Modern beef is often categorized by labels — grass-fed, natural, organic — yet those labels still allow wide variability in feed inputs, finishing protocols, processing practices, and nutritional outcomes. Even well-intentioned producers operating under the same label can deliver very different results. Over time, that level of variability became unacceptable to us.
Modern beef is often categorized by labels — grass-fed, natural, organic — yet those labels still allow wide variability in feed inputs, finishing protocols, processing practices, and nutritional outcomes. Even well-intentioned producers operating under the same label can deliver very different results. Over time, that level of variability became unacceptable to us.
Transparency without measurement isn’t transparency
Transparency without measurement isn’t transparency
A Ranch That Operates Like an Operating System
A Ranch That Operates Like an Operating System
Built by ranchers who needed proof, not promises.
Built by ranchers who needed proof, not promises.
Consistency Is the Outcome
Consistency Is the Outcome
Explore the Plainview Standard™
View Published Lab Results

MEET THE TEAM

For over a century, the Orr family has cultivated a legacy of sustainable beef production, and we at PLAINVIEW BEEF CO. are proud to carry this heritage forward.

  • Gabe Orr

    Gabriel Orr - CEO

    Born and raised in Colorado, I transitioned from farming to leading a renewable energy start-up to a multi-million dollar exit in 10 years. Now focused on private equity and finance, I'm excited to help lead PLAINVIEW's future growth.
  • Debra Sweeney

    Debra Sweeney - CMO

    Debra Sweeney, CEO of Rosie's Farm Properties, excels in sustainable agriculture, insurance, and network marketing. Licensed in Nevada, she holds top ranks with Juuva and Xpirient, reflecting her commitment to innovation and sustainability.
  • Todd Edenborough

    Todd Edenborough - Head of By-Product Operations

  • Jenny Edenborough

    Jenny Edenborough - Artisanal Product Formulator

  • Brent Orr

    Brent Orr - Head of Cattle Operations

    Born and raised on a farm and continued farming and ranching after moving to Eastern Colorado. Managed and operated 5,000 acres of irrigated farmland and several thousand head cattle operation. Brent has extensive experience in feeding cattle from the perspective of an owner, operator, and banker.
  • Ryan Daubert

    Ryan Daubert - Cattle Operations Manager

  • Boyd Orr

    Boyd Orr - Cattle Operations Advisor

    Born and raised in Kansas, Boyd built his career in farming and ranching, with extensive experience in beef cattle operations. He has fed thousands of cattle and will now join PLAINVIEW’s advisory board as a valued member.
  • Jerot Pearson

    Jerot Pearson - Ranch Owner and Advisor

    Jerot manages a 5th generation farm in Western Kansas focused on regenerative practices. A licensed professional engineer and business owner, he currently avoids red meat but will evaluate PLAINVIEW BEEF's nutritional benefits against traditional red meat options.

  • Calvin Carr - Processing Plant Manager

  • Dr. Kipp Van Camp - Head of Medical Advisory Board

  • Rusty Long - Ranch 2IC

  • Mike Hurst - Processing Team

  • Brice Custer - Regenerative Practices Advisor

    He operates a no till farming operation that includes growing Corn, Wheat, Milo and Barley along with his wife Shanon and two young boys in Hays Kansas. In 2008 he started planting cover crops into the summer follow period. A few years later he started to realize the weed suppression and soil health improvement that the cover crops were providing. With the growing interest in cover crops and having seed around from his own farms use, a cover crop seed sales operation took off. Now the farm is growing, selling, and mixing cover crop seed year around.