Strong relationships are what set producers apart. It isn’t fancy marketing or the shiniest catalog that keeps customers loyal. It’s showing up, telling the truth and being there when it matters.

Young Rayburn Smith only had one goal for his life: to live the American dream. To him, that dream was to raise cattle along the Red River, “ranching Louisiana style.”

Unlike in decades past, nailing a hand-painted plywood sign to a fencepost or running a small print ad in the local paper no longer fills out the itinerary of a cattle sale’s marketing campaign.