James Dyer still actively works his family ranch, Rancho Escuella, and runs a successful cattle operating business, 3-D Cattle Company. But, like Anderson, operations have changed over the almost 40 years he and his wife, Jan, have carved a successful business out of the mesquite and rock around Ft. Davis.
Transitioning within the industry as well as staying on top of changing markets is imperative to success, as far as Dyer is concerned.
“You better do something,” Dyer said. “You better figure out what to do or you’ll be out of business.”
The Dyers, who ranch with their children Jim and Jamey and their families, have increased their effectiveness by transitioning into a niche of the beef market. To make up for the difference in pricing drops caused by consumers that deem cheaper as being better (which has been held at bay, for the time being, by cattle diseases in other parts of the world), the Dyers moved into an area of the industry that has a different philosophy – they’re looking for leaner beef as opposed to cheaper beef.
When he accepted his award from Brian McLaughlin, chairman of the Haley Library board, and Jeff Haley, vice-chairman of the board, Dyer was humble – and generous. “I didn’t have any idea it was anything like this,” said Dyer. “This is the greatest honor I’ve ever had. I was in the Sul Ross Rodeo Hall of Fame, but it wasn’t nothing like this and there’s not people in that business like there is in this business. This is the greatest bunch of people I’ve ever been around.”
