In a span of a few years, Niman Ranch reinvented its go-to-market strategy, renovated the structure of its beef program, reassessed and expanded its geographic reach, and made itself financially viable and strong. Still, the company remains committed to its principles, founded on its mission to deliver the best-tasting meat in the world, explains Jeff Tripician, executive vice president, CMO.
“The brand has always supported superior pricing, and that’s the collection of all the attributes: the quality, sustainable agriculture, family farming, human animal care, no antibiotics, no added hormones,” he says.