Episode 397: Justin Pettit
Jun 10, 2026
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Summary:
In this episode of The Produce Moms Podcast, host Lori Taylor speaks with Justin Pettit, Co-Founder of Santa Carota Beef and a third-generation cattle rancher, to share a powerful story of innovation, resilience, and advocacy in American agriculture.
Justin shares how his family built a one-of-a-kind cattle-feeding program using carrot byproducts from nearby farms creating a premium beef product known for its exceptional flavor, tenderness, and nutritional benefits.
From supplying top-tier restaurants and major sports teams to navigating the collapse of foodservice during COVID-19, Justin walks through the evolution of their brand and the challenges of scaling a differentiated product in a highly commoditized industry.
The conversation also dives into supply chain transparency, consumer trust, and a current legal battle with a major meat processor shedding light on the realities many independent producers face today.
Takeaways:
- Santa Carota Beef uses carrot byproducts to feed cattle, reducing food waste and enhancing flavor.
- Carrot-fed beef results in a tender, juicy product with higher B12 levels and zero sugar content.
- Proximity to carrot processing facilities is key to maintaining sustainability and cost efficiency.
- Building a brand in the beef industry requires selling the entire animal, not just premium cuts.
- COVID-19 forced a rapid pivot to direct-to-consumer sales and community support efforts.
- Transparency in the protein supply chain remains a major challenge, especially in foodservice.
- Third-party audits and USDA certifications help validate claims like grass-fed and hormone-free.
- Product substitution and mislabeling can occur within distribution channels without producer control.
- Consumer demand for traceability and intentional sourcing continues to grow.
- Independent ranchers face significant hurdles when competing against large, consolidated processors.
Chapters:
00:00 – Welcome & Episode Introduction
01:15 – Meet Justin Pettit & Santa Carota Beef
02:45 – The Origin of Carrot-Fed Cattle
06:00 – Building a Beef Brand from the Ground Up
08:30 – Breaking Into Restaurants & Premium Foodservice
10:00 – Navigating COVID-19 & Supporting Communities
12:30 – Flavor, Nutrition & the Science Behind Carrot-Fed Beef
15:30 – Scaling the Model & Growing Demand
17:30 – Supply Chain Transparency & Traceability
20:30 – Challenges in Distribution & Product Integrity
23:00 – Legal Battle & Industry Realities
25:00 – The Importance of Consumer Awareness
27:00 – Closing Thoughts
Resources:
Santa Carota Beef – Learn more about their story and products
Website: Santa Carota Beef | Grass-Raised, Carrot-Finished for Unmatched Flavor
Facebook: Santa Carota Beef | Facebook
Instagram: Santa Carota Beef | Premium Beef (@santacarotabeef) • Instagram photos and videos
