REACHING OUT

TSCRA offers educational opportunities for new landowners.

“Every day, Texas gains 1,300 new residents and loses 640 acres of farmland,” says Emily Lochner, Texas & Southwestern Cattle Raisers Association executive director of engagement and education. “As land tracts become smaller segments, the new landowner and rancher is seeking a place to belong.

“Texas & Southwestern Cattle Raisers Association has long been a leader for education among the beef industry. We continue to serve that longstanding need, while adapting our content and resources for our growing audiences.”

Texas & Southwestern Cattle Raisers Association’s educational arm, the School for Successful Ranching, has seen success for decades at the Cattle Raisers Convention & Expo — showcasing 30-plus hours of on-site education, but growth is on the horizon.

“The industry landscape has changed,” Lochner says. “We can’t only host 30-minute educational clinics in Fort Worth. We have to meet the needs of the rural Texan and the new Texan where they are.”

Thanks to technology, education is a click away. Today, Texas & Southwestern Cattle Raisers Association provides online education each month through its virtual classroom, Ranching 101. And the association is expanding its educational reach this summer.

A new podcast on best beef industry practices is set to launch the first of August, expanding the School for Successful Ranching brand.

“New landowners and optimistic ranchers are seeking information they don’t know. School’s in session, and Texas & Southwestern Cattle Raisers Association just rang the bell,” Lochner says.

“Folks can learn to market their cattle, and what to expect at auction barns just like Emory and Athens.”

Learn more at tscra.org.

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Don Forester’s children, Bubba and Kim, have been in the family business all of their lives, as have Peewee’s sons, Brad and Bryan.

Bryan’s son, Kyle, graduated from Texas A&M with a degree in agriculture, worked a short time for Bovine Elite, then came back to the family business. Brad’s daughter, Paige Morrison, also went to college but came back to the auction. Kim’s daughter, Amanda Butler, studied architecture. She also came back to the auction business. Brad said they all have side interests, but the Emory and Athens auctions will always be their “bread and butter.”

One thing that sets the Foresters apart is their willingness to go the extra mile for their customers. The Emory and Athens facilities are manned six to seven days a week.

“There’s always someone available to come help you load, unload, get your check, do whatever needs to be done,” Amanda says.

They’ve also developed a reputation for serving their customers. This may take the form of helping them work their cattle, to penning them with the help of Bryan’s dogs, to hauling cattle to the sales.

“When you deal with us, 90 to 95% of the time you’re dealing the family,” Bryan says. “You don’t have to deal with someone you don’t know. We’re hands-on with most everything we do.”

Future Challenges

As they adapt to new challenges facing the Texas cattle industry, it is the old-time values the Foresters hold near and dear.

You have to have good business sense, says patriarch Don. Equally important is recognizing the role of a family business and the importance of working together.

“We always have each other’s backs,” Kim says.

Something auctioneer Judd Murray said Don and Peewee taught him was to put the customer first, because they pay the bills through their commissions.

“Don and Peewee always strived on getting the most money for the seller that they could get,” Murray recalls. “It didn’t matter if it was a $10 baby calf or a $2,000 cow. And if they could get somebody to give more than they’re supposed to, that’s what they aim to do.”

Don’t forget integrity and the value of hard work.

“My dad and Don, they didn’t like it when you failed,” Bryan says. “You had a job, and it didn’t make a difference if it was farming or working cattle — whatever it was. It was instilled in us that you did it, and you did it with pride.”

Add a healthy dose of honesty and the Foresters’ future is ensured.

“We have our daddies and grandfathers and our great grandparents’ legacy,” Kim says. “If you treat someone right, they’re going to be there for you.” T C