About Us

Ranchr is a young company with a serious mission: to change the way Americans eat beef by making heroes out of the small rancher and everyday griller.

Who We Are

In our fast paced times, people are sacrificing quality for quick, and trading taste for convenience.

We’re Ranchr and we are going to end that. Now you can enjoy the highest quality, best tasting beef from America's small ranchers, delivered directly to your door.

We’re for those passionate food enthusiasts who are looking for quality done right, without the sacrifices.

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Our Leadership Team

Pehr Luedtke, Founder

Pehr is the founder of Ranchr and brings to the company 20 years of retail, ecommerce and marketing experience. He has been CEO of two successful venture-backed technology companies (PowerReviews and Spotzot). Pehr also served as an executive at well-known consumer brands such as eBay and Levi Strauss. He has an undergraduate degree from Princeton and a graduate degree in business from Stanford.

Pehr is a passionate Big Green Egghead and is on a quest for the perfect brisket. He bothers his neighbors with wafting mesquite smoke at all hours of the day and night, but his family enjoys the end results. He also comes from a family with roots in the farming business, and is committed to a better and more sustainable food system. Pehr lives in the Bay Area with his wife, two kids, and dog Mike. All of them benefit from Ranchr on a daily basis.


Julie Nirvelli, Business Development

Julie has almost two decades of experience scaling companies. Her passion for the business of food and her appreciation for hard-working, value-driven food production brings the perfect combination to the Ranchr table.

She has founded, operated and sold two companies. Her most recent venture - Winking Girl Foods - was the leader in tomatillo salsas and skillet sauces and had nationwide distribution, including Whole Foods, Target, Sprouts, and Kroger. Julie sold Winking Girl to Tres Latin Foods in 2018. Julie serves as an elected Board Member for Naturally Boulder (a community of nearly 2000 companies in the natural products industry). She also volunteers her time advising young companies and serving the community at Metro Caring in Denver, CO.

Originally from San Jose, CA, Julie graduated from California Polytechnic, San Luis Obispo and has lived in Colorado for 16 years.


Our Investors

We are pleased to be funded by firms and individuals that share our commitment to building long term businesses based on principle and integrity:

Foundation Capital is an early-stage venture capital firm founded in 1995. It helps entrepreneurs create transformative businesses with over $3B in committed capital.

We are also supported by active angel investors across the country. Ranchr is based in the Bay Area.

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