Williamson Farms provides a healthy, environmentally sound approach to eating beef. The farm's cows are never fed grain, feed, or animal by-products, but instead are raised naturally on grass, a method that produces low-fat, high-vitamin beef containing healthy Omega 3 fats. On October 20th, 2004, Williamson Farms announced the availability of their healthy beef products in four PCC Natural Market stores, the first time grass-fed beef was widely available to the greater Seattle region. Williamson Farms contracted PRR to garner media attention for this retail launch and help drive consumers to PCC stores to purchase Williamson Farms products

In just two weeks, PRR designed and launched a media campaign to promote Williamson Farms grass-fed beef to Seattle-area health, environment and business reporters. Pitching focused on the health benefits of grass-fed beef, the environmental advantages of raising livestock without animal by-products, and the positive economics that result from communities supporting small, local farms. PRR leveraged its own existing relationship with PCC to offer chef-cooked, in-store samples of Williamson Farms grass-fed beef, and provided reporters access to PCC staff and consumers who had tried the product.

PRR successfully pitched the Williamson Farms retail launch to both print and broadcast media. Strategic efforts resulted in a five-minute story on KONG-TV's "Seattle Live," including an interview with farm owner Eric Williamson, and a cooking demonstration with local Chef Darin Leonardson. PRR also secured a substantial story in the Issaquah Press featuring facts on grass-fed versus feed-lot fed beef, highlighted the trend of healthy meat, and included a beef recipe by PCC chef Lynne Via. Additionally, PRR successfully pitched the Williamson Farms story to the managing food editor for The Seattle Weekly. The article in this independent publication showcased the health and environmental benefits of grass-fed beef to a largely young, socially responsible Northwest audience. PRR's targeted media relations campaign was a success, announcing the retail launch of Williamson Farms grass-fed beef at Seattle-area PCC Natural Markets, and helping introduce the Seattle market to the health and environmental benefits of grass-fed beef.