A letter about your own sale and program can be very challenging. As much as I want to go out and preach about our product and program, my mind keeps coming back to our lifestyle and you the American rancher. Because really, if you are not successful, we don’t exist in Maxwell, NM. So truly our sale is about you, the American rancher, and not us. As I travel the country, I get inspired by our way of life by the dedicated, gritty ranch families I see and meet. My desire is to help them and there is no question, after 35 years in the business, the best way to do that is to design genetics that will position them to exceed their expectations. That is our focus and will remain so. Every year, we believe we are learning and gaining on our mission to breed cattle in tough elevated country that will leave you a set of replacements ready to work and a set of steers ready to gain and grade. Our feedback over the last decade from across the country on that goal continues to be positive and rewarding. The cattle management is unique and as challenging as anything we have ever done. Maintaining early heart health, hard feet and mouths, developing reproductive tracts not encumbered by fat, a desire to forage and a structure that can cover ground is essential. Wet feed is not an option in our country, and we are blessed it is not. Genetics become unmasked and real learning takes place for your benefit. As you can see in the pictures, the younger cattle are not pushed for their lifelong benefit. They flourish in all regions on the mountain or off. Our pictures are our word. They are what they are, images captured by ranchers. As I write this, the market rages for the world’s best protein that you have created. I am so thankful for the monetary rewards cattlemen are receiving that are now part of the personal rewards of this ranching way of life. It’s here to stay, folks. Trust it; trust yourself; and leverage what you own — land, cattle, work, and love of God’s gift of ranching. Hope to see you in Maxwell. God Bless – The Earls REVERSEROCKINGRRANCH.COM Fellow Producers,
The earl family
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