Crafting Connections: Beef's Homegrown Narrative
What started as a wedding gift has turned into something that serves not only the community of San Diego County but also the entire United States beef community. Alli and Bryce Fender – owners of Flying F Ranch – go above and beyond to connect with and create experiences for beef consumers while taking advantage of owning a smaller than average herd in the United States.
Alli grew up involved on a sizeable dairy and beef cattle operation. Her family has always been a part of the agriculture industry since they immigrated from Switzerland. So, it was a no-brainer for her to continue her involvement in the beef industry, even though it looked different than the route her parents and grandparents took. “My husband and I got married in 2014 right after college. As a wedding gift, we received 10 bred heifers from my dad. We wanted to turn this gift into something that could turn a profit, so we started Flying F Ranch and focus on serving locals in southern California,” said Alli. While she grew up with commercial cattle consisting of several different breeds, Alli and Bryce have made the decision to use purebred Angus genetics to meet their end goal of providing a top-notch eating experience for their customers. When selecting bulls, they put emphasis on marbling and tenderness, while finding a balance in longevity and maternal traits too.
Since the initial gifting of these 10 bred heifers, Flying F Ranch has expanded and diversified it’s offering to consumers in the area. Fenders not only offer the option to buy a whole or half beef; they also offer ranch picnics, tours and ranch-to-table dinners to give people the full experience. Alli said, “I feel like being located in San Diego County helps us because people want to know where their food comes from after COVID and who the face behind agriculture is.” Their location is also the reason they don’t ship beef across the country. They have a high demand, right where they are. Alli has made this her full-time job and truly enjoys connecting with people who have no idea where their food comes from whether it is in person or online.
Diversifying the business and adding picnics and tours is what allows Fenders to take advantage of their small herd size of around 25 head. “I think when you are smaller you can take riskier decisions and test things easier than if you are a larger operation,” said Fender. Being smaller in size has allowed them to build strong relationships with their customers and processors as well as really nail down their final product and see what works and what needs to change during all stages of the process.
Alli encourages other small beef producers to keep creating experiences for consumers and trying new business ideas. “It’s important to be able to think outside the box, get creative, get gritty, and kind of have a little bit of no shame, because sometimes your plans don't work at all. Just having that go getter attitude is helpful if you want to diversify your business and be successful,” said Fender. This attitude and drive also helped Alli win 2023 MBA Beef Advocate of the Year.
Remember to take an honest look at your position in the beef industry no matter what your size is and get creative with how you can make the most of it. Flying F Ranch is just one example of how small cattle producers can create thriving businesses with a large impact.
