The great revolution in the history of man, past, present and future, is the revolution of those determined to be free. JOHN F. KENNEDY

Many of today's most innovative cattle producers are actively looking for ways to build consumer-direct niche markets for beef. But, what happens when a major retailer decides to build its own beef supply chain? A new project should provide some answers.

For 30 years, Phil Trowbridge managed a prestigious cattle and thoroughbred horse operation in upstate New York. Even though he and wife, Annie, worked brutal hours, housing was provided, and he flew all over the world compliments of those horses. In 2005, it all came to...