Dan O'Brien believes in the axiom, "You are what you eat."
His life revolves around it. His business is based on it.
And O'Brien believes that eating buffalo makes people more a part of the past, more connected to the environment and more likely to find a healthy path to the future. He and the buffalo on his eastern Custer County ranch are making believers out of customers from coast to coat, as the demand for bison meat surges among U.S. consumers.
For O'Brien, an author and wildlife biologist turned organic buffalo rancher, the target customers for his grass-fed bison meat are typically in the upper-income brackets. They are looking to connect with Old West history and promote grasslands biodiversity, as well as consume a healthful source of protein.
And they are willing to pay a premium price to get it.
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