One of the things I’ve realized over the years is that most people want to trust the food they’re buying, but it’s become increasingly difficult to know what’s actually behind the label.

Words like “natural,” “grass-fed,” and “humanely raised” get thrown around constantly, and sometimes it’s hard to tell what’s real and what’s just marketing.

That’s a big part of why sourcing matters so much to us.

Not because we think we’ve figured everything out perfectly, but because we believe where food comes from shapes the quality of what ends up in our bodies, the health of the land, and the systems we continue supporting through our purchases.

For our whole muscle jerky line, we partner with  Wild Idea Buffalo.

What drew us to them was the way they raise their animals and the level of intention behind their entire process. Their bison roam freely on native prairie grasses across thousands of acres and are never confined to feedlots. They also use humane field harvest practices designed to eliminate the stress associated with conventional industrial systems.

The first time I learned about field harvest, it genuinely made me stop and think differently about the relationship between animals, stress, food quality, and the way modern systems operate.

It just felt more aligned with the level of respect I believe animals deserve.

We currently offer one Regenerative Organic Certified® flavor, the Aegean, using ROC bison from Wild Idea. Because regenerative organic bison supply is still extremely limited and seasonal, it’s much harder to source consistently at scale. As availability grows, we hope to continue expanding our ROC offerings over time.

For our Bites, we source from Creekside Ranch here in Darby, Montana, just a few minutes from our facility.

Their bison are pasture raised, 100% grass-fed and finished, and never confined. What I appreciate most about Creekside is the direct relationship and knowing exactly where the animals are coming from.

The truth is, different ranches can have different systems while still sharing values that matter deeply to us:

• raising animals with care
• allowing them to live naturally
• avoiding confinement
• respecting the land
• producing better food

And honestly, I think transparency around those distinctions matters.

It would be easier to blur everything together into one simplified marketing story, but I’d rather be honest and specific about where our products come from and why we choose the partners we do.

Because I think people are craving more honesty around food right now.

We’ve become so disconnected from sourcing that many people have never even thought about:

• where their meat comes from
• how animals were raised
• what they were fed
• how food systems impact the land
• what role stress and environment may play in food quality

Not because they don’t care, but because most of us were never taught to ask those questions in the first place.

For me, learning more about food sourcing changed the way I looked at food entirely.

It made me realize that food is never just food.

It’s connected to:

• agriculture
• ecosystems
• animal welfare
• local communities
• human health
• and ultimately the future we’re helping create through our choices

That doesn’t mean anyone has to do things perfectly.

But I do think awareness matters.

And I think when enough people begin asking better questions, industries slowly begin to change.

That’s the future we want to be part of building.

Your choices are the revolution.