Noble Bison logo-dark logo_words
Contact Us
en English
en Englishfr Frenchda Danishnl Dutchde Germanhu Hungarianit Italianpl Polishes Spanishsv Swedish
Noble Bison logo-dark logo_words
Contact Us

Home » Bison Blog » Taking the Bull by the Horns

All Posts
Taking the Bull by the Horns

Taking the Bull by the Horns

It takes a nimble company to grow through a global pandemic but that is what Noble Premium Bison, a western Canadian-based company, did after COVID-19 shut down international borders and halted the restaurant business.

But it didn’t always look promising. Things came to a sudden standstill when international borders closed. Kelly Long, owner of Noble Premium Bison, explains from her ranch in Millarville, Alberta.

“We just signed the final paperwork with Sysco, the food service company that would distribute our bison to restaurants across Canada. Everything was done and then the pandemic was announced. For a year, we didn’t sell a case to Sysco.”

Noble’s saving grace, however, was the strength of its retail partnerships. “As experienced by other meat producers, the retail market got really strong during the pandemic,” says Long. “When the food service industry fell off, we were prepared because we had product at retail.”

Carving out new markets during the pandemic

For customers, the shift in market focus opened the door wider for people to try bison. Earlier in the year, Sobeys started to carry Noble’s line of premium bison products in its grocery stores across Canada. Costco and other retailers followed suit. When the pandemic hit and people could no longer eat in restaurants, consumers picked up bison from their local grocery stores and Noble Premium Bison was ready.

“Bison did very well and it continues to be strong at retail,” says Long. “We found that when people were spending more time in the kitchen, they wanted to try new things, new recipes. It was a perfect opportunity for people to try bison as a protein option that is low in fat and high in nutrients.”

Kelly Long, CEO and Partner

Throughout the pandemic, sales of fresh bison exported to Europe also continued. Despite the fact that Noble’s European sales were down 40 per cent overall, Noble’s clients in Europe continued to sell into retail and directly to consumers.

“Our business remained very stable. It was retail, though, that kept us going because we are diversified with retail in both Canada and Europe,” says Long.

Now, as restrictions across Canada ease, sales to restaurants and hospitality have increased as chefs work through any existing inventory and plan their post-pandemic menus.

“They’re buying good quantities of bison,” says Long, “because chefs are looking for ways to be unique and creative with their menu offerings.”

Bison becomes the ‘meat to beat’ at retail

According to Nielsen, the ratings and analytics company, bison meat retail sales grew 197 percent in 2020 in Canada.

Noble Premium Bison steaks

“I really think that Noble had a substantial role in that growth,” says Long. “There wasn’t fresh bison meat at retail across Canada like there is now. Increasing the availability of bison meat to consumers is not only good for Noble, it’s good for the industry overall. Noble isn’t just about building its own brand. As bison producers and supporters of the Canadian Bison industry, we’re focused on building a category at retail that wasn’t there before.”

And that’s good for Canadian diets, economy, and agricultural industry, too. All of Noble’s premium cuts are from bison born and raised in Canada. Product is shipped to Canadian and European Union (EU) buyers. With a priority to maintain the highest standards for food safety and quality, Noble chooses to process its product in North Dakota. The only single species facility in North America dedicated to bison, the processing facility is also fully Safe Quality Food (SQF) certified for both EU and Canada.

“When Sobeys, Costco and other retailers place their orders, it takes only a few days before the product is shipped. All our steaks are hand cut and packaged. This helps to ensure an extreme level of freshness; for ground meat, it is ground the day it leaves the plant.”

Kelly Long, CEO and Partner

Even though Noble uses a processing plant in the U.S. which then requires the Canadian company to have “Product of the U.S.A.” on its package label, 100 per cent of Noble bison meat is born and raised in Canada by Canadian ranchers. Long recognizes that the label can create some confusion. She explains.

“We use the plant located in North Dakota because of its specially-trained butchers, high food safety and animal welfare standards, and proximity to Canada. It’s a choice we feel we have to make to ensure Noble’s quality offering.”

“The promise of best quality and food safety standards are key to our success. We choose to use this plant because of its Good Food Safety Initiative, SQF certification and EU certifications. We are also able to do all the processing right at the plant; we don’t have to leave the plant to go somewhere else. If we processed in Canada, we would have to harvest and save up product to hit minimum runs at a big processor. We wouldn’t be able to process fresh every week like we do now. It’s the best option in North America right now.”

