It Starts with the Soil, the Cows, and a Whole Lot of Heart

Hall of Fame Beef isn’t just another meat brand. It’s the result of a deep commitment to land stewardship, animal welfare, and flavor that speaks for itself.

When Joe Thomas talks about his herd, it’s with the kind of pride and warmth most people reserve for family. “We wanted cows that were gentle, calm, and safe around kids,” he says. That ethos became the foundation for Six Springs Farm, where cattle are raised slowly, humanely, and thoughtfully, just as nature intended.

From the very beginning, Joe and his family emphasized a low-stress, hands-on approach. That means carefully selected genetics for marbling and tenderness, as well as an environment where animals thrive in peace. “When you have chill animals, you get excellent beef,” Joe says. 

But the story of Hall of Fame Beef isn’t just about great steaks. It’s about place. Nestled in the Driftless Region of southwest Wisconsin, the farm’s rolling hills and mineral-rich soil make for some of the best grazing land in the country. It’s why Joe is working to create a signature line of beef that’s not just delicious, but deeply rooted in the identity of this land.

“My dream is to create a beef that reflects this part of the world,” Joe says. “Not just a certified breed, but something that’s proudly Wisconsin. Something you can taste.”

The name “Hall of Fame Beef” was more than a branding choice. It was a declaration. “Being elected to the NFL Hall of Fame was one of the greatest honors of my life,” Joe says. “But Hall of Fame Beef? That’s the best of the best in beef, raised the right way, with the same care and excellence I brought to football.”

Join us on our journey as we continue to push the limits on beef flavor and excellence.