Also in 2018, we formed Brahman Country Beef LLC, the USA’s first 100% Brahman branded beef program. This beef features purebred Brahman steers raised and fed on our ranch, featuring our genetics. This program allowed BRC to basically experience the beef supply chain full circle – from seedstock bull sales, to selling retail beef. This program was only possible due to our intense focus on carcass improvement over the previous decade. We had the data, and the confidence in our cattle to take a leap of faith and start this program. To date, it has been a huge success, and is shipped nationwide and served in homes and restaurants. The beef has also been featured on The Food Network.