From Welding to Wagyu
How One Local Family is Bringing 100% Pure Japanese Beef to the Market
January 16, 2026
If you stroll past the Uinta Wagyu booth at the market, you might not guess that the man behind the counter, Jared Hancock, spends his days as a welder. But for the last ten years, his brother Jeremy have been quietly building something extraordinary: a herd of 100% pure Wagyu cattle with genetics tracing directly back to Japan. And now Jared and his wife Amy have developed the business plan to bring it to you.
For a decade, the Jeremy Hancock raised the cattle solely for hisown family. It was only in July, after navigating the hurdles of USDA certification, he finally opened their doors to the public. Now, the Hancock clan is on a mission to change how locals think about high-end beef.
Make it stand out
A Decade in the Making
The term "Wagyu" is often thrown around loosely in the culinary world, sometimes applied to cross-bred cattle that lack the distinct characteristics of the original breed. Uinta Wagyu, however, leaves nothing to chance.
"We imported all the embryos from Japan," Jared explains regarding their origin story. To ensure absolute purity, the family utilized IVF insemination with their cows. This scientific approach allows them to control the lineage precisely. "That way, we know exactly what's going on... we don't got to worry about other cows getting into them," Jared says.
While Jared’s brother Jeremy owns the cattle and manages the herd, Jared handles the business side, focused on "getting it out to the masses".
Breaking the Price Barrier
Perhaps the biggest hurdle Uinta Wagyu faces at the market is "sticker shock"—or rather, the expectation of it. Jared admits that the biggest struggle is that "people are afraid to buy Wagyu because they think it's so expensive".
However, the family’s direct-to-consumer model allows them to price their beef much more competitively than high-end restaurants or specialty butchers. "With us owning everything, we control it, and our prices are way lower," Jared explains. His goal is to educate the community that Wagyu doesn't have to be a "crazy" expense reserved only for the wealthy.
A Community Connection
This is Uinta Wagyu's first year at the winter market, and despite the slower pace compared to summer seasons, the experience has been overwhelmingly positive. Jared notes that the "vibe" among the vendors is unique.
"Everyone has been super kind," he says, contrasting this market with others where vendors can be territorial or "straight grouches." At this market, he’s found a supportive network where "everybody's trying to help everybody".
Looking ahead, Jared has ambitious goals. He hopes to sell 40 cows this year and eventually transition from his welding job to running the beef business full-time. But for now, he is happy to be out in the community, handing out business cards, and introducing his neighbors to the taste of 100% pure Wagyu.
Visit Uinta Wagyu at the market this weekend to chat with Jared and Amy, or check out their online presence to see what 10 years of dedication tastes like.
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