Growing up working in a gourmet butcher shop taught me to love the flavor of good food, skillfully prepared, but especially beef. For me, a standing rib roast or a 2" steak on the grill with, of course, the side dishes and a nice, big Red is The Ultimate. I was drawn to try grass-fed for its health benefits. And...what a surprise. Whether it's on the grill, on the stovetop or in the oven, the smell of it cooking is NASTY, and the taste is worse. Exceptionally unenjoyable. Texture is dense, tough and dry. Switched vendors: no difference. Have consulted the purveyors, and a prominent grass-fed cookbook writer, and everyone gives me that Elephant In The Room reaction. I am looking right at an elephant, and they are cutting their eyes at me and asking, what elephant? And even worse. The Missouri online purveyor has a video on his site which features a country club chef waxing eloquent about grassfed beef and, in mid interview, rips off a hunk of the raw beef and chews it. (I did that in the butchershop, but I wouldn't try it with grassfed.) And the diners at this country club stood up, one after another, and testified to the delicious beef. Am I nuts? Or is this a parallel universe? I have been lurking in the curtains, reading your Forum and reveling in the wisdom. I signed up for one purpose: to ask this question about grassfed flavor. What can you share with me, Cheftalkers?