haul water from the best producing springs to the herd in the Fall/Winter of 2013/2014, for there was no other water on the ranch, so we know exactly how much the cows were drinking.) That’s 3,650 gallons per cow, per year. It takes about two years to raise a cow, totaling 7,300 gallons. Divide that amount by the pounds of beef produced from a single Morris Grassfed cow, approx. 360, and you get 20.28 gallons of water needed to produce one pound of Morris Grassfed Beef (or 6.76 gal. for a 1/3 lb. burger). Our abattoir and butchers also use water to wash the carcasses and clean their facilities, which we factored in to our final calculation of 7 seven gallons per burger.

The average family of four uses approximately 360 gallons of water a day.* That’s 131,400 gallons a year, or 36 times what a cow uses. Granted, cows are not flushing toilets, taking showers or watering lawns … at least not with tap water, but it puts into perspective how much water daily life takes. Let’s compare how much water it takes to make a glass of wine, a cup of coffee, a head of lettuce and a conventionally raised pound of beef vs. grassfed. (We should note that finding reliable numbers for these things is difficult. Many of the sources that come up are ideological and have an ideological agenda to push. We tried to find the most un-biased, scientific evidence we could. And we know our numbers are correct because we monitor and measure them.) The following chart shows the water needed to make each of these popular foods:

Conventionally raised beef takes more water because the cattle are fed water-intensive corn and alfalfa crops, and drink from imported water in feedlots rather than natural springs and creeks. Unfortunately, as soon as cattle are placed in feedlots they can no longer contribute in a beneficial way to the water cycle. Consider also, the number of calories and nutrients each of these foods provide. Although a head of lettuce takes about the same amount of water as a pound of Morris Grassfed, while supplying only about a quarter of the calories, a Morris Grassfed burger packs essential Omega 3 fatty acids, amino acids, and other vitamins and minerals necessary for a healthy brain and body. We love a glass of red wine as much as the next person, but it takes more water to make than your Morris Grassfed hamburger.

Finally, if the more than 4,500 acres of rangeland that are managed by us is improved so that each acre, approximately the size of a football field, captures an extra inch of rainfall that would be an additional 27,166 gallons per acre, a huge net gain by management of Morris Grassfed Beef. This is not at all inconceivable. Your hamburger is a boon to your family’s health, your community and the water cycle. So, the next time someone tells you beef uses too much water, give them our number.

* Irvine Ranch Water District Study, 2011

Our team at Johansen's Quality Meats, Darren and Marco

Our team at Johansen’s Quality Meats, Darren and Marco

July is peak season for farmers and ranchers: crops need to be harvested, cattle need to be watered, and product needs to be marketed, packaged and delivered. Seasonal farmers markets are great examples of this annual celebration. For the farmer and rancher, it’s the culmination of months, sometimes years, of inputs.

In our case, a grassfed rib eye is three years in the making, beginning with securing – and paying – the lease for the rangeland. The cattle graze, gestate, nurse, and grow into beautiful two year-old finishing animals. In addition to our own calves, we sometimes purchase animals, called “replacement cows.” Their price is determined on a per pound basis, recently subject to steep increases in the live cattle market. Drought has been a recurring theme around the West for the last decade, and there are simply too few mother cows to raise enough calves to meet the demand from the U.S and around the world. Bulls are also purchased to breed the cows. Upon conception, it is our job to ensure the mother cows have plentiful and nutritious forage to graze and clean water to drink. The calves are born in March and April, nurse for six to nine months and are weaned when the mothers are ready for a break. All this is overseen by the physical labor of cowboys who fix fences, dig pipelines, and tend the animals every day: seven days a week. Mother Nature does not follow a Monday- Friday 9 to 5 schedule.

By fall, calves have grown into young heifers and steers. They are moved often to fresh pasture for their own health and growth and to prevent overgrazing of the plants they eat, leaving behind fresh fertilizer that nourishes the soil and creates deep roots that capture and store carbon. It’s a cycle that has repeated itself for thousands of years, initially in the wild when predators chased large herds of elk and buffalo and now by land managers who mimic those same patterns with electric fences and domesticated cattle. This process produces not only breathtaking landscapes, but nutrient-rich, delicious grassfed beef we distribute to Californians.

The processing side of grassfed beef is less harmonious. We begin talking with butchers in late fall to line up slaughter dates for the following May through September. As small, family owned businesses themselves, our abattoir and butchers need to plan ahead of time as well. They need to hire enough people to adequately and humanely process incoming live animals and carcasses. On our end, we have to time the slaughter dates with perfectly finished animals, the capacity of the butchers, and the needs of our customers. Throw in drought (aka: the need to find irrigated pasture) and a fast growing, competitive local meat market and things get complicated. In short, you can’t expect to call the butcher and tell him you’re bringing in a load of cattle in the morning. Aligning slaughter dates is more like nabbing orchestra section seats at a sold-out Broadway show: it takes a lot of planning, ability to pay the ticket price, and a little bit of good luck.

