Our Team

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A Serendipitous Journey

Serendipity led to the connection of an engineer who knew about energy and carbon to a filmmaker who was looking for better climate solutions. They met a cowboy practicing new grazing methods, and an ecologist quantifying carbon in soil, and something started to smell like a real solution. With the now growing network, fate connected them to two grassfed beef pioneers who were among the best and most seasoned in the game - one who knew the art of finishing and one who knew the art of marketing.  Together they began to see they might have the pieces of a solution to solve an important problem by surprisingly coming together to reinvent real beef with a bigger purpose involving how it would get from pasture to plate. We realize we're not yet as diverse as the prairies we seek to recreate, but, hey, it's our start.



Russ Conser

Chief Executive & Impact Officer
A broadly skilled Fortune 50 business and technology leader with practical experience in making big ideas real at scale, and an emerging voice for soil and ecosystem science.

Todd Churchill

Chief Marketing & Financial Officer
Founder and CEO of one of America’s first grassfed beef brands, deeply experienced with both finance and marketing directly to consumers.

Bill Godfrey

Executive Vice President of Land & Livestock
Co-founder of the previously largest US grassfed beef finishing businesses, with deep experience in both farm land and cattle markets.

Allen Williams

Chief Pasture Advisor
One of the nation’s most respected practitioners and trusted experts on both grassfed beef production and soil health.

Advisory Board


Steve Apfelbaum

The Ecologist Professor
A pioneering ecologist helping communities and businesses design and implement practices that work with nature instead of fighting it.

Peter Byck

The Film Director
A master communicator about how what’s good for the environment can also be good for business and one of the earliest voices for the soil health story.

Fred Haberman

The Story Teller
Telling the stories of pioneers who are making a difference in the world to support positive social change and drive business growth.

Peter Malik

The Banker
A deeply experienced international banker committed to accelerating the shift to a greener, market economy where everyone prospers.

Rick Marriner

The Trader
A visionary business leader and commodities trader who knows how to create value no matter which way the wind is blowing.

Jason Rowntree

The Grazing Scientist
A forward-thinking scientist pushing out the frontiers of our knowledge about how grazing animals interact with whole ecosystems.

Barry Sackett

The Agricultural Lawyer
A practical lawyer committed to enabling the transition of agriculture towards a more sustainable future.