We've had experience with grass-fed cows before, and weren't overly happy with the taste, but Ebersole beef is certainly different. In chatting with the owners, it seems that the better taste might come from the quality of the grass combined with the excellent care, particularly at the locker. Ebersoles take care to make sure the cows aren't overly stressed before butchering, which prevents all those stress hormoes from getting into the meat (not to mention, it just kinder).