Our story.

I grew up around cows. My grandfather had them. Ten years ago I started my own cow-calf operation — bought really nice bulls from 44 Farms, bought some of their females, built a herd I was proud of.

Then I'd haul the calves to the sale barn and get the same money as the guy next to me hauling in commodity cows. All that work, all that genetics, gone into the same pile.

Here's what happens to most American beef: it's raised by a rancher, sold to a packer, finished on a feedlot, processed by a few giant plants, shipped anonymous to your store. By the time you see it, nobody can tell you whose cow it was, what it ate, or where it lived. The system is designed to make every cow look like every other cow.

Diamond I exists because that system is wrong. Six steers a year. Half Wagyu, half Angus. I raise them on our Texas ranch, finish them myself the last 120 days, send them to a local processor, and hand them off to you. No feedlot. No packer. No middleman.

When you reserve, you get matched to a specific steer. We send you his name, his photo, and his story. You know exactly where your beef came from. That's the whole point.

— Craig