At Brey Cycle Farm in Sturgeon Bay, Wis., beef-on-dairy is just a small piece of the family’s 1,500 registered Holstein operation — but it serves a big purpose. What started as a way to help maintain the farm’s herd size evolved into something more meaningful — an avenue to give back to consumers, connect with the community and promote transparency on their 121-year-old operation.
Located in the scenic countryside of Door County, Brey Cycle Farm has been a family-run operation since 1904. Over five generations, the Brey family has lived by their mantra: “To learn and grow so that all may prosper.”
That sentiment remained strong when Tony and Moriah Brey returned to the farm in 2007 and started milking just 100 cows. By 2016, when Jacob and Lauren Brey joined the team, the herd had grown to 400 cows. With more family involved, the Breys knew staying competitive meant being open to new opportunities.
“Typically, we always focused on growing the herd. But there was a time frame where we were not sure which direction we were going to go,” Moriah Brey recalls. “So, the boys began using beef-on-dairy to help keep numbers steady.”
After using Angus semen on a few of their lower-end Holsteins, the family had a group of crossbred animals ready to go to market in the spring of 2020. Rather than send them to the sale barn, they saw an opportunity to process and sell the beef themselves.
“We had beef available and a desire to give back,” Brey says. “We started processing our own animals and put in a retail store right away. It’s a little red shed that sits near my driveway across the road from the farm.”
Not long after the launch of Brey Family Beef, the COVID-19 pandemic threw a wrench in their plans. However, unlike many businesses during the pandemic, Brey Family Beef prospered.
“During COVID, people would call ahead and we would run the beef out to their car. And it actually worked really well because people didn’t want to come in to touch, see or feel things. They wanted to keep their distance. I’d like to tell you we had this crystal ball and knew things would shut down and everyone would stop in our driveway to buy meat, but we didn’t,” Brey says with a laugh. “It all lined up and worked in our favor.”
While the small retail store’s timing was lucky, the product spoke for itself. Demand for Brey Family Beef grew, and the family leaned into the momentum.
“Our Facebook page started to take off, and others heard about us by word of mouth,” Brey notes. “People started reaching out with questions — not just about the meat, but about the farm, how the animals were raised, what they ate and how we handled them. And that opened a door for us to really tell our story and help people understand what modern dairy and beef farming looks like.”
A Local Staple
One of the guiding principles behind Brey Family Beef has been keeping everything local, starting from the calves and extending all the way to the final product.
“All of the meat comes from our farm,” Brey explains. “Nothing comes from outside of Door County.”
Much like their dairy operation, the crossbred calves are born and raised on the farm, often alongside their dairy counterparts.
“We raise the calves and grow all of our own feed. Then, when the calves are old enough, they graze one of our pastures until they are fed a finishing diet. Everything comes from here on the farm,” Brey says. “It’s all connected.”
That local loop extends to their beef finishing program as well. Even the processing is done close to home. By keeping every step of the process local, the Breys maintain full oversight of their product’s quality and consistency.
That local pride shows up in creative ways, too. The Breys recently partnered with a nearby cherry farmer to craft Door County cherry-and-cheddar-flavored beef sticks and summer sausage — a flavorful nod to their region and a testament to what can happen when local producers come together.
“We’re proud to keep it all here,” Brey adds. “It’s not just about raising good beef. It’s about doing it in a way that stays true to who we are and where we come from.”
The Devil is in the Details
From the start, building a direct-to-consumer beef business was a family effort. Jacob and Tony focused on the cattle while Moriah and her sister-in-law, Lauren, took charge of customer outreach, marketing and day-to-day operations. With demand for their local products continuing to rise, it became clear that staying successful would require careful planning and collaboration.
“I’d run spreadsheets on what it cost to raise the animals, factor in what we needed to make and create a blend price for the products,” Brey explains. “When you’ve got a different amount of hamburgers, steaks and roasts that come from each cow, you have to do the math to make it all pencil out.”
That attention to detail extended beyond the spreadsheet. While some customers preferred to order quarters or halves in advance, others wanted the flexibility of shopping by the cut. To meet both needs, the Breys introduced more customer-friendly options — including preorders, customized beef bundles and seasonal holiday boxes.
“We wanted people to feel like they had choices,” Brey says. “Whether someone’s looking for a quarter of beef or just a few steaks for the grill, we try to make it easy.”
On the marketing and digital side, Lauren took the reins.
“Lauren works full time for Farmers for Sustainable Food, and she had great contacts and a good sense of how to build a brand,” Brey says. “She got our website off the ground, keeps it updated, manages plugins and hosts the online store. It’s all very user-friendly thanks to her.”
Beef That Brings People Together
At Brey Family Beef, success goes beyond the amount of beef sold. From the beginning, the business has been built around people — placing value not only their customers, but also their employees and the broader community.
“All of our employees get beef at half price for their families,” Brey says. “We also give a lot away. It helps us meet people in the community and take care of the people who take care of the cows.”
Beyond taking care of their employees, Brey Family Beef often shares beef sticks during tours and community events and provides samples to local schools — reinforcing their belief that food is a powerful tool for connection and community building.
“People want farm-to-table. They want to know their farmer,” Brey says. “And we can provide that while also educating them on how we farm and why. We always emphasize that all sizes of farms are acceptable. There are lots of different ways to do things well.”
Currently, no major expansion plans are on the horizon. But the Breys remain open to small improvements and evolving needs. Rather than trying to fast-scale their retail beef brand, they have chosen a steady, intentional pace.
“We’re content with where we are at for the moment,” Brey says. “It checks the boxes for us. It gives us a way to give back, meet people and offer a product we’re proud of.”
That balanced mindset also extends to pricing.
“Right now, we’re probably priced lower than the grocery store, but it balances out,” she says. “And when the market dips, our loyal customers stick with us. That means a lot.”
In the end, Brey Family Beef may be just one piece of their broader farm operation — but it reflects the heart of who they are.
“It’s a small part of the big picture,” Brey reflects. “But it’s one that lets us share who we are and why we do what we do. That’s what makes it worth it.”
