Journey to the grasslands outside Tucumcari, New Mexico where rancher Justin Knight reveals the authentic story behind your beef. Unlike many in agriculture, Justin didn't inherit a family operation—his passion ignited at age 13 while showing horses, eventually leading him to marry into a ranching family and establish his own cattle operation in Quay County.
What does it really take to produce the beef on your plate? Justin shares candid insights about breaking ice at dawn so cattle can drink during freezing temperatures, balancing ranch work with running an insurance agency, and making tough decisions during persistent drought conditions. "The land is what we have to work with," he explains, detailing how careful grass management ensures both animal welfare and environmental stewardship. His commitment shines through every challenge, driven by a profound connection to the lifestyle: "You can have a terrible day at the office. You come out, pull out by yourself and go get your horse saddled and the world's all right again."
The conversation explores the beef checkoff program that supports industry education and promotion, the tight-knit culture of New Mexico's ranching community, and the satisfaction of watching new calves thrive under careful management. For National Nutrition Month, Justin reflects on how "food connects us" through shared meals and conversations. Whether you're curious about sustainable agriculture, animal welfare practices, or simply want to understand who raises your food, this authentic conversation offers a window into the dedication behind every bite of beef you enjoy. Visit nmbeef.com to learn more about New Mexico's ranching families and find delicious beef recipes for your next gathering.
Host
Carollann Romo
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