Lawrence Hollings believes the health of his soil is connected to the nutrition of his pastures and ultimately influences the health of his cattle—and the nutritional quality of the meat they produce.
Inspired by an understanding of the interrelatedness of all these things, Lawrence established Rainbow’s End Hay and Cattle in Donalda, Alberta in 1996. Although he raised cattle conventionally in British Columbia before moving East, Lawrence has strived to constantly increase the fertility of the 1,240 acres at Rainbow’s End Hay and Cattle using only sustainable farming methods.
Lawrence has a cow-calf operation and currently manages around 50 cows each season, calving in late spring and early summer. He raises the calves for a year and a half, before selling them to TK Ranch, another Certified Animal Welfare Approved by A Greener World (AGW) producer in Hanna that markets his Certified Grassfed by AGW beef cattle.
Lawrence first learned of the AGW grassfed certification through Colleen and Dylan Biggs at TK Ranch, who asked him to become certified so that they could source cattle from his farm and market it under TK Ranch’s Certified Grassfed by AGW label. Certified Grassfed by AGW is the first—and only—food label in Canada that guarantees food products come from animals fed a 100 percent grass and forage diet, and raised entirely outdoors on pasture or range.
Certified Grassfed by AGW certification verifies Lawrence’s commitment to the health of his land, animals and the people who consume his beef. He hopes that by striving to be more in tune with natural systems he can continue improving the quality and diversity of his pastures, as well as the quality of the beef he produces. To learn more about Rainbow’s End Hay and Cattle, contact Lawrence Hollings at 403-883-2266.