To realize their full profit potential, Oregon cattle ranchers Doc and Connie Hatfield founded Oregon Country Beef (OCB), a cooperative with 40 full-time members who raise 65,000 cow/calf pairs on 2.5 million acres. Marketing aficionados, the Hatfields have helped OCB obtain $120 per animal over market price for the past 10 years while maintaining high environmental and quality of life standards.

OCB members voluntarily practice "Grazewell," seven self-designed principles centered around making decisions based on the long-term health of the land rather than short-term gain. By carefully managing their rangeland, they protect and enhance their watershed, wildlife and plant biodiversity. And because member ranchers retain ownership of the beef until it reaches the retail level, they are able to extend their stewardship through the feedlot and slaughterhouse process, partnering with companies that use humane practices. Sharing their values as well as their success in business, Connie frequently travels to meet with producers, wholesalers, food retailers and consumers, while Doc regularly writes for ranching journals and newsletters.