Jo Dexter

It is fall in the Rocky Mountains. The trees are colorful, elk are bugling, snow is covering the mountain peaks and crop harvest is underway. For ranchers in this region, fall cattle gathering and processing is a busy time. Thousands of weaned calves are brought to market and the “Fall Run” begins.

According to Cattle-Fax, fall cattle placements into feedyards increase 25 to 30 percent as compared to summer months. Also, 75 percent of calves are born in the spring, which means the vast majority of those calves hit fall cattle marketings. This year will be no exception. With record calf prices and limited fed-cattle supply, ranchers are looking forward to cashing in. In fact, the current market situation seems to have encouraged earlier cattle marketings as producers look to take advantage of high prices.

For the DeLine Family, fall is the best time of year. The hay is up, the bugs are gone and payday is just around the corner. Soon cattle will be gathered, calves will be sold and cows readied for winter. DeLine Land and Cattle Company owns Parkview Mountain Ranch in Rand, Colo., situated at 8,700 feet in the North Park Valley, surrounded by mountain ranges. They run from 800 to 1,000 head of mother cows on several thousand acres with over 100 miles of fence, and produce up to 3,200 tons of hay each year. Ranching is their life, according to Steve DeLine, second-generation ranch owner/manager.

“We have operated the ranch for 25 years, and I am very proud of what I do and the life I live,” DeLine said. DeLine’s wife Karen, along with their children Ben, Erika and Joe, work alongside DeLine’s parents, Kay and Jim. Ranch managers Justin and Holli Sollenbarger help oversee operations.

Their breeding program is a three-way terminal cross using Hereford/Angus-base cows bred to Gelbvieh bulls. Harsh winters require May calving in the ranch’s lower valley. Even so, calves thrive on the mountain grass and wean on average over 450 to 500 pounds in November.

One of the DeLines’ main objectives is to achieve high quality in their herd. “You can hang your hat on quality,” DeLine said. “As cattlemen, our longevity depends on our ability to produce quality beef.”

For this reason, Parkview Mountain Ranch uses genetics that are vigorous and frequently grade Prime or Choice after 110 days on feed. In the cattle business, marketing your product is becoming more challenging all the time. DeLine explained that their operation is no different because they are at the mercy of the weather and other environmental effects that can impact their profits.

Choose marketing tools wisely
“Our goals are always to produce quality and, ultimately, to provide our beef directly to consumers. We feel that by eliminating the middle-marketing of our calves, we will benefit,” DeLine asserted.

As a result, they sell part of their calf crop through Superior Livestock Video Auction and the rest are fed to provide beef for their Colorado-based restaurants. Parkview Mountain Ranch calves have been marketed through Superior Livestock Video Auction for the last eight years. According to DeLine, they have always been well within the market at these sales and often may see a premium over conventional auction-barn marketing.

“We save on transportation and feed costs, as well as time. It’s just a lot easier all the way around,” DeLine said. Calves are video taped at the ranch in the early summer and added to the July video sale catalog. Buyers can review cattle via the Internet one week prior to the sale. The July sale is conducted at Steamboat Springs where buyers can be present and make bids directly to the auctioneer or by telephone.

Superior gives DeLines the opportunity to show their calves to a larger group of buyers without added costs. Parkview Mountain Ranch calves are sold for delivery in November. Calves are weighed at the ranch prior to loading and shipped directly to buyer destinations from the ranch, greatly reducing stress and the potential for health problems.

Keep ‘em healthy
DeLines participate in Superior’s Certified Natural program, which requires cattle not be given any implants or antibiotics. This certification gives DeLines another marketing option and potential premiums when selling through Superior. Additionally, all Parkview Mountain Ranch calves are administered the Superior VAC 34 program designed to meet buyers’ needs. According to data on Superior’s Web site, cattlemen selling 540-pound calves can potentially receive a $3.39 per head premium by implementing the VAC 34 program during fall processing. When DeLines gather cattle in late October, calves are vaccinated on cows 2 to 4 weeks prior to shipping with the following treatments:

• Clostridial 7- way
• IBR, P13, BVD, BRSV viral vaccine
• Pasteurella haemolytica and or multocida

Cows are treated for parasites, pregnancy tested and given leptospirosis and BVD boosters. On shipping day, calves are weaned on the truck when delivered to the Superior buyer.

“We have less trouble with cows and calves by weaning this way,” DeLine said. “The cows are not bawling for days and calves are not stressed in the high country weather prior to shipping.”

The ranch’s main herd health problem is brisket disease. A result of elevated pulmonary arterial pressure (PAP) caused from lack of oxygen, brisket disease is one of the Rocky Mountain region’s most costly diseases in herds above 5,000 feet elevation. Research has shown that brisket disease is highly heritable (42 to 84 percent). Therefore, genetic selection for low PAPs can greatly limit the disease. DeLines were losing 20 to 30 head each year to brisket disease before they began using the PAP test on potential herd bulls. Now they may lose only 2 to 3 head each year.

Know thy customer
Marketing through their restaurants has also benefited the DeLine family. “We used to just sell beef by the side to family and friends,” DeLine explained. “Three years ago, we decided to take our beef directly to the public by opening two restaurants – Brauns of Denver and Steamboat Springs.”

Their menu features a variety of entrées using all cuts of beef, eliminating the need for additional marketing of unused cuts. Although DeLine admits that the restaurant business has been challenging, they enjoy the opportunity it provides to present a quality product to the public. DeLine estimates they will ultimately use 200 head per restaurant each year, once business is established. Additionally, he sees a great opportunity to even out ranch profits with this enterprise if cattle markets are low.

"This year it is not an issue with high calf prices,” DeLine said. “However, when we see low prices in marketing our calves, the demand we have created from our restaurants will help to stabilize ranch returns for our calves.” Cattle headed for the restaurant are fed 90 to 110 days at Kraft Feedlot in Fort Collins, Colo., and then processed at The Meat Plant in Fort Collins.

“Each beef is aged for 20 days prior to cutting, Cryovac® packaging and freezing,” DeLine said. “Although aged beef can be expensive, we strive to provide quality, and feel that it is an important part of the process.”

The DeLine family is new to the restaurant business, but the marketing opportunity it creates for their operation is exciting and uncharted.

Utilize your assets
Diversification has always been a key management practice in ranching. At Parkview Mountain Ranch, they have done well in diversifying their operation. Along with other enterprises, wildlife is an important part of their business. DeLine believes that wildlife is an essential part of the ranch environment; without it the land would not produce and provide for the cattle. DeLines generate 25 percent of their income from North Park Outdoors, a ranch hunting and fishing subsidiary. The ranch is known for its big game, fowl and fishing. Many pay to experience the ranch’s beauty as well as a successful hunt.

In a nutshell
When asked his opinion of the important issues and challenges in the cattle industry, DeLine referred again to marketing. “We need to continually educate consumers about our business. Beef is king and it is also the most highly regulated industry in the nation. The continued education of consumers, followed by providing a quality product is key to the survival of our business”

Additionally, labor and operational costs continue to rise while the price of beef has seen little change. These management issues will remain important as long as ranching exists, according to DeLine. He acknowledges that issues such as National ID and BSE are important, but they are not among his top areas of concern. “New technology will bring about new management opportunities if it is cost effective to use,” DeLine said.

When combining ranching, restaurants, beef sales and an outdoor business with the beauty of the Parkview Mountain Ranch, you have a cattle operation that thrives from the management and marketing of the DeLine family. Unlike conventional Rocky Mountain operations, DeLine Land and Cattle is counting on the “fall run” as well as other income opportunitities.