Consistent and Quality Branding

OUTdrive Episode 97 with Brooklyn and Larry White

OUTdrive Episode 97 with Brooklyn & Larry White

There is no shortage of beef producers in Central Missouri, but Brook and Larry White of White Angus Ranch are doing things a little different: raising grass-finished beef. Unlike “grass-fed” beef, “grass-finished” means corn and grain are never part of the animal’s diet, resulting in a leaner product. In this episode of OUTdrive, I sit down with the Whites to learn more about their business, passion for customer service, and commitment to consistent quality in both their product and their brand.

In 2010, Brooke and Larry White purchased a plot of land and moved their cattle from Nebraska to Missouri, formally establishing White Angus Ranch. After selling products exclusively to neighbors, in 2013 the Whites decided to make raising beef a full-time business and get involved with local markets. White Angus Ranch specializes in raising premium quality, Black Angus Cattle, for grass-fed and finished beef sales. The Whites are active vendors in the Sedalia Area Farmers’ Market, Camdenton Farmers’ Market, and the Pulaski County Farmers’ Market. In 2016 they launched their website and online presence to sell their products online, shipping beef across the country.

Tune into this episode to hear the story behind White Angus Ranch and what you can do to help support local farmers, producers, and farmers’ market vendors in your community.


  • 2:00 – Brook and Larry share some background on the White family and the story behind White Angus Ranch.
  • 3:15 – The Whites outline the cuts of beef that have been most popular and explain the difference between grass-fed and grass-finished
  • 6:30 – Brook shares details on how they got involved with local farmers’ markets
  • 8:30 – The Whites explain the work and consistency it takes to be a vendor in a farmers’ market and offer advice to those looking to join a market
  • 13:00 – The Whites describe the community, relationships and partnerships they have formed by being involved in farmers’ markets
  • 16:00 – The Whites share how the farmers’ markets themselves help market their products and business, primarily through social media
  • 17:15 – The Whites share some of the other ways they market their products and business outside of the markets and their emphasis on branding
  • 19:45 – The Whites talk about the type of media they consume and the avenues advertisers can use to reach rural American consumers
  • 21:00 – The Whites explain how they came to be Boston Red Sox fans
  • 22:10 – The Whites share what sets them apart from other beef producers in central Missouri, which comes down to their passion and customer service
  • 23:15 – The Whites describe the people of rural America and the importance of supporting the lifestyle