The demand for pasture-raised meat is gaining momentum in the Valley, turning retirees and sprout farmers into the industry's newest livestock ranchers.
Although pasture-raised or grass-fed meat is not a new practice, grocery stores and restaurants are increasingly adding it as consumers seek foods that are healthier, produced locally and in ways that they agree with.
"People are attracted to the idea of producing meat in a more natural way and they are willing to pay for it," said Annette Levi, chair of the Agricultural Business Department at Fresno State.
Grass-fed meat is typically more expensive than conventionally produced meat, sometimes more than twice as much. But higher prices have not stopped the industry from growing.
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