A few months ago, I had a routine grocery run, stocking up on my usual items. But like many of us, I had to hop between two or three different stores to get what I wanted. This time, I was at a good one—a collective market known for quality. I don’t eat beef every day, but when I do, I want it to be good and grass-fed. But, $30+ per pound? That’s steep, even for the best cuts.

Back home, I wanted to grill. I had beef from the collective and some from a local farmer’s market. As I defrosted both, the difference was painful. The store-bought beef was oxidized, browning, and lifeless. The farmer’s market meat, on the other hand, looked like it was carved off the bone yesterday. Even the fruit from one of Austin’s top stores, Central Market, was disappointing—hard and more sour than sweet. I asked myself: Why am I doing this?

Why was I bouncing between multiple grocery stores just to end up with food that, frankly, wasn’t much better than I’d expect in a Soviet-era market? Most of what I’d bought wasn’t even meat, eggs, or produce—just processed snacks I didn’t need.

That’s when it occurred to me. I could order meat online, directly from farmers—pasture-raised chicken, Wagyu beef, cuts I’d never even heard of. The quality of my food 10Xed, and surprisingly, my costs went down. I started researching different animal breeds and sourcing methods. I couldn’t stop talking about this to anyone who’d listen.

##Local Food a Growing Trend

Turns out, I wasn’t the only one doing this. A neighbor buys half a cow every year. Another only shops from a local rancher, though they hadn’t yet explored online options. There was a clear gap: Why wasn’t it easier to find and buy local beef, chicken, eggs, and produce?

Mass-produced food has failed us. What should be the cornerstone of our health—our food—has become a commodity, mass-produced and stripped of its vitality. The 1950s convenience came with the compromise; we sacrificed the quality of our food at the altar of industrial agriculture. It’s no wonder that more and more Americans—moms, millennials, people of all backgrounds—are looking for alternatives.

We’re waking up to the reality that the best food doesn’t come from massive, faceless corporations but from the hands of local farmers who take pride in their work. These farmers are the keepers of tradition, they deliver on quality, and they are the ones who can get real nourishment to our families.

Imagine knowing exactly where your meat, fruits, and vegetables come from—the farm, the ranch, or the family-owned business that’s been doing this for generations. When you buy pasture-raised beef or whole animal cuts directly from local producers, you're ensuring that what ends up on your table is not just fresh but truly nourishing. It’s food with a story, with roots, with quality that mass production simply can’t replicate.

Skipping the grocery store means your family gets the benefits of healthier, fresher food, and your local farmer earns more. By choosing to buy directly from those who grow, raise, and produce our food, we’re not only improving our diets but also supporting the local economy and fostering a more decentralized food system.

And it’s not just about the food. It’s about the relationship between the consumer and the producer, the rancher, the farmer. It’s about understanding the importance of knowing where your food comes from, about asking the right questions and finding the best options for your family. It’s about breaking up with the idea that the only way to get quality products is through big-box stores, when in reality, the best options are often found closer to home, from people who care deeply about what they sell.

Farmers in Texas, ranchers in Oklahoma, or a small farm up in California—each has a part to play in this growing movement toward better, fresher, and more sustainable food. The popularity of online sales has opened up new ways to connect consumers with these local producers, ensuring that even the most remote farmer can reach customers ready to invest in quality. This isn’t just a trend; it’s the future of food.

And yes, it’s also cheaper in the long run. When you cut out the middlemen, you’re not paying for the overhead of a big store, the fancy packaging, or the marketing costs. You’re paying for the quality of the product itself. This shift in how we purchase and consume food isn’t just a smarter way to eat—it’s a game-changer for our health, our communities, and our environment.

That’s why I built RanchersList—to connect people with local foods straight from the farm, ranch, or kitchen. It’s time to break up with your grocery store and start eating better, supporting local farmers, and saving money in the process. The future of food is local, and it’s ready to be served at your table.

Cheers and more cheers,

• Kiara