Prescott Frost: Organic beef rancher
Speaking of the road not taken, this former stockbroker left Los Angeles to run the family farm. He became disillusioned with big agriculture and decided to move his operation from rural Indiana to the Sand Hill region of Nebraska. Now he’s raising grass-fed beef according to sustainable farming practices in the heart of the cattle country. What terroir is to wine, grass and the land is to cows. He and his business partner, Robert Calvo, are foregoing feedlots and corn-fed cows to appeal directly to consumers who are interested in tasting the difference between commodity beef and organic fare.