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VINA, Calif. -- Community-based independent natural and organic food retailer Farmer Joe's Market plans to sell natural grass-fed beef in its existing store and a new store which is slated to open June 24.
The retailer, which serves health-conscious shoppers in Oakland and surrounding areas, will offer Panorama Natural Grass-Fed Beef for its fresh meat cases. Panorama's Black and Red Angus cattle are raised primarily on pastures by family ranchers in California, Oregon, and Washington. They are fed a non-grain forage ration in the last 60 to 90 days, a practice that supplies roughage, enables cattle to be raised year-around, and enhances the flavor and tenderness of the final product, according to the company.
All Panorama cattle are raised in compliance with the Born and Raised in the USA verification program, which mandates that all cattle be born and raised in the United States and never implanted with hormones, fed animal by-products, or treated with antibiotics. Ranchers who raise Panorama cattle treat the animals humanely in low-stress environments and employ pasture rotation and land-management practices that promote animal health and protect rangeland ecosystems. Their ranching and animal-handling practices are verified through third-party audits by Western Ranchers Beef Cooperative, an association that promotes sustainable ranching.