When does it matter who produced the beef you eat? That depends. If you are the kind of person who cares to know who produced your food, where your beef was raised and processed, how the rancher cared for his cattle to produce beef for you to serve, it matters right now. If your not that kind of person now, you may be some day. When you are, all you need to remember is that Authentic Beef Ranchers raise beef for folks who value knowing where their food comes from, want to truly know the rancher that raised the steaks they eat, and have the assurance that it was raised the right way by ranchers that care enough to place their brand on every steak they produce. That, requires traceability and is very simply what Authentic Beef Ranches is all about.
~Mike and Shannon