They sell 300 range bulls each year, primarily to commercial cattle producers in a five-state region. Thomas attributes the increased price consciousness to the decline in feeder calf prices. In order to compensate, the Thomas Family has adjusted their input costs and their asking prices for their bulls. We've lowered our prices considerably. A tight cattle market and intense competition have led the Thomas Family to make those adjustments.
People are comparative shoppers.
If they can buy a comparable bull at a lower price somewhere else, they will probably do that. To help keep the ranch profitable, Thomas continually works at minimizing input costs. The feed bill is one place he and his family have trimmed costs. Fortunately, we did not rely on grain much in the past. One area the Thomases will not cut expenses in is the cost of developing genetics.