Meat&Poultry - January 2012 - 45

at Purdue Univ. in West Lafayette, Ind. He became president and CEO of Coleman Natural Meats, during its transition from a family business to the biggest natural beef company in the United States. He also was interim CEO of Meyer Foods, producer of Meyer Natural Angus Beef. He also worked as a consultant and has written articles for Meat&Poultry “a long time ago,” he says laughing. Currently, he writes a monthly column, “Marketing Trends,” for the National Meat Association’s Lean Trimmings newsletter. Today, Panorama’s nine participating family ranchers and are spread across eight states and hundreds of thousands of acres of USDA Organic Certified grasslands in Northern California, Southern Washington State, Southern Oregon, Wyoming, Montana, New Mexico, Nebraska and California. The cattle are raised on lush green pastures that feature a cow’s favorite foods – natural grass, legumes and range forage. Graves says Panorama Beef is sold at this point to grocery stores in California, Washington,

“Our principal customer is Whole Foods, we have a handshake deal with them.”
Oregon, Texas, Colorado, Utah, New Mexico and Kansas. “In addition to a steady diet of the foods they were designed by nature to eat, Panorama’s cattle live the way they were meant to live,” Graves says. “They are never implanted with hormones, fed animal byproducts or treated with antibiotics,” he says. “They enjoy room to roam and graze on grass and forages at their leisure, not according to a schedule. Panorama cattle are always treated with respect and handled humanely.” Panorama Meats’ founding ranch is the Leavitt Lake Ranches, owned and operated by Darrell Wood and his family, in Vina, Calif. Graves says the mission of Panorama Meats is grounded in its belief that rangelands must be protected and preserved for future generations. All Panorama ranchers are engaged in active conservation efforts, and many of them have been recognized locally and nationally for rangeland stewardship. As producer of organic grass-fed beef, Graves must position his products in the face of some giant competitors, and his marketing strategy must address grain vs. grass-fed beef. For organic, he must also follow federal regulations, while with ‘natural’ beef, the rules are voluntary. “Our principal customer is Whole Foods; we have a handshake deal with them, and the people who buy their food at Whole

(Photo courtesy of Whole Foods Market) www.MeatPoultry.com • January 2012 • Meat&Poultry •

