Rich Bradbury is an Oregon rancher with an eye on the future. Along with other cattlemen, he started a cooperative to process and market their brands of beef. Country Natural is their conventional beef product but he’s most excited about their other brand, Desert Mountain Grass Fed Beef. And that’s where the growth has been. Rich talks to us about ranching in the desolate drylands, the potential for selling carbon offsets, and the business of producing and marketing grass fed protein. You may prefer your beef grain-fed, but the current trends point to a future of more grass finished bovine.