REDFIELD, Iowa (DTN) -- In the West, the Hereford cow can get the job done under nearly every condition, which is why Herefords continue to be king at Copeland & Sons Herefords in Nara Visa, New Mexico.

This multi-generational family operation in northeast New Mexico is the focus for DTN's 2025 View From the Range. Throughout the year we will follow along with all the happenings on the ranch -- from calving to branding and breeding to vaccinating -- as these cattle ranchers make sure their cattle are properly cared for. They rely on it, their customers rely on it and consumers rely on it.

"I have the opportunity to judge junior cattle shows around the country. When it gets to the time to pick champion, I always know what I'm going to do, so I take the opportunity on the mic to tell the showmen to relax and then ask them to think about what the two most important things are anyone needs to survive -- food and water," said Matt. "We in agriculture need to realize just how important our job is to help the country survive."

HEREFORDS SINCE THE BEGINNING

The Copelands have had a Hereford herd on the ranch since it was established in 1943. Started by Cliff Copeland's grandparents and great grandparents, the sixth generation is now being raised on the ranch. Cliff's mother, Barbara still enjoys the ranch. The ranch is run by Cliff and his wife, Pat, along with their son and daughter-in-law, Matt and Alyssa Copeland. The sixth generation to raise Herefords on the ranch are Matt and Alyssa's daughters, Cally and Kinley Copeland.

Through the years they have developed two separate herds of Herefords -- a commercial herd and a registered herd with all cows being run the same. "No one gets pampered around here. It's survival of the fittest. We run cows on large pastures, and they need to do their job," Matt said.

Alyssa added they like to take customers to see their commercial herd and show them the same genetics they sell are being used in that herd. Copeland bulls run on the commercial cows. "If the genetics work for us, they will work for our customers," Matt said.

The operation is in northeast New Mexico, an hour and a half west of Amarillo, at 4,400 feet elevation. The elevation means they receive more rainfall and can have big snowstorms, more like Colorado than the rest of New Mexico. Summer days can be in the 90s, but with low humidity and temperatures down in the 60s and 70s at night. "We can see extreme drought, plentiful rains and a severe winter all in the same year," he said. "The Hereford cow can handle it all, which is why they work for us." The climate is some of the most economical for raising cattle in the country.

The grass is short, but hearty and high in protein. When they have a good growing season, cattle will gain well on pastures. This makes for good yearling grazing as well. Cows are expected to survive on few extra inputs.

Replacement heifers are the only group that get extra feed than the normal and get to graze a 120-acre pivot of wheat before one hay crop is cut. Bulls are developed prior to the bull sale the last Monday in March.

CATTLE GENETICS FIT THE ENVIRONMNET

For the Hereford cattle and the Maine-Anjou and club calf cows, which were added in the mid-1990s, to survive, the Copelands remember to not chase any extremes or trends in genetic selection. "These cows have to do it on their own. Some years calving is easier than others, but the Hereford cow always seems to get the job done," Alyssa said. "We focus a lot on structural soundness. These cattle may have to travel up to a mile to get to water."

Cows are all spring calving. When weaned in the fall, the commercial calves are sorted with the top end of heifers being kept as replacements. The steers are sold by the pot load to be fed in nearby feedyards. Matt takes pride in the fact that they have increased the marbling in the cattle, and that combined with a good-sized ribeye makes these calves sought after by the feedyards.

On the registered side, they also keep the top end of heifers as replacements. The middle cut of heifers from both herds are sold as replacement heifers for other herds. Bulls are developed on a high roughage diet on pasture with free choice hay prior to the bull sale.

Calves in the club calf herd are sold through online sales in the fall. Some select Herefords are sold this way as well. The Copelands will exhibit Herefords at regional and national shows across the country. Both Matt and Alyssa have been honored as the national Hereford Herdsman of the Year in 2011 and 2021 respectively.

The couple knows for the ranch to continue to produce the cattle economically for the next generation, they must be good stewards of the land. This means adjusting stocking rates during drought and ensuring water is available.

Typical stocking rates have been 30 acres per cow, but with the extended drought they have had the past few years, this number has been adjusted in some pastures to keep the ranch fully stocked year-round.

"That may sound like a big number for a stocking rate, but we leave cows on pasture all year. They don't come in for calving," he adds. "We are checking them regularly, but our cows have figured out how to survive on their own. They find a good place to calve and take care of their baby. We will weed out the genetics that don't work here."

Hearty, thrifty, sound, maternal and fertile are the key components of the cows at Copeland & Sons Herefords. It takes a special cow to fit the range life in New Mexico.

Jennifer Carrico can be reached at jennifer.carrico@dtn.com

Follow her on social platform X @JennCattleGal

(c) Copyright 2025 DTN, LLC. All rights reserved.