How a Six-Generation Ranch Built the Super Cow

Summary

Podcast Summary: Living Your Legacy
Episode Title: How a Six-Generation Ranch Built the Super Cow
Host: Rudy Mawer (with guest host Jason Tyler featured in transcript)
Guests: Jim and Jamie Jensen, Lucky 7 Angus
Date: July 1, 2026

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Episode Overview

This episode dives into the remarkable story of Lucky 7 Angus, a Wyoming ranch with over six generations of legacy, led by Jim and Jamie Jensen. The discussion centers around their development of the "super cow"—genetically superior, environmentally efficient Angus cattle that advance both rancher profitability and global health outcomes. The Jensens unpack the journey of rising above industry resistance, innovating for sustainability, and the family grit that led to building a brand capable of changing an entire industry.

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Key Discussion Points & Insights

1. The Vision: The "Super Cow" & Global Health

Jim Jensen discusses their breakthrough in cattle genetics:

• Nutrition Revolution (03:00–03:29):

  • The "super cow" is designed to make people healthier through better food sources, reducing dependency on supplements and pharmaceuticals.
  • “If people eat beef, they eat the right food, then their aches and pains go away, all of the inflammation in their body goes away. They’re healthier, they’re happier, their life is better.” — Jim Jensen [03:10]

• Affordable Abundance:

  • Costs are reduced so more people can access high-quality beef.
  • Their methods could disrupt the trillion-dollar health and food industries.

2. Ancestry, Legacy, and Grit

• A Six-Generation Journey (04:00–05:00, 11:48–13:10):
  • The Jensen family’s ranching heritage dates back to 1895, and their resilience informs their mission.
  • The family's tenacity harks back to hosting the Hole in the Wall Gang and surviving harsh Wyoming winters.
  • “We are the real Yellowstone.” — Jim Jensen [11:48]

3. Innovation Versus The Establishment

Industry Resistance (05:38–07:29):

• The Jensens note that their biggest roadblocks come from industry incumbents and established systems resistant to change.

• They point out how modern health crises began with the advent of processed foods and vegetable oils, with cattle unfairly blamed for problems introduced elsewhere.

• Supply Chain Resilience (07:00–07:29):

  • “If you let one or two people control this, you’re going to have to wonder someday whether you get to eat. … We are in epidemic proportions because we got the shortest number [of cattle] since 1951. That should scare you.” — Jim Jensen [07:00]

4. Agricultural Efficiency Through Genetics

• Heritable Traits (09:57–10:46):

  • Multigenerational genetic advances allow cows to produce more beef with less input—yielding beef production that’s up to 40% cheaper and reducing greenhouse gas emissions.
  • “We have stacked Generation stack pedigrees of feed efficiency because it is highly heritable.” — Jamie Jensen [09:57]

• Uniform Quality (10:46–11:16):

  • Consistency in beef quality, so every family can expect the same excellent steak every time.

5. Mindset, Leadership, & Entrepreneurial Lessons

• Fearlessness as a Core Value (13:38–14:40):

  • Key entrepreneurial advice: operate without fear or, as Jamie says, “kick that door down and go through it anyway.”
  • “I used to ride bucking horses professionally. You have eight seconds to get your job done. You don’t have time to think… If you have one ounce of fear anywhere in there, you’re done, you’re finished.” — Jim Jensen [13:39]

• Embracing Failure (15:10–15:52):

  • Jamie reflects on accepting both good and bad experiences as learning opportunities.
  • “Lucille Ball said, I’m not funny, I’m brave. Sometimes you just… put one foot in front of the other and keep moving forward.” — Jamie Jensen [15:52]

6. The Future & Brand Ambitions

• Certification Dream (11:18–11:32):
  • The host envisions a “Lucky 7 certified” stamp on every future steak—a nod to the brand’s growing renown.

7. Ways to Connect and Learn More

• Websites/Social (16:20–16:38):
  • thelucky7ranch.com, Lucky7Angus.com, plus Facebook, Instagram, and YouTube.
  • Their story is featured in an Amazon Prime series: The Art of the Cowboy, the Lucky 7 Story.

