A recent report on NPR noted that grass fed beef is becoming more and more popular. In fact, George Seimon, a founder of Organic Valley, says that though the push for grass-fed beef started with activists who wanted to challenge an industry dominated by factory-scale feedlots, the demand for the product has now gone mainstream. That should be good news. But the supplier response wasn't exactly what activists may have expected. It turns out a lot of the grass-fed beef found in mainstream markets is coming from half a world away. And, in the process of selling this beef to American consumers, one marketer in particular, Sprouts, is telling a story that throws American beef under the bus. So who is buying all this imported beef? Though Organic Valley is largely known as a supporter of local farmers, according to the NPR report, all of their grass-fed beef comes from Australia. D'Artagnan, an online purveyor of gourmet meats, gets it's grass-fed beef from Australia, and what it calls "pasture raised beef" from Oregon. (To D'Artagnan and their consumers, pasture raised means that the animals grew up on the range and were then grain finished.) Whole Foods imports only about 3 percent of their grass-fed supply, with the rest coming from regional and local markets. And why are they buying imported beef? Price is probably the most important factor. Patricia Whisnant and her husband own and operate Rain Crow Ranch, and they supply grass fed beef to Whole Foods.