The cowboy who got rich selling veggie burgers

Grist

by Frida Garza

February 19, 2026

AI-Generated Deep Dive Summary

The cowboy who got rich selling veggie burgers: Sam Cobb, a cattle rancher in Hobbs, New Mexico, made an unlikely pivot from traditional meat processing to producing soy-based Boca Burgers. After a devastating fire destroyed his factory in 2005, Cobb quickly rebuilt the facility with the help of employees and local contractors, showcasing remarkable resilience. This shift highlights how plant-based foods are reshaping the food industry, even in regions deeply rooted in animal agriculture. Once a prominent meat processor, RMS Foods transitioned to veggie burger production as part of a broader move toward plant-based products. The fire, which occurred just weeks after this change, tested Cobb’s ability to adapt. Despite losing nearly everything, he prioritized his employees, securing state unemployment benefits and rehiring many to assist in the reconstruction. Within eight months, the factory was operational again, producing Boca Burgers at full capacity. Cobb’s leadership during the crisis underscored his commitment to his team. Employees like Andy Barrientes, who had only recently joined RMS Foods during its transition to veggie burger production, praised Cobb for his dedication and willingness to support his workforce. This story reflects how businesses can thrive by embracing innovation and sustainability, even in industries tied to traditional practices. The success of RMS Foods after the fire signals a broader shift in the food industry toward plant-based alternatives. This pivot not only aligns with growing consumer demand for sustainable and healthier options but also contributes to reducing the environmental impact of meat production. For readers interested in climate change, Cobb’s story highlights how rethinking traditional industries can play a role in mitigating ecological challenges. Ultimately, Sam Cobb’s journey from cattle rancher to plant-based food producer demonstrates the potential for businesses to adapt and thrive in the face of changing consumer preferences and environmental concerns. His example inspires others to consider innovative solutions that balance profitability with sustainability, making it a compelling case study for those tracking the intersection of food production and climate action.

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Originally published on Grist on 2/19/2026