By Larry Stalcup Contributing Editor COORS COWBOY CLUB RANCH RODEO Vance Reed’s Amarillo Dream Readies for 35th Session SPECIAL FEATURE V ance Reed grew up in the Texas Panhandle and had always loved its Western heritage. So when the successful beer distributor and other like-minded Amarillo-area business
SPECIAL FEATURE
By Jayden Osborne Contributing Editor WHAT DOES SUSTAINABILITY LOOK LIKE IN COW-CALF OPERATIONS?
D uring the spring of 2020, the entire world was faced with a pandemic that plagued consumers with uncertainties and worry. The concern that consumers had regarding the safety of their food kick- started a national sustainability check on American cattle producers. Awareness and recognition of sustainability has been incorporated in every ranch.“After COVID-19 began, consumers worried about the food they were eating, so they began to learn more about farmers and ranchers,” says Steve Wooten, past chair of the U.S. Roundtable for Sustainable Beef and a cattle producer.“They were able to see how we care and have investments in our cattle, so of course we are going to do everything we can to keep progressing,” What Is Sustainability and What Does It Mean to the Producer? According to the U.S. Department of Agriculture (U.S. Code Title 7, Section 3103), sustainability is an integrated system of plant and animal production practices having a site-specific application that will: • Satisfy human food and fiber needs. • Enhance environmental quality and the natural resource base upon which the agriculture economy depends. • Make the most efficient use of nonrenewable resources and on-farm resources, and integrate, where appropriate, natural biological cycles and controls. • Sustain the economic viability of farm operations. • Enhance the quality of life for farmers and society.
Cattle producers apply these terms to their personal operations, but their reasoning for encouraging sustainability hits close to home. Producers represent and practice sustainability because, without it, their livelihood is gone. “Sustainability is the ability to progress from one generation of cattle to the next and keep progressing to feed the world,” says Tommy Perkins, Ph.D., associate professor of animal science at West Texas A&M University and local cattle producer.“If we cannot keep providing livestock, then what are we going to do?” “There are so many factors that tie into sustainability,” Wooten says. Forage management, animal health, cattle performance and natural resource conservation are just some factors mentioned. “Our efforts to promote sustainability in this industry represents everyone,” he says.“The work we are doing is through the entire supply chain of producers, sale barns, feedlots, meat packers and consumers. The goal of sustainability is so different for each one.” What Sustainable Practices Are in Place? According to the U.S. Roundtable for Sustainable Beef,“There are Sustainability Assessment Guides (SAGs) that describe and define the metrics for each of the six high-priority sustainability indicators.” These six indicators are water, air and greenhouse gases (GHGs), animal health, efficiency, employee safety and land resources. Having a grazing management plan is one of the main practices incorporated into cow-calf operations that supports sustainability. This practice is the basis for preservation and conservation of the environmental resources that are involved with beef production. Grazing
management plans (GMPs) maintain healthy grasslands, increases rate of water infiltration into soil, prevents soil erosion and slows the rate of water runoff. According to the U.S. Roundtable for Sustainable Beef,“Increasing the number of producers implementing GMPs in the United States can have a significant positive impact on air and GHG emissions by protecting and improving soil and plant community health, and increasing the carbon storage capacity of soil to reduce losses to the atmosphere.” The Beef Quality Assurance program is an industry-accepted, national program that provides producers with educational resources designed to improve beef safety and quality while improving cattle well- being. This program allows producers to learn more efficient ways to handle animals, reduces the needs for animal health products and reduces the risk of injury to employees. Importance of Cow-Calf Operations to Communities Rural communities such as the town of Kim, Colo., depend on the business that beef producers bring to the economy. Producers bring business to the local feed store and grocery store. Beef is the main industry in rural areas such as this. This industry keeps these small towns alive and well. “This southern area of Colorado depends on ranchers,” Wooten says. “Producers are leaders in our community. They sit on the school board, coach sports and make up our fire department.” Rural communities are not the only areas that depend on the beef industry. There are 2 million ranches and farms operating in the United States today that are vital to providing food for the population. The sustainability of this industry is key for feeding the world.
leaders wanted to promote that cowboy custom, they toasted the creation of an all-ranch rodeo – one that is ready for its 35th edition this June 1-3. Now branded as the Coors Cowboy Club Ranch Rodeo, it will feature all traditional ranch rodeo events at the Amarillo Tri-State Fairgrounds. Cowboys and cowgirls from 20 working ranches will compete at the fairgrounds Amarillo National Center. “The rodeo has come along way,” says Vance, chairman of Reed Beverage, Inc., in Amarillo.“My friends and I were part of a group called The Outfit. All of us had an interest in horses and roping and saw an opportunity to help recognize the importance of working ranches in our region. Our first rodeo kicked off in June of 1987, and we’ve been holding them ever since.” Vance was raised in Borger where his father, Joe, was a young butcher who perfected his trade enough to head up the kill floor at Pinkney Packing Co., in Amarillo. Borger was still in its boomtown era when oil field workers were ready for adult libation at quitting time. While Borger was in a “wet” county, surrounding counties were still post- Prohibition dry. “Dad bootlegged whiskey to area towns on horseback,” Vance says with a grin. But Joe actually had a more businesslike approach in mind. He bid cheers to the carving knife when the opportunity arose to enter the beer business. He began distributing Coors, Carling Black Label and other brands with a cousin in Borger and Amarillo. Joe eventually was approached by Adolph Coors Co., to establish a
A CCC Ranch Rodeo tradition, Longhorns stroll through downtown Amarillo.
warehouse in Amarillo in the early 1950s. Vance and his brothers all worked with their father from time to time. After working several years for Coors in Golden, Colo., Vance returned to Amarillo and eventually bought the company, which had become Great Western Distributing. He, his roping buddies and others became big supporters of area junior livestock shows and other Western events. Later on, Vance attended several ranch rodeos and suggested The Outfit put on their own. “It was eventually called the Coors Ranch Rodeo and I got into chuckwagon cooking for the ranch teams and their families,” Vance says.“My son, Chris [now Reed Beverage CEO], and I talked about starting a social club of guys who loved the rodeo and cooking [and drinking beer, of course].” The Coors Cowboy Club (CCC) was born. In the 1990s, the CCC began an Amarillo tradition of driving a herd of Texas Longhorns through downtown to kick off the rodeo. It symbolized the city’s Western heritage like no other. The CCC also cooked for regional horse shows and charitable events. When the National Cutting Horse Association held its world finals in Amarillo, CCC served up a ton of prime rib, all the fixins’ and cold beer. CCC has cooked for events nationwide, including the pre-New Hampshire Primary rally for then candidate George W. Bush. The cowboy club has also served for events in Washington, D.C., Denver and other major cities.
Vance Reed
The West Texas A&M University football team and West Texas ag school have also enjoyed plenty of CCC cooking. Vance’s dedication to Western heritage and the overall Amarillo area community led to his being named the Amarillo Globe-News newspaper 2022 Man of the Year. Colorado’s Pete Coors, whose family founded the iconic brewery, told the newspaper, "I have known Vance for approximately 50 years; he is like a brother to me. He is one of he most generous people I know. He commonly uses his warehouse to house several charitable events. I don't know any citizen that is more involved in the community than Vance Reed." Vance says community involvement is the nature of the beer business.“You exist by the will of the people,” he says.“If the community is good to you, you have to be good to give back to it.” The Coors Cowboy Club Ranch Rodeo is a small part of what Vance Reed has helped bring to Amarillo. Cheers to Vance and his posse for making it happen. For more on the rodeo, visit https://www. coorsranchrodeo.com .
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