Today we’d like to introduce you to Jon Urbana.

It’s an honor to speak with you today. Why don’t you give us some details about you and your story? How did you get to where you are today?

Technically speaking, my cousin and I launched KOW Steaks back in 2016, but our roots go back much further. We are 6th generation family farmers and ranchers and KOW is just the latest milestone in a long tradition of combining new innovations with traditional practices and values that all started on the ranch our great grandfather established over 125 years ago.

My grandfather made international headlines back in the mid-70’s as part of an effort to help Japan establish a dairy program; something that hadn’t existed previously in that country. He commissioned two specially outfitted 747’s to transport a small herd of breed dairy cattle from the US to Japan. The program was considered so significant in Japan that the Emperor greeted the flights upon their arrival on the tarmac in Tokyo.

While in Japan, my grandfather tried Wagyu beef for the first time and it was like nothing that Iowa farm boy had ever tasted before. He never forgot the sensation and it ignited a passion in him to bring that same experience to Americans. Eventually, he was the first rancher in the US to establish a small herd of Wagyu cows on his own farm and that was really the first step in our path to KOW Steaks today.

I’m sure your success has not come easily. What challenges have you had to overcome along the way?

It’s always challenging when you are selling a perishable product and I don’t mean that in terms of spoilage. The fact is that Wagyu beef is a luxury product. As such, people tend to think about it only in terms of the most select cuts. For example, our Tomahawk chop is legendary and one of our most popular items, along with our ribeye, filet and NY strips steaks. But most people don’t realize that a single 1,400 lb. cow only produces about 14 lbs. of tenderloin. There are many other cuts that are just as good and that allow people to experience this incredible beef at a significantly lower price point.

We have a “100% No Waste” philosophy at KOW; meaning we use every part of a butchering to create a variety of products that might surprise you. We work with an amazing team of chefs to create products like our Wagyu sausage.  The intensive marbling in our beef gives you the high-fat content you’d expect from pork; but, because it’s our beef, you don’t have to overcook it until it resembles a hockey puck. Our bone broth and Wagyu jerky are two other very popular new items that are not only delicious, but are packed with nutrition. We also sell Wagyu ground beef for the best burger you’ve ever tasted.

Let’s talk about the work you do. What do you specialize in and why should someone work with you over the competition?

We didn’t invent ranch-to-table direct selling.  There are some well-known brands that have been operating in that space for decades. We knew that to stand out and succeed, we had to have a superior product. We’ve never focused on sales volume. We started by cultivating relationships with top chefs that care about the quality of the food they serve.  After tasting the amazing flavor of our Wagyu beef in restaurants, diners wanted to replicate that experience in their own homes. Opening up for online sales was a natural progression for us.

All of our beef is farm-raised in southwest Iowa where there are acres of open space for cattle to graze on natural, untreated grasses and clean, fresh water.  And, of course, we never use hormones, GMOs or other harmful additives.  Keeping our cattle geographically co-located in this ideal environment is a key component in our ability to deliver consistently high-quality beef, every single time.

I don’t think there is a greater testament to the quality of our beef than when a master chef like Nobu Matsuhisa chooses to serves it in a raw presentation in one of his signature restaurants. He’s built a global reputation for excellence in world-class dining and he’s not going to risk it on a product that isn’t reliably perfect.

What’s your best piece of advice for readers who desire to find success in their life?

My best advice is that, in order to succeed, you must deliver exceptional quality, consistently. People everywhere want to eat natural, healthful food and that’s never been more readily accessible for the average person. Thanks to developments in ecommerce and faster shipping, almost anyone can get direct-from-the-farm food delivered right to their door. By purchasing directly from the producer, you not only support local farmers and ranchers, but you get foods that are raised sustainably and responsibly. As an added bonus, you’ll soon learn that when you eat high-quality, farm fresh food you don’t need complicated preparations, fancy kitchen gadgets or overpowering spices and sauces to get delicious flavor. The flavor is already packed in there – simple, healthy and delicious.

Speaking of success, what does that word mean to you?

It sounds cliched when you talk about doing something you are passionate about, but it’s true. Happy customers and happy employees are a top priority at KOW. But, if I’m being perfectly honest, there’s nothing that makes me feel more successful than when I introduce someone to Wagyu beef for the first time. In addition to our commercial and consumer direct operations, we also present KOW Dinners, where we partner with leading chefs and top wineries around the country to bring together perfect ingredients with flawless preparation to create an unforgettable dining experience. Just seeing the expression on someone’s face when they take their first bite of our beef is a thrill. That’s success.

What’s next for you?

We’ve got a lot of great projects in the development. On our website, our chefs continuously develop new products and recipes that appeal to a wide range of tastes and cuisines. We are also expanding our network of professional chefs and other culinary influencers to share their expertise with creative and innovative presentations of our beef.

We are also expanding our product line by introducing new protein choices. While we’re confident that our KOW American Wagyu is the best-tasting, highest quality beef available in the US, we also hear from our customers that they want more variety from brands that they trust. So, we are partnering with other local Iowa farmers and ranchers who share our “no compromise” philosophy on quality to introduce new protein options like pork and chicken.  Through these limited and highly selective partnerships, we are able to maintain the same first-class standards we’re known for while also providing our customers more variety for their tables.

One of the most exciting, and fun, new ventures for us is our KOW Outdoors lifestyle channel on Instagram. In these videos, we take you with us on exciting outdoors adventures that bring together great company, stunning natural scenery, and incredible meals.  In one video, our good friend, renown fisherman, Carter Andrews, takes us into the Everglades to spend the day fishing in its pristine waters. That night we treat ourselves to KOW Tomahawks cooked to perfection over an open fire. That’s the KOW way; natural, simple, shared.

Finally, how can people connect with you if they want to learn more?

Our website, KOWSteaks.com, is a great first stop for anyone that wants to learn more about our story and, of course, order KOW Steaks products for themselves. We’re also big believers in the power of social media. We constantly update our Instagram and Facebook feeds with posts on upcoming product releases, special events, recipes, and other newsworthy updates. As I mentioned earlier, we believe that dining should be an experience, one that’s best when it’s shared with others. We’d like to invite everyone to experience KOW Steaks for themselves … and share a picture with us when you take that first bite! #KOWSteaks

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