Once slaughter dates are reserved, we begin to watch the herd carefully, choosing the finished animals each week to be trucked to the abattoir. After the animals are killed, the carcasses are shipped to the butchers who have lined up their own teams to cut and wrap the meat, evenly dividing the steaks, roasts and ground beef into neatly packed boxes ready for delivery. By the time we pick up the boxes at the butcher, it has been between two and three years of work. We have paid our landlords, cattle brokers, ranch hands, supply and hardware stores, vehicle and trailer mechanics, fuel and transportation costs, abattoirs, butchers and cold storage facility. Payday has come for everyone but the rancher. All along the way, the local economy is thriving: a testament to the many benefits of local food.

Then there is delivery day, yet another wild turn on the path from farm to fork. Our typical route starts the day before deliveries when we drive from our ranch in San Juan Bautista, Calif. 300 miles north to the closest USDA-inspected combined butcher/slaughter facility that meets our standards in Orland, Calif. (Joe drove the live animals up a month prior. The carcasses hang to dry-age for three weeks before being cut up.) We arrive in the evening for a good night’s sleep to prepare for a 5 a.m. wake-up call to meet Darren, our butcher, at 6 a.m. and begin loading the trailer. Over the next two days, we work our way south to deliveries in Sacramento, Stockton, Tracy, Pleasanton, Berkeley, San Francisco, San Jose and Gilroy. The second day, we cover the Central Coast: Monterey, Aptos, Scotts Valley, back to San Jose and finally home to Hollister and San Juan Bautista.

Traffic patterns add to the complexity. This month, we were humming along in between stops when we saw the freeway sign: “Traffic Stopped on Hwy 17. Use Alternate Route.” (For those familiar with the Highway 17 corridor between Scotts Valley and San Jose, the “alternate route” is a two-hour detour along Highway 1.) Realizing we were going to be stuck in traffic for hours due to a fatal truck accident and 11-car pile-up, we immediately sent a group text notifying 25 customers in Portola Valley that we’d have to re-schedule their delivery. Sigh. At each stop, we meet customers and collect the balance due, based on a pre-arranged price per pound, minus customers’ $250 deposit, which we collect as “earnest” money and to defray some of the aforementioned costs.

It’s a celebratory day not only because it’s so much fun to meet our customers and know we are filling freezers with amazing healthy food, but also because it is satisfying to know that such a complex process has brought all of us to a community building and happy moment. Still, by the end of Day Three on our delivery route, I am more than ready to pair a glass of local Pinot Noir with one of our filet mignons.

Such is the wild ride of farming and ranching. In most industries, the customer pays for a product that has been developed, manufactured, marketed and delivered according to well-established and set production costs. The seller knows his cost per widget and sets the price accordingly, with a profit built in and collected at the point of sale. In local food production and delivery, the customer pays for a product that has been developed, manufactured, marketed and delivered in the context of a wildly unpredictable relationship with Mother Nature, traffic patterns, and other variables the seller has little control over. The majority of customers understand these complex twists and turns and happily choose to join us on the ride. They leave work to meet us, send in a deposit, tell fellow, waiting customers we’re running late and invite friends over for a BBQ of grassfed hamburgers. One of our customers brings us homemade biscotti to snack on along our delivery route. Another offered to meet us at a later stop this month to exchange her boxes after we realized we gave her someone else’s custom cut order. (Shout outs to Jane and Marsha!) Many jump in and help us carry boxes to cars, or bring extra brown shopping bags for people’s “extras” orders. These are not just “customers” they are our partners. Without them, none of this would work.

As we approach our 25th year producing and marketing local grassfed beef, it’s exciting to see the market exploding. Once considered a trend, grassfed beef has gained respect and popularity among meat lovers, chefs and environmentalists alike, all of whom are up for the wild ride. Hold on, because we don’t see it slowing down anytime soon.





All Things Connected

June 19, 2014

I recently saw a story about environmentalists’ relationship with meat that posed the question: “Can you call yourself an environmentalist and still eat meat?”   It featured Hollywood Director James Cameron and his wife, Suzy Amis Cameron, who have started an all-vegan school, the first of its kind in the U.S.  Amis Cameron said she believes that, “You can’t really call yourself an environmentalist if you’re still consuming animals. You just can’t.”  

