barry petersen has the story from cattle country. >> reporter: under and endless wyoming sky mark eisley and his daughters are calling in the cattle. owner of the king ranch company and a rancher for 50 years, he has survived droughts, economic down turns, even blizzard. the pandemic has wreaked havoc on packing plants causing shortages and concerns. how nervous are you about coping with the coronavirus the next few months? >> financially, we'll be challenged. >> reporter: do you think it's going to get more expensive for consumers? >> it probably will for a little while. i hate to say that but i imagine it's the demand and where the bottlenecks will be affecting it. >> reporter: a once in a liecht opportunity for his competitors has been created, the makers of meat substitutes. meat tastes pretty good. let go ahead and build it from plants. this is the founder and ceo of beyond meat, a plant based alternative created in a lab. he's battling for a bigger share of the market. >> we now have an opportunity to be price competitive with baef with respect to our burgers. we're taking that opp

for "cbs this morning saturday," barry petersen, boulder. >> the smile, the twinkle in his eye that youthere -- something humane. it's cheaper than living on the street. you're off the street. >> the value you give somebody when you give them that place of permanence. >> if nothing has worked in the past, why not try it -- >> yeah. >>> it was the most basic of civil acts -- civic acts, we should say -- trying to get a lie bravery card. more than five decades ago their request was denied. up next, how that historic wrong was finally righted. you're watching "cbs this morning saturday." alright, i brought in ensure max protein to give you the protein you need with less of the sugar you don't. [grunting noise] i'll take that. woohoo! 30 grams of protein and 1 gram of sugar. ensure max protein. with nutrients to support immune health. a breakthrough 10 years in the makingveclear, that reduces allergens in cat hair and dander. outstanding nutrition with the power to change lives. this is purina pro plan liveclear. there's my career, my cause, my choir. i'm a work in progress. so much goes in