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Notable Quotes & Memorable Moments

• On Shifting Health Paradigms:
  “What would happen if I told you I can make you feel good and you don’t have to take another vitamin… I can just do it by changing your food source.” — Jim Jensen [00:00, 03:10]

• On Environmental Impact:
  “They can produce much more beef on much less input… creating less greenhouse gas emissions per pound of beef. So we’re fixing every single thing.” — Jim Jensen [04:22]

• On the Supply Chain and Risk:
  “If you don’t have food, what happens? … Since 1951, we have not had a short cattle supply in the world. Since 1951. You have to question that.” — Jim Jensen [06:12]

• On Consistency and Quality:
  “What happens if we make the greatest steak and we mimic it 100% of the time so every housewife gets the exact same experience every single night.” — Jim Jensen [11:07]

• On Perseverance:
  “Be fearless.” — Jamie Jensen [13:38]
  “Sometimes when you are afraid, you just have to kick that door down and go through it anyway.” — Jamie Jensen [15:10]
  “Lucille Ball said, I’m not funny, I’m brave.” — Jamie Jensen [15:52]

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Timestamps for Important Segments

• Introduction to Lucky 7 Angus & Concept of Super Cow — [00:00–03:29]
• Industry Problems & Establishment Pushback — [05:38–07:29]
• Genetics, Sustainability, and Seed Stock Discussion — [09:36–11:16]
• Family Legacy and Ranching Grit — [11:48–13:10]
• Entrepreneurial Mindset: Fearlessness and Perseverance — [13:38–15:52]
• Where to Find Lucky 7 & Further Learning — [16:20–16:54]

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Conclusion

This episode is a testament to the power of legacy, purposeful innovation, and unyielding grit. Jim and Jamie Jensen’s mission is not only transforming their industry and the lives of individual ranchers but also challenging America’s food and health systems at their roots. Their advice to fellow entrepreneurs and listeners: approach your goals with courage, embrace failure as learning, and always strive to leave things better for those who come next.

For full info or to support the Jensens’ mission:

• thelucky7ranch.com
• Lucky7Angus.com
• The Art of the Cowboy, the Lucky Seven Story on Amazon Prime

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“Do it right and do it better than everyone else.” — Jamie Jensen [07:50]

Transcript

[A]

What would happen if I told you I can make you feel good and you don't have to take another vitamin. You don't have to do that. I can just do it. By changing your food source. Jim and Jamie Jensen are the purpose driven powerhouse duo behind Lucky 7 Angus, a historic Wyoming operation carrying a ranching legacy that dates back to 1895. They develop proven Angus genetics that help ranchers build more efficient while strengthening the future of the cattle industry.

[B]

When you are afraid, you just have to kick that door down and go through it anyway.

[A]

So now we have a product that people can eat. It will help their lives, it will help the environment and it's all environmentally healthy.

[C]

How we're going to solve this problem?

[A]

Well, we started this. It spans the globe like a super high cold Internet Elvis Presley. Today, Apple is going to reinvent the farm.

[C]

It's not over until I win the

[A]

Living your Legacy podcast. For those who live to leave a legacy that's extraordinary. The impossible has. Oh, that is sensational. Jordan, open Chicago with the lead. You said Paul is the fastest man on the planet. You can live your dream.

[C]

All right, we are back with another episode of the Living youg Legacy podcast. I am joined today with Jim and Jamie Jensen. Jensen, correct?

[A]

Correct.

[C]

Got it. Now, you guys just finished kind of a, a unique session. We don't have this a lot, but you guys are on not one show, but two. You're on next level, CEO and legacy maker. So how did your session go?

[A]

First and foremost, it went well. I mean, you're in the bright lights, not into a situation that you're used to. So sometimes you have to think a little bit. But no, everything was great. Went really well.

[B]

I thought coffee did a good job. But.

[C]

And definitely shout out to Kofi.

[B]

And definitely not what we're used to or not what I'm used to. But it was fun.

