Building Healthy Soil and a Healthy Business

Profile Summary:

  • Entrepreneur Name(s): Steven & Hannah Simms
  • Venture Name: The Rural Urban Connection (TRUC)
  • Impact Focus Area(s): Local Food, Regenerative Agriculture, Rural Economic Development
  • Business Stage: Startup in July 2020
  • Business Type: For-Profit, Holistic Management
  • Headquarters: Dunwoody, Georgia


The Issue

Worldwide, soils have been degraded by poor farming practices causing heavy reliance on chemical fertilizers, herbicides and pesticides to prop up crop yields. A large amount of grain crops grown are used for feeding livestock. Most beef consumed is raised in concentrated animal feeding operations (CAFOs) with a host of negative animal welfare and environmental impacts. 100% grass-fed beef eliminates the need for CAFOs and grain-fed livestock. Using holistic management practices on our farms will eliminate the need for chemical supports while enabling the environment to create new topsoil and capture carbon in the soil. We are only able to do this with the support of our Atlanta neighbors who want to eat our healthy, local, 100% grass-fed beef.  


Your Journey

Steven grew up on one of the farms we lease and has discussed this idea off and on for some time. COVID’s impact on the economy and food supply chains inspired me to start testing and pursuing this idea seriously. We have been blessed with great advice from the UGA Small Business Development Center and Start It Up Georgia, as well as from family and friends.

In April 2021, 9 months after beginning planning and researching efforts, we had our first beef ready for sale. We leased two farms, secured USDA financing, and began selling online and at the Dunwoody and Sandy Springs Farmers Markets. We are currently working on getting the word out about our local, grass-fed beef, balancing supply and demand, and moving both farms to fully regenerative agricultural practices. Our steaks have been incredibly popular, and right now we are looking for consumers and a few select restaurant and food truck clients who want to use all the cuts from our beef.

As we mature and grow, we want to scale our business to be able to create more healthy soils, preserve farmland, and raise delicious grass-fed beef all while providing quality employment opportunities.


Why Georgia’s Social Impact Ecosystem Matters

The Social Impact Ecosystem is crucial for encouraging more social entrepreneurship in Georgia. Building connections between the Social Impact Ecosystem and the traditional startup ecosystem may be one of the most important elements in this journey. Many new entrepreneurs may not classify themselves as social enterprises but have the desire and intent to grow a company that focuses on more than the financial bottom line. All companies have a social impact and our goal as social impact community members should be to encourage all companies to ensure this impact is positive and build a better future.


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