In 1989 Keith Martin left a career in investment banking for greener pastures. Over the next few years he parceled together 200 acres of farmland in Greene County, Pennsylvania, and Elysian Fields Sheep Farm was born. Today, Martin is the proud owner and operator of both the farm as well as Pure Bred brand lamb found in restaurants across the country and specialty food retailers in the Pittsburgh area. A self-proclaimed “shepherd,” Martin is an advocate for respectful and humane treatment of his lambs, and thus developed and implemented the “Safe Alternative ® method”—a highly strategic quality control system used at Pure Bred Lamb, tracking all lambs raised to ensure the delivery of the best possible lamb product. Martin attributes the quality of his product, which chefs and consumers have come to regard as their “brand of choice,” to the healthy, natural lifecycle the flock enjoys. All the members of the Pure Bred program – currently seven family farms in Ohio and Pennsylvania – are contractually aligned. This means they all agree to and follow the objective standards spelled out by the Safe Alternative model. They also embrace the ethical mandate of animal compassion and respect for nature that is the foundation of this model. They work together in their common commitment to respect and revere the lambs in their ultimate sacrifice for us. The consumer may connect to that compassion and respect by buying this lamb. The consumer who buys this lamb has access to information about it (via the tracking number on the packing label), as well as a direct connection to, and support of, the humane stewardship of these creatures. It is good for the animals, for the consumer, for the farmer. It is a fully integrated system. It is holistic.