[C]

You guys spent any time in media, you know, doing, I'm sure you guys do promotional material for your business, ads, anything like that?

[B]

Well, I let Jim be the pretty face on this.

[C]

I love that. So for the audience out there, they're going to be tuning into your episodes. What can they expect to learn from you guys or learn about you guys in your episode?

[A]

So what we've done basically in agriculture, we've created the super cow. The super cow is going to be able to make every man, woman and child in the world healthier. And not only that, but the part that really makes the most sense is we're going to be able to make that super cow cheaper. Than in today's world so that everybody has a more abundant supply of that. We created the super serum that could fix everybody, and we created into abundance to everybody can get it the world and then the health industry is huge. It's trillions and trillions of dollars. Everybody wants to feel good. So what would happen if I told you I can make you feel good and you don't have to take another vitamin, you don't have to do that. I can just do it by changing your food source, which absolutely has been proven. If people eat beef, they eat the right food, then their aches and pains go away, all of the inflammation in their body goes away. They're healthier, they're happier, their life is better. So what would happen if we could basically put the whole entire health industry in the world on its ears by creating a way that you can just eat better and you don't have to pay all of the money. You're just healthier because you eat better.

[C]

Super, super big. Especially now, I'm really big into. I'm on my health kick. You know, I do my meal prep. I'm making sure that my diet's on point. I'm eating 97.3 ground beef and making sure I'm doing all the things. I'm a huge proponent of creating a healthier culture, especially in this country, by means of making the production of our food better. Where did you kind of have your aha moment with this, where you were like, this is. This is how we're going to solve this problem?

[A]

Well, we started this years and years ago. We were kind of predestined to be in the industry. We were predestined through six generations to be where we're at. What happened is we tried to make our customers, the mom and pop rancher in the world, more successful, more profitable. And once we got into this big road, what we found out is that we were able to create these cows much, much cheaper. They can produce much more beef on much less input. And when they're creating more beef on less input, they're also creating less greenhouse gas emissions per pound of beef. So we're fixing every single thing. And so now we have a product that people can eat that will help their lives and it will help the environment, and it's all environmentally healthy. It's been a long road because we've had to buck the whole entire system. It's kind of like going up against the government.

[C]

Yeah, there's. There's so many, and you mentioned it earlier, this is a multi Multi trillion dollar industry. It's 300 million some odd Americans. And they all got to get fed. And not only do they have to get fed, but we provide food out to pretty much the whole world at this point. So this solution solves at every point of the supply chain of food. You're solving problems at every supply point, which sometimes older institutions, they might not like somebody coming in and kind of rocking the boat. Have you had to deal with anyone or any, like, I would say roadblocks in your journey to kind of get this product out there.

[A]

So you're absolutely right that the establishment is always the roadblock. Nobody wants to buck the status quo because somebody's gonna lose money. So the problem in the industry is we never had the problem with cancers and with heart attacks and all of that until we created the health food and the vegetable oil industry. When those things happened, we started having all of the problems. They blamed the cattle because they needed to have a scapegoat. So they blamed agriculture and the cattle. And so right now what we have is we have those people blaming agriculture and cattle. And now everybody's got a black eye towards agriculture and cattle. There's a question that I would have for everybody. If you don't have food, what happens? You better support these guys and you got to get these people to create a better product. So, yeah, the establishment absolutely controls this. The next thing that you have to understand, since 1951, we have not had a short cattle supply in the world. Since 1951, you have to question that. Why is that? And if we continue down this road, are we even going to have the greatest protein source on earth or is it just going to be extinct and all we do get to eat is the junk food that causes the heart attacks and the cancer. That's a scary problem. And when you get to that point, what happens if somebody gets to control that as well? Right now, if I can make every mom and pop person that raises in agriculture sustainable, then that means we got a supply chain that can never be broken. You'll never have to wonder whether you have to eat. But if you let one or two people control this, you're going to have to wonder someday whether you get to eat. And right now we are in epidemic proportions because we got the shortest number since 1951. That should scare you.

