Willowcreek rancher Matt Rockwell talks about his specialty beef operation recently at his ranch. Rockwell is part of Desert Mountain Grass Fed Beef LLC, a coalition of Oregon and Idaho ranchers that are expanding into markets in several northwestern states. (The Enterprise/Pat Caldwell)
VALE — Willowcreek rancher Matt Rockwell is betting on the finicky tastes of urban American beef consumers.
So is Riverside rancher . . .