Amis Cameron’s comment is not uncommon. I hear it often from well-meaning friends and fellow environmentalists. I respect their efforts to be responsible, but I am always amazed they don’t look at the environment in a more holistic way. The responsibility is on us to ask how our food is produced.

Animals play a crucial role in a healthy ecosystem. Eating meat is simply a final step in honoring – and utilizing – that part of the system. Managed properly, animals act as natural tillers, fertilizers and harvesters in the garden we call Earth. When moved often and not confined, like in the wild when being preyed upon by predators, cattle actually increase the growth of native, perennial plants whose deep roots hold soil and water in place, storing carbon underground where it belongs. They build soil health by tilling and aerating it with their hooves, fertilizing it and pruning the plants they munch on to keep them healthy and growing. It’s a microbial Oktoberfest! Their byproduct – hamburgers, rib-eye steaks and beef jerky – provide essential proteins. Meat is a nutrient-dense food  that nourishes bones, muscles, cartilage, skin and blood, all with minimal calories. Eating meat is a win-win when looked at as a system. The real question is: “Can you call yourself an environmentalist and not eat meat?”

Vegans may not eat meat, but they certainly consume animals. And their plants are often fertilized with manure from confined animal feeding operations. How’s that for irony? Further, vegans and vegetarians often believe that things don’t die to produce their food. This flies in the face of even the most basic understanding of the carbon cycle, aka the “life cycle.” If you are eating, you are consuming plants or animals that depended upon the deaths of past critters. As our ability to peer beneath the soil surface improves, we can see that even some of these critters have faces.

Amis Cameron won’t eat a steak, but she depends upon manure to fertilize her plant-based foods, cattle intestines and tallow for her beauty products, life-saving vaccines and medicines, hides for her furniture upholstery, clothing and accessories, and fatty acids to hold the tires together on the fossil fuel hungry private jet. She, too, participates in the carbon cycle.


Source: Tennessee Beef Industry Council

And why is it acceptable for environmentalists to shun meat, but consume fish? Do they not know that our oceans are also suffering and we need to be aware of how fish are harvested if we are to protect the environment? According to the Monterey Bay Aquarium’s Seafood Watch, “Over the past five decades technology has allowed us to fish farther, deeper and more efficiently than ever before. Scientists estimate that we have removed as much as 90 percent of the large predatory fish such as shark, swordfish and cod from the world’s oceans. In 2003, the Pew Oceans Commission warned that the world’s oceans are in a state of “silent collapse,” threatening our food supply, marine economies, recreation and the natural legacy we leave our children.”  Like cattle, fish need to be managed in a way that protects and nourishes the environment. Beef is one type of meat. Halibut and salmon are others.

Alternative protein sources have environmental effects as well. Industrial soybean production, required for every vegan’s Gardenburger, tofu, and glass of Silk soy milk, is responsible for the massive “Dead Zone” pollution in the Gulf of Mexico and deforestation in Latin America. Of course, there are responsibly sourced soybeans too. I wonder if most vegans ask how their soybeans are grown? Gulf Dead Zone

It takes huge amounts of fossil fuels and GMO seeds to produce vast monocultures of soybeans stretching from Minnesota to Louisiana. There’s no party in that soil. I’d rather get my protein from the humble cow hosting the microbial Oktoberfest.

It comes back to looking at life and our environment as a connected cycle, a system in which one action triggers another and so on. We’re all connected in more ways than we know.


Jean-Claude Balek’s e-mail signature is followed by his job title: Culinary Engineer/Locavore at Palantir Technologies. Palantir is a Silicon Valley software company that develops tools to organize massive amounts of  data. “We solve the technical problems, so (our clients) can solve the human ones.” And like any respectable Silicon Valley start-up, they also feed their employees well. That’s where Jean-Claude comes in.

I met Jean-Claude (or JC, as he is sometimes called) recently at a book signing for our mutual friend Douglas Gayeton in Berkeley. We are both featured in Gayeton’s new book: Local: The New Face of Food and Farming in America. Gayeton’s book profiles pioneers in the booming local food movement and defines the words we use to describe our work. Words that to many of us in the local food movement seem obvious, but need defining if we are to effectively communicate our missions. Words like “permaculture,” “grassfed,” and “biochar.” JC is featured not only for his commitment to providing the employees at Palantir with locally sourced, fresh meals, but for the eight tattoos across his fingers that read: Locavore.

