This week on the Head Shepherd podcast we have Pat Maher, CEO of Atkins Ranch.

Atkins Ranch supplies premium New Zealand Lamb to Whole Foods in North America and Canada, supplying 95% of their lamb, plus they supply a handful of other traders such as Trader Joes and Costco from time to time.

Mark and Pat discuss the starts of Atkins Ranch, which has great story behind it. Started in 1989 by two farming families frustrated at the returns from the meat works at the time, they came up with the concept of Atkins Ranch. Then they tossed a coin over who would move over to America to start selling their premium product.

33 years later, there are now hundreds of suppliers to Atkins Ranch.

A key selling point of Atkins Ranch is supplying grass fed lamb 52 weeks of the year, because New Zealand grows grass year round.

Atkins Ranch looks to be ahead of the trends. They were doing antibiotic free 20 years ago before it became a thing. They moved onto "non GMO products", then GAP (Global Animal Partnership) which is an higher animal welfare standards audit, and Atkins Ranch was the first meat company in the world to get that accreditation.

"Now we're really looking at regenerative farming very very closely. We've aligned ourselves with an accreditation system called "Land to market verification"... we see that as being the next big thing."

Genetics wise, Pat says they like more intramuscular fat because it means theres more chance of the consumer cooking it well. How much IMF? Well, "If the consumer can't see it (IMF), they wont pay a premium for it. So it needs to be visual." Pat says. Atkins Ranch also look for heaver carcasses, around the 25kg range as opposed to the 18kg standard in New Zealand.

The whole ethos of the business is to get the market premiums that they generate though their customers, back in into the pockets of the farmers.

There tends to be a waitlist to become an Atkins Ranch supplier with processing labour limitations. "There is a definite desire to grow, though, because of how successful the business model is." Pat says.

If you would like to learn more about Atkins Ranch, visit their website below:
www.atkinsranch.com/

Head Shepherd is brought to you by neXtgen Agri International Limited.

We help livestock farmers get the most out of the genetics they farm with. Get in touch with us if you would like to hear more about how we can help you do what you do best: [email protected].

Thanks to our sponsors at MSD Animal Health and Allflex, Heiniger Australia and New Zealand, and ProWay Livestock Equipment. Please consider them when making product choices, as they are instrumental in enabling us to bring you this podcast each week.

Check out the MSD range HERE

Check out Allflex products HERE

Check out Heiniger's product range HERE

Check out ProWay's product range HERE