At the 2025 NCBA CattleCon Beau Klose, Country Natural Beef (CNB) Vice President of Sales and Inventory, and Dan Probert, CNB member and owner of Lightning Bolt Cattle Co., sat down with Sarah Muirhead from Feedstuffs 365 to talk about the full-circle CNB system, the Grazewell™ program and what they mean to ranchers.
The CNB full-circle program starts with Grazewell and helps participating ranchers implement grazing plans and measure impact on ecosystem benefits.
“Environmental ethics have been part of the CNB program from the beginning,” said Probert. “The Grazewell program will offer a way to monitor and document to prove to consumers that these ranchers do ‘walk the walk’ when it comes to environmental practices, so they feel good about the purchases they make.”
The system validates these practices so consumers can be aware of what has gone into developing the premium beef they purchase.
“We see more claims on food packages around regenerative agriculture practices,” said Klose. “Now for us it’s about bringing the understanding to the consumer about what these practices mean. Transparency is a good thing. If we can communicate to the consumer in a way they comprehend it adds more vigor to our efforts on the ranch.”
CNB’s Grazewell system is a way to implement practices that protect ecosystems while enabling production of high-quality beef and returning that value back to member ranchers.
To see the interview in full, click here.