Ranch raised on Canadian grasslands

With Long at the helm of Noble’s contracting, marketing and distribution, her partner Doug Griller is in charge of raising and acquiring thousands of head of bison. Most of Noble’s herd is raised at Griller’s ranch in Quill Creek, Saskatchewan, and at another ranch he co-owns in Manitoba. Noble also partners with approximately 28 ranches located throughout Alberta, Saskatchewan, Manitoba and Ontario.

Because supporting the environment is important to Noble, the company is careful to raise its bison on ranches that use regenerative grazing practices. While some farmers work to convert grassland acres into cultivated acres, Noble does the opposite. Griller takes high-quality cropland and turns it back to perennial cover to ensure the best source of grazing pasture for its bison.

“The quality of grass makes the difference in the quality of animals and the quality of product we produce,” explains Griller. “If the animals want for nothing and they are happy, the production goes way up. I am a firm believer in regenerating farmland back into grass. That is part of the reason my hay crop was sustainable this year, just because of some of the practices we have.”

And Griller’s philosophy holds water – even in this year’s prairie-wide drought. While most pasture and hay land acres have dried up, Noble herds are able to feed on natural grassland areas thanks to the use of regenerative grazing practices which includes rotational grazing. As part of maintaining environmental sustainability, Griller measures the amount of grassland cover, stages of grass, permeability and biodiversity of soil. “It is one thing to engage in best practices,” says Griller, “but we also want to be completely transparent about it.”

During the pandemic, we were determined to weather any potential storm. As it turned out, we were able sell more animals to market, build a whole new category at retail, and bring healthy bison meat to consumers right across Canada.

Doug Griller, Producer and Partner

“We were able to keep our price for product stable,” says Griller. “We continued to support other producers by purchasing bison for the Noble program. In fact, I think we bought more. We could see the demand for Noble Premium Bison at retail increased almost immediately. Other marketers in North America were also seeing that jump in retail sales. To me, that meant that somebody had to backfill bison in the system and that is what we did. It was a guessing game at that point, and we didn’t know what effect it would have on crossing the border. As it turned out it had no effect. In fact, our flow of animals increased.”

“There was a bit of a drop in heifer pricing, however, our rail price on bulls stayed the same. In our operation and for the people we deal with, it was business as usual, in fact, our numbers went up.”

Thinking global, supporting local

Griller says support for local businesses is key to continuing a healthy rural, agriculture and bison industry across the prairies. Each year, Griller’s ranches buy 4-H steers to support the rural youth farm club. They also donate to local charity groups looking to raise money for different projects. Griller ranches buy fuel at their local fuel station, groceries in town and feed from three different feed mills.

“I think it’s important to keep the rural fabric of the Canadian prairies alive and you can only do that by supporting local businesses. We employ 15 to 20 people and they, in turn, support the local economy. What we generate here positively impact all the local communities Noble serves and beyond. It is not just what we support, and we are all for supporting local business, but it is all the other producers we buy animals from too. They support their local community as well. It’s what makes the economy thrive.”

Instagram

noblepremiumbison

Canadian producers/suppliers of sustainable bison meat, pasture-raised on nature’s grassland. No hormones or antibiotics. Retail 🇨🇦 DM for Foodservice

