OUR STORY
Four generations of ranching.
One shared mission: to raise food that fuels lives of purpose.
Two Brothers. One Land. One Vision.
We’re Mark and Johannes — brothers, born and raised in Paraguay, where cattle ranching runs deep in our family. For four generations, our family has raised cattle on the open grasslands of the Chaco — a vast, wild region in northern Paraguay where the sun is relentless, the soil runs deep, and the pastures grow strong all year round. It’s where we learned to work with our hands, care for the land, and raise animals with patience, respect, and purpose.
Growing up, the dream was always there: one day, we’d take what our family had built and bring it to the world. Not just beef — but healthy beef that will fuel lives. Grass-fed. Grass-finished. Clean and full of flavour. Raised in a way that’s good for the land and for the people eating it. When Canada — where Johannes has lived for many years — opened its doors to Paraguayan beef in 2024, we knew it was time. Valeur was born.
Why Paraguay?
Paraguay may be a small country — just over 6 million people — but it’s making a name for itself as one of the world’s most respected beef exporters, serving over 59 countries.
The climate allows for year-round grazing, and the grasses of the Chaco region produce a beef that’s naturally rich in flavour and nutrition. This is pasture-raised, slow-grown, and deeply tied to the land.
For us, it’s home.
What We Believe
We believe food should be clean, traceable, and raised the way it was meant to be. That quality isn’t just about marbling — it’s about how an animal lived and how a business is run. We believe in stewardship — of land, of legacy, and of trust.
Why We Called It VALEUR
Valeur comes from the French word for value — not just in the economic sense, but in the deeper sense of worth, courage, and conviction.
We chose the name to reflect what matters most to us: doing things the right way, even when it costs more. Raising animals with care. Running a business with transparency. Building something that lasts.
To us, Valeur is a way of life.
From Our Ranch
To Canada
We work with trusted partners to portion, chill, and ship our beef directly from Paraguay to Canada, managing every step to preserve quality. In Canada, we work with food service distributors, build relationships with butchers, chefs, and eventually — with families. We’re just getting started.