Cactus Feeders, one of the largest beef and pork producers in the United States, has a long history and commitment of helping their communities. In 2019, the employee-owners founded Cactus Cares, a 501(c)(3) nonprofit. It needed its own identity to complement the work employee-owners of Cactus were dedicating to their family, friends and neighbors through Cactus Cares. By identifying their story, a strategic brand was launched to encourage participation and bring awareness.