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Pioneering Excellence in the Meat Industry

Our Story

We Believe in Quality

From The Ranch To Your Table

In the heart of Texas, where the land speaks of tradition and quality, We Speak Meat was born — a testament to exceptional meat and a commitment to ethical practices. Our journey began with a simple yet profound idea: to offer consumers a direct path to the finest cuts of meat, from the ranch to their tables, without compromising on quality or ethics. Under the leadership of CEO Piet “Rancher” Stofberg and seventh generation rancher Christo Barnhoorn, We Speak Meat has grown from a vision into a reality, redefining the standards of the meat industry.

Eight years ago, Christo, seeking to better market his New Mexico ranch’s lamb meat, collaborated with Piet, leading to a successful online venture. They later partnered with Kevin for meat processing and butchering and internet entrepreneur Mike Guess. Establishing their brand, they launched We Speak Meat, with plans on expanding their offerings to include beef, pork, spice mixes, and barbecue sauces. From the start, they prioritized quality over becoming a typical online meat shop, with competitive pricing as their secondary focus.

Meet the We Speak Meat Family

Christo Barnhoorn: Upholding Tradition, Innovating for the Future

7th Generation Sheep Farmer

A seventh-generation rancher, Christo Barnhoorn’s story is one of tradition and ambition, deeply rooted in his heritage and ancestry. Born and raised on a sheep farm in South Africa, Christo’s early life was steeped in the practices and principles of sheep farming. This rich heritage instilled in him a deep understanding of the industry and a passion for the land and its offerings.

Seeking to broaden his horizons and driven by a spirit of adventure, Christo boldly decided to emigrate to the United States. His journey led him to New Mexico, where he saw an opportunity to blend his traditional knowledge with innovative practices. Christo established his own ranch, a venture that quickly grew into a thriving business.

Kevin Lujan: A Legacy of Excellence in Meat Processing

2nd Generation Meat Processor and Butcher

Kevin Lujan stands as a pillar of expertise and quality in meat processing and butchery. As a second-generation meat processor and butcher, Kevin brings a wealth of knowledge passed down through his family to We Speak Meat. From a young age, Kevin was immersed in the art of butchery, learning the trade under the watchful eye of his father. This early exposure to the craft instilled in him a profound respect for the process and a dedication to excellence that is unmatched.

Kevin’s role at We Speak Meat goes beyond that of a traditional butcher. He is the mastermind behind the processing and logistics operations, ensuring that every piece of meat is handled with the utmost care and expertise. His attention to detail and commitment to quality are evident in every cut of every product that We Speak Meat offers.

Piet "Rancher" Stofberg: A Visionary Leader

Farmer, Soldier, Hunter

At the helm of our company is Piet “Rancher” Stofberg, whose deep connection with the land and passion have shaped the core of We Speak Meat.

Raised on a farm in South Africa, Piet spent just about his entire adult life in the African bush, first as a soldier and then as a professional hunter.

After moving to the USA, Piet concentrated on and became an expert in online marketing.

His leadership is not just about running a business; it’s about upholding a legacy — a legacy of respect for the land, the animals, and the people who work tirelessly to bring quality meat to tables across the nation.

CMO Mike Guess of We Speak Meat

Mike Guess: Steering Marketing with Integrity

Texan & Digital Entrepreneur

Complementing Piet’s expertise is Mike Guess, our Chief Marketing Officer, whose innovative strategies and deep understanding of consumer needs have been instrumental in shaping the brand’s identity. Mike’s approach goes beyond traditional marketing; he focuses on building a genuine connection with our customers, educating them about the source of their food, and ensuring that the values of We Speak Meat are communicated clearly and effectively. Under his guidance, We Speak Meat has grown its customer base and fostered a community of informed and conscious consumers.

Where Quality and Price Meet

Our Vision

We Speak Meat is in the business of ensuring the American ranching heritage by protecting the income of the people on the land” – Christo Barnhoorn.

Our Mission: Quality, Integrity, and Sustainability

We Speak Meat is more than just a Texas beef company. We are pioneers in a movement that strives to bring change to the meat industry. Our mission is threefold: to provide the highest quality meat, maintain unwavering integrity in our sourcing and processing, and ensure our practices’ sustainability for future generations.

Quality is at the forefront of everything we do. From the rolling hills of Texas to the vast plains of New Mexico, we source our meat from the finest ranches, where animals are raised with care and respect. Our range of products, including Texas beef, steaks, lamb, pork, and more, is a testament to our commitment to excellence.

Integrity is the foundation of our relationships — with our ranchers, team, and customers. We believe in fair and transparent practices that benefit everyone in the chain, from the rancher to the consumer. This means fair pricing for our ranchers and honest communication with customers about where and how their food is produced.

Sustainability guides our decision-making process. We understand the impact of our operations on the environment and strive to minimize our footprint while maximizing the welfare of our livestock. Our practices are designed to preserve the land and its resources, ensuring we can continue providing high-quality meat for years.

Buy Ranch Direct For A True Farm To Table Experience

Our Approach: From Ranch to Table

The core of our approach lies in the journey from ranch to table. This journey starts with ethical sourcing. We partner with ranchers who share our values, ensuring every animal is raised naturally and stress-free. Our processing methods are designed to respect the dignity of these animals, employing humane practices that reflect our commitment to ethical standards.
The journey continues in our state-of-the-art processing facilities, where our skilled butchers craft each cut with precision and care. By controlling this part of the process, we maintain the highest quality standards, ensuring that the meat that reaches you is exceptional.
Finally, the journey culminates in the delivery of our meat to your doorstep. Our online platform makes ordering meat online easy, whether you’re looking for a one-time purchase or a regular meat subscription. Our efficient delivery system ensures that your meat arrives fresh and ready to be a part of your culinary creations.

A chopped up roast being seasoned for marination before slow cooking
Beef, Lamb, and Pork on a cutting board ready to be served with side items

Looking Ahead: A Future of Innovation and Growth

We are excited about the possibilities as We Speak Meat looks to the future. Under the leadership of Piet Stofberg and Mike Guess, we are constantly exploring new ways to enhance our services, expand our product range, and strengthen our commitment to ethical practices.

Our vision is clear: to be the leading name in the meat industry, known for our quality, integrity, and sustainability. We are dedicated to continuing our journey of innovation, always striving to exceed our customers’ expectations and pave the way for a more ethical and sustainable meat industry.

Join Us on Our Journey

We invite you to be a part of our story. Explore our range of products, learn about our practices, and experience the difference from a company that truly speaks meat. Together, we can transform how we think about, purchase, and enjoy meat.

Contact Us

To learn more about We Speak Meat, our practices, or our products, don’t hesitate to get in touch with us. We look forward to being a part of your culinary journey.


“Five Stars!”

Yvette Campbell

I have ordered twice now and the meat is amazing. I am training my American family to love lamb as much as I do! Thank you for the wonderful quality and giving me a feeling of being back home. I look forward to referring you to all my South African and American friends who eat lamb.

Karen Richards

We miss South African Lamb! We had been meaning to order for a long time. What a lovely surprise to once again eat the lamb we know. Thank you to the Banhoorns for making this available. Service was excellent and responsive. Good value for money and great extras offered. We love that you butcher to what we know. The lamb arrived as promised, packaged well. We will definitely be ordering again soon.

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