He speaks carefully, choosing his words thoughtfully, as he recounts the journey that RMS Foods has taken since that fateful Valentine’s Day fire in 2005.
After the fire, RMS Foods faced many challenges. The loss of their factory was devastating, and the prospect of rebuilding seemed daunting. However, with the dedication and hard work of their employees, they were able to come back stronger than ever. The quick turnaround to get back into production was a testament to the resilience and commitment of the team.
The decision to pivot from meat processing to veggie burger production was a bold move for RMS Foods, especially in a region where meat is king. However, this decision ultimately paid off, and Boca Burgers became a successful product for the company. Despite initial skepticism from the community, RMS Foods found a niche market for their veggie burgers and continued to thrive.
Cobb’s leadership was instrumental in guiding RMS Foods through these challenges. His commitment to his employees, even in the face of adversity, earned him the loyalty and dedication of his team. The quick and efficient response to the fire, the rebuilding process, and the successful relaunch of production all reflect Cobb’s strong leadership and vision for the company.
Today, RMS Foods continues to operate in Hobbs, New Mexico, producing Boca Burgers in the same factory that rose from the ashes in 2005. The company’s success is a testament to the resilience, hard work, and dedication of its employees, as well as the visionary leadership of Sam Cobb.
As the sun sets over the Permian Basin, RMS Foods stands as a beacon of hope and perseverance in a region dominated by traditional industries. The story of RMS Foods is a reminder that with determination, teamwork, and innovative thinking, even the most challenging obstacles can be overcome. Sam Cobb’s office is a reflection of his life story, filled with photos, plaques, and memorabilia that tell the tale of his journey from a small-town rancher to a successful businessman. On the walls hang photos of friends and family, plaques for business accolades, and black-and-white shots from his college days at Texas Tech University. An official portrait of Cobb from his time as the mayor of Hobbs adorns a nearby table, showcasing his dedication to public service.
As the founder of RMS Foods, Cobb has seen his fair share of success in the meat processing industry. He proudly displays various marketing materials from over the years, including promotional catalogs of beef and pork products, as well as cheeky magazine ads for Boca Burgers. These materials illustrate the evolution of RMS Foods and Cobb’s ability to adapt to changing consumer preferences.
What sets Cobb apart is his unique perspective on the food industry. Despite his roots in animal agriculture, Cobb has embraced the shift towards plant-based proteins. He recognizes the importance of non-animal protein sources in ensuring food security and reducing greenhouse gas emissions. For Cobb, the coexistence of animal agriculture and plant-based protein is not a contradiction but a strategic business move. He often quips, “I make veggie burgers for a living so I can afford to be a cowboy.”
Cobb’s deep connection to ranching runs in the family. As a fourth-generation rancher, he traces his lineage back to his great-grandfather, who started a ranch in Texas in the late 1800s. His father, S.G., faced financial challenges in the cattle industry, leading him to transition the family business into meat processing. Despite the hardships, S.G. fulfilled his dream of owning a ranch in New Mexico, passing on the legacy to his son.
After graduating from Texas Tech, Cobb joined his father’s business, Rich Meat Services, where he honed his skills in sales and operations. Known for his level-headedness and problem-solving abilities, Cobb built strong relationships with clients and expanded the company’s reach. Today, RMS Foods continues to thrive under his leadership, blending tradition with innovation.
While Cobb may come across as reserved or formal at first glance, those who know him attest to his intelligence, wit, and unwavering dedication to his work. His commitment to both animal agriculture and plant-based protein reflects his forward-thinking approach to business and sustainability. In a rapidly changing food landscape, Cobb stands as a testament to the power of adaptation and perseverance in the face of uncertainty. Sam Cobb’s journey from a meat purveyor to a plant-based food mogul is a fascinating one. As the president of RMS Foods in 1980, Cobb quickly grew the company to become the largest supplier to Dairy Queen franchises in the Southwest. His business acumen and vision led him to strike a lucrative deal with a Japanese trading company to export high-quality cuts of beef and pork to Japan, propelling the company to new heights.
However, Cobb always had his sights set on expanding the business further. In the late ’90s, he saw an opportunity in the burgeoning plant-based food market. Boca Burger, a successful veggie burger company, caught his attention, and in 1997, he seized the chance to join a group of investors and purchase the company. Leveraging RMS’s existing manufacturing equipment, Cobb transitioned from producing meat products to manufacturing plant-based burgers.
The transition was a success, with RMS supplying about 60% of Boca Burger’s soy patties and sales skyrocketing from $20 million in 1998 to $40 million the following year. Kraft Foods took notice and acquired Boca Burger in 2000, cementing RMS as the exclusive manufacturer of the popular plant-based burgers. By 2002, Boca Burger sales had reached $70 million, a testament to Cobb’s foresight and strategic decisions.
Despite his success in the plant-based food industry, Cobb remains an omnivore at heart, enjoying his steaks alongside the plant-based products his company produces. His pragmatic approach to business and willingness to adapt to changing consumer preferences have been key to his success.
In a world where the majority of habitable land is used for livestock farming, the shift towards plant-based foods is becoming increasingly important. Livestock farming not only contributes to greenhouse gas emissions but also drives deforestation and biodiversity loss. By championing plant-based alternatives, Cobb is not only tapping into a growing market but also contributing to a more sustainable future for the planet.
