Ribbonwire Ranch Expands National Footprint with Organic Beef Sticks

The expansion marks a significant milestone for the Dalhart-based operation, which traces its lineage to the historic XIT Ranch. Beyond the new retail partnerships, the brand is moving to adopt the USDA’s strengthened 'Product of USA' label. This designation, reserved for products where animals are born, raised, slaughtered, and processed domestically, serves as a cornerstone of the company’s strategy to differentiate itself amid rising industry concerns over beef imports.

Co-founder Chad Schoonover noted that the brand’s vertically integrated model—controlling every step from organic feed production to final packaging—has resonated with shoppers increasingly focused on supply chain integrity. To support this growth, the company recently launched a redesigned digital platform to streamline direct-to-consumer sales. The new labeling will roll out across all packaging and online channels over the next six months, reinforcing the brand's commitment to Texas-raised cattle in an increasingly crowded snack market.