Since 1898, the Price family has managed cattle in the high-desert plains near Deer Trail, Colo., building a remarkable legacy for five generations that exemplifies both perseverance and adaptability in an ever-changing industry. Today, John Price manages the day-to-day operations alongside his wife, Karen, and their sons, Conner and Dylan.
The Beef Improvement Federation (BIF) presented Price Ranch the 2025 BIF Commercial Producer of the Year Award on June 11 during the group’s annual research symposium in Amarillo, Texas. This national award is presented annually to recognize a producer’s dedication to improving the beef industry at the commercial level.
Price Ranch’s 850-head cow herd is exclusively Red Angus, with a small number of composite Simmental bulls. With a strong maternal focus, the Prices retain nearly 50% of their heifer crop annually. DNA testing is central to identifying top-tier replacements. Heifers are selected with a focus on maternal traits and acceptable carcass quality. They must rank in the top third for at least two Red Angus indices and avoid falling into the bottom third of the third index.
Price Ranch has an intensive EPD selection criteria that informs all bull selection decisions, prioritizing strong growth potential and exceptional carcass traits to ensure the calves perform for the feeders who buy them.
“The Price family represents the best qualities of commercial cattle producers: multigenerational dedication to agriculture, continual improvement in genetics and herd health and stewardship of natural resources for future ranchers,” says Maclaine Shults-Mauney, Red Angus Association of America editor and written content specialist. “Price Ranch exemplifies commercial production at its finest, with its openness to innovation and genuine engagement with stakeholders embodying the ideals that will carry the beef industry forward.”
The Prices use synchronization and artificial inseminate 150 heifers and 200 cows each year. Consistent ultrasound use and strict culling practices allows Price Ranch to maintain a tight calving season — selling bred heifers and cows that fall outside their preferred calving window. Calving season starts in late January and generally lasts 45 days to 50 days.
Using Available Tools to Improve Efficiency
“From its early beginnings, Price Ranch has stood the test of time by embracing forward thinking technologies and modern management strategies,” Shults-Mauney says. “Over the years, they have welcomed new developments such as DNA testing, electronic identification systems and rotational grazing, all while maintaining a strict focus on delivering high-quality cattle.”
Price Ranch continuously strives to improve operational efficiency. Short-term goals revolve around refining key traits like feed conversion, stayability and heifer pregnancy through DNA testing. Price Ranch strives to maximize time spent on pasture — nature allowing — while also transitioning to total mixed ration feeding to maximize feed resources. The operation is beginning to increase use of precision-farming techniques to strengthen the farming side of the business.
“Their ability to pivot quickly — be it through innovative breeding programs, enhanced record keeping or the integration of value-added programs — has allowed them to thrive in a region marked by limited rainfall and fluctuating market demands,” she adds. “These innovations have not only improved the productivity of their herd but have also helped them consistently meet the evolving demands of the commercial cattle industry.”
Price Ranch leverages several value-added programs including verified natural, NHTC, the Red Angus Association’s FCCP, CARE and a targeted vaccination program. These programs help maximize returns on the calf crop and maintain high standards of herd health.
Long-term objectives center on ensuring a smooth transition of leadership to the next generation, maintaining financial stability and further enhancing sustainability practices. Price Ranch intends to leave the land in better condition than they found it, preserving both natural resources and the family’s ranching legacy for the future.
Another cornerstone of Price Ranch’s success is the family’s unwavering commitment to building meaningful relationships with fellow producers and customers alike. John, Karen and their sons have forged a reputation for reliability and leadership in commercial cattle production by sharing knowledge and data-driven insights.
The Commercial Producer of the Year award is presented by BIF and sponsored by Drovers. For more information about this year’s symposium, including additional award winners and coverage of the meeting and tours, visit BIFSymposium.com.
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