Powering The Future Of Beef Production

People are rethinking their food and demanding to know just where it comes from. At Santa Carota, we’re leading the way— pasture-raised, grass-fed, carrot-finished, and chalked full of transparency for beef that’s better for the land, the animal, and your table.

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Better For The Land. Better For The Cattle. Better For You.

Santa Carota transforms grass-fed beef with upcycled carrots, creating superior flavor, tenderness, and 80% of daily B-12 in every serving. One of the few grass-fed options to grade USDA Choice and Prime, it’s featured in The New York Times and served by Michelin-starred chefs. Now available nationwide on Amazon and santacarota.com.

Cows eating carrots looking at the camera
Justin Pettit standing in front of his cattle on his ranch
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It’s Back To The Roots Of Food

As a third-generation cattle rancher and co-founder of Santa Carota, Justin Pettit is not just raising cattle—he’s redefining how we think about beef, sustainability and the future of food.

An innovative entrepreneur who turned a multi-year drought into an opportunity, Justin pioneered the use of upcycled carrots to create beef that doubles as a superfood. His deep expertise in regenerative farming, food quality and sustainability makes him a compelling guest for any conversation on the intersection of nutrition, health and responsible agriculture.

Whether breaking down the hidden truths of "big meat," discussing how food quality impacts longevity, or sharing wild cowboy stories from the ranch, Justin brings grit, authenticity and real-world solutions to every interview.

A wealth of knowledge

Topics Justin can cover in an interview

Why food quality matters

The connection between how animals are raised and human health.

Beef as a superfood

Why beef is an essential part of a nutrient-rich diet.

Regenerative ranching

How better farming practices can heal the land and improve food systems.

The truth about “big meat”

What consumers don’t know about industrialized beef and its impact.

Sustainability in agriculture

How small, innovative farms can fight climate change.

Rural revival

Why preserving America’s ranching heritage matters for the future of food.

The cowboy lifestyle

Real-life ranching stories, entrepreneurship, and what it takes to innovate in a tough industry.

Justin Pettit checking the cattle feed with cows in the background

Fast Facts About Santa Carota

GRASS RAISED & CARROT FINISHED

Upcycled carrot culls create a distinct, flavorful, and sustainable beef.

MICHELIN-STAR QUALITY

Served in top restaurants across the U.S., including Gordon Ramsay’s.

FAMILY OWNED & OPERATED

Founded by the Pettit family—ranching in California since 1989.

ZERO WASTE MISSION

Every part of the carrot and cow is used. Nothing goes to waste.

CERTIFIED CLEAN BEEF

No hormones, no antibiotics, no GMOs, no grain, no vaccines.

REGENERATIVE RANCHING

Improves soil, boosts biodiversity, and reduces environmental impact.

CARROT FINISH = FLAVOR & NUTRITION

Sweet, juicy beef with natural beta-carotene and tender texture.

ANGUS QUALITY, GRASS FED

Santa Carota beef grades USDA Choice & Prime—uncommon for grass-fed beef.

NO FEED LOTS, EVER

Cattle roam freely and are never penned or confined.

ENERGY FROM THE SUN

Rainwater captured in ponds, pumped by solar—not the grid.

NUTRIENT-DENSE SUPERFOOD

Packed with B vitamins, selenium, creatine, taurine, and CLA.

SUSTAINABLE SUPPLY CHAIN

Every part of the carrot and cow is used. Nothing goes to waste.

The Santa Carota Story

We’ve been at this a long time—three generations, to be exact. Since 1989, our family has been perfecting a better way to raise beef, starting with a bold idea: feeding cattle fresh, juicy carrots for richer flavor and better nutrition.

Nestled in Kern County, California, just 25 miles east of Bakersfield, our cattle graze freely on lush grasses in the foothills of Breckenridge Mountain before transitioning to a 95% carrot-based diet—a natural, healthier alternative to grain-fed beef. The result? Unmatched taste, tenderness, and nutrition.

From our family to yours, we can’t wait to serve you.

Join the movement. Taste the difference that real ranching innovation makes.

Justin Pettit
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CEO

Media inquiries

To request an interview with co-founder Justin Pettit or for press-related questions, please contact Heidi Egloff.