Austin, Texas-based marketer of 100% grass-fed and pasture-raised beef, bison, chicken, elk and venison Force of Nature Meats recently debuted two products to the meat case at Publix grocery stores.

The move makes Force of Nature Meats' products available in the fresh meat section across 1,475 Publix stores in the Southeast — and follows the company's national rollout at Whole Foods Market earlier in 2025.

In this interview, Pete Bassett, vice president of business development at Force of Nature Meats, shares some insights on brand strategy along with the consumer trends fueling sales of grass-fed, pasture-raised  beef and other proteins.

How does Force of Nature Meats’ expansion with Publix stores complement the brand’s existing retail presence?

Pete Bassett: Expanding into Publix is a natural next step in Force of Nature’s growing retail presence. Earlier this year, our national rollout within Whole Foods Market helped accelerate our momentum and underscored the strong consumer demand for our 100% grass-fed, nutrient-dense ground beef. By partnering with Publix, we’re building upon that success and making our regenerative meats even more accessible, allowing us to reach more conscious consumers where they’re already shopping. Our mission is to revolutionize the meat industry by returning to regenerative practices that restore land, improve animal welfare, and nourish people. Expanding into a trusted household name like Publix allows us to scale that mission, while remaining laser-focused on quality, transparency, and impact.

How does demand for grass-fed product in the Southeast compare with consumer demand for the product in other regional markets?

Pete Bassett: We’re seeing strong and growing demand for grass-fed beef across all regions, but the Southeast is particularly exciting. Shoppers in this market are becoming increasingly health-conscious and are paying closer attention to where their food comes from. Publix has done an exceptional job cultivating a loyal base of educated, values-aligned customers, and our presence in their stores reflects a broader trend: consumers in the Southeast want clean, nutrient-dense, ethically raised meat %mdash; and they’re willing to seek it out.

What promotional efforts are planned to support the product rollout at Publix?

Pete Bassett: To support our launch in Publix, we’re implementing a 360° marketing approach that includes both digital and in-store activations. We’ve developed educational content to run across our owned and paid digital channels, helping consumers understand the nutritional and environmental benefits of choosing Force of Nature quality. In-store, we’re rolling out compelling point-of-purchase materials to highlight our key product differentiators and drive trial. We’re also activating local influencer partnerships and encouraging user-generated content to build community and awareness around the launch. 

What unique value proposition do grass-fed products offer at a time when consumers are increasingly budget-conscious? 

Pete Bassett: At a time when consumers are more mindful of both their health and their spending, grass-fed meat — particularly 100% grass-fed options like those from Force of Nature – offers exceptional value by delivering superior nutrition per dollar. A 2024 research study published in Scientific Reports has confirmed that grass-fed meat is richer in heart-healthy Omega-3s, antioxidants, and essential nutrients, while also containing less saturated fat and a more balanced Omega-6 to Omega-3 ratio. That means every serving does more to support long-term wellness — from reducing inflammation to promoting cognitive function to maintaining optimal health and wellness. For budget-conscious shoppers, that’s not just a better product, it’s a smarter investment in their health.

How has the tight beef market influenced supply/demand for grass-fed product?

Pete Bassett: The tight conventional beef market has created both challenges and opportunities for grass-fed and regenerative products. While supply constraints and inflationary pressures have impacted the entire industry, we’re seeing an increase in consumer willingness to trade up for quality, transparency, and values. Because Force of Nature partners directly with ranchers who are stewarding the land and managing herds regeneratively, our supply chain is inherently more resilient. That’s allowed us to meet rising demand while continuing to deliver consistent, premium quality. In many ways, the current market conditions are accelerating consumer interest in alternatives that align with their health, environmental, and ethical priorities — and Force of Nature beef delivers on all three.