Premium Nevada lamb

Mas O Menos Lamb is a fourth-generation ranching brand rooted in the high desert country of Elko, Nevada.

The story began generations ago with the Goicoechea family, whose legacy in northeastern Nevada was built on cattle, sheep, hard work, and open range. In the 1960s, after Fernando Goicoechea passed, the family ranch was split between his two sons — one side carrying on with cattle, the other with sheep. Over time, the sheep side was sold, and that part of the family’s ranching history seemed to move out of reach.

But in 2019, Mitch Goicoechea brought it back.

By purchasing summer country that had once been part of the family’s old range, Mitch and his wife returned sheep to the land and restored an important piece of their family’s story. Today, Mas O Menos Lamb runs both cattle and sheep again, carrying forward a ranching heritage shaped by generations of grit, stewardship, and deep respect for the land.

Based in Elko, Nevada, MAS O Menos Lamb is building a premium lamb brand for people who care about where their food comes from - from farmers markets and direct-to-consumer boxes to high-end restaurant kitchens. Every product is tied to a real place, a real family, and a legacy that has come full circle.

MaS O Menos Lamb is more than lamb raised in Nevada range country.

It is a return to family, land, and tradition. Raised with care and shared with purpose.