It’s no secret that beef prices are rising. Various recalls, combined with a historically low cattle herd, have forced multiple barbecue joints to shut down as rising prices become unsustainable. The plan to import millions of pounds of foreign beef has also raised controversy, but one business in the Texas Hill Country stands undaunted by the threat of imported cattle.
Back in August, the Independent Cattlemen’s Association of Texas (ICA) criticized the Trump administration’s decision to import 300,000 metric tons of beef from Brazil and Argentina starting on September 1. Although 30,000 pounds of Argentine beef had just been recalled from stores across the country, the move was meant to let distributors sell beef at affordable prices. Whether or not the move will negatively impact Texas cattle ranchers, Branded Meat Market in Harper, west of Fredericksburg, is reminding folks that while prices are high, Texas beef is higher quality than its imported rivals.
“That’s something that’s been going on for forever,” Tate Parker, co-owner of Branded Meat Market, said to MySA. “Like, Chomps Meat Sticks are mediocre beef, and they’re a New Zealand beef company. They did a billion dollars in business, and none of their beef that they’re rolling through, to my knowledge, is anything American.”
MySA has reached out to Chomps to confirm just how much of their beef comes from New Zealand.
Parker tells MySA that foreign beef on Texas shelves is nothing new, but it’s why people should support homegrown businesses like Branded Meat Market. After opening in 2024, the family-run market raises its own cattle, sells its own high-quality beef, and has just launched a nationwide snack stick program. Anyone who wants a slice of home-grown Texas beef can place custom orders directly through the meat market.
As for expenses, Parker sees diesel costs as just as big a threat to Texas ranchers. AAA Fuel Prices reports that Texas has an average diesel price of $5.91 per gallon; one year ago, it was listed at $3.21 per gallon. Considering ranchers and farmers need diesel for tractors, feed trailers, and all other equipment, it’s one of many cost increases that have forced money out of American farmers’ pockets.
Experts predict the Texas cattle herd won’t see relief until 2028, but Parker urges consumers to understand that everyone is paying more across the board. But if they’re buying Texas-raised beef, they’re buying a superior product to anything imported from another country.
“You get what you pay for, and right now the prices are high, but it’s because our prices are high on our costs,” Parker said to MySA. “That’s everything from feed costs and vaccinations. … Your fuel costs for your tractors, your fuel costs for your trucks. Then you got to pay more fuel costs whenever you ship them to the processor. From the processor, you got your processing fee, which is another record high right now than it’s ever been, and then you got to pay to get it back to your place, and then distribute it. There’s more cost than anybody could ever realize into anything in beef right now.”