Atkins Ranch is re-launching its lamb brand this month with participating Whole Foods Market stores across the nation with a focus on family. Atkins Ranch Founder and Director, Phil Guscott, says, "We believe good food brings people together, and we want to create more of a connection between our ranchers and our customers.

"Our 100% grass fed lamb is grown by our family of ranchers. Many of our ranchers are third, fourth and fifth generation and for them, growing high-quality lamb with respect to the natural environment is a way of life and a passion,” he adds.

"We are excited to be partnering with Atkins Ranch to re-launch the brand," said Dan Neuerburg, Meat Coordinator at Whole Foods Market. "Their updated products, packaging and marketing will give our customers more transparency into the brand, highlighting the numerous health benefits of lean, grass fed lamb in the diet and the importance of pasture raised in New Zealand."

Atkins Ranch lamb is 100% grass fed and pasture raised. All their lambs are sourced from New Zealand ranches where they are grown on a natural diet of grass and free to roam in fresh air and sunshine. The animals are raised without any genetically modified organisms (GMOs), antibiotics or hormones.

Grass fed lamb is rich in essential minerals and vitamins including iron, zinc, B vitamins and vitamin D. It also has a high concentration of unsaturated fats versus saturated fats and is high in the good fatty acids omega-3 and conjugated linoleic acid (CLA).

The new Atkins Ranch website,, includes a range of nutritious and easy-to-prepare recipes, Lamb 101 information, health benefits of lean, grass fed lamb in the diet and opportunity to meet the ranchers.

Family values underpin how Atkins Ranch operates. Guscott says, "It's all about the personal touch. We bring our ranchers into Whole Food Market stores several times a year to run demos and to meet our customers. We love that our family can meet your family."

Source: Atkins Ranch