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Born and raised in the Sunshine State, I grew up surrounded by more livestock than people on my family’s working cattle ranch. A willingness to address a crowd and an eagerness to ask questions led to my passion for spreading the word of agriculture. A lover of words, cattle and those who produce them, I couldn't ask for a better job. A Gator grad, blessed by years of learning and Tebow football, I’m a firm believer that people should be honest, lyrics should be moving and tea should be sweet. I love music, my family, my God, and of course writing for CAB.
On the ranch

One-man show, part II

There’s a saying, “If you think you’ve got good cattle, put your money where your mouth is and feed ’em. You’ll find out pretty quick how good they are.”

Jim Moore’s full of these. Life lessons, advice not taken, anecdotes of who said ‘what,’ when and why.

I ask him what it’s been like – to grow up here, come back and partner with his dad, to turn the herd Angus and do most of the work alone now.


If it’s possible, Jim Moore’s an optimist and a realist all in one.

“This lifestyle, it teaches you about staring adversity straight in the eye and not flinching,” he says.

Then he smiles. It’s a half smile, with a shoulder shrug on the side.

He’ll reflect a bit but the Arkansas rancher’s more interested in what’s ahead. He’s always been that way.

“I’m not one of those people who thinks status quo is OK,” he tells me. It’s another as if I couldn’t tell moment.


An educator and principal at a nearby school, Missy helps in the afternoon hours and in the decision making at home.

But it’s true. Jim and Missy, they take responsibility for all of it. The things they say, the children and cattle they’ve raised. They want their output to be good, helpful, of the highest value.

“As commercial producers, we feel like it’s our obligation to raise as high quality beef as we can possibly raise,” he says, “and we feel like that’s Certified Angus Beef.”

They aim for that through retained ownership at the feedyard, something Moore Cattle Co. has committed to for decades. But it wasn’t until they started selling cattle on a grid that, “we learned more about our cow herd in one year than we had in the previous 10.”


With all the technological opportunities available through the Angus breed nowadays, Missy says, “we actually have ways of validating the product we’re selling.”

2007 carcass data showed 20% CAB, 0% Prime. Unsatisfied, Jim started buying bulls with marbling EPDs of no less than 1.00.

“Jimmy brings to the forefront an example of a rancher who’s not willing to single-trait select,” our own Paul Dykstra says. “He doesn’t want to make a premium over here just so he can give it up somewhere else.”

That’s not Jim Moore’s way.

“If you’re trying to hit 80% to 90% CAB and Prime, you’ve got to up the ante a little bit,” he’ll say. “If you don’t have the carcass side, what does the maternal side matter, and vice versa? It’s about balance. You’ve got to be willing to give and take.”


Charleston, Arkansas is a small town but the local grocer carries CAB and Jim is proud.

The cowman’s just not willing to give up very much for fear of shortchanging the consumer and the commitment he’s made.

His most recent closeout of 136 head went 85% CAB, including 28% Prime.

It’s a process, he says, of taking data and applying it to the herd – keeping and breeding heifers out of dams with top GMX scores, dams that produced steers with strong feedlot data, breeding them to high-marbling bulls.

“We’ll keep pushing,” he assures me. Like I don’t already know it’s true.

Thanks for allowing me to tell your story,


PS – To learn what led Jim back to the ranch and drove his commitment to quality, check out yesterday’s post. To read more about the Moores’ Arkansas Angus cattle, grab a copy of the October issue of the Angus Journal.

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On the ranch

One-man show, part I

“I’m going to be my own person,” Jim Moore said as we bounced around in a beat up pickup, checking cows and talking life.

His answer was in reference to heifer selection, but it fits the cowman’s character.

“Sure I’m a little old fashioned,” he’d tell me later. As if I couldn’t tell.

We’d spent the better part of the summer’s morning gathering video, capturing sound bites, but mid afternoon was more relaxed, the questions unplanned.


“A lot of times this way of life has to be bred into you,” Jim says. You have to enjoy what you’re doing or you are not going to stay with it very long.”

“It’s all I ever wanted to be from the time I was a little bitty kid,” Jim says of graduating college, returning to the family’s Charleston, Ark., ranch full time. There’s a mystique that surrounds the American cowboy, “and I got to live that dream on a daily basis. We’re really out here, horses and all.”

To use “we’re” is typical of Moore. Slow to take credit, he’s quick to tell you he wouldn’t be spending days in green pastures were it not for his father and grandfather before him. His wife Missy, and their three grown kids, they know sacrifice, too.


Charleston, Ark. The sleepy town in the Arkansas River Valley holds the couple’s most treasured memories. Here they grew up, met, fell in love and reared children Morgan (27), Chelsea (25) and Clint (22).

The reality is “most of the time, I’m working by myself,” Jim says.

I believe him. He knows his cattle well.

Right now it’s about prioritizing, he’ll explain. With his father retired and his children away, it’s committing to what’s important and following through with it no matter the obstacles.


As commercial cattlemen, the Moores take on the responsibility of raising as high-quality beef as they can.

