In the heart of the Canadian Rockies, where the land stretches wide, and the spirit runs deep, Thrive Provisions has always stood for integrity, sustainability, and ethical practices. We still stand for all those things today, but we are changing some things! 

We’d like to welcome you to the dawn of a new era for our brand. Thrive Provisions is proud to announce its transformation to Ranch IV Provisions. This rebrand is more than a name change; it’s a celebration of our heritage and reflects our deep-rooted values and the ethical, sustainable practices that have defined our family’s approach to ranching since 1940. As we unveil our new identity, we invite you to join us on a journey honouring our past while embracing the future.

Why the New Name?

Our journey began four generations ago when our family set foot on the fertile soil of Alberta. Ranch IV Provisions pays homage to our legacy, a lineage of stewards who have nurtured the land, tended to the cattle, and upheld the values that define us. The number “IV” signifies our enduring heritage, a bond that transcends time and connects us to the past, present, and future.

“Our rebranding to Ranch IV Provisions mirrors the legacy of four generations of sustainable and ethical ranching. It’s more than a name; it’s our promise to continue providing premium Canadian Wagyu beef while upholding our family’s tradition of excellence,” says Trudi, Head Wrangler at Ranch IV Provisions.

Ethically and Sustainably Produced

At Ranch IV Provisions, ethical farming starts with the well-being of our animals. We firmly believe that cattle raised with respect produce better quality meat. That’s why our Wagyu beef comes from cows, who roam freely on our heritage farm, grazing on lush pastures bathed in sunlight and fresh mountain air. This stress-free environment allows them to develop naturally, resulting in healthier and happier animals.

For generations, Ranch IV Provisions has been dedicated to sustainable farming practices. We believe responsible land management goes hand-in-hand with raising healthy cattle. Our heritage farm fosters a natural ecosystem where our Wagyu cattle roam freely. This commitment extends beyond animal welfare, promoting biodiversity and soil health for a thriving future.

We are proud to be certified under the Verified Beef Productions Plus (VBP+) Program, which acknowledges our longstanding dedication to responsible ranching and quality meat production.

A Taste of Tradition in Every Bite

Ranch IV Provisions’ beef bars are more than a snack; they celebrate our heritage and are a tribute to the art of ranching. Each bar is crafted from the finest Wagyu beef, known for its superior taste and texture, and embodies the perseverance and passion of our family.

“Ranch IV Provisions are the direct result of generations of hard work and perseverance. We are challenging the status quo. Ranch IV Provisions was created to provide an exceptionally appetizing experience,” says Jeff Ball, President of Ranch IV Provisions. This reinforces our mission to provide unparalleled quality in every bite.

Canadian Pride & Looking Forward

As proud Canadians, we embrace the rugged beauty of our homeland. The pristine wilderness, the snow-capped peaks, and the crystal clear streams all find their way into the essence of Ranch IV Provisions. Our beef bars carry the spirit of Alberta, a province where integrity and authenticity thrive. From the Rockies to your plate, we bring you the taste of Canada—a symphony of flavour, texture, and tradition.

As we step into this new chapter, our focus remains on ensuring that our packaging and presentation reflect the premium quality of our meat snacks. We are evolving not just in name but in how we represent our values and commitment to excellence.

Ranch IV Provisions is so much more than a brand; it’s a legacy in every package, a story in every bite. Join us as we continue to honour our heritage and lead the way in sustainable, ethical ranching and gourmet snacking.