Price Ranch earns RAAA 2024 Commercial Producer of the Year

The award held special significance for the Price family, as it had been presented to John’s late father decades ago. John Sr. was a pioneer in introducing Red Angus genetics to the Price herd, strategically harnessing heterosis by crossing them with Simmental cattle. Impressed by the results, the Price family quickly became dedicated advocates of Red Angus genetics.

Following in his father’s footsteps, John Jr. took over the ranch and made strategic breeding decisions that led to widespread recognition for consistently producing some of the highest-quality commercial cattle in the region.

“John and Karen are passionate about Red Angus and recognize the value of using Red Angus programs to enhance their herd,” said Bieber. “They've spent decades carefully refining the genetics of their females, setting a powerful example of how performance and genetic programs can advance a herd and increase profitability in cattle.”

Many commercial cattlemen strive to boost profitability, but Price Ranch has set itself apart by pursuing innovative strategies. The ranch expanded beyond its own expertise by leveraging verification and traceability services from IMI Global, conducting cattle DNA testing with Igenity and collaborating with the RAAA commercial marketing team to effectively market their products.

“We want to thank RAAA and the breeders that allow us to do the things we do, to the level we do,” said the Price’s. “This work is a labor of love, and you have to have a passion for the lifestyle and the business. It’s nice to see it turn into an award that validates your decisions and shows you’re on the right path.”

The Red Angus Association of America serves the beef industry by enhancing and promoting the measurable advantages of Red Angus and Red Angus-influenced cattle. RAAA provides commercial producers with objectively described cattle by implementing new technologies and using scientifically sound principles that quantify traits of economic importance to beef producers in all segments of the beef industry.