SISTERS, ORE. – Country Natural Beef (CNB), a rancher-owned cooperative, announced Travis Young, Valerie Rasmussen and Arvid Carlson have joined the company’s leadership team. The strategic hires are meant to signal to CNB members the leadership’s commitment to providing exceptional member benefits and services while growing the market for CNB’s premium beef products.

Travis Young will serve as chief financial officer. Before joining CNB, Young served as vice president of Financial Planning and Analysis for Crimson Wine Group, where he led financial planning for wineries across the West Coast. He has held a variety of leadership roles in finance and operations across sustainable agricultural companies in rice, coffee and wine.

“Country Natural Beef has built something truly special — a cooperative of ranching families committed to sustainability, quality and community,” Young said. “The hard work and dedication of both our ranchers and the team have created a strong foundation, and I’m excited to contribute to what comes next. I look forward to ensuring we have the financial strength to support our ranching families and keep CNB thriving for generations to come.”

Young holds a Master of Business Administration and a Bachelor of Science in Finance from California State University, Chico.

Valerie Rasmussen joins CNB as vice president, Marketing and Communications where she leads marketing efforts for the CNB brand from ranch to retail. Rasmussen, one of the pioneers for climate brands in the meat industry, is credited with helping Tyson Foods Inc. create and launch the first brand to receive USDA approval for a climate-friendly label claim.

“Previously, she worked “tongue to tail” across the beef industry,” the company said. “Rasmussen has led an award-winning Kroger meat managers’ training program, collaborated with cattle producers to create the first local beef directory in the state of Virginia and worked in herd health on one of the world’s largest feedyards.”

Rasmussen said, “One of the things I love about working in this industry is connecting people through food, connecting the dots and bringing good ideas to market. I’m looking forward to building that same engagement with CNB, connecting the regenerative ranching practices our members do every day with consumers who value the knowledge of knowing how their food is produced.”

She holds a Bachelor of Science in Animal and Poultry Sciences, Livestock Pre-Vet emphasis and a minor in Elementary Education, General Science, from Virginia Tech.

Finally, Arvid Carlson was named vice president of Live Cattle Supply at CNB. In his role Carlson manages cattle procurement to maintain supply of premium CNB-branded beef.

He has worked in the cattle industry for more than 20 years in various capacities. He managed ranches in Colorado and California for more than 10 years before joining Five Rivers Cattle Feeding. At Five Rivers Carlson started as a management trainee and worked up to general manager of Interstate Feeders.

“I enjoy the people and culture of the cattle industry, and it’s what motivates me to continue my career with Country Natural Beef,” says Carlson. “I look forward to being a part of a unique business that takes pride in cattle feeding and working with the amazing people who strive for success every day.”

Arvid holds a Bachelor of Science in Animal Science and Ag Business from Colorado State University.

Country Natural Beef members focus on regenerative practices and strict animal welfare protocols to raise high-quality beef. The organization’s Grazewell regenerative program enhances soil health, water and biodiversity, according to CNB.

CNB beef products are available under the Country Natural Beef and Oregon Country Beef brands.