This week on What Doesn’t Kill You, host Katy Keiffer is getting insight on the food industry from Mel Coleman, Jr. of Niman Ranch. Niman Ranch, based in the San Francisco Bay area, raises livestock traditionally, humanely and sustainably to produce the finest tasting meat in the world. Today, the Niman Ranch network has grown to include over 700 independent American farmers and ranchers. Kicking off the show talking to Mel about his father’s decision to go “natural” with the business and how the business grew from his original vision. Talking about the initial difficulty to have the USDA approve their beef as natural, the conversation moves to what the biggest changes the industry has made, for better or worse, since the start of the business. Mel also shares with Katy what exactly sets Niman Ranch a part from the Cargills or Smithfields in the meat market as far as their business models are concerned. After the break, Mel breaks down what facets of the ranch are located throughout the country, including the hog farms and processing plant, and how efficiency is central to Niman’s success. Tune in for a fascinating profile of Niman Ranch as well as insights on the food industry. This program was brought to you by Cain Vineyard & Winery.

“Our number one commitment is to our farmer and rancher partners. So, if they raise a product for us what we’re going to do is buy it and sell it.” [16:07]

—Mel Coleman on What Doesn’t Kill You

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