Bruce has been grazing and direct marketing grass-fed beef since 2007. He and his wife, Katherine, have sold at the Ashland Farmers Market for 10 years and had on-farm sales. In the fall of 2017, they sold their farm in Beaverdam and moved to Louisa, buying a bigger farm that needs to be completely rebuilt into a cattle farm. Bruce and Katherine practice regenerative grazing methods, moving the herd frequently and allowing pastures to rest, building topsoil and improving the environment. In the spring of 2018, the opportunity came up to partner in Ashland Meat Co. with Chris Stem of Harlow Ridge Farm, creating a new retail butcher/grocery in the historic Cross Brothers Grocery in Ashland.