Aspiration was in the air Friday at the former Rancho Feeding Corp., a marked change from the scandal that has enveloped the Petaluma slaughterhouse for months.
The new owner of the Petaluma plant -- which went under in February amid a massive recall of its beef and veal products -- promised a new era.
"The change comes from the top; we have new leadership," said David Evans, owner of Marin Sun Farms. He and a group of investors he would not identify purchased the plant Feb. 28 for a sum he wouldn't disclose. They plan to reopen the plant April 7 under the name Marin Sun Farms Petaluma, Evans said.
In expansive terms, he described a new future in which the plant would play a central role.
"We can process your livestock, cut and pack them to specification and deliver orders to customers in the Bay Area and the Los Angeles Metropolitan Area," he said. "The floodgates to private-labeled meat have opened."
The now-defunct Rancho in February recalled all the 8.7 million pounds of beef and veal it processed in 2013. The U.S. Department of Agriculture said the plant had circumvented inspection rules and "processed diseased and unsound animals." The agency, its inspector general and the U.S. Attorney General's Office are investigating the Rancho operation.
Evans said every system, process and procedure in the slaughterhouse operation had been reconstructed to focus on high standards and transparency, and with the participation and approval of the U.S. Department of Agriculture.
"Everything has been rewritten, reinspected and recertified," he said.
Twelve of the former 14 employees will be retained, although none will be in management or supervisory positions, said Danny Kramer, the new company's chief operating officer. He said the former plant manager, Scott Parks, who was not present Friday, has been retained as a consultant.
Several ranchers at the event greeted the developments hopefully. And they applauded Evans' statements that he wants to make the plant an integral part of the region's custom-meats business, linking animals from the pasture to the consumer's dinner plate in a way that assures quality.
"I think it's very promising for the community," said Joe Pozzi, a Valley Ford sheep and cattle rancher. "Having a local processing plant, especially with the capabilities of doing further processing and distribution, that's going to be a real benefit to small producers here."
"It's going to give the farmers one more way to get into the market," said Doug Beretta of a Beretta Dairy in Santa Rosa. "I think it's going to open up the doors to some backyard producers."
Evans and Kramer spoke at a press conference held in the plant's loading dock room, meat hooks hanging overhead marking the path the animal carcasses travel on their way to being quartered and put into trucks. The USDA certified Marin Sun to operate the abattoir on Wednesday.
The plant operators will work closely with local ranchers, offering a full menu of services from slaughter to processing and distribution, said Evans, a leader in the sustainable meat production industry.
Marin Suns owns a San Francisco facility where carcasses are cut down further and wrapped. That will be an integral part of the chain of production to market, Evans said.
"We're in this with everyone to transform the food supply chain," he said. "It's not all about the animals that grow up on my ranch; it's about working with other ranchers."
Dona Ruth Frank
City: Santa Rosa
Title: founder of the Natural Cannabis Company and three dispensaries, OrganiCann in Santa Rosa, Mendocino Organics in Hopland and Oakland Organics
Stance on Proposition 64: Yes
Quote: “Who wants to smoke weed with the label: ‘Grown in a warehouse in Colorado?’”
Other figures shaping North Coast marijuana trade
The Chemist: Samantha Miller, president of a leading Santa Rosa-based cannabis testing lab
The Lawmaker: North Coast state Sen. Mike McGuire, co-author of 2015 medical marijuana law
The Advocate: Tawnie Logan, executive director of the Sonoma County Growers Alliance
The Consultant: Craig Litwin, cannabis industry adviser, ex-Sebastopol councilman