326. Reinventing Beef: Justin Pettit on Santa Carota’s Carrot-Finished Cattle
Release Date: 03/25/2025
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332. Building the Fair Trade Movement: Paul Rice on Ethical Farming & Global Impact
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How can global trade empower farmers and create a more just food system? Today on the Thriving Farmer Podcast, Michael is joined by Paul Rice, Founder and CEO of Fair Trade USA. After spending more than a decade working with coffee farmers in Nicaragua, Paul returned to the U.S. to launch the Fair Trade Certified™ label—transforming the way we think about sourcing coffee, cocoa, produce, apparel, and more. Since 1998, Paul has partnered with over 1,400 companies, from Whole Foods to Patagonia, helping channel billions of dollars into the hands of farmers and workers worldwide. In this...
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329. Collaboration Over Competition: How Two Farmers Built Urban Roots Collective
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326. Reinventing Beef: Justin Pettit on Santa Carota’s Carrot-Finished Cattle
The Thriving Farmer Podcast
How does carrot-finished beef set a new standard for flavor and sustainability? In this episode, we’re joined by Justin Pettit, third-generation rancher and co-founder of Santa Carota Beef—the only grass-fed, carrot-finished beef on the market. By finishing cattle on a 95% carrot-based diet, Justin has crafted a nutrient-rich, flavorful beef that’s earned praise from top chefs like Wolfgang Puck and Gordon Ramsay. Tune in to hear how Justin is redefining high-quality beef with a focus on sustainability, nutrition, and exceptional taste! Episode Highlights: Ranching Roots: How did...
info_outlineHow does carrot-finished beef set a new standard for flavor and sustainability?
In this episode, we’re joined by Justin Pettit, third-generation rancher and co-founder of Santa Carota Beef—the only grass-fed, carrot-finished beef on the market. By finishing cattle on a 95% carrot-based diet, Justin has crafted a nutrient-rich, flavorful beef that’s earned praise from top chefs like Wolfgang Puck and Gordon Ramsay.
Tune in to hear how Justin is redefining high-quality beef with a focus on sustainability, nutrition, and exceptional taste!
Episode Highlights:
- Ranching Roots: How did Santa Carota Beef get started? [1:45]
- Nutrient Profile: What makes carrot-finished beef different? [7:33]
- Life Cycle: What is the journey of Santa Carota’s cattle? [9:56]
- Availability: How can customers get their hands on this unique beef? [15:05]
- Future Plans: What’s next for Santa Carota Beef? [18:14]
- Team and Operations: How big is the Santa Carota team? [23:15]
- Farm Life: What’s Justin’s favorite part of ranching? [29:02]
Don't miss this episode on how a family ranching tradition evolved into a game-changing approach to beef production!
About the Guest:
Justin Pettit is a third-generation cattle rancher and the visionary co-founder of Santa Carota Beef. Raised in a ranching family, Justin has always been passionate about sustainable livestock management and producing the highest-quality beef possible. His innovative carrot-finished beef has earned national recognition in The New York Times and Food & Wine, setting a new standard for flavor, nutrition, and environmental responsibility.
Justin lives in Dallas, Texas, with his wife and three children, balancing family life with his mission to bring healthier, more sustainable beef to consumers across the country.
📲 Connect with Santa Carota Beef:
🌎 Website: Santa Carota
📷 Instagram: Follow @santacarotabeef
👍 Facebook: Like Santa Carota Beef
The Thriving Farmer Podcast would like to thank our sponsor, GRIPP.
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