Noble Premium Bison
What are you grilling up this weekend? #noblepremi What are you grilling up this weekend? #noblepremiumbison
⠀⠀⠀⠀⠀⠀
One of our favourite things are bison skewers! Super easy to make and you've got your meat and veg all in one go 💯 Delicious AND healthy, especially when you make them with lean, grass raised Canadian #bison from Noble. No growth hormones. No antibiotics. No additives 😋 #pureprotein
⠀⠀⠀⠀⠀⠀
Check out the recipes and Where-to-Buy portal online to find our #allnatural products at a retailer near you. #eatbettereatbison
⠀⠀⠀⠀⠀⠀
#canadianbison #regenerativebynature #themeat2eat #healthymeat #pastureraised #sustainableproducts #shishkabobs #meatskewers #onthegrill #grillen #grilling #bbqfamily #weekendmeals #onthegrill #whatsfordinner
So many great ways to enjoy Canadian bison! #eatbe So many great ways to enjoy Canadian bison! #eatbettereatbison
⠀⠀⠀⠀⠀⠀
If you like beef, you'll love the taste of bison! It's slightly richer and sweeter, never gamey, and has a super lean, nutrient-dense profile. Check out all the great recipes on our website and get your bison on!Pasture-raised on Canadian grasslands without the use of antibiotics or growth hormones - now that's a #goodfoodstory
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #bisonmeat #bison #regenerativebynature #themeat2eat #healthymeat #leanprotein #bisonrecipes #eatwellbewell @sobeys @longosmarkets @canadasafeway
Make the most of the meat you eat – make it biso Make the most of the meat you eat – make it bison! 🇨🇦
⠀⠀⠀⠀⠀
One of the more nutrient-dense proteins you can buy, bison is also super lean, tastes delicious and is easy to prepare! We have so many great recipes on our website to get you started, and we add more every month. 😋 #bisonrecipes
⠀⠀⠀⠀⠀
So what are you waiting for? Head to our Where-to-Buy portal on our website to find a retailer nearest you, and #eatbettereatbison
⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #themeat2eat #regenerativebynature #grassraised #nohormones #noantibiotics #goodfoodstory #recipesonline #bisonsteak #bison #eatwellbewell @sobeys @longosmarkets @costco_canada @safewaycanada
Fire up that grill @canadianbites 🥳💯 You’v Fire up that grill @canadianbites 🥳💯 You’ve got a BIG BOX of BISON comin’ your way!
⠀⠀⠀⠀⠀⠀
Congratulations!! Looks like you’re pretty savvy in the kitchen, but if you need any inspiration, check out all the amazing bison recipes on our website! We can’t wait to see what you cook up first, so be sure to tag us @noblepremiumbison!
⠀⠀⠀⠀⠀⠀
Once again, thanks to all of you who entered, and told us what you’d make with Noble Premium Bison! Seems like #bisonburgers win the popularity contest but ‘steak on the grill’ was a close second! Many of you said you’ve never tried bison meat so we’re hoping to change that! Bison is one tasty, nutritious protein - high in iron and vitamins, lower in fat, and raised sustainably on 🇨🇦 grasslands. #eatbettereatbison
⠀⠀⠀⠀⠀⠀
Stay tuned for the next BIG BOX of BISON GIVEAWAY 'cause #bbqseason is officially here! And in the meantime, head to @sobeys @longosmarkets @safewaycanada @costco_canada @thriftyfoods @bestofcalgaryfoods to find our premium Canadian bison!
👉https://noblepremiumbison.com/where-to-buy/
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #healthymeat #themeat2eat #bisonmeat #bisonsteak #bisonburger #bbqtime #onthegrill #getgrilling #bbqfamily #grillmasters #grilling #grillen #steak #burgers #maddieandkiki @maddieandkiki
Know Your Bison Cuts: Striploin vs Top Sirloin #ea Know Your Bison Cuts: Striploin vs Top Sirloin #eatbettereatbison
⠀⠀⠀⠀⠀⠀
We often get asked, “What’s the difference between your bison Top Sirloin steak and the bison Striploin?" They're both cut from the ‘sirloin primal’ which is a large cut that allows for many types of steaks, but they are quite different.The Top Sirloin is a steak cut from the tender upper part of the sirloin. It’s leaner than the Striploin, and even though it’s not quite as tender, it’s a great tasting cut and very versatile. The Top Sirloin won’t say no to a marinade, and makes an economical choice for grilling, broiling or sautéing. 🔥
⠀⠀⠀⠀⠀⠀
The Striploin, also known as the New York Strip, is a steak cut from the front portion of the sirloin, known as the short loin. Some say it’s the perfect middle ground between a tenderloin and ribeye steak; more flavour than a tenderloin and not quite as pricey as a ribeye. A great value, the striploin is often seasoned simply – to let the taste shine through.💯
⠀⠀⠀⠀⠀⠀
Along with the Bison Ribeye, Noble Premium Bison grilling steaks make for a great eating experience - just keep your eye on the prize and don’t cook past Medium. We suggest Medium-Rare, let it rest, and slice against the grain for the best taste and texture 😋
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #bisonsteak #steak #fleisch #healthymeat #themeat2eat #sirloin #topsirloin #striploin #newyorkstrip #steaklovers #onthegrill #bbqtime #bbqfamily #ranchraised #goodfoodstory #sustainableproducts @sobeys @longosmarkets
Fire up that barbie...it's BURGER TIME!! ⠀⠀⠀ Fire up that barbie...it's BURGER TIME!!
