Fellow Simmental Enthusiasts, For nearly 30 years, Western Cattle Source has been shaped by purpose and persistence. Jock and Brenda have built their operation through intentional progression, guided by a strong work ethic and a deep-rooted commitment to both their land and their livestock. Set against the rugged landscape of western Nebraska, this program reflects a true ranching mindset—one that demands cattle capable of adapting, working, and enduring. As a result, WCS cattle are known for their versatility and their ability to succeed in a wide range of production environments. The resilience found in this herd is no coincidence. Generations of selection under real-world conditions have instilled a natural drive and mobility that define the program. Harsh winters, dry summers, predators, expansive pastures, and limited water access have eliminated shortcuts and exposed weaknesses. The cow herd, largely closed by design, is composed of females that have earned their place by meeting every challenge the country presents. Nowhere is that more evident than during calving season, when instinct, longevity, and maternal strength become the most valuable assets—qualities often overlooked in more forgiving regions. Although northwest Nebraska is traditionally considered Angus territory, Jock and Brenda developed their SimGenetic cattle to meet—and exceed—those expectations. The females are broody, attractive, and structurally sound, offering depth of body, rib shape, and functional design with exceptional feet and joints. They are built with balance and longevity in mind, while added performance and muscle are introduced through a thoughtfully selected and continually refined bull battery. Progress remains a constant priority, but never at the expense of practicality or environmental fitness. A significant volume of feeder cattle originating from this region must compete in demanding markets, whether sold through video sales or high-capacity auction barns. Success in those settings requires cattle that combine look, balance, and weight with genuine functionality. At Western Cattle Source, cattle are still selected first and foremost by visual appraisal and real-world performance. While performance data is utilized, it never overrides sound fundamentals. This disciplined approach has allowed the operation to expand its cow numbers and land base while maintaining consistency and quality. Cattle engineered solely on paper have no place in this system. The Innovation AgMarketing team is proud to partner with Western Cattle Source and encourages breeders and commercial cattlemen alike to study the offering presented in this sale catalog. The quality just continues to prevail as most selection pressure is placed on the bull crop, and this 5th Annual Production Sale for Western Cattle Source is loaded with their best yet and we look forward to helping host you in Crawford on March 19th. Please contact Jock, Brenda, or sale management with any questions regarding the cattle or the program.
Graham Blagg
Jered Shipman
Tim Anderson
INNOVATION AGMARKETING, LLC
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