[B]

And I would say that we fix the food supply at the source. We want to get it out to more and more folks because, you know, what makes it sustainable is when you're profitable, right? And when you can produce it better than everyone else, really. Our motto is do it, do it better or do it, do it right and do it better than everyone else.

[C]

And I love that you also brought up the topic of like making this something that for the mom and pop farmers out there, making this something that makes not only you guys lives easier as a company, but it makes every person at that level of the supply chain, it makes their lives easier as well. And I just think that's such an important thing. You know, I interview a ton, a ton, a ton of businesses owners on this platform and one of the like key threads that I see that is unanimous amongst the most successful of them is that they operate from a service first standpoint. How do I solve the problem for the people that I'm serving for this group that I want to make a better life for? And I think you guys are doing incredible work in that regard. And also to your point, I think you guys have kind of narrowed down and tracked this down to root cause. I feel like we have a weird relationship nowadays with cause and effect. Everybody gets mad at the effect, but nobody wants to trace it back to its root cause. I feel like you guys have narrowed it down to that root cause. Would you say so?

[A]

I think we absolutely have narrowed it down to the root cause. You know, and I think that you mentioned just a little bit ago the fact that we want to know what is in our food. As long as we let corporate America dictate how we're going to eat. You're always going to have to wonder what are they doing in, in that regard of putting, what are they putting in there so they can make more money? What are they putting in there to where they can make a profit? What happens if we created something that you can make 40% cheaper right now? And so now you can concentrate on what did you make to make it better? Not what did you make to make it more profitable, more profitable because you're 40% better than the other guy day one. And that's just exactly what we did. We created cows that eat less, therefore they can be produced much, much cheaper.

[C]

It doesn't matter what business it is, any business all across America and told them, hey, I can increase your productivity and I can reduce your bottom line by 40%. They're going to say yes. All right, so talk to me about the fact that these seed genetics are heritable. So it's not that you're just changing one generation of cattle, you're changing all generations to come that will follow after that.

[B]

We have stacked Generation stack pedigrees of feed efficiency because it is highly heritable. The pap test that we do, that is a heritable trait as well. And so what we're doing is literally creating the super cow.

[A]

The importance of the hereditability and the importance that we do is we are the genetic machine. Because if you just eat one steak as soon as that steak's gone, but if I can make genetics that I can place all over the world that create more on less, we created more every single time. So every single day you just create more and you keep more. Kind of like the snowball effect. And this is 100% heritable. So therefore it can go all over and create animals that can eat less and make more beef. The greatest protein source on earth, you

[B]

know, to say it poorly maybe is cookie cutter and uniform, but how many times do you sometimes go to the grocery store and you, you buy a steak and you bring it home and you're so excited and then you're like, oh, it's gristly and it's terrible and you have a bad experience.

[C]

Funny enough, I just had steak last night and I had that exact experience.

[A]

So what happens if we make the greatest steak and we mimic it 100% of the time so every housewife gets the exact same experience every single night.

[B]

Get that good experience, and we can do that.

[A]

That's all possible.

[C]

I'm thinking in the future here, but I would love to just see on the packaging of every steak, every cut of beef out there that comes in the future to have like a Lucky 7 stamp of approval. Like, hey, this came from us.

[B]

Oh, I would love that.

[C]

I think that's that. I see it happening. I don't know if you guys see that yet, but I'm seeing Lucky 7 certified. You mentioned that this is a multi generational thing that has led to this. Talk to me a little bit about the story of, like, how each generation has kind of brought us to where we are today.

[A]

Well, first of all, I don't know if you've ever watched the TV series Yellowstone, but we are the real.

[C]

My parents do not stop watching that show.

[A]

We're the real Yellowstone. The Dutton family wouldn't have got 40 acres in our neck of the woods. Beth Dutton. If Beth Dutton would have came out and got in one of our ranch wives houses, they would have thrown her in the bathtub and they'd wash her mouth out with soap and she'd have been saying hail Mary within 15 seconds. She was nothing compared to them. John Dutton wouldn't have got 40 acres. We lived that. My great grandpa, he housed the Hole in the Wall Gang. My great grandpa had Boulder Lake. My great grandpa did a lot of things that was maybe not very ethical, but at that point in time, he was in the coldest place in the United States. Before they made houses, who do you think else was there? Some very, very durable people. And if you weren't as tough as them, you didn't live.

