we’re producers, but we’re consumers too.
We ask the same questions you do about the food we feed our own families. We care about quality, nutrition, animal care, and making choices that align with our values.
Over the years, we’ve realized that people want to know more about where their food comes from—but don’t know where to turn for honest answers.
That’s why we started this business.
Not simply to sell beef, but to provide transparency, share what we’ve learned through our own experiences, and help people make informed decisions about the food they put on their tables.
THE BRAND
For our family, the cowboy hat has always represented the grit, tradition, and values at the heart of agriculture.
With family from East-Central Indiana to the plains of Oklahoma, this brand reflects our roots and the pride we take in what we do. While brands were once used simply to identify livestock, they also came to represent a family's reputation and the promise behind their work.
To us, this brand stands for hard work, honesty, and a commitment to caring for our cattle and the land they depend on. It's a reminder that our name is behind every decision we make, every animal we raise, and every product we proudly share with your family.
Meet the Producers
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Loren Matlock
Loren grew up in Indiana as a fifth-generation farmer, where his family has raised corn, soybeans, and cattle for nearly 150 years.. Agriculture has always been a way of life, shaping the values and work ethic he carries today.
Wanting to expand his understanding of the cattle industry, Loren moved to Oklahoma to attend Oklahoma State University. There, he earned a degree in Animal Science with a concentration in Livestock Merchandising in 2024 while gaining firsthand experience with a different approach to raising and marketing cattle.
His education extended beyond campus. Loren attended the Western College of Auctioneering, earning his Indiana auctioneer's license, and studied agriculture throughout Western Europe, meeting with producers and industry leaders in the Czech Republic and beyond.
These experiences have given Loren a broad perspective on agriculture while reinforcing the values he grew up with: producing quality beef, caring for the land and livestock, and helping bridge the gap between farmers and consumers.
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Shelby Bute
Shelby grew up on a small ranch in Oklahoma, where horses and cattle were integrated into her everyday life. Those early experiences instilled in her a deep appreciation for agriculture and the people who make it possible.
After attending Oklahoma State University, Shelby moved to Kentucky to earn her MBA with a concentration in Marketing. While she has always been drawn to creative storytelling and communications, she consistently found herself returning to the agricultural community she knew so well.
Throughout her education, Shelby became passionate about sharing the stories of farmers and ranchers with audiences who may not fully understand the lifestyle. She believes that transparency, education, and authentic storytelling can help bridge the gap between producers and consumers.
Today, Shelby combines her background in agriculture with her love for marketing to help connect people to the families behind their food; highlighting the values, dedication, and hard work that define life in agriculture.
