What if the smartest growth strategy for your CPG brand is to stop chasing growth?
Larry Young spent nearly 50 years in the beverage business before trading corporate boardrooms for a cattle ranch. The former CEO and president of Keurig Dr Pepper and his wife, Colette, now own Texas-based 10-2-4 Ranch, where they’re building a premium beef brand on their own terms.
In this episode, Larry and Colette explain why they’ve resisted the pressure to grow fast, raise money and chase scale; how they’ve made premium quality accessible without premium pricing; and why customer relationships, authenticity and simply delivering on your promises can be more powerful than any conventional growth strategy. They also share lessons on educating consumers, building word of mouth, choosing the right partners and hiring people who genuinely care about what they do.
Show notes:
0:20: Larry & Colette Young, Owners, 10-2-4 Ranch – Larry discusses how a lifelong career in the beverage industry ultimately led him and Colette to ranching and the creation of a consumer beef brand. They talk about the 10-2-4’s origins as a hunting ranch, how it evolved into a cattle operation and, eventually, a premium beef business built around Wagyu-influenced cattle, quality, traceability and affordability. The Youngs explain why their goal isn’t to become the biggest beef brand, but the best, why taste is the most powerful selling point, how affordable pricing makes premium beef more approachable, and why educating consumers about lesser-known cuts and the nutritional benefits of beef is central to their strategy. They also share how word of mouth, restaurant partnerships, steak nights and social media help build the brand, while emphasizing personal relationships and customer service as key differentiators. The conversation also explores their decision to avoid political debates and carefully choose media and influencer partners so the brand remains focused on food rather than ideology. Finally, the Youngs reflect on entrepreneurship, defining success on their own terms, the importance of hiring people with passion and integrity, and the unexpected fulfillment of building a business that aligns with their lifestyle and values.
Brands in this episode: 10-2-4, Bai
