Firlands Ranch raising free-range beef

Stumbling blocks for BC beef producers are many — especially in the semi-arid Columbia Valley, which necessitates increased irrigation expenses, requires long distance travel to cattle auctions and the ever-shrinking local cattle producing community.

Facing these challenges three years ago, Firlands Ranch realized they had to change the way they were selling their beef.

The local operation, located off West Side Road between Radium and Wilmer, keeps a small herd of Black Angus cattle. Raised on a vegetarian, hormone- and antibiotic-free diet of ranch hay and specially milled grain, the ranch takes great pride in the stress-free, healthy lifestyle its animals live.

“You are what you eat,” ranch owner Margot Micallef pointed out.

Instead of selling off all their cows at auction, where they hardly recoup their costs and don’t receive any extra credit for the quality lifestyle their animals lead, they decided to begin holding back some of their animals to be processed and sold locally.

The response they received in the first year was so positive they expanded the program the following year. Instead of holding back their smaller calves, they’ve started keeping the biggest ones.

Pointing to the growing trend of the 100-mile diet, Micallef said it was important for them to support people’s ability to get locally grown and produced products. “It’s healthy but also economical,” said ranch manager Richard Larson, who noted that the animals “spend their whole life at the ranch, except for their final day…”

While the ranch primarily sells whole sides of beef, directly from the ranch, they’ve begun offering sample packs of meat to customers who wont eat as much. Quoting from the Canadian Food Inspection Agency on the Firlands Ranch Web site, Micallef underlined that a beef side weighing between 250-300 lbs is enough food for an average family of four, supplemented by other meats including pork and fish and poultry.

With a minimum of 18 cubic feet of freezer storage space needed to keep the meat, families often split the approximately $1,500 price tag and share the meat (and storage) between their families.

Larson acknowledged that it’s a large initial cost but the savings are generated over time. After calculating repeated trips to the grocery store to pay retail price for meat of unknown quality and origins, the decision isn’t difficult.

“If you can trust the producer, enjoy the quality and support the local economy,” Larson reasoned, “why wouldn’t you?”

Regardless, Micallef said their goal is to “sell on quality, not on price,” noting that award-winning Cranbrook butcher Rick’s Fine Meats, who processes all their products, has told them their beef is the best in the region. One customer, Micallef recounted, told her the beef was “cut with a fork tender.”

Larson, who has a long history with large beef producers in the Interior, explained the low-stress life Firland’s animals live is evident in the meat produced. If interested, customers are even encouraged to come visit the ranch in person.

Micallef said they are so confident in their beef that they’ll guarantee satisfaction. “If you don’t like it we’ll take it back,” she enthused.

The ranch expects to be selling some of their products in smaller quantities at Spring’s Health Foods and likely at the Invermere Farmer’s Market throughout the summer. Chamber of Commerce members also receive ten per cent off their orders as a courtesy to local businesses. Anyone placing an order before April 30 will also be entered to win a BBQ, or cooking lessons with the ranch chef and overnight accommodations for four people at the luxurious ranch accommodations.

For more information call the ranch at 250-347-6811 or visit http://www.firlandsranch.com

Author’s note:

Judging from the quality of two T-Bone steaks a friend and I enjoyed after meeting Micallef and Larson at the spectacular ranch last week, there won’t be anyone taking beef back. The meat was tasty, tender and just the right proportions. Seasoned simply with a bit of pepper and salt and cooked on the BBQ, the meat was flavourful and enjoyable.

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