Generations of Tradition

Farm Family of the Year is rooted in a tradition of service and passion for the beef industry.

By Sara McClendon

When lunch time rolls around at the Hugh Moore Jr. Family Farm, a familiar tradition takes place. Brothers Tom and Ron Moore sit down for a meal provided by their mother, 90-year-old June Moore. It is something the brothers have done their entire lives on their family farm in Jersey County, Illinois. The 2025 Illinois Beef Association Farm Family of the Year will celebrate 75 years raising shorthorn cattle next year, and while the business has grown during that time, the Moore family remains rooted in a legacy of service to the industry.

The farm is a true family affair. Ron, his wife Lori, and their daughter Sarah and her husband Cruz Nichols are all actively involved in the operation. Ron’s oldest daughter, Emily Adcock, helps with marketing and social media on the operation. Tom and his wife Sandy are a team both on the shorthorn cattle operation and in their community leadership. Their daughter Kelsey has shown cattle like her cousins and is always there to lend a helping hand on the operation.

In fact, for Sarah, the family support is a key part of Hugh More Jr. Family Farm’s success.

“The fact that everybody is willing to pitch in when they need to is an important thing,” Sarah says.

The Moore family embraces a balance between honoring their legacy and adapting so the business can grow. Connecting it all is a deep appreciation for all of the hard work that went into starting and growing the family business.

“This is what my grandfather and grandmother started,” Ron says. “We give grandpa and dad a lot of the credit, but grandma Moore was a big part of the operation back then. We probably shouldn't forget that because she was a very tough lady, very strong, and she always pushed us to be better.”

Ron and Tom’s father, Hugh Moore, still stays as active in the operation as possible.

“Dad is 91 and still working,” Tom jokes. “He hasn’t quit yet, so I won’t look very good if I retire now.”

A Family Legacy Rooted in Tradition and Commitment to Growth

This year, the Moore family celebrated a huge milestone. It was their 50th year in a row showing cattle at the Illinois State Fair. Over the years, the family has had their share of successes and memorable moments. For both Tom and Ron, one year in particular stands out. It was 1988 and one of the hottest years at the fair, with temperatures rising to 108 degrees that day. Ron showed a two-year old bull in the extreme heat. After a long day of showing, everyone at the fair was overheated and exhausted. However, the results made it all worth it. They won grand champion bull.

“I still remember the judge saying that he was hot, the guy showing him was hot, but the bull was the coolest thing out there,” Tom recalls.

“When he slapped me for grand champion, I thought for sure I was going to go down,” Ron adds. “I was so happy and then the adrenaline kicked in.”

The family’s first grand champion female was shown by Tom’s daughter Kelsey in her first ever trip to the Illinois State Fair.

“I told Kelsey that she did something in her first show that her dad and uncle have been trying to do for years,” Tom says.

Now, Sarah is working with her five-year-old-daughter to prepare to show cattle and Tom’s grandson, Case, shows cattle, continuing the family legacy.

A Passion for Serving the Industry

Getting better year after year is another familiar tradition for the Moore family. The family holds multiple sales throughout the year, including online sales. Yet, no matter how the business changes over the years, the family remains committed to serving their customers.

“It’s about continuing to have good relationships with customers,” Sarah says. “Some of them have become like family.”

It’s easy to keep relationships strong when you’re delivering a quality product.

“You know, as much as I get much enjoyment out of having a heifer win a show somewhere, I had a neighbor come here and said ‘Man, that’s the best steak,’” Tom says. “Well, that’s about the best compliment you can get. You know that you’re doing something right for the whole industry.”

Beyond their dedication to the family business, the Moore family strives to support the industry. Four generations of family members have served on the Jersey County Fair Board.

“I’ve been treasurer of the Jersey County Fair Board since 1987,” Tom explains. “It’s teamwork with my wife, Sandy. We’re very proud of our fair here in Jersey County. Most nights we can’t get any more cars on the ground.”

Tom has also served on the Illinois Association for Agricultural Fairs board for 20 years. He’s a past-president of the organization. They work closely with the state of Illinois to ensure funding for fairs.

“Aside from the educational part about agriculture, and getting young people involved, the economic impact of county fairs on small towns is important,” Tom explains. “By far, the county fair in Jersey County is the biggest event, and the influx of 8,000 or 9,000 people into Jerseyville is huge. In smaller towns, it means even more.”

The family is also very involved in 4-H, and in 2023 they were selected as the 4-H Family Spirit Award winners. Tom, Ron, their wives and their parents have all been involved in leading 4-H. In fact, Tom estimates his family has close to 300 years’ worth of experience in 4-H.

Despite the family’s deep dedication to the industry, being selected as the IBA Farm Family of the Year was a surprise to the Moore family.

“It’s a great honor because I had no clue that we were even considered for it,” Ron says. “I was totally shocked when they called me and told me we were the Farm Family of the Year. I think over the years our family has gained a lot of respect in Illinois and the industry as being a true and honest family that works hard. It means a lot.”

And while the family feels honored to be recognized for their legacy, at the end of the day, it’s a love for industry that remains at the heart of all they do.

“Through the beef industry, I’ve connected with so many family and my kids.”

For Tom, his love of the industry comes down to the “old basics of walking through a nice green pasture, looking at my cows, seeing what the calves look like or thinking about what am I going to breed this cow to this year.”

The Tradition Continues for the Next Generation

Sarah teaches agriculture at the high school and often uses her experience on the cattle operation in her classes. She also cherishes the valuable lessons her daughters are learning on the farm.

“I like the idea of raising my kids on the farm, them being outside and having some responsibility,” Sarah says. “Both of my girls love to be outside any chance they can get, especially out in the barn. That’s how I want to raise my kids, just like how I was raised.”

All of Tom and Ron’s children have stayed involved in agriculture, and are excited to continue the family tradition of service in the beef industry. They each have a deep appreciation for the hard work and sacrifices their parents and grandparents gave to get the operation to where it is today.

“Not everybody has that opportunity to be handed something or be passed on something,” Sarah says. “It is important to learn from the family and see things that they have chosen to do. You learn from the past to grow forward in the future.”