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The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He and his partner Paul Hillen are considering whether they should launch a branded differentiated product in the market, and if so, how they should position this offering. The product has definite advantages in taste, texture and consistency due to the consistent farming techniques. Although taste may be important for some segments of the market, there may be an opportunity to showcase the sustainability characteristics of the company's livestock care and handling and its humane and environmentally friendly aspects. The case delves into the end-to-end value chain to understand the opportunities and challenges in taking a brand to market.