45



http://www.MeatPoultry.com

Meat&Poultry - January 2012

Table of Contents for the Digital Edition of Meat&Poultry - January 2012

Meat&Poultry - January, 2012
Contents
Commentary - Oozing optimism
Business notes - QSRs stop using ammonium hydroxide technology for beef
Business notes - Cargill to use HPP, resumes ground turkey processing
Business notes - Farbest to build new turkey plant in Indiana
Business notes - Seaboard Foods names new president, CEO
Business notes - Land O’Frost to acquire Wimmer’s Meats
Business notes - Hormel executive announces retirement
Business notes - Danish Crown appoints chairman, deputy chairman
Business notes - Sara Lee to expand Missouri plant
Washington - Regulatory hurdles ahead
2012 Industry Outlook - A pivotal year
2012 Outlook - Pecking orders
2012 Outlook - Where’s the beef?
2012 Outlook - Mining for global gold
2012 Outlook - Regulatory roadblocks
Farm-to-Fork - Grass-based growth
Turkey processing - Beyond the belly
Food Safety - Use judiciously
Traceability - Nature’s bar codes
Packaging - Waste not, want not
Ingredient Solutions - Sizing up sea salt
Conference Previews - Focused on Education
Names in the News
New Product Showcase
Classified Advertising
Advertisers
The Insider
Meat&Poultry - January 2012 - Meat&Poultry - January, 2012
Meat&Poultry - January 2012 - 2
Meat&Poultry - January 2012 - 3
Meat&Poultry - January 2012 - Contents
Meat&Poultry - January 2012 - 5
Meat&Poultry - January 2012 - 6
Meat&Poultry - January 2012 - 7
Meat&Poultry - January 2012 - Commentary - Oozing optimism
Meat&Poultry - January 2012 - 9
Meat&Poultry - January 2012 - Business notes - QSRs stop using ammonium hydroxide technology for beef
Meat&Poultry - January 2012 - 11
Meat&Poultry - January 2012 - Business notes - Farbest to build new turkey plant in Indiana
Meat&Poultry - January 2012 - 13
Meat&Poultry - January 2012 - Business notes - Seaboard Foods names new president, CEO
Meat&Poultry - January 2012 - Business notes - Land O’Frost to acquire Wimmer’s Meats
Meat&Poultry - January 2012 - Business notes - Sara Lee to expand Missouri plant
Meat&Poultry - January 2012 - 17
Meat&Poultry - January 2012 - Washington - Regulatory hurdles ahead
Meat&Poultry - January 2012 - 19
Meat&Poultry - January 2012 - 2012 Industry Outlook - A pivotal year
Meat&Poultry - January 2012 - 21
Meat&Poultry - January 2012 - 2012 Outlook - Pecking orders
Meat&Poultry - January 2012 - 23
Meat&Poultry - January 2012 - 24
Meat&Poultry - January 2012 - 25
Meat&Poultry - January 2012 - 2012 Outlook - Where’s the beef?
Meat&Poultry - January 2012 - 27
Meat&Poultry - January 2012 - 28
Meat&Poultry - January 2012 - 29
Meat&Poultry - January 2012 - 30
Meat&Poultry - January 2012 - 31
Meat&Poultry - January 2012 - 2012 Outlook - Mining for global gold
Meat&Poultry - January 2012 - 33
Meat&Poultry - January 2012 - 34
Meat&Poultry - January 2012 - 35
Meat&Poultry - January 2012 - 36
Meat&Poultry - January 2012 - 37
Meat&Poultry - January 2012 - 38
Meat&Poultry - January 2012 - 2012 Outlook - Regulatory roadblocks
Meat&Poultry - January 2012 - 40
Meat&Poultry - January 2012 - 41
Meat&Poultry - January 2012 - 42
Meat&Poultry - January 2012 - 43
Meat&Poultry - January 2012 - Farm-to-Fork - Grass-based growth
Meat&Poultry - January 2012 - 45
Meat&Poultry - January 2012 - 46
Meat&Poultry - January 2012 - 47
Meat&Poultry - January 2012 - Turkey processing - Beyond the belly
Meat&Poultry - January 2012 - 49
Meat&Poultry - January 2012 - 50
Meat&Poultry - January 2012 - 51
Meat&Poultry - January 2012 - 52
Meat&Poultry - January 2012 - 53
Meat&Poultry - January 2012 - Food Safety - Use judiciously
Meat&Poultry - January 2012 - 55
Meat&Poultry - January 2012 - 56
Meat&Poultry - January 2012 - 57
Meat&Poultry - January 2012 - 58
Meat&Poultry - January 2012 - 59
Meat&Poultry - January 2012 - Traceability - Nature’s bar codes
Meat&Poultry - January 2012 - 61
Meat&Poultry - January 2012 - 62
Meat&Poultry - January 2012 - 63
Meat&Poultry - January 2012 - 64
Meat&Poultry - January 2012 - 65
Meat&Poultry - January 2012 - 66
Meat&Poultry - January 2012 - Packaging - Waste not, want not
Meat&Poultry - January 2012 - 68
Meat&Poultry - January 2012 - 69
Meat&Poultry - January 2012 - 70
Meat&Poultry - January 2012 - 71
Meat&Poultry - January 2012 - 72
Meat&Poultry - January 2012 - 73
Meat&Poultry - January 2012 - Ingredient Solutions - Sizing up sea salt
Meat&Poultry - January 2012 - 75
Meat&Poultry - January 2012 - 76
Meat&Poultry - January 2012 - 77
Meat&Poultry - January 2012 - Conference Previews - Focused on Education
Meat&Poultry - January 2012 - 79
Meat&Poultry - January 2012 - Names in the News
Meat&Poultry - January 2012 - New Product Showcase
Meat&Poultry - January 2012 - 82
Meat&Poultry - January 2012 - 83
Meat&Poultry - January 2012 - Classified Advertising
Meat&Poultry - January 2012 - 85
Meat&Poultry - January 2012 - 86
Meat&Poultry - January 2012 - 87
Meat&Poultry - January 2012 - 88
Meat&Poultry - January 2012 - Advertisers
Meat&Poultry - January 2012 - The Insider
Meat&Poultry - January 2012 - 91
Meat&Poultry - January 2012 - 92
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