“The thing about the Moores is, it’s them, it’s their deal,” Jerry Jackson says. The manager of Stampede Feeders, Scott City, Kan., where the family sends two pens of cattle every fall, has seen it firsthand. “They don’t sit inside the office and tell everybody else to go to work.”

To the contrary, Jim asks for critique before getting up and fixing the problem himself.

“We have to be critical of ourselves if we want to improve,” he says. “What I want to hear is the truth.”

That’s one of the reasons he started feeding cattle. Why he uses the Zoetis GeneMax® Advantage™ test on his heifers.


Jim and Missy have GMX tested selected heifers for six years now. “Before we even decide to test one, they have to pass a visual appraisal. If they don’t have the look to them, they’re out.”

“That test, it’s not to find the good ones,” he says. “It’s to find the ones that are fooling us. I think it’s common to want to focus on the top end, but we learned the bottom is where you can improve the most.”

Eliminating by visual appraisal and later on GMX results gave way for young heifers with more proven potential to solidify their spot in his herd. Last year, 39 of 40 calves whose dams had been tested went CAB and Prime.

“We’re committed to selling as many high-quality pounds as we can sell,” he says.

As a team or on his own.


A meeting before sunrise meant no horses but a benefit of this ride is the space.

Thanks for allowing me to tell your story,


PS – To learn just how he’s made that commitment a reality and moved acceptance rates up, check back tomorrow. To read more about the Moore’s Arkansas Angus cattle, grab a copy of the October issue of the Angus Journal.

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Hot topics

Don’t blame the calves

It’s no secret: I’m the inquisitive kind.

“20 Questions,” my neighbors used to call me. Laughing at my genuine curiosity to common opinion, they’d say, “Laura, that’s just the way it is!”

In many instances, things are just what we all say they are, and I think that’s a good thing. It can be a relief to learn from those who came before you, trusting the tried and true ways of thinking and doing.

But sometimes, common opinion, well it’s just that – an opinion.

And when it comes to this gig, I’d say it pays to ask “why.”

Exhibit A: NRchart1

Percent marbling in harvested fed cattle tends to decrease from late February to early May. At the same time feedlots tend to get more calf-feds (calves fed a high-energy diet at an earlier age and weight) rather than yearlings.

That’s a reality.

“Blame it on the calf feds,” you’ll hear.

That’s an opinion.

“It’s interesting that perception is out there, given there’s knowledge that calf-feds actually marble better,” says Minnesota animal scientist Alfredo DiCostanzo.

Along with a graduate student, he conducted a meta-analysis that suggests the long-held belief just isn’t true. Not to mention today’s economic conditions, beef genetics and value-based markets certainly favor a calf-fed approach.DiCostanzo

So why the contradiction?

It’s a complex system, our own Justin Sexten would say. Past data doesn’t fully represent today’s cow herd as genetics have moved them farther and farther away from what was.

As for the quality grade hit, there’s a long list of reasons we could attribute to why. Young calves are more prone to sickness in the early stages of feeding and the first calf-feds harvested are often lighter. Weather and where they came from come into play, as well as a spread in genetic potential.

But that’s a lot of information. Grinerlc01

Here’s what we know:

  • Cattle sell on pounds, yet there are and will be added rewards for marbling.
  • Yearlings today can gain 2 lb. on a moderate level of energy while growing. Calf-feds now reach finished weights once unimaginable.
  • If the spread is favorable, adding a little more energy to calves’ backgrounding diets or reducing the backgrounding period so that cattle stay lighter could avoid discounts and put money in ranchers’ pockets.

You may even be in a position to have the best of both worlds.

“If you’re able to background to about 800 pounds, no more than that, and at that point turn them onto a high-finishing diet, harvesting at 1,400 lb.–that should be able to give you both weight and marbling,” Alfredo says.

The reality is there is no right or wrong answer, but rest assured we’ll be here to keep asking “why?”

Thanks for allowing me to tell your story,


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On the ranch, On the road

Good stories, part II

“She’s a farm girl,” I overheard him tell his wife, Susan, on the phone. “You can tell by her boots. We’ll get along just fine.”

Sitting shotgun in his truck, Rick Gurley was right. He’d tipped his hat when we exchanged pleasantries, barely made it across the cattle guard to his place near Huntsville when I knew.


On owned and leased land, Rick’s now retired from the United States Postal Service and manages his cow herd full time.

Perhaps it’s due to his self-deprecating honesty, evident from comments like: “If you could have done it wrong, I did it,” the Arkansas cowman says of moving cattle soon after AI breeding that first year and working them just before, “but I didn’t know.”

His candidness is refreshing. At 54, he’s more concerned with sharing, hopeful that a reader will learn, than he is with saving face.

“I was 50 and everybody just assumes you know,” he says. “You’ve got to ask questions and not give up on the calves because it may not be their fault.”


Rick favored telling me about the cattle over taking pictures with them. So we embraced the rain and I snuck in a few shots.

Maybe it was because as much as he wanted me to see his Angus cows with calves by their sides, strong and growing, he wanted me to meet his folks.

