From cattle ranch to veggie burgers: how a new mexico cowboy built a plant-based empire in oil country

In the unlikely setting of Hobbs, New Mexico—deep in oil and cattle country—Sam Cobb has carved out a remarkable niche manufacturing plant-based Boca Burgers. The fourth-generation rancher turned his family’s meat processing business into the exclusive producer of the iconic veggie patties, proving that environmental pragmatism can triumph over ideology.

Cobb’s journey began when his father founded RMS Foods as a meat processor in 1959. But in 1997, recognizing opportunity in the growing plant-based market, Cobb pivoted the company to manufacture soy-based burgers using the same equipment and processes as traditional meat patties—just swapping animal protein for plant protein. The gamble paid off spectacularly when Kraft Foods acquired Boca Burger in 2000, eventually designating RMS as the brand’s sole manufacturer.

Even after a devastating 2005 factory fire that destroyed the facility, Cobb rebuilt within eight months while continuing to pay his 100 employees—exemplifying the loyalty that has kept his workforce dedicated through decades of change. Today, as newer plant-based companies like Beyond Meat struggle with massive losses and declining demand, Cobb’s pragmatic approach offers valuable lessons. He focuses on taste and affordability over environmental messaging, understanding that “you can lead a horse to water, but you’re not making him drink.”

While plant-based burger sales have slumped industry-wide, Cobb continues expanding into new products like plant-based chicken nuggets. His philosophy remains simple: make what consumers want, make it taste good, and keep it competitively priced. As he puts it, “I make veggie burgers for a living so I can afford to be a cowboy.”