Cobb’s story is a testament to the power of innovation and adaptability in the business world. As the demand for plant-based foods continues to rise, entrepreneurs like Cobb are leading the way in creating a more sustainable and ethical food industry.
The failure of companies like Beyond Meat and Impossible Foods to sway consumers towards plant-based options has highlighted a crucial lesson for the plant-based industry and the broader climate movement. Simply providing information about the environmental benefits of switching to plant-based diets is not enough to change consumer behavior. Despite the dire warnings about the impact of meat consumption on the climate, many people are still resistant to making the switch.
One of the reasons for this resistance may be the approach taken by companies like Beyond Meat and Impossible Foods, which focused on creating ultra-realistic fake meat products that mimicked the taste and texture of real beef. While these products initially saw success, their sales have since declined, and their stocks have plummeted. The inability of these products to compete with real beef on price and taste has been cited as a major factor in their downfall.
Caroline Cotto, head of NECTAR, an organization that conducts taste tests with plant-based and animal-protein products, believes that many consumers had negative experiences with plant-based meat products during the pandemic, leading them to sour on the category. This “valley of disillusionment” has left the plant-based industry in a precarious position, with some industry leaders now shying away from mentioning climate and sustainability in their marketing.
Peter McGuinness, the former CEO of Impossible Foods, who recently stepped down, has criticized the plant-based industry for becoming too “woke” and “partisan.” In an effort to pivot, Impossible Foods is now experimenting with protein-packed grains and pastas. The future of the company remains uncertain as it tries to navigate a changing market.
Overall, the decline in the plant-based burger category has had ripple effects throughout the industry. Companies like RMS, which produces Boca Burgers for Kraft Heinz, have seen a decrease in demand for their products. This shift highlights the importance of flavor in driving consumer choices, as many consumers still prefer the taste of real beef over plant-based alternatives.
In conclusion, while the climate benefits of reducing meat consumption are clear, convincing consumers to make the switch to plant-based options remains a challenge. The failure of companies like Beyond Meat and Impossible Foods to capture a larger market share underscores the need for a more nuanced approach to promoting plant-based diets. As the industry continues to evolve, finding the right balance between taste, sustainability, and messaging will be key to driving consumer adoption of plant-based foods.
Taste is king when it comes to plant-based meat alternatives, according to industry experts like Cotto. While the plant-based protein industry has made significant strides in recent years, there is still room for improvement in creating products that not only mimic the taste and texture of traditional meat but also surpass it in flavor and appeal.
Cotto believes that with more research and development, product categories such as plant-based burgers, sausages, and chicken alternatives can achieve taste parity or even become preferred over meat by consumers. The key, she says, is to ensure that these products taste great.
One challenge facing the plant-based protein industry is the perception of faux-meat products among consumers, particularly meat-eaters. At a casual dinner with friends, including a rancher who expressed skepticism about synthetic meat, the group shared mixed opinions on plant-based alternatives. However, anecdotes like Pyeatt’s experience with vegan sloppy Joes highlight the potential for these products to win over even staunch meat-eaters with their flavor.
While some may believe that the plant-based burger trend is on the decline, others like Cobb see opportunities for growth and innovation in the industry. Cobb, who has been in the food manufacturing business for years, is exploring new product categories such as blended proteins that combine meat with whole-cut veggies or soy. By leveraging his expertise and technical equipment, Cobb aims to produce high-quality vegetarian appetizers and snacks that appeal to a wide range of consumers.
In addition to developing new product categories, Cobb is also focused on making plant-based options price-competitive to encourage more widespread adoption. By partnering with brands like Rebellyous Foods to produce plant-based chicken products with a juicier, more delicious texture, Cobb is demonstrating his commitment to meeting consumer demand for tasty and affordable plant-based alternatives.
Ultimately, Cobb’s success lies in his ability to listen to consumers and adapt to their preferences. As the plant-based protein industry continues to evolve, there is no doubt that taste will remain a crucial factor in driving consumer choice and propelling the growth of plant-based alternatives. With more research, development, and innovation, the future of plant-based proteins looks promising, offering consumers delicious and sustainable alternatives to traditional meat products. After speaking with Cobb about the possibility of returning to processing meat, he expressed a willingness to do so if the right opportunity arose. He emphasized that his main motivation would be to create jobs for his employees and the people of Hobbs. This demonstrates his commitment to supporting his community and providing opportunities for others.
Cobb paused before admitting that he has indeed considered the idea of going back to processing meat. This moment of contemplation suggests that he is open to exploring new opportunities and potentially revisiting his past experiences in the industry.
The fact that Cobb is willing to consider returning to meat processing highlights his entrepreneurial spirit and dedication to creating economic opportunities in his community. By prioritizing job creation and supporting local residents, Cobb demonstrates a strong sense of social responsibility and a commitment to making a positive impact.
Overall, Cobb’s willingness to consider returning to meat processing showcases his forward-thinking mindset and his desire to contribute to the economic development of Hobbs. His openness to exploring new opportunities and creating jobs for others reflects his commitment to supporting his community and fostering growth and prosperity.
