What Prime Pursuits does

Prime Pursuits (legally 44 Farms, LLC, a Texas LLC) is an agricultural program founded in 2016 that aggregates supply from over 1,000 Angus beef producers and channels it to Walmart under the McClaren Farms private label brand, launched in May 2021 across nearly 500 stores in the Southeastern United States. The company operates a centralized data platform, Prime Intelligence, that collects and disseminates supply-chain business intelligence for herd management and genetic selection, integrated with genomics partner Gencove for DNA testing and connected to third-party verification programs including AngusVerified, IMI CARE Certified, source/age verification, no-hormones-added certification, and a minimum 45-day weaning standard.

The firm's revenue mechanics combine transaction-based aggregation of Angus beef into the Walmart retail channel with a subscription-style producer services layer that delivers Prime Intelligence tools, genomic insights, and genetic selection support to enrolled ranchers. Distribution is exclusively through Walmart retail storefronts in the Southeast, with producer acquisition driven primarily by direct outreach and the Prime Intelligence portal (pi.primepursuits.com). The program encompasses 12 million acres aligned with Walmart's 50-million-acre land stewardship commitment by 2030.

In 2024 the company received a $21.0 million U.S. Department of Agriculture award, partnered with Gencove (August 2024) to extend genomics across the supply chain, and in November 2025 joined the 'Transparency in Motion' initiative with Pangea and Where Food Comes From to extend traceability from beef into sustainable leather byproducts. Prime Pursuits is privately held under 44 Farms with no disclosed external institutional investors and is led by President Bob McClaren alongside Chief Procurement Officer Warren White.

Name

Prime Pursuits

Legal name

44 Farms, LLC d/b/a Prime Pursuits, LLC

Website

https://primepursuits.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Prime Pursuits (d/b/a 44 Farms, LLC) is an Angus beef producer program connecting over 1,000 ranchers to Walmart's supply chain through the McClaren Farms private label and the Prime Intelligence data platform for genomic herd management, traceability, and sustainability verification.

Ownership category

akta.pro rank

Product category

Beef Supply Chain Management

NAICS

Beef Cattle Ranching and Farming, including Feedlots (11211), Beef Cattle Ranching and Farming (112111), Support Activities for Animal Production (11521)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Beef Wholesale (Primal/Subprimal, Boxed Beef) (AFAIADAA)

akta.pro secondary industry

Remote Sensing & Crop Scouting Services (Satellite, Drone Imagery, In‑Field Sensing) (AFACACAA)

Keywords

• Beef supply chain
• Angus cattle program
• Genomic herd management
• Meat traceability solutions
• Rancher network platform

Headquarters

HQ city

Cameron

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Beef Supply to Walmart: Prime Pursuits aggregates Angus beef from a network of over 900 ranchers and supplies it to Walmart under the McClaren Farms private label brand. The program launched in May 2021 in nearly 500 Walmart stores across the Southeastern U.S.
2. Producer Program Services: The company provides genomic management, data intelligence, and genetic selection tools to beef producers, creating value through access to premium supply chains and data-driven herd improvement.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Prime Pursuits is a beef producer program that aggregates supply from over 900 ranchers raising Angus cattle sired by 44 Farms Black Angus bulls, delivering USDA Prime or Choice quality beef to Walmart under the McClaren Farms private label. The program is supported by the Prime Intelligence centralized data platform, which provides genomic management, herd management tools, and supply chain business intelligence to enrolled producers, along with certification programs (AngusVerified, IMI CARE Certified) and full ranch-to-finished-product traceability.

Product overview

Prime Pursuits operates as a beef producer program that connects over 1,000 Angus producers across the United States. The company's product portfolio centers on the Prime Pursuits Program for quality Angus beef production, supported by the Prime Intelligence data platform for supply chain intelligence and herd management. The company also offers AngusVerified certification through IMI Global and supports IMI CARE Certified sustainability practices. End products flow through the McLaren Farms private label brand sold exclusively at Walmart, with the program's first set of cattle achieving 100% USDA Prime or Choice quality ratings.

Differentiator

Problem solved

Functional benefit

Brands

• McClaren Farms: Premium Angus beef brand sold exclusively at Walmart stores, launched in 2021 in nearly 500 stores across the Southeastern U.S.