JCBalek shows his tatoos

JC’s hands are beautifully photographed to accompany the pages defining “locavore.” The term was coined by his fellow Bay Area chef Jessica Prentice and chosen in 2007 as the Oxford English Dictionary’s Word of the Year. “The beauty of a local food system” Prentice says in the book, “is that it brings you back into a relationship with the source of your food, with the land, the animals, the plants, the farmers, and with each other.” Amen.

JC and got to talking and I learned we both grew up in San Francisco’s Sunset District and ended up in careers that promote and create healthy food. JC worked for years as a restaurant chef, enduring the long hours and little recognition so many chefs do. At Palantir, the hours are sane and his talents are celebrated. He sources as many ingredients as possible from farmers and ranchers in the San Francisco Bay Area.

“At Palantir we have a very diverse crowd,” Balek said. “We  have a large contingent of folks who want to know where the meat comes from, who raised the animals and how. This is a very exciting thing for me. The more people learn about the entire story, the better choices they will make when they choose to eat.”

Balek joins hundreds of other Bay Area locavores who are eager to learn the story of how their food is produced. At the beginning of his book Gayeton urges his readers to read it and then give it away so others can learn the language. “The intent of this book is simple,” he writes. “Seduce people with quirky collages and folksy handwritten notes that quietly introduce the tools to fix our crappy food system. The more people read, the more they’ll remember. Ideas can be powerful like that.” Powerful indeed. Now I’m going to get reading so I can give the book away.

A Shifting Landscape

April 8, 2014

There’s a messy food fight happening in kitchens across America. Like the disruptive innovators before them – Netflix, Uber and Square, to name a few – small farms and ranches are shaking the foundations of a powerful industry and sending shivers up the spines of their well-established, powerful competitors. Just five years ago, farmers’ markets and Community Supported Agriculture (CSA) were minor annoyances to the Food and Beverage Industry. But that’s changing rapidly. According to a recent report by the Harvard Food Law & Policy Clinic by 2008 “the value of local food sales in the United States reached $4.8 billion, up from $1.2 billion in 2007 and $551 million in 1997.”

Sessions at the Produce Marketing Association’s annual Fresh Summit Trade Show labeled local as a “trend” and patted us on the head with a smile. Common responses to the scrappy dog, pulling at the pant leg of marketing executives, were that local could never compete. They said, “The price point is too high,” “The quality not uniform enough for picky consumers,” and my personal favorite, “You can’t grow spring mix in Michigan in the winter.” What these companies didn’t see coming was the consistent cry from consumers wanting to know more about their food. People want to know who grew the tomato and how it was grown. They care more about the “Who and How” than they do about eating summer greens in January. I call it “First person certified.”


Joe and I started direct marketing grassfed beef to family and friends in 1992 after they dined at our home and asked, “Where can we buy this meat?” We worked with our local abattoir and butcher and within five years had developed a loyal following that came back year after year. They bought freezers to store a quarter cow and asked their mothers for Grandma’s Sunday roast recipe as they learned to use the whole cow. They brought their children to our Annual Field Day where Joe showed them how a border collie can gather a 100 cows and why perennial grasses and wildflowers can thrive where livestock have grazed. They liked that when they had a question, they could call us and we would pick up our own phone (or call them back if we weren’t in the office, which is often when you work in agriculture.) Twenty-two years later, we are still direct marketing and have a network of more than 900 members throughout California. When people from New York or Colorado call to ask if we ship, we direct them to a website that will help them find a local grassfed beef producer.

Innovation comes in many forms, often the result of an annoyed customer who says to herself: This should be easier! The old model is broken. Food based on cheap labor to grow and pack it, federally subsidized, imported water to grow it, plastic packaging to ship it, and $60-a-barrel oil to distribute it needs an alternative. Local networks are filling the space in innovative ways. Industrial, multinational food companies’ idea of a mobile strategy is making their websites fit on an iPhone screen. “New ideas” echo the 1950s: a coupon for participating in a survey or sweepstakes where you can win a shopping cart full of groceries, worth mere pennies to their bottom lines.

Meanwhile, local farmers are turning to a new model, one that makes it easier and more affordable to put good food on the table and actually adds value to consumers’ wallets and health. They’re using intuitive, interactive apps like Good Eggs, Whole Share and Farmigo that allow customers to add an extra dozen cage-free eggs to next Tuesday’s delivery. Working farm-centric communities, dubbed Agritopia, are replacing gated suburbs for nature and wildlife preserves as people realize the scarcity of water and opt for community gardens over golf courses. Marketing campaigns sponsored by local food advocacy groups such as Community Alliance with Family Farmers’ (CAFF) “Buy Fresh Buy Local” and the USDA’s “Know Your Farmer” raise awareness about the choices consumers have over their food purchases.

