Angel in the Brush – Martinez Family | 2F Akaushi Beef

Angel in the Brush tells the deeply personal story of Felo and Stephie Martinez and their determination to preserve a ranch that has been part of their family for nearly a century.

Rancho Santa Fe traces its roots back to 1927, when Felo’s grandfather, Felix Flores, purchased the land with a dream of building something lasting. For generations, the ranch operated like so many others – raising cattle and selling into a market where producers had little control over pricing. Over time, rising input costs, volatile cattle markets, and shrinking margins made it increasingly difficult to sustain the operation.

Then life delivered a devastating blow. After the loss of their young son, Felito, Felo and Stephie were faced with impossible choices: hold on to tradition and risk losing everything, or take a bold and uncertain step toward change.

Inspired by a long-held family vision of taking beef straight from the ranch to the consumer, they made the courageous decision to invest everything they had into building a ranch-to-table business centered around premium Akaushi (Wagyu) beef. It was a leap of faith – one fueled by resilience, necessity, and the desire to honor both the past and the future.

What followed was transformation. By creating a specialty product and connecting directly with customers, the Martinez family moved from being price takers to price setters. During a time when the beef industry faced unprecedented disruption, their willingness to adapt opened doors they never imagined – allowing Rancho Santa Fe to grow, stabilize, and become sustainable once again.

At the heart of their story is remembrance. The name 2F honors both Felo’s grandfather, Felix Flores, and their son Felix Martinez, lovingly called Felito – with Felito’s Finest serving as a living tribute to the son they lost and the legacy they continue in his honor. The Martinez family believes they are guided by an unseen presence – an Angel in the Brush – watching over the ranch and reminding them why they keep going.

This customer spotlight is more than a business success story. It is a testament to perseverance, faith, and the power of honoring legacy while embracing innovation. It reflects what’s possible when rural families are empowered to adapt, invest in their vision, and build something meant to last for generations.