Our Beef
Quality outcomes through accountability, data, and careful management
Our Approach
The JHL is not content to tread along in the footsteps of its past nor is it automatically throwing out the baby with the bath water. Our work focuses on producing cattle that meet and exceed the needs of discriminating customers—whether that's the rancher involved in a business with diminishing margins or the end consumer.
We believe that to do beef right we must first start with the correct genetics. Our beef program is aimed at Prime—the top tier of USDA quality grades. That's what we like to eat, and it's what the best markets demand.
Japan and Europe have always understood this. They pay premium prices for American Prime beef because they value marbling—the quality that produces a tender, juicy, flavorful eating experience. The US domestic market spent decades chasing lean, selling Select grade at grocery stores while the real quality went overseas. That's finally changing. Since 2014, domestic demand for Prime has grown steadily as American consumers rediscover what beef should taste like.
We're building beef that creates memories—the kind of steak you think about the next morning.
Why Marbling Matters
The distinctive taste of beef comes from intra-muscular fat—those small white flecks distributed through the meat. While the trend has been toward leaner cuts, we believe marbling is what makes beef worth eating.
Intra-muscular fat is the most delicate, difficult-to-produce value-added enhancement the beef industry can offer. It's what sets North American beef apart from low-cost producers around the world.
It's best accomplished naturally. Stress and environmental extremes work against the animal's ability to marble. That's why our cattle are raised on native grass in the Sandhills, finished carefully, and handled with minimal stress.
"At the JHL, adequate marbling ranks second only behind the longevity of the cow."
What We Focus On
Data-Driven Genetics
DNA, ultrasound, and carcass data collected from breeding through harvest since 1995. Every decision backed by real performance data.
Humane Handling
Careful supervision from breeding to processing. Humane livestock handling practices to provide a high-quality product without blemish.
Natural Setting
Products raised in as natural a setting as possible. No broadcast herbicides, pesticides, or fertilizers. Pure, naturally filtered groundwater.
Source Verified
USDA source- and age-verified since 1995. Complete traceability and accountability throughout the supply chain.
Continuous Improvement
Tomorrow's goal: be better managers with better genetics and better growing processes than today.
Accountability
The closer you are to being involved in the process, the more accountable we must be. We welcome your involvement and interest.
Understanding Beef Quality
USDA grades beef primarily on marbling—the small flecks of fat distributed within the muscle. The scale runs from Select (least marbling) through Choice to Prime (most marbling). But here's what the grades don't tell you: a good piece of beef is a memorable experience, not just a quality score.
The Grades, Explained
We target Prime because marbling is forgiveness. Those fat flecks melt during cooking, basting the meat from the inside. The result is beef that's hard to ruin—it stays juicy even if you leave it on the grill a minute too long. It stays tender even if you're not a professional chef.
But grade is just the starting point. Flavor comes from what the animal ate and how it was raised. Texture comes from genetics and proper aging. The memorable eating experience—the steak you talk about the next day—comes from getting all of it right.
Our Quality Targets
Our target is Prime—the highest USDA quality grade, with abundant marbling that gives you the highest probability the meat will be tender, juicy, and nearly impossible to ruin on the grill or stove.
Even when the majority of the intra-muscular fat is cooked out, it will still be juicy, fork tender, and will have the distinctive beef flavor. Prime beef comes at a premium because it occurs in only about 5% of graded cattle. That's our target, and our genetics are built to get there.
Industry Recognition
Our focus on quality was recognized with the 2006 Cargill Meat Solutions Award for the highest overall quality cattle entering the plant.
Interested in Learning More?
Whether you're a producer interested in our genetics program, a partner exploring collaboration, or media seeking more information—we'd be happy to connect.
Contact the Ranch