We sat down with the good folks from DeliveryRank to reflect on our story thus far. Their introspective questions required us to reflect on how and why it all started. Diving back in was reinvigorating and fitting as we wrap up 2024 and look forward to a killer year ahead of us!
Give it a read to learn the ICON Meats Story. Hop over to DeliveryRank.com for more stories like ours and insight into the best food delivery options to fuel your story!
ICON Meats 2024: Artisan Meats Raised With Pride & Passion
Kristopher Brown, founder and owner of ICON Meats, turned a dream into reality in 2015 by transforming an old dairy farm near Cadott, Wisconsin, into a thriving regenerative bison ranch. With hard work and determination, the family rebuilt the land to create ICON Ranch, where hundreds of bison now roam free. Partnering with Crescent Meats, ICON Meats offers artisan meats raised with pride and crafted with passion, championing rancher-owned sustainability while preserving traditional meat-cutting crafts. Through ICON Meats, Kris, and his wife, Roxy support hardworking ranching families and a healthier, more ethical food system.
Can you walk us through the early challenges of transforming an old dairy farm into a regenerative bison ranch? What were some pivotal moments in that process?
In 2010, my wife Roxy and I purchased a beautiful 70-acre piece of land from a family she had known for years. That land quickly became our pride and joy. Every weekend, we spent hours clearing brush, repairing fences, and exploring the woods and pastures. Our dream was to eventually build a home there and start a small hobby farm where we could raise our family. For the first four years, we leased the land to a neighboring dairy farmer who grazed his cattle there.
By 2014, we decided it was time to start our own herd. I reached out to a longtime friend for advice on raising cattle since his family had been involved in the livestock and bison industries for years. He surprised me by saying, “Stop looking into cattle and look into bison.” I had always been fascinated by bison, but owning them in Wisconsin seemed far-fetched at the time. Ironically, I was running Vital Exotics, where I worked daily with massive snakes and lizards. People still laugh at the idea that I found bison unrealistic while handling 16-foot pythons and 8-foot monitor lizards.
Questions flooded my mind: What are bison like to care for? Are they really as dangerous as people say? Is there a market for them beyond novelty? What kind of fencing would we need? Roxy and I dedicated six months to researching, attending a Holistic Management seminar, and helping with bison roundups at various ranches in the state. Eventually, we decided to take the leap, purchasing our first herd from a retiring ranching family in Wisconsin. It was the perfect start, and that original herd remains with us today. Our herd bull, Bob, has even become a social media favorite! Check it out below.
About a year into our bison journey, the owner of the original 70 acres approached me. He was ready to retire and either sell or lease his farm. We had built a close relationship with him and his wife—they were like grandparents to us and our daughters. He wanted to ensure the farm remained well-kept, and I saw an opportunity. I proposed creating a business model to purchase the entire 600+ acre farm.
After six months of planning, Roxy and I made the difficult decision to put our dream house on hold and go all in. With the support of the original owners, we transformed Rolling Acres Farm from a traditional dairy operation into ICON Ranch, where 200 bison now graze on lush, rolling pastures. Watching Jerry and Betty’s pride as they see their legacy continue has been one of the most rewarding parts of this journey.
ICON Meats was born out of the need for ranchers to take control of their own businesses. How has this shift to direct-to-consumer sales changed the way you operate, and what impact has it had on the ranching community?
The shift to direct-to-consumer (DTC) sales hasn’t changed much about how we operate the ranch, but it has added significant strain on our time. Ranching alone is a full-time job, and we’re still bootstrapping both ICON Ranch and ICON Meats. Balancing the two takes immense effort, but my family has been instrumental in keeping things running smoothly.
Many ranching families face similar challenges, and we’re proud that our success helps them sustain their way of life. By providing a model that supports ranchers and maintains family traditions, we hope to ensure this lifestyle endures for future generations.
You mention the broken food system, where farmers and ranchers often take on most of the risk. How does ICON Meats aim to change that narrative, and what role does Crescent Meats play in supporting this vision?
From 2015 to 2019, we raised about 700 head of bison annually for other meat brands. When one of those brands was acquired by General Mills, they demanded lower prices that were unsustainable for us and the other ranchers involved. After four years of being at the mercy of others’ business decisions, we decided to take control of our story.
Crescent Meats, our local USDA processor in Cadott, WI, became a vital partner. With their support, we launched our own brand, initially focusing on bison. Soon, elk and venison producers approached us for help bringing their products to market. Recognizing the opportunity, we expanded our offerings within ICON Meats.
Today, we partner with ranchers across Minnesota and Wisconsin, providing them with a way to market their products directly while ensuring sustainable pricing. This model supports ranching families, strengthens local economies, and keeps the values of family farming alive.
What does it mean for you and your family to be "rancher-owned," and how do you maintain quality and integrity as you grow your brand?
Being rancher-owned means everything to us. Ranching is not an easy way to make a living, but it has given us purpose, taught us resilience, and created incredible memories. Neither Roxy nor I grew up in agriculture, but we’ve always had a deep respect for animals and the natural world. Ranching allows us to combine that passion with a meaningful way to raise our three daughters.
ICON Meats was born from necessity, but it has grown into something much larger. By collaborating with other ranching families, we’ve built a network of like-minded people who prioritize quality, sustainability, and integrity. This approach ensures our customers get the best products while helping other ranchers thrive.
Regenerative agriculture is central to your philosophy. Can you explain the environmental benefits of this approach, and how it contributes to building topsoil and preserving the land for future generations?
Regenerative agriculture focuses on working with the land rather than depleting it. It’s about improving ecosystems while producing high-quality food.
Bison require large tracts of land, and we practice rotational grazing, moving the herd weekly—or even several times a week. This method prevents overgrazing, reduces erosion, and enhances soil health. Their grazing mimics natural herd movements, encouraging deep root growth and improving water retention. Bison also naturally fertilize the land, enriching the soil with organic matter that supports healthy plant cycles and sequesters carbon.
We avoid synthetic fertilizers and pesticides, allowing the land to heal itself. This approach benefits not just our animals but also native wildlife, creating a thriving ecosystem. By focusing on these methods, we aim to leave the land better than we found it—for our daughters, their children, and generations to come.
Conclusion: Why We Love What We Do
At the heart of everything we do is a deep love for our land, our animals, and our family. ICON Ranch and ICON Meats are more than businesses—they are extensions of our values, passions, and dreams. Ranching has taught us resilience, the power of community, and the importance of preserving the land for future generations. Every day, we wake up with gratitude for the opportunity to work alongside our bison, nurture our pastures, and share this way of life with our daughters.
But we don’t do it alone. Our customers are a vital part of this story. When you choose ICON Meats, you’re not just supporting our ranch—you’re empowering many other ranching families who share the same dedication to raising animals with care and pride. Together, we’re ensuring that small family ranches continue to thrive and that sustainable, regenerative practices remain at the forefront of agriculture.
Every family has a story, Welcome to ours. By choosing ICON Meats, you’re becoming part of it. Welcome to the ICON family—we’re honored to share this journey with you.
