To breed, raise, and produce superior cattle for the commercial meat market through a vertically coordinated alliance  and thus provide meat lovers of all ages with fresh, high quality produce that is reasonably priced, expertly prepared and served with care, all the while striving to provide the best customer service to our customers before and after the sale by taking an active interest in their needs, understanding them, and tailoring our meat products to respond to their requirements at highly competitive pricing levels; our measures of success for doing so effectively are customer acceptance, personal satisfaction, and profit.