A single piece of Wagyu beef, seared to perfection, tells a story long before it reaches the plate. It starts with soil and sun, careful husbandry and generations dedicated to a craft. For Jon Urbana, his family’s story spans more than 125 years in southwest Iowa. He’s continued his family’s legacy of ranching and farming by creating a new and thriving business, KOW Steaks.
Jon’s family history is as rich as the soil they farm. It started with his great-grandfather, who initiated relationships with other countries in the beef-producing business.
“My family was the first to ship quality breeding stock via fully customized Boeing 747 aircraft to safely handle and deliver the animals overseas — and the first to bring Wagyu to the United States, “ said Jon.
Then it continued with Jon’s grandfather, George Shuman, a self-made man who built a trucking business and later expanded into the cattle industry.
“My grandfather owned Nebraska Beef throughout the ‘80s and ‘90s, which gave me a front-row seat to the world of beef production,” said Jon. “I was really intertwined in all of the ongoings of producing beef in and around Omaha, Nebraska, from an early age. It definitely cemented my passion for agriculture and the cattle business.”
After experiencing high-end steakhouses on the East Coast while attending Villanova University in Philadelphia, Jon realized none of the products compared to what his family was producing in the Midwest.
"I knew that what we were doing on our operation was a far superior product," said Jon. “Around 2012, I decided to start KOW Steaks, aiming to offer a luxury product directly to consumers.”
So, what makes a truly great Wagyu steak? Jon says it's a culmination of a few key elements, all working together.
“It starts with superior genetics, including long-tenure Wagyu bloodlines, followed by exceptional animal husbandry,” said Jon. “Water quality also plays a big part. Our steers will drink 70 gallons of water a day so it’s essential that we have quality water for them. The final, and most important, factor is regionality.”
Jon refers to the farmland as the “Bordeaux of Beef” since it has a stunning 80 feet of topsoil which creates the perfect conditions for the grains, grasses and high-quality water that feed their cattle. This unique environment is what gives their Wagyu beef its incredibly balanced and rich flavor.
“We’ve grown from one little white freezer in my cousin's garage to an 8,000-square-foot warehouse with organized systems and procedures. Our journey is really a testament to the power of hard work and belief in our product.” - Jon Urbana, KOW Steaks
Building a successful business required more than just a great product; it needed a strategic approach. Jon built KOW Steaks on three main pillars: direct-to-consumer luxury steak sales, corporate gifting and high-end experience events.
“The direct-to-consumer side handles the daily logistics of getting steaks from the farm to dinner tables across the country,” said Jon. “The corporate gifting pillar focuses on building relationships with large businesses as well as pro football teams, fulfilling orders for sales goals or to give to season ticket holders.”
The third pillar, the event side, takes their brand experience to a new level. These high-end "KOWboy experience events" are hosted all over the country, from events at prestigious golf courses to exclusive corporate gatherings for large credit card companies and major U.S.-based multinational energy corporations.
Jon manages a team of gifted culinary stars who travel to these events, serving KOW products to a new audience.
“Not only do we generate revenue from the events themselves, but we also consider them powerful marketing tools, converting event attendees into long-term customers who can experience the product firsthand,” said Jon.
With their product's quality driving growth, Jon needed a financial partner that could match his company’s speed and ambition.
“Our former bank was a large institution that felt slow and unresponsive,” said Jon. “Simple things, like sending a wire, required an in-person visit to sign paperwork. The online banking tools didn't sync with our e-commerce platform, creating constant headaches.”
Frustrated, Jon’s accountant introduced him to Northwest Bank in 2023. While Jon was initially hesitant, he was quickly won over after meeting with the Northwest Bank team. He now has a direct line to Sara Morrow, loan portfolio manager, AVP, who he says is very responsive.
“We used to wait seven to 10 days for a reply from our previous bank,” said Jon. “I usually hear from Sara in seven to 10 minutes. It’s a huge difference.”
This partnership has provided KOW Steaks with a reliable line of credit and essential financial tools that integrate seamlessly with their online storefront. They can now handle daily operations, like automated ACH transfers and wires, with incredible efficiency, saving valuable time and effort.
As with any small business venture, Jon’s journey hasn't been without its hurdles. The perishable nature of their product has brought its own set of unique challenges, from ensuring correct USDA labeling to finding trustworthy logistics carriers and building software to prevent spoilage. But for Jon, these problems are opportunities for growth and innovation.
“We’ve grown from one little white freezer in my cousin's garage to an 8,000-square-foot warehouse with organized systems and procedures,” said Jon. “Our journey is really a testament to the power of hard work and belief in our product.”
In fact, the company’s success has been entirely organic through word of mouth and no paid advertising. Despite the rapid growth, KOW Steaks remains focused on quality and client retention, ensuring that every customer feels like they are dealing with a small, farm-based company.
For aspiring small business owners, his advice is simple and direct: "If you’ve got the time and energy to work harder than the person next to you, and if you've got a great product, go for it."
Looking to build a small business from the ground up? Reach out to a commercial banker today to learn how we can support your entrepreneurial journey.
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