⠀⠀⠀⠀⠀⠀
This Friday night we're tuckin' into another sensational #bison burger from Canada's Favourite Female Grillmasters @maddieandkiki 😀 Bison & Onion Smash Burgers with Morel Mushrooms are about as good as it gets when it comes to gettin' your burger on 🍔 😋
⠀⠀⠀⠀⠀⠀
Simple ingredients, simply delicious, and so easy to make! Pick up your Lean or Extra Lean Noble Premium Ground Bison from retailers right across Canada. Just visit our Where-to-Buy on our website to find one nearest you!
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #bisonburgers #burgers #bisonrecipes #burgerlove #burgertime #grilling #grillen #bisonmeat #fleisch #bbqtime #bbqfamily #fridaynightfood #easymeals #kidfriendlyfood #canadianbison #themeat2eat #pureprotein #maddieandkiki @maddieandkiki @sobeys @costco_canada
How many meatballs can YOU make? #meatballmonday
⠀⠀⠀⠀⠀⠀
Loads of them! If you start with some helping hands and a double pack of Extra Lean Ground Bison from #noblepremiumbison 🤗🤗
⠀⠀⠀⠀⠀⠀
Our bison is pasture-raised without the use of growth hormones or antibiotics, so you get everything you want in a healthy meat product - and nothing you don’t 🌾
⠀⠀⠀⠀⠀⠀
Available @costcocanada from coast to coast. Check our Where to Buy online for a location nearest you and #eatbettereatbison
⠀⠀⠀⠀⠀⠀
#canadianbison #bison #meatballs #appetizers #mondaymeals #easymealprep #eatwellbewell #kidfriendly #bisonmeat #themeat2eat #goodfoodstory
Another Big Box of Bison Giveaway? You bet! And ju Another Big Box of Bison Giveaway? You bet! And just in time for #momsday 🧡
⠀⠀⠀⠀⠀⠀
Since we cook up bison steaks for our moms (ok, we admit it, and our fur babies), we thought yours would appreciate being pampered with some Noble Premium Bison, too! 😀
⠀⠀⠀⠀⠀⠀
We’ve had 2 lucky winners so far so get your entries in for Bison Giveaway #3!
Here’s how to enter:
👉🏼 Follow both @noblepremiumbison and @maddieandkiki
👉🏼 ‘Like’ this photo and comment below on what you’d make first!
👉🏼 And tag 2 friends who you know would LOVE to try bison!
⠀⠀⠀⠀⠀⠀
*Contest is available to Canadian residents only, and will run until Sunday May 15. This contest is in no way affiliated with Instagram, Inc. You must be 18 years of age or older to enter. Winner will be contacted via DM 🤗
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #maddieandkiki #bison #bisonsteak #steak #grilling #bbqfamily #mothersday #eatwellbewell #canadianbison #healthymeat #themeat2eat #sundaybbq @maddieandkiki
Just in time for Mother’s Day - Mexican Style Bi Just in time for Mother’s Day - Mexican Style Bison Stuffed Peppers!
⠀⠀⠀⠀⠀⠀
You might not have two savvy sous chefs in the kitchen like @listen2lena does, but all the other ingredients are pretty easy to acquire - including fresh lean bison!
⠀⠀⠀⠀⠀⠀
It used to be that bison was only available at farmers markets and farm direct but not any more 🤗 You’ll find #noblepremiumbison at fine retailers right across 🇨🇦. Visit our Where to Buy for a store nearest you!
⠀⠀⠀⠀⠀⠀
So treat your mum this weekend and try one of our many tasty #bisonrecipes…she’ll love you more than she already does 🧡
⠀⠀⠀⠀⠀⠀
#bison #canadianbison #mothersday #mumsday #goodfoodstory #eatwellbewell #familyrecipes #mealplanningmadeeasy #eatbettereatbison #noblebison #stuffedpeppers
Looking for a good food story at your local meat c Looking for a good food story at your local meat counter? #bison
⠀⠀⠀⠀⠀⠀
So are the retailers we’re happy to work with. They know what their customers want when it comes to buying meat that’s raised sustainably without harm to the environment, is super nutritious and tastes great 🤗Head on over to Where to Buy Noble Premium Bison on our website to find a retailer nearest you, and #eatbettereatbison 😋
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #bisonmeat #healthymeat #themeat2eat #eatwellbewell #hearthealthy #nutritionistapproved #dieticianapproved #allnatural #goodfoodstory @sobeys @longosmarkets @safewaycanada @thriftyfoods @costco_canada
Making meatballs is about as easy as it gets! #wha Making meatballs is about as easy as it gets! #whatsfordinner
⠀⠀⠀⠀⠀⠀
Just start with Noble Premium Lean or Extra Lean Ground Bison, find one of our delicious recipes online, and start rolling. Easy peasy and oh sooooo good! #meatballmonday
⠀⠀⠀⠀⠀⠀
#noblepremiumbison
#canadianbison #meatballs #easymeals #mondaymeals #kidfriendlyfood #bisonmeat #pureprotein #themeat2eat #leanmeat #eatwellbewell #hearthealthy
Eat better, eat bison! Check out this tasty new re Eat better, eat bison! Check out this tasty new recipe featuring our Top Sirloin Bison Steak 💯Reverse Marinated Lime Chili Lime Bison Steak and Warm Pea & Asparagus Salad is a pretty satisfying meal for any Omnivore or Flexitarian 😊 Lean, light and nutritious, it's a perfect recipe for some Spring grilling! Visit our website for more tantalizing recipes, and Where-to-Buy Noble Premium Bison across Canada 🥩🇨🇦
⠀⠀⠀⠀⠀⠀
#noblepremiumbison #canadianbison #bisonsteak #steaksalad #steak #bisonrecipes #gourmetmeat #premiummeat #themeat2eat #eatbettereatbison #grassraised #maddieandkiki @maddieandkiki
Load More… Follow on Instagram