“They’re the salt of the earth people right there,” he says. In their kitchen they tell about years past, ancestors who drove early Angus cattle across state lines. We hug and say goodbye.

Or rather it was due to a melody – Look At You Girl by Chris Ledoux.

“Suze,” Rick says through the phone to his wife, “call me back real quick so Laura can hear your ringtone.” And you mean everything to me – the chorus buzzes as his cell phone rings and he smiles.

“It’s just one of those storybook deals,” he says of their love story. “I married way up. My mother just out-prayed hers.”


Married for 30 years, Rick and Susan have two grown children, Nicole [pictured] and Heath. Both play an active role in the family operation.

For Susan, life as a mailman/cattleman’s wife meant plenty of change from her military upbringing.

“She was used to a schedule and there’s not much of one in the cow business, aside from AI,” Rick says. “My days were long.”

Susan embraced it, never timid she nurtured calves in the bathtub and raised kids to love cattle the same.

“The biggest thing is life has a way of changing,” Susan says. Now she’s shotgun and I’m riding in the back next to their daughter, Nicole, checking calves.


Their oldest, Nicole, lives within a few hour’s drive. Her dad’s right hand while he was limited after back surgery, she knows the cows as well as anybody.

“I was working more and the kids filled that role. Now that the kids are here less, I’m here more. So it’s gone full circle, but it’s an awesome way to raise kids. So many life lessons.”

Stories I take with me as I head south and hope to be able to share with you.

Thanks for allowing me to tell your story,


PS – To learn how Rick got started with Angus cattle, check out Friday’s post. Be sure to catch the August Angus Journal for the rest of the Gurley story.

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On the ranch, On the road

Good stories, part I

Rick Gurley’s a storyteller. You know the kind.

Dissatisfied with a simple synopsis, driven by detail, he’ll settle into a memory and take you back with him for the ride.

Life, love, Angus cattle – we talked and laughed about it all.


Married for 30 years, Rick and Susan have two grown children, Nicole [pictured] and Heath. Both play an active role in the family operation.

The year was 2001. Rick was sentenced to couch arrest. i.e. six weeks time to heal after back surgery

Determined, the Arkansas mailman broke out to work cows after two and wound up back in the hospital. This time his bride wouldn’t be so lenient.

“Suze, she’s little but she’s mighty,” he says with a smirk. My favorite story of all tells how the two met.


Rick studies EPDs and selects for traits like docility. That way he can protect his back injury and still walk through the cattle every day.

So Rick sat. With an abundance of well wishes and a set of 30 crossbred heifers in the pasture, his mind raced.

“I watched TV for about 15 minutes and then I was done,” he says. “I was climbing the wall.”

That’s when lifetime friend Jeff Williams dropped off a stack of magazines.

“He was an Angus guy and he brings these Angus Journals over and says, ‘look at them and stay in this house.’ I’m looking at the pictures, going through all of them and they all seem to go back to Gardiner [Angus Ranch, Ashland, Kan.].”

Around that same time, with a bad back and no permission to pull calves, he’d been looking to change his bull battery when a neighbor suggested an Angus bull for sale.


Known for calving ease and other maternal traits, the Angus breed was the perfect fit for the Gurleys. They’ve raised them ever since.

“He delivers that bull and I’m in the house looking out the window, going, ‘He just hooked me.’”

Looks aren’t everything, though: “Lo and behold, that fall I sold those calves and man did they grow. That’s what truly convinced me that genetics matter,” Rick says.

That and the fact that he cold called Mark Gardiner. Soon after, he and Susan made their way to Kansas.


Today, the Gurleys artificially inseminate (AI) everything to one bull. A family affair, they’ll put CIDRs in late April to AI the first of May. Calving begins February 10, and come November there’s the annual “Thanksgiving weaning.”

“I’ve got my cowboy hat on and they run Grid Maker in there at half interest, no possession. We looked so out of place,” Rick says of that first sale. “I said to Suze, don’t make eye contact with anybody, don’t sneeze. Just look at the floor and we’ll soon be outta here.”

The couple bought two toward the end of the sale and the road was paved.

With assistance from Mark and hours spent reading those Angus magazines, “we just continued to go back year after year,” Rick says.

But that was then. In the years since, through AI and using Gardiner bulls for cleanup, genetic selection and analysis of EPDs, the herd grew to 250 and the calf crop went from commodity to premium.


Rick sees the carcass premiums available for hitting the CAB target. Keeping the consumer in mind, he says, “I want paid for all of it; you’re leaving money on the table if you don’t do that.”

“Back then, I couldn’t afford to go buy a new set of cows,” Rick says. “But through bull selection, you can do an awful lot.”

Driving through his herd, it shows.

“We want to be able to guarantee what we’re putting out there,” he tells me of plans to retain ownership through the feedyard this fall.

“I want to own them from the time they’re in the straw to the time they’re hanging on the rail,” he says. “I’d like to aim for 70% CAB.”

That’ll be a good story to tell.

Thanks for allowing me to tell your story,


PS – Check out the August Angus Journal to catch the rest of the Gurley story.

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