Meat&Poultry - January 2012 - 44

Farm-to-Fork

(Photo courtesy of Panorama Meats)

Grass-based growth
Integrity and experience are the pillars of success for Panorama Meats
BY BERNARD SHIRE
meatpoultry@sosland.com

industry as an expert in organic and natural meat and poultry. Which brings him back to Western Grasslands Inc. He became CEO of Panorama/Western Grasslands in 2005. “As the company grew, I felt the name ‘Western Grasslands’ was not going to resonate with our customers,” Graves says. “So, we started looking around for another name because the ranchers who started this grass-fed beef business didn’t feel they were getting as much return in their business as they deserved. Eventually, the ranchers decided the name ‘Pan-

P

anorama Meats, based in Vina, Calif., is the nation’s biggest

ing beef that is grass-fed, humanely raised, easy on the environment and healthy. The ranchers pooled their resources, conceived a business plan and created a company called Western Grasslands Inc. CEO Mack Graves has been involved in the food industry for more than 35 years. Graves travels across

orama’ related to wide open spaces. They liked that idea. We all thought that was more exciting and attractive to consumers, so we renamed the company Panorama Meats.”

producer of organic, 100 percent grass-fed and grass-finished beef, and also sells a lot of natural beef. The

Years of experience
Graves grew up on a fruit farm in Washington state, and earned bachelors and masters degrees in Business Administration at the Univ. of Oregon. His first job in the meat industry was at Armour in 1972. Before coming to Panorama Meats, he worked

company has been in business for 11 years. Back in 2001, a group of multigenerational ranchers joined forces with rangeland conservationists in Northern California to start produc-

the United States and around the world, speaking about meat and poultry marketing issues, emphasizing how consumer-trusted brands are set up and operated. He’s recognized in the

44

• Meat&Poultry • January 2012 • www.MeatPoultry.com



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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