How are you addressing sustainability issues in your supply chain?
Estancia cattle are raised on open, natural grasslands—and when we say natural, we mean it. We don’t clear rain forests or other ecosystems to provide ample grazing land for our herds, and because grass fed beef does not rely on fossil fuels in the form of fertilizers, pesticides, and diesel, the carbon footprint is minimal. We take care of the environment because we love the land and the creatures that live on it. We also do it because our business depends on it.
What is the most important lesson you’ve learned in your sustainability journey?
The business itself has to be “sustainable” beyond its goals in sustainability. It’s a rare consumer or meat buyer who repeat buys on sustainability alone. The taste has to be there. Product consistency, value, and distribution have to be spot on. By focusing on the whole business and the whole product, we can create a truly sustainable business.
Five years from now, what sustainability goals do you hope will be accomplished?
Estancia has big visions for the future, and we have every intention of making them happen. In five years, look to Estancia as the company who has defined and succeeded at building the model for sustainable beef production on a large scale. We want to bring grass fed beef to the mainstream.
About the Company:
Estancia raises beef in protein-rich grass in the Pampas of Uruguay and Argentina. Estancia is served at highly acclaimed restaurants across the nation, including San Francisco’s Blue Stem Brasserie, The Slanted Door and True Food Kitchen. Estancia beef is sold at over 75 retail stores nationwide. For a full list of restaurants and retailers carrying Estancia beef, please visit our website at www.estanciabeef.com.
About the Founder, Bill Reed:
Bill Reed is the co-founder and CEO of Estancia Beef. He grew up on a renowned Virginia cattle ranch, Brookview Farm, a leader in raising free-range, grass fed beef for more than twenty years. His lifelong connection to the land inspired him to homestead in Alaska where he built a log cabin by hand, fished for salmon and trout, hunted birds and ducks, foraged currants and blackberries, and prepared meals over a wood stove using water collected from a nearby spring. He eventually returned to civilization and worked for Odwalla and New Leaf Paper. In March 2006, he joined his childhood friend and fellow rancher, JP Thieriot, to realize another lifelong dream: to create a venture that raised consumer awareness and appreciation for the health and taste benefits of grass fed beef.
Want to know more about sustainable agriculture? Read out white paper: Sustainability and Agriculture go Together Like Peanut Butter and Jelly!