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The Largest Privately Owned Hereford Newspaper in North America
The one that’s read “from cover to cover.” • Visit us on the web at: www.herefordamerica.com Vol. 24, No.7
Published by: Hereford America, Inc. • 13823 Beaver Creek Place • Reva, SD 57651 • Est. 1996
Editorial Comments... Jill Bayers Hotchkiss
I feel as though this is an interesting end to a crazy year and half. At least prices at most Hereford production sales have been strong Jill Hotchkiss in 2021. It certainly looks like the governor of Colorado, underestimated the popularity of beef and the strength of ranchers in his state. In early March, Governor Polis declared March 20th as a meat-out day in the state of Colorado. Ranchers in Colorado and other states q uickly responded, in large numbers, declaring it an “ Eat Beef” day which eventually turned into an eat meat day which was heavily promoted in a number of states with resounding success. “ I think this is a wake-up call,” said Terry Fankhauser, executive vice president of Colorado Cattlemen’ s Association (CCA), which launched the Meat In Movement in response to the gubernatorial proclamation. “ On this day, CCA encourages Colorado to meet in a restaurant and order your favorite meat dish, meet your family and friends for a meal featuring meat! ” “ The goal of this day is to not only promote the benefits of meat consumption to Colorado, but to also patronize our local businesses, restaurants, etc. that have been deeply affected by the economic struggles of the pandemic. CCA is working with multiple groups to promote meat products through discounts, specials, and more! As we approach (continu ed on page 5 )
April/May 2021
Hovland Herefords: Keeping It Old Fashioned with Kids, Cows and Basic Marketing
R
b y R u th W iech m ann
euben Hovland picked out the place on Plum Creek, seven miles east of Milesville, SD, in the mid-forties. The previous owner had pieced the place together from various homesteaders who couldn’ t survive the harsh climate, but then lost it to Rural Credit in the ‘ dirty thirties.’ Reuben’ s parents Severin and Martha (Erstad) Hovland were Norwegian immigrants who lived in Minnesota for a while before home-
steading near Nolan, east of Phillip, SD, where Reuben was born. Severin passed away in a runaway accident when Reuben was young, but the big family pulled together and kept going in spite of the tragedy. Reuben completed grade school, took a break before going through high school, then attended the School of Mines for a year, and worked at mining j obs in the Black Hills for several years. “ When Dad bought this place there
Fall on Plum Creek.
Reuben Hovland on the ranch near Milesville, SD, back in the early days when there was a log house, log barn and framed shed. Most of today’s Hereford herd traces back his original 13 cows.
was j ust a log house and a log barn and one framed shed here,” Allen Hovland recalled. Shortly after getting settled on the ranch, Reuben married a young schoolteacher, Rue Adene Kulvik. Their son, Allen, grew up on the ranch, and his son Miles and wife Erin are now raising their four children, Connor, Mackenzie, Eli and Miley in the picturesq ue hills along with Herefords that trace back to some of the original registered stock that Reuben invested in. “ Herefords were in their heyday back then,” said Miles Hovland. “ Pretty much all of the cows on the place trace back to 13 cows that my grandpa bought in the fties “ Dad started selling bulls in the middle to later sixties,” Allen said. “ I recall one year when we took them to the sale barn at Wall, SD. When I got done (continu ed on page 3 )