Trey Wasserburger, the 2023 Tomorrow’s Top Producer Horizon Award winner, is redefining the conception-to-consumer beef model to live out his dream of being a cowboy.
Located on the Cheyenne River Sioux Indian Reservation, the DX Ranch and its direct-to-consumer beef operation has a simple mission: Provide beef that is local, nutritious, and that improves their communities.
Americans eat more meat per person than residents of almost any other country, but what meat they eat has evolved and will continue to adapt. “Our lifestyles and preferences have changed,” says John Nalivka, president of Sterling Marketing. “Most people don’t sit down and eat a 20-oz. steak anymore. Most of us are perfectly happy to have a quality 8-oz. steak."