but for this ranching family in san luis obispo county, they know exactly where it is. in their own backyard. meet the nick family of nick ranch in the pozo valley. farming since 1918, the family is no stranger to livestock, having raised turkeys, pigs, and cow over several generations. but 7 years ago, family patriarch fred decided to try something different, grass-fed beef. >> we're a small, small family operation, and with this here, we felt that we could actually make a living if we did it right. >> my dad's always been a very forward-thinking, uh, rancher and ahead of the trend. so i was onboard, although i think our neighbors and a lot of friends thought we were probably crazy. >> as the name suggests, grass-fed beef is just that, cattle that grazes upon grass. so as important as raising the cattle is raising the grass. the concept may em simple now, but to these lifelong ranchers, going back to basics and ranching this way took some getting used to. >> it's a learning experience, takes a lot of, lot of time and a lot of trial and error. >> to me, i call it evolut