The Ranch: Tradition & Commitment
Our History
Bad Company Beef is rooted in Texas tradition. Owner Brooks Armour Diesel is a direct descendant of Shanghai Pierce, a famous Texas Gulf Coast cattleman who once called himself “Webster on Cattle.” Known for his larger-than-life personality, Shanghai became a legend on the trails and in cowtowns from Kansas City to New Orleans.
Today, the ranch remains in the hands of his descendants. In 2025, our family continues to privately own and manage the land, carrying forward a deep love for cattle – not only as a business, but also for their strength and noble character.
Shanghai left us more than a legacy – he left us a responsibility. At Bad Company Beef, we see ourselves as stewards of both cattle and land. Our goal is simple: manage them with care so they can thrive, sustain future generations, and give back more than they take.
Grazing Practices
At BAD Company, we believe in regenerative grazing, which is a way of raising cattle that takes care of both the land and the animals. This practice not only lowers costs for ranchers, but it also helps the soil stay healthy and productive. Over time, regenerative grazing increases how much land can support, while also cutting down on vet bills, labor costs, and injuries during cattle work. Ranchers often see stronger conception, birth, and weaning rates as well.
The benefits don’t stop there. By working with nature instead of against it, regenerative grazing reduces stress on cattle and improves the overall balance of the ranch. It’s good for the animals, the land, and the people who care for both.
Beyond the economic advantages, there’s something deeper at work. Spending time on the land from sunrise to sunset opens your eyes to the cycles of nature. You notice how the soil heals, how grasses return, and how wildlife thrives. It’s a reminder that we are part of a larger system, one designed to provide what we need if we learn to respect and work with it.
At its core, regenerative grazing is about more than cattle. It’s about restoring the land, protecting natural resources, and leaving something better for the next generation.
Modern Ranching
The idea of ranching has changed a lot over the past few decades. At Bad Company Beef, we believe ranching today is about more than raising cattle – it’s about giving back to the land. Instead of only taking from natural resources, we work to restore them so the land stays healthy for future generations.
That’s why our cattle operation is part of a larger vision. Alongside raising Akaushi cattle, we are involved in regenerative agriculture and energy transition projects. These efforts expand what ranching means in the modern world, proving that tradition and innovation can work hand in hand.