Heritage Meets Quality at JL Meat Market

Historic Renovation and Local Ranching Roots Bring Fresh, Premium Meats to Reagan County

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Big Lake, Texas, is getting a taste of ranching heritage with the opening of JL Meat Market, a locally owned business offering high-quality meats sourced straight from the heart of West Texas. Located at 111 N. Main, the market’s Grand Opening is set for Saturday, February 1st at 11 a.m., and promises to be a celebration of community, history, and delicious food.
Behind this exciting venture is Cody and Coral Watkins, a husband-and-wife team who bring deep ties to the ranching world and a passion for delivering fresh, locally sourced meats to their hometown. The Watkins family, including their three children, Cheyenne (19), Caitlynn (16), and Colton (11), is excited to see this project come to life after years of planning and hard work.

A Dream Rooted in Ranching
For generations, the Watkins and Belcher families have been at the forefront of ranching in West Texas. The legacy began in the late 1800s when James Belcher, an English immigrant, established a sprawling ranching empire in Reagan and Upton counties. Despite challenges during the Great Depression, the family maintained its dedication to sustainable ranching practices, passing their values down through the years.
Cody Watkins grew up immersed in this tradition, learning the intricacies of livestock care and land stewardship from his father, Johnny Pat Watkins, who instilled a deep respect for the land and its resources. For years, the family sold beef, pork, and lamb directly to customers from their ranch, but they felt something was missing. “We got tired of running our stock to the ring and not making any money,” Cody explained. “We wanted to provide a direct, high-quality product to our community, and a storefront felt like the next step.”
In 2023, with the encouragement of his father and the unwavering support of his sister, Lori Watkins, the Watkins family purchased and began renovating two historic buildings on Main Street in Big Lake, transforming them into a state-of-the-art meat market. “It took two years of blood, sweat, and tears to get to this point,” Cody said. “But it’s been worth every moment to bring this vision to life.”

What’s Inside JL Meat Market?
JL Meat Market offers an impressive selection of fresh, locally sourced meats, including premium cuts like ribeye steaks, briskets, T-bones, and fajita meat. For adventurous eaters, the market features unique items like beef bacon, oxtail, and specialty sausages made in-house, including jalapeño and German varieties. Customers can also pick up specialty boxes filled with various cuts, perfect for barbecues or family dinners.
In addition to beef, JL Meat Market provides pork and lamb, sourced from trusted local ranchers. Cody emphasizes the quality of their products, and plans on hosting live demonstrations twice a week where customers can see the entire butchering process.
“We’re about six months away from cutting our own beef in-house, where customers can watch the process through glass windows and even order cuts directly off the bone,” he said.
But the offerings don’t stop at meat. The market also features Texas-made goods, including spices, canned products, and artisanal cheeses, to help customers create complete meals. The Watkins family is committed to supporting other local businesses and showcasing the best of the region.

A Family Affair
JL Meat Market is a true family effort. Cheyenne, the oldest daughter and a Reagan County grad, is currently studying meat science at Texas Tech University and plans to use her expertise to help with meat processing and operations. Cody hopes to pass the business to her someday. “Cheyenne is passionate about this industry, and we’re excited for her to bring her knowledge back to the market,” Cody shared.
Coral Watkins and the younger children, Caitlynn and Colton, are also integral to the business, working along side Cody from day-one preparing to bring JL Meat Market to Big Lake. The family has also welcomed their first employee, Lisa Ann Solis, who will greet customers with a smile and provide excellent service.
“Our goal is to create a welcoming, family-friendly atmosphere where everyone feels at home,” Coral added. “Big Lake deserves a place like this.”

History Meets Modern Vision
Renovating the JL Meat Market building was no small feat. The Watkins family restored the space while preserving its historical charm. Originally built in the early 1900s, the building once housed an antique store and a drugstore. During renovations, Cody uncovered unique features, including an old wooden cabinet and a plaster-covered brick wall, which he worked to preserve.
“It was important for us to honor the history of this building while giving it new life,” Cody said. “We want the market to be a place where Big Lake’s past meets its future.”
The family has big plans for the adjacent building, which will eventually become a restaurant featuring locally sourced dishes. Cody envisions hosting live music, comedy shows, and community events to bring more entertainment to Big Lake. “There’s not much to do here on weekends, so we want to provide a gathering spot where families and friends can come together,” he explained.

A Community Celebration
The Grand Opening on Saturday, February 1st will be a day to remember. Guests can look forward to refreshments and samples of the market’s wonderful products.
For the Watkins family, the opening of JL Meat Market is about more than just business—it’s about giving back to the community that has supported them for generations.
“We’re not here to compete with anyone,” Cody emphasized. “We’re here to offer something special: high-quality meat with a history you can trust.”

Join the Celebration
Whether you’re a seasoned pitmaster or just looking for fresh, delicious options for your family, JL Meat Market has something for everyone. Stop by 111 N. Main in Big Lake this Saturday to explore the market and meet the Watkins family.
For updates and announcements, follow JL Meat Market on social media or visit the store during its Grand Opening celebration.