Joe Heitzeberg
Joe Heitzeberg is the co-founder of Crowd Cow, a direct-to-consumer marketplace connecting customers with independent farmers producing high-quality, ethically sourced beef.
Before scaling the company, Joe wrote Craft Beef to articulate a belief system about food, transparency, and supply chains — not to promote a startup, but to define a category.
The book served as a public declaration of values at a moment when the business itself was still emerging.
Modern Author Program
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“We weren’t trying to sell a book. We were trying to explain why this industry needed to change.”
— Joe Heitzeberg
What Changed?
Writing Craft Beef clarified Crowd Cow’s narrative at a foundational level:
• What they believed
• What they stood against
• Why they existed beyond product features
One year after publication, Crowd Cow raised $28M in funding.
Not because the book “caused” the raise — but because it signaled depth, conviction, and long-term thinking to the ecosystem around the company.
Watch the Deep Dive
Crowd Cow: https://www.crowdcow.com
