CrossFit Meets Cattle: A Family’s Journey into Direct Beef Sales
Wade and Raegan Lowry of Bulverde, Texas, turned adversity into opportunity when Wade’s oil field career abruptly ended in 2015. With a skid steer and a dozen steers, the couple ventured into direct-to-consumer beef sales.
Over time, they combined their agricultural roots with Raegan’s CrossFit community, creating a thriving niche business, W&R Lowry Farms and Ranches.
From Layoff to Livelihood
After Wade’s layoff, the couple fed their initial 12 steers, selling them at a profit during Christmas. The timing coincided with the rise of the paleo diet, which values grass-fed beef, and Raegan’s connections in CrossFit—a fitness movement focusing on health and community.
“CrossFit tied us into people who cared about their health and wanted something local,” Wade said. Their beef business flourished, fueled by consumers’ preference for knowing their food’s origin and supporting local producers.
A Unique Approach to Ranching
The Lowrys deviated from traditional ranching methods, focusing on direct sales and experimenting with Akaushi cattle, a Japanese breed known for its exceptional marbling.
By 2016, they shifted to grain-fed beef due to drought conditions and evolving consumer trends.
This approach allowed them to deliver consistently high-quality beef, blending heritage practices with innovative techniques.
“People want to relate to somebody,” Wade noted, emphasizing the importance of personal connections in their business. Raegan’s fitness expertise also played a key role, as her healthy lifestyle inspired customers to incorporate quality protein into their diets.
Building a Brand
The couple credits much of their success to embracing risk and innovation. “We’ve come out with an amazing product that we’re very proud of,” Wade shared.
Their journey demonstrates how resilience and community support can transform challenges into a sustainable, fulfilling livelihood.
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