Our Standards
The intersection of CFO Precision and Rancher Grit.
The Vision, Mission and Core Values that guide our deeds and protect our legacy.
At The North Coast Ranch, we don’t just manage land; we manage a promise.
These standards ensure that every decision we make results in the farm-fresh, premium, 100% grass-fed beef that your family deserves.
The Destination
Where We Are Going
To build an enjoyable, high-performance business that serves as the Personal Rancher that families trust for premium food from thriving livestock -- allowing us to profitably heal the land and secure it for future generations.
The Strategy
How We Intend to Reach Our Vision
Regenerative Discipline
We apply professional standards to common sense, good old-fashioned, natural farming practices to heal the soil and ensure our livestock thrive.
Continual Improvement
We seek small, daily advances in our systems to drive exponential growth and long-term performance.
Adopt Proven Technology
We deploy advanced tools only when they are proven to add long-term value to the business and the land.
Right People. Right Seat.
We win together by encouraging everyone to "Play Your Own Game" where their unique strengths meet our shared goals.
Slow Down to Speed Up
We regularly pause to work on our business and analyze our processes -- from the office to the pasture.
Servant Leadership
We lead with a ‘help first’ mindset, prioritizing the success of our colleagues, customers, friends and community.
We take initiative, communicate with candor and remain humble enough to re-orient when necessary.
The Spirit
The Principles That Guide Our Deeds and Define Our Culture
Respectful Honesty (The Foundation of Trust)
Speak with candor and listen with intent.
Because we are Personal Ranchers, trust is our most valuable asset.
We respect each other and our customers enough to tell the truth.
Deep-Rooted Accountability (Own the Outcome)
Do what you say you are going to do.
We don’t make excuses; we deliver results.
Whether in the office or the pasture, we take full ownership of our roles and responsibilities.
Focus on What You Control (The Inner Game)
To achieve “The Good Life”, we focus our energy on our beliefs, judgments, desires and attitudes (i.e. the things we can control).
We accept external circumstances as they are -- “It is what it is” -- and focus on our response to them.
The Obstacle is the Way (Winning is Fun)
Do the hard work and find the joy in it.
We turn trials into triumphs, recognizing that “blessings and burdens are not mutually exclusive.”
We play to win and we have fun doing it because the obstacle is the way.
Proactive Discipline (Do it Now)
Do today what others put off until tomorrow.
From fixing a fence to updating a system, we act with urgency.
We don't wait for problems to find us; we seek the work that needs to be done.
Results Over Activity (Motion is Not Progress)
Regardless of the challenges and circumstances, results are the primary focus, not effort or motion.
In a high-performance business, we don't mistake being busy for being effective.
We deliver premium outcomes for our families and our land.
Principled Integrity (The Right Way, Every Time)
Do the right thing - always, all the time, every time.
This isn’t about being a “do-gooder”; it’s about being a high-functioning human.
Doing the right thing is the only way to become the “ideal self” and provide a food source people can trust.
“Blessings and burdens are not mutually exclusive.”
