Wherever Luke Branquinho goes, success follows. He is a five-time steer wrestling world champion (2004, 2008, 2011, 2012, & 2014) with career earnings that top $2.5 million. While injured and unable to compete he made a natural transition to broadcasting for The Cowboy Channel, and now, he is looking to put his mark on the Wagyu beef industry.
Wagyu beef is an Asian cattle and called such because “Wa” means Japenese and “Gyu” means cattle. Wagyu cattle were first imported to the United States in 1975 and became more commonly imported in 1989 when the Japanese began to reduce their tariffs on imported beef which encouraged U.S. producers to produce a high-quality product from Japan. Wagyu beef is known to be a cut above the rest, with a unique flavor and tenderness.
A little over a year ago Luke was introduced to Jared Moore, who has been producing Wagyu beef with Goldstar Wagyu for more than six years. After talking with Moore, and tasting the beef, Branquinho knew he wanted to get involved.
“To go out there and sell this quality of beef and to use my name and likeness to help push a product that is the best out there was appealing. I have eaten it, my family eats it, I give it to friends, and we have sold it to people all who say this is the best product they have had.”
For Moore, who is called, “The Guru of Wagyu” by some, it was obvious why he wanted to bring Luke into the operation.
“I follow the rodeo, so when I found out Luke Branquinho wanted to join I thought it was pretty neat. When I was around him seeing what he was about and how respected he is and he will always shoot you straight on what you are doing it was an easy fit.”
Luke is not just joining Goldstar just to be the face of the operation, instead, he is learning everything he can about Wagyu beef.
“If I am involved with something I want to be hands-on,” Branquinho said. “I want to know the ins and outs of the business and know how everything works so when I do get asked a question I don’t have to make a call. I want to learn the business, not just be the face of the business.”
If there is one thing Moore and Branquinho want to change about the Wagyu beef business in the U.S. it is the truth in labeling.
“There is no truth in labeling right now, people say I’ve had Wagyu, but what did you really have?” Moore added, “There are a lot of different qualities in the beef depending on what the Wagyu cattle are crossed with on the American side.”
Moore says many people may think they’ve had real Wagyu, but unless they have had a fullblood or F1 steak, the quality will suffer.
An F1 Wagyu is defined by having 50% or higher Wagyu genetic content. For example the first generation of crossbreeding a Wagyu fullblood sire and the dam of another breed.
That is what Goldstar takes pride in, providing the highest quality, true Wagyu beef to both restaurants, who can buy their hanger and cut it however they want, and to individual customers.
Branquinho is diving headfirst into the Wagyu beef world, and if there is a small silver lining to not competing due to the COVID-19 outbreak, it is the time he has to learn, but when rodeos do return, Branquinho will not only be competing but selling the high-quality Wagyu beef from the road.
“I am pretty good at multitasking, so when Jared or myself are at an event with a booth set up we will be pushing beef.”
Even with taking on another project, Branquinho says his priorities remain the same, “Rodeoing is my primary job and Jared knows it is my priority until I am done, but there is nothing wrong with having a second or third job and especially if I am able to do it. Jared has made it simple and easy enough to understand so I feel comfortable selling beef and rodeoing at the same time.”
If you want to order your own Wagyu beef from Goldstar you can reach out to Luke on his Facebook page or send a message to the Goldstar Wagyu Beef Facebook page.