Products and services

• Prime Pursuits Program A beef producer program designed to gather the best Angus producers around the best genetics to deliver premium Angus beef to America. Connects over 1,000 Angus producers who share valuable information, exchange best practices, and employ cutting-edge science to create a more sustainable and profitable beef supply chain. Enrolled ranchers must use 44 Farms Black Angus bulls and meet program requirements.
• Prime Intelligence A centralized data platform that collects and disseminates business intelligence across every segment of the beef supply chain. Serves as a personalized toolkit for herd management and genetic selection, enabling better decisions, more successful producers, and superior dining experiences. Integrated with Gencove genomic management solutions.
• McClaren Farms A premium line of Angus beef private label launched by Walmart, supplied by Prime Pursuits. Sold in nearly 500 Walmart stores across the Southeastern U.S. as the flagship brand of the finest Angus beef from the Prime Pursuits program.
• AngusVerified Certification A certification program designed to confirm calves are a minimum of 50% Black Angus, requiring calves to have been sired by a registered and properly transferred Black Angus Bull, used naturally or by artificial insemination. Available through IMI Global.

Quantifiable outcome

• 100% USDA Prime or Choice quality achieved for initial cattle harvested for the program
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered major, core and flagship.

• PangeamajorStrategic or Co-development Partner · 3 December 2025Collaboration through 'Transparency in Motion' initiative to provide full supply chain traceability from ranch to finished leather product. Pangea is the first leather supplier in North America to achieve traceability at this level, sourcing from CARE Certified ranches in Prime Pursuits network and connecting ranchers with environmentally conscious consumers and automotive brands.
• Where Food Comes From, Inc. (WFCF)majorStrategic or Co-development Partner · 3 December 2025Strategic partner in the 'Transparency in Motion' initiative providing verification and certification services for sustainable leather supply chain traceability, connecting American beef producers with new value opportunities amid declining hide values from synthetic alternatives.
• GencovecoreTechnology or Integration · 27 August 2024Strategic partnership to integrate genomics at every segment of the beef supply chain, creating a more connected and efficient process for herd management and genetic selection. Gencove provides genomic management solutions through the Prime Intelligence platform.
• WalmartflagshipChannel Partner/ Reseller/ Distributor · 1 May 2021Flagship partnership to supply McClaren Farms premium Angus beef to Walmart customers. Launched in May 2021 with nearly 500 Walmart stores in the Southeastern U.S. Prime Pursuits aggregates supply from over 900 ranchers to meet Walmart's demand for high-quality beef at everyday low prices.
• 44 FarmscoreStrategic or Co-development Partner · 1 January 2016Related entity and genetic partner. Prime Pursuits is also known as 44 Farms, LLC. 44 Farms provides registered Black Angus bulls for the Prime Pursuits program, withranchers using 44 Farms bulls to produce calves that meet program requirements.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• AgriWebb: Livestock management SaaS platform for ranchers providing herd records, grazing insights, and sustainability reporting. Comparable emerging player in the producer-side data tooling category adjacent to Prime Intelligence.
• CattleTrace: Industry-led cattle traceability initiative developing infrastructure for end-to-end animal tracking in the U.S. beef supply chain. Comparable emerging player addressing the same supply-chain traceability opportunity Prime Pursuits is commercializing.
• FoodLogiQ (Trustwell): Food supply chain traceability and data platform used by major retailers and suppliers for ingredient-level transparency. Comparable emerging player addressing the same traceability and data intelligence needs as Prime Intelligence.

Broad incumbents

• National Beef Packing Company: U.S. beef processor supplying case-ready and branded beef programs to retailers including premium Angus lines. Comparable broad incumbent in beef supply and value-added programs.
• Tyson Foods: Major U.S. beef processor with branded premium lines (e.g., Open Prairie Angus) and direct retailer supply contracts. Overlaps with Prime Pursuits on premium Angus beef supply to retail, though at far greater scale and with owned processing assets.
• Five Rivers Cattle Feeding: Largest cattle feeding operator in the U.S., managing feedlots that finish cattle for major packers. Comparable broad incumbent in the cattle production value chain that Prime Pursuits coordinates.
• JBS USA: One of the largest beef processors in North America with branded programs (e.g., 1855 Black Angus) and retailer supply relationships. Comparable as a large incumbent operating in the same premium Angus beef supply category.
• Cargill: One of the largest North American beef processors and protein suppliers, with branded beef programs, sustainability initiatives (e.g., BeefUp), and retail relationships. A broad incumbent in the same value chain that Prime Pursuits coordinates within.

Direct peers

• Certified Angus Beef: The dominant branded Angus beef program in the U.S., licensing the Certified Angus Beef® mark to producers, processors, and retailers. Directly comparable to Prime Pursuits as a value-added Angus supply program aggregating producers to serve retail and foodservice customers.
• Where Food Comes From (WFCF) / IMI Global: Source-and-age verification, sustainability certification, and traceability provider for livestock supply chains, and an active partner in Prime Pursuits' Transparency in Motion initiative. Comparable as a verification-and-traceability platform serving the same beef producer network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prime Pursuits