All the best, family style
Intense focus on Angus quality meets laid-back Texas-style marketing
Claude, Texas, Angus producer Joe Watkins concentrates on producing functional, carcass-oriented heifers, bulls and steers. The result? Cattle performance speaks for itself, attracting the interest of potential customers with whom Watkins soon develops friendly relations.
He runs the registered and commercial Angus cowherds with the help of wife Evonnda and teenage daughter Kelsee. The family also manages 800 to 1,300 yearlings each summer.
"We run this like a mom and pop ranch deal, and these cows have things to do," Watkins says. Any cow that isn’t doing her job or exhibits aggressive behavior is culled. His genetics have gravitated toward a nearly linebred New Design O36 influence for moderate sized, gentle and productive cows. He keeps almost all the heifers, and would rather see a heifer than bull calf, looking toward genetic improvement.
Still, Watkins sells 40 to 50 bulls each year to a growing pool of repeat buyers, locally and in southeastern Colorado where his cousin Bob Watkins ranches and reps for Superior Livestock Auction. Bob’s neighbors saw his calves excel through the video auction and began asking about his genetics. Now, Watkins sends around 30 bulls a year to the area.
An increasing share of Watkins’ annual run of grazing cattle comes from his own herd. Not only does he retain calves not kept or sold for breeding stock, he also contracts to buy calves back from producers who purchase cows and bulls from him.
By documenting performance and quality, Watkins generates interest from Cargill and U.S. Premium Beef feedlots and buyers. "Our cattle do pretty good and I’m pleased that the buyers are pleased with them, but we’re never satisfied," Watkins says.
A closeout from Cargill’s Sharing Total Added Values (STAV) Program in 2006 showed gains of 3.68 pounds (lb.)/day, with 19% Certified Angus Beef ® (CAB ®) brand and Prime. "That’s a start, but I want it to be more like 40% and 50% CAB," Watkins says.
"One of the reasons I’m in the cattle business is because I love to eat beef," he continues. "I’m going to eat Certified Angus Beef ® because I know it’s going to be good. And the brand distinguishes our ideal from other breeds that have taken on black hides."
Under the black hides of Watkins’ cows are factories that are "the best they can be at reproducing better daughters, high-quality beef steers and a few excellent bulls," he says.