About Prime Moves Consulting

From the Ground Up

Twenty-four years ago, I walked into the meat industry because a friend said "you should apply too, we can work together." What started as a way to make some extra spending money became my true passion. I've worked every job in a meat plant – from cleaning equipment to stuffing hamburger, cutting meat at the busiest meat market in Amarillo, Texas, to eventually becoming plant manager.

That journey from the ground floor to the corner office taught me something most consultants never learn: I understand your world from every angle. I've felt the pressure of tight margins, dealt with demanding customers, and know what it's like when everything depends on making the right call.

Building Something Bigger

As plant manager, I grew sales from 50 stores to over 2,000, working directly with major distributors like CoreMark, McLane, Albertsons-United, Affiliated Foods, and Ben E Keith. But what I'm most proud of isn't just the numbers – it's helping employees realize visions much larger than they ever imagined for themselves.

During the first week of COVID lockdown, my marketing director and I built a fully functional curbside pickup website in less than a week. While other stores struggled, we became the only place within 100+ miles where families could get high-quality ground beef for their dinner table. That's what happens when you combine quick thinking with deep industry knowledge.

I found success across every market segment – from securing business with HTeaO (a tea chain startup) to developing products for Allsup's convenience stores through Affiliated Foods. Whether it was high-volume foodservice deals or finding those high-margin, lower-volume items that really help the bottom line, I learned that every plant needs multiple revenue streams to thrive.

Why I Started Prime Moves

After years of helping other entrepreneurs grow their businesses, I wanted to own something myself. I left plant management and successfully built my own landscaping and handyman business from a solo operation to multiple employees. But the meat industry kept calling me back.

That's when Prime Moves Consulting was born – combining my two loves: helping meat plants grow and owning my own business.

What Drives Me

Having owned small businesses myself, I know how much blood, sweat, and tears you've put into your operation. I know how hard it is when things don't work the way you planned, and how exciting it is when they do. I want to walk alongside you, coaching you through both the good times and the challenging ones.

I've worked with both family-owned operations (where family friction is real but loyalty runs deep) and corporate plants (where cleaner conversations can happen but shareholder value adds pressure). Each has unique challenges, but both need someone who understands their specific circumstances.

My Philosophy

Business is a series of calculated gambles to grow. You need to dig into research before making big jumps, but playing it too safe leaves money on the table. I believe the most dangerous words in the English language are "that's how we've always done it" – but I also respect that your customers expect consistency.

If everything was perfect, you wouldn't need consulting. My job is finding that balance between honoring what's working and pushing for the changes that will secure your future.

What I See in Today's Market

After 24 years in this industry, I've seen it all. The biggest missed opportunity right now? Most plants are doing lackluster marketing or no marketing at all. They're leaving money on the table by sticking to the status quo while the cattle shortage creates an urgent need for diversification.

The successful plants I've worked with share two things: they know their numbers and they're not afraid to step into new opportunities. The struggling ones are still operating like it's the 1990s in an industry that's rapidly modernizing.

The Bottom Line

Technology is changing business administration, and the meat industry has to catch up. It's hard, but necessary to compete. That's where Prime Moves Consulting comes in – I help you navigate these changes while building multiple revenue streams that protect your business regardless of market conditions.

Your plant has untapped potential. Let's find it together.