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Grazing Profiles- Tri-Point Ranch & Graized

Meet Luke Frantz, Kolten Postin, and Tom Weger. Find out more about these young entrepreneurs and their grazing operation and online meat sales.


Tri-Point Ranch & Graized-Moweaqua, IL


In 2016, Luke Frantz, Kolten Postin, and Tom Weger set out to start a direct-to-consumer grass-fed beef business. Luke had experience raising livestock and Kolten and Tom were excited about cutting their teeth on the business side. Their operation has evolved into Tri-Point Ranch, a cattle operation based in Moweaqua, Illinois, and Graized, a successful online direct-to-consumer business through which they sell 100% grass-fed angus beef. The three were well-suited to working together and saw an opportunity in the unmet demand for grass-fed beef in their community.


“None of us were new to agriculture. The grass-fed sector was new to us however, so we all took on several roles at once to get started. I think we naturally grew into roles that suited us best, but we still all do a little bit of everything. Kolten has a knack for numbers and does a great job at continually monitoring our pricing and accounting, I [Luke] gravitated towards marketing and reaching out to potential customers. Sales however is an all-hands-on-deck approach; we never complain about who brings the sales in.”

Their acreage and herd size varies by year. Their herd is currently at about 50 animals. They rotationally graze the cattle, moving the animals daily through a paddock system. They continue to adjust their grazing management regime, and have found that intensive grazing, meaning frequent rotations through smaller paddocks, maximizes cattle gains and pasture health. They recently installed automatic waterers which will improve their overall efficiency.

They are very intentional about cultivating the genetics of their herd. They currently source calves from trusted angus operations where the livestock genetics are well suited for grass-fed performance and plan to manage their own herd genetics exclusively within the next few years.

Working Together

Luke emphasizes that Tri-Point Ranch and Graized are very much a collaborative effort. Each of the three partners has a particular area of expertise that they’ve honed over the four years they’ve been in business together. Kolten has taken more of the “CEO” role and has provided a sense of direction for the business. He also handles most of the financial work. Luke has gravitated towards marketing and sales, particularly working with commercial and wholesale customers and overall customer relationship management. Tom has provided a wealth of knowledge from the operational side, be it health protocols or new ideas for grazing management.

Cows and farmhand

They’ve also enlisted the support of friends and family. Kolten’s dad Brian has provided foundational wisdom to the entire operation and lends his experience and expertise to decision making. He also handles the bulk of day-to-day operations. Luke says, “We cannot stress enough that without the help and support of our families, this wouldn’t be possible. Tri-Point/Graized is a ‘start-up’ that we hope to turn into multigenerational someday.”

Graized has also benefited from positive working relationships with local processors. They have three processors within an easy drive, and a federally inspected facility just an hour away. Federal inspection is key as it enables them to ship beef over state lines. The processors are very accommodating, and Luke says they readily follow his detailed cutting instructions. Graized does not have much competition locally in the grass-fed market, so Luke has been grateful to find processors who are willing to work with them.

Sales Savvy

The online footprint and reach of Graized is impressive. All three partners are invested in the business side of the operation, as is evident in their online sales platform, social media presence, and positive retail relationships. Most of their sales are to Illinois-based consumers and businesses, but they’ve shipped product regionally in the Midwest and as far as California. Luke sees potential for expanded sales in California and the Carolinas, but as local demand grows the Graized team has paused on efforts to market out-of-state.

Luke notes that transparency is at the core of their business model. They believe their customers should feel confident in the product. Part of the mission of Graized is to educate consumers about the benefits of buying local, grass-fed beef. The three partners are troubled by the overwhelmingly negative public perceptions of animal agriculture and want to shift how people understand grass based livestock production. Their communications and branding emphasize the benefits of grass-fed to human health, animal welfare, and the environment.

The Graized team is also improving the reputation of grass-fed beef through the quality of their product. Many people have low expectations of grass-fed beef taste and texture, but Luke says the marbling on Graized beef has converted more than a few customers. All the strategic marketing of grass-fed product improves perception of the sector and allows Graized to continue building brand recognition, which is at the core of Graized’s long term strategy for growth.

Gradual Growth

Luke describes a gradual approach to growth. Demand has skyrocketed during the COVID-19 pandemic and they currently have a waitlist for their monthly bundle box. But growing the business requires careful consideration and it’s important that expansion is financially and operationally sound. Luke notes that the small adjustments to their grazing regime can significantly improve animal performance, and that watching these developments unfold is a rewarding part of the job.


Again, and again, Luke emphasizes the importance of accessible, high-quality pasture. Pasture quality is at the root of any grass-fed operation, or as Luke says, “It starts with the grass.” They’ve had opportunities over the years to expand onto new acres, but these opportunities have not always aligned with demand and production capacity. Rental costs are high and cover crop grazing is limited by the lack of perimeter fencing on crop acres. Grass will continue to be a key factor as Graized expands. In hearing there is assistance through the Natural Resources Conservation Service (NRCS), Environmental Quality Incentives Program (EQIP), the partnership may consider reaching out to NRCS to see how they can provide further assistance.

Luke’s advice for a prospective grazier or small business owner? “Listen and take advice from experienced operations.” Luke notes that all three partners were “coachable”, eager to learn more about raising grass-fed beef, and not too proud to receive feedback and advice. They’ve had their fair share of challenges along the way and have learned from successes and missteps alike. Ultimately, Luke advocates for a sort of mindful ambition, saying “Just do it if it’s something you want to do.” The commitment and energy of the Graized team has propelled their business forward and will serve them well as they grow.