Carrie founded The Artisan Beef Institute to help people celebrate the fact that, as with fine wines, beef flavor, texture, and overall eating experiences are influenced by several factors including the breed or cross breed, growing region, and specific diet along with an individual rancher’s husbandry practices and butcher’s subsequent processing, aging, & cutting techniques. Having created a proprietary beef tasting guide and lexicon, she has led countless beef lovers through blind tastings of steak and ground beef from different farms and ranches, helping people discover the style of beef they like best. Her tagline is, Psst! It's Not About the Marbling.