Joe Morris delivers boxes of Morris Grassfed Beef at Lake Merced in San Francisco.

Joe Morris delivers boxes of Morris Grassfed Beef at Lake Merced in San Francisco.

As people become more aware of their own decision-making power when it comes to food, the big guys are being asked about paying employees a living wage, challenged over inputs like pink slime and azodicarbonamide, aka the ‘yoga mat compound,’ or how many miles the spring mix traveled to Michigan.

Consumers want freshness. They also support organic, grassfed, local, no GMOs or antibiotics, and humane treatment of workers and animals. In the new model, you log on to your desktop or mobile device and order your favorite seasonal fruits, vegetables, meat and dairy to be delivered to your door (or picked up at a drop-off location) in a recycled cardboard box by your friend and neighbor. It’s either already paid for via your online account, or your delivery person swipes your credit card via Square and you’re on your way. The extra 50 cents per pound for meat employs your co-worker’s teenager, or better yet your own, who works for the local farm or butcher. That’s a win-win.

Packaged Food at Fred Meyer Store Source: http://www.flickr.com/photos/lyza/49545547

Packaged Food at Fred Meyer Store                               Source: http://www.flickr.com/photos/lyza/49545547

Ironically, the new model gets back to basics. All the labels that have emerged in the food industry can get exhausting. What ever happened to just going shopping? Does my chicken thigh really need to be certified by five organizations? The distance and anonymity of multi-national food companies has created another layer between people and their food, a whole new industry of third-party certification officers. If you don’t know who grows your food, you can outsource your relationship with the farmer to the USDA’s organic program or the American Humane Association’s animal welfare program who ensure that standards are being met. In the new model, your food is first person certified. If you want to know whether we feed our cattle grain or use sub-therapeutic antibiotics, you pick up the phone and call us. (We’ll tell you we don’t.) I answer texts and e-mails from our members every day. You can also come to our field day where we’ll show you the animals, the land and the people who produce your hamburger. The same goes for farmers who invite children to pick their own pumpkin at Halloween and strawberries in the summer.

The discussion among food industry leaders has gone from patting local producers on the head, to saying “there’s room for all of us'” to criticizing local as less efficient and unsustainable. Common battle cries are that “We have to feed the world.” and “Our food is cheaper!” But the innovators have shown there are farms and ranches all over the world that can feed their communities (recall pre-WW II?) and consumers don’t mind paying a bit more if it means their dollars strengthen the local economy. As industrial food marketers get more defensive, local food innovators are zooming past, coming up with even easier and cheaper solutions to getting their products on to kitchen tables, including adding a recipe for baked cauliflower in next week’s CSA box to replace that overpriced organic spring mix that’s been sitting in a truck for three days.



I knew we had stumbled upon a gem when my daughter Sarah and I entered Range last night, in Chicago’s Lincoln Park neighborhood.  A bar with unknown microbrews on tap is a good sign. The ambience is old farmhouse meets cozy romance. A large fireplace graces one end of the space and warm light bulbs hang from the rafters. But the clean, white walls are a modern contrast to dark wooden floors and funky chandeliers made of cattle ear tags.

We started with the Quinoa soup, a delicious combination of spinach, mushrooms, quinoa and parmesan croutons. Sarah had the chicken sandwich glazed with orange pepper, vanilla bean aioli and white cheddar on a warm ciabatta roll and served with herb fries. She devoured it before I could take a bite.

cattle ear tags encircle the light fixtures

cattle ear tags encircle the light fixtures

imageI was tempted to try the hanger steak because I love to see how different chefs prepare this under-appreciated cut, but couldn’t resist comparing the range burger to our own so I went with that.  I’ve read about Tall Grass grassfed and wanted to see if it lived up to its reputation. I was happy to see it did. Cooked rare, the only way to eat grassfed, it was moist and tasted amazing. It didn’t hurt that they serve it on a warm spring wheat bun and slathered it with onion-bacon marmalade. I’m already planning to imitate the recipe for my next Morris Grassfed burger.

Range serves seasonal foods, constantly rotating locally-grown produce, beers and cheeses. Our waiter was friendly and looked like he had just stepped out of an ad for Mr. Porter in his skinny jeans and scuffed brown loafers (I know, that has nothing to do with the food.)  I love that they celebrate real food and offer items like “bacon fat fries” and garlic creme fraiche, served as a side with my burger. It’s hard not to like a place where the people are friendly, the setting is comfortable and attractive, and the food is prepared with care and high quality ingredients. All around, a winner if you’re near Lincoln Park.  Range:  11119 W. Webster Ave., Chicago, IL  60618 (773) 549-5747  www.rangechicago.com


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