In the heart of South Dakota, where the undulating plains meet the vibrant spirit of its young residents, an ambitious group of teenagers is bucking tradition, asserting their place within the cattle industry. Winner, a small yet bustling town known for its rich agricultural heritage, serves as the perfect backdrop for this groundbreaking story. On March 22, 2025, the town will once again play host to the second annual 3R Cattle Co. & Milliron Angus Bull Sale, organized by four determined young men: Roper Moore, Rider Moore, Rowdy Moore, and Garret Phillips.
The bull sale is not just any event; it is a testament to the ambition and entrepreneurial spirit of South Dakota’s youth, who are breaking stereotypes and showcasing their agricultural prowess. Scheduled to commence at 6 p.m. at the Winner Livestock Auction, this event highlights the fusion of tradition and youthful innovation inherent in the region’s agricultural community.
“Many think you have to be an adult before you do something like this. But we said, ‘just because we are 19, 18, 16, and 11 doesn’t mean we can’t do something we’ve always wanted to do,'” Garret Phillips explained with steadfast enthusiasm.
Founded in 2024 by Phillips and the Moore brothers, the sale was borne of a shared passion for cattle genetics and industry advancement. Their dedication is palpable—having spent over a decade in the sale barn managed by Cody Moore, the Moore brothers’ father, they accumulated practical experience, learning essential nuances of the cattle trade.
The family’s auction market was their training ground. “They all grew up in the sale barn,” Cody affirmed. “They can look at a critter and instantly appraise its quality and value, which are skills honed through years of hands-on learning.”
Roper Moore is one such youth, eagerly diving into the world of cattle genetics. Only a high school junior, he plans to pursue a degree in livestock genetics, aspiring to become a leading name in the industry for quality genetic selection.
“My goal is to select the best of the best,” Roper confidently stated. “I want my name to be known throughout the industry as someone who can be a trusted source for quality genetics.”
His brother, Rowdy Moore, already charting his professional path, purchased 70 bred heifers in 2023, affirming his commitment to ranching post high school graduation. “I like ranching, and I did not like school,” he candidly shared. “Raising cattle does get stressful at times, but that is just part of it.”
For this enterprising group, the impetus for organizing a bull sale was catalyzed by a phone call from an Oklahoma-based Simmental producer. Roper recalled the unexpected opportunity: “A purebred producer from Oklahoma reached out to me, asking if we would sell his bulls. He didn’t know my age or experience but trusted our family’s reputation.”
The inaugural sale saw the boys taking the reins, from logistics to presenting at the podium. Rowdy Moore served as auctioneer, Roper presented genetic insights, Phillips managed the ring, and Rider facilitated bull entry, epitomizing their hands-on approach.
With parental support—a keystone of South Dakota family life—Heather Moore designed the sale’s web presence, while Roni Phillips ensured attendees were well-fed with a hearty meal. It’s a community effort reflective of broader South Dakotan values, seamlessly blending expertise with familial teamwork.
The success of their first foray into organizing a bull sale exceeded expectations, with all bulls sold and over 75 attendees. “We want to be a trusted source for quality genetics,” Roper insisted. Their follow-up customer service guarantees satisfaction, reinforcing their commitment to quality and community trust.
The upcoming bull sale stands as not merely a commercial event but a beacon for future generations in South Dakota. It underscores the strength of youthful ambition when paired with traditional wisdom and community support. As they prepare for the sale day, the four young men from Winner embody the dynamic spirit of South Dakota agriculture—a promising blend of heritage and innovation.
To follow along with the developments or learn more about the upcoming sale, interested individuals can visit 3Rcattleco.com or follow Milliron Angus on Facebook. As Garret Phillips aptly put it, “We all learned that you are never too young to chase your dream.” It’s a sentiment that, much like the prairies of South Dakota, stretches as far as the eye can see.