“There’s families we’ve been selling to [for] three generations,” RJ echoes. “Customer relations is huge.”

Whether it’s their conscience or the morals and integrity instilled by both their father and grandfather, both Reed and RJ say taking care of their clients is always a top priority, even as they’ve nearly quadrupled their sale numbers since first coming home. 

With 95% of the customers being within a few hours of home base in Colome, RJ says his family can make sure animals purchased are performing like they should be. They offer delivery and keep in close contact with commercial producers even after the empty trailer returns home. 

“We want to try and help them out, and we want to work with them more than just sale day,” he adds. 

It’s that line of thought that led to the start of a calf buyback program nearly 10 years ago. 

“We wanted to set ourselves apart from the local breeders of what we could do more for our customers and give back,” RJ says. “I mean, that’s snowballed, too.” 

Initially, 200-300 calves were fed out. Today, the Peterseks place and own part of nearly 15,000 calves. 

They’re able to purchase calves from customers influenced by Raven genetics. Heifers brought home are rebred and sold again in the fall, while steers are fed out and sent to the auction in hopes of securing the Certified Angus Beef brand. 

Passing it on

New ideas like the program have been made possible through a simple approach: it’s all Petersek hands on deck. 

Both Sara and Erin, RJ and Reed’s wives, are given full credit for keeping the records and paperwork organized on the cattle side of things. Rod handles a lot of the farming, and his wife, Leslie, manages the paperwork for that sector of the business. 

With his two daughters still in high school and living at home, RJ’s son Linkyn is now full-time on the operation. Reed says he’s not surprised by how well his nephew has taken to the role of the day-to-day care of the livestock. 

“Whether it’s a horse or a cow, I mean, this kid’s just got it for anything that’s got four legs. He understands them, and he’s good with them,” Reed explains. 

Reed’s five young children aren’t on the daily chore list just yet, but RJ is quick to point out there are signs the older boys already have “the agriculture disease.” From eyes drawn to pastures or a preference to watch tractor videos on YouTube, it likely won’t be long until the newest sets of little hands become a big help. 

Recently, RJ added the title of “grandpa” to his résumé, too. Linkyn and his wife, Saige, are raising their own family. RJ is excited to say his 2-year-old grandson is already appearing to have adopted his own affinity for livestock and farming equipment. 

With many hands on deck, organization is key to keep things running smoothly. There’s not a set date on the calendar for family meetings, but RJ says when new ideas start to float around, the phone is constantly ringing. 

“We try to make a plan for the week, and then we just go from there,” RJ explains, noting that Mother Nature can throw a wrench in the schedule at times. But with so much experience behind their family, things usually feel like clockwork. 

Having their father’s support and advice at the ready is almost like an extra boost of confidence, Reed adds. Rod stands behind the brothers’ decisions but also helps them think through decisions around the place. 

It was Rod and Leslie who first introduced them to the importance of work ethic and hard work, Reed adds. The mantra was always that putting energy and effort toward a project would garner some success. 

That attitude has stuck with both Reed and RJ, and now, whether it’s acquiring new land, shifting sale schedules or adopting a new reproductive technology, they’re keeping a focus on growth and improvement with every decision. 

Reed says he’s motivated to create a home where future generations of both livestock and children can thrive. He admits it’s not every day he sits and thinks about the blessing of being the fourth of five generations to call Raven Angus home, but when he does, it strikes deep. 

“When somebody … asks you that question, it hits different. You think, ‘Well, we’re pretty lucky to do this,’” Reed says. 

Having a passion for the lifestyle, the land and the livestock is the core value at Raven Angus, and it’s snowballed down to each member of the family. 

“I think it’s a very good place to raise a family,” RJ adds. “I never got into this because I thought I was ever going to be rich. We do have to make money, but that’s not what gets me up in the morning. It’s just doing things right and having some integrity when it comes to everything. I love what I do.”