Tag Cloud

anuga / bison / bison recipes / bisonsteak / bisonvsbeef / buffalo / canadianbison / chefs / climatechange / entertaining / foodies / foodservice / gobeyondbeef / grasslands / hospitality / knowyourbison / nutrition / online / packaging / rangeland / recipes / regenerative / retail / sirloinsteak / steak / sustainable / tomahawksteak / values / wheretobuy / wheretobuybison

Featured posts

5 Reasons to Buy Bison and Why It May Be The Meat of The Future featured image

5 Reasons to Buy Bison and Why It May Be The Meat of The Future

Alberta Grasslands: Where The Buffalo Roam Again featured image

Alberta Grasslands: Where The Buffalo Roam Again

Bison is the Best Meat to Eat and Save the Planet featured image

Bison is the Best Meat to Eat and Save the Planet

Recent Posts

Know Your Supplier: Sustain Best Quality article image

Know Your Supplier: Sustain Best Quality

What makes food good? Well, let’s start with what goes into making it. At Noble, …

Know Your Supplier: Make Value Count article image

Know Your Supplier: Make Value Count

If the last two years have shown us one thing, it’s this—challenge can be an …

Longo’s brings Noble Premium Bison to 37 stores in Ontario article image

Longo’s brings Noble Premium Bison to 37 stores in Ontario

Noble Premium Bison, Canadian producers and suppliers of pasture-raised premium bison meat, have teamed up …

View All Posts

Footer

Quick Links

  • Recipes
  • FAQs
  • Where to buy
  • Where to buy in Quebec
  • Where to buy in Montréal
  • Where to buy in Ottawa
  • Where to buy in Toronto
  • Where to buy in Winnipeg
  • Where to buy in Calgary
  • Where to buy in Edmonton
  • Where to buy in Vancouver

Legal

  • Privacy Policy

Contact Us

  • +1 825-509-1436
  • Calgary, Canada T2Y 4S6

Email Updates

Enter your email address here to receive news, recipes and more!

LET'S CONNECT​

We invite you to engage with us on social media, so we can answer all your questions and share all those fantastic recipes and photos! Tag your posts #eatbettereatbison and we’ll be sure not to miss you!