[C]

No, you hadn't.

[A]

But the difference is, in our. Our case, the difference is that we created something that can change the whole entire world. Through that survivability and through that tenacity that it took to get from point A to point B, we created something that could change and fix the whole entire world. And not only that, but we believe that it could unify the whole entire world as well.

[C]

It's almost like the story of grit sort of compounding over time through the generations to make it to this point. And, you know, I love that you brought that up. You gotta be, you know, being in that area at that timeframe, you can't be no sissy. You gotta be a tough son of a gun to be around there at that time. If there's one lesson from what you've learned so far in business that you would want to impart on our viewers, what would that lesson be?

[B]

Be fearless.

[A]

And I think she's absolutely right on the be fearless, because I think that that was the part that you had to be. So when you're talking about our whole entire upbringing, there was a line that I said earlier and a guy just picked up on, and he said, you said earlier, you said that there was times that death might have been the better option. You know, so you sometimes feel like sometimes you have to become fearless. I used to ride bucking horses professionally. I traveled with world champions. And you have eight seconds to get your job done. You don't have time to think. You don't have time to do anything. If you have one ounce of fear anywhere in there, you're done, you're finished. You don't have a second quarter. You don't have another minute. You got eight seconds. And so that was the whole entire ranch generation was raised in. You didn't have time to think about it. You don't have a choice. And so our whole entire being was made that way. So fearless is absolutely it. You don't have time to question yourself.

[C]

For those of you guys that are watching up until this point in the pod, I want to make sure that you Go and check out Jim and Jamie's episodes of Next Level CEO as well as Legacy Makers. I want to make sure we plug both of those shows because you guys are on both of them. Those episodes will be dropping shortly after this podcast airs, so make sure you guys go and check those out. That's first and foremost. Do you guys have any sort of final messages or anything that you would want to impart on the audience before we wrap up here?

[B]

Even though I said be fearless, sometimes when you are afraid, you just have to kick that door down and go through it anyway. And so I would encourage those to just take heart and to do that. You know, every opportunity that we've had has opened a door to another opportunity. Sometimes, you know, experiences are good and bad, but we all have something to learn through every single one of them. So. So don't be afraid to fail. Don't be afraid to go through the bad experiences too.

[C]

I hear this often with a lot of the people that we have on the show. Do it scared. Maybe being fearless might not be for everybody because you're going to feel fear at some point, but do it scared anyway.

[B]

Lucille Ball said, I'm not funny, I'm brave. So, I mean, sometimes you just. That's right. You just put one foot in front of the other and you keep moving forward.

[C]

That is one heck of a message, guys, for you, that if you're still here in the show, I mean, at this point, you got to know I'm sitting with some heavy hitters here. Where can people go if they want to support the business? Find you on the Internet, website, Instagram, anything like that?

[B]

They can go to thelucky7ranch.com if they're interested in seed stock genetics. And the bulls that we raise, they could also go to Lucky7Angus.com. We have Facebook and Instagram. We have YouTube as well. So those are the places that they could definitely see what we do.

[A]

We also have a TV series on Amazon prime that you could go to and buy, which would tell the whole entire ranch story.

[B]

The Art of the Cowboy, the Lucky seven story.

[A]

Yeah. So that gives you probably as much history of the ranch as anything.

[C]

So when you finish binging Yellowstone and you still want to get your ranch kick, make sure you guys go check that out on Amazon prime as well. This has been an immense joy for me, guys. It's been a pleasure meeting both of you. Thank you guys so much for coming on. Make sure you guys tune in for more episodes of Living youg Legacy podcast and make sure you tune in to Jim and Jamie's episodes of Next Level CEO and Legacy Makers, respectively. This is your host, Jason Tyler. See you guys in the next one.

[A]

Sam.