. >> today, william randolph's cowboy dreams are being lived out by his gisat-grandson steve hearst. the now 80,000-acre hearst ranch is one of the largest and oldest working cattle ranches on the california coast. but when the new generation of hearsts took over, the question quickly became, how can the ranch keep thriving in the modern era? >> and it was my ranch manager cliff garrison who said, "gee, steve, it's a shame we couldn't do anything with our beef." and i said, "well, why couldn't we?" and so ultimately we started pursuing the grass-fed beef, and it fit right in with the whole conservation solution for the property. >> it's fun. it's a picnic every day. you know, we love it. it's a beautiful place and a great place to work. >> so from the shadow of their famous neighbor, the hearst ranch is stepping into the spotlight these days with their brand-few grass-fed beef operation. grazing on rolling hills with picturesque views, the hearst beef is billed as nothing being added but their history, and it's true. the cattle thrive on nutrient-rich native grasses that have been the