In the heart of South Dakota, a state celebrated for its robust agricultural community and pioneering spirit, four enterprising youth from Winner are making waves in the cattle industry. Roper, Rider, and Rowdy Moore, along with their close friend Garret Phillips, are carving a niche in the world of cattle auctions. Together, these young individuals, with ages ranging from 11 to 20, are organizing the second annual 3R Cattle Co. & Milliron Angus Bull Sale, set to take place on March 22, 2025, at the Winner Livestock Auction.

Roper Moore

Roper Moore

The journey began in 2024 when the Moore brothers and Garret Phillips, fueled by a shared passion for cattle genetics, decided to launch their inaugural bull sale. Despite their youth, these South Dakota natives have spent over a decade learning the nuances of cattle auctions, thanks to their family’s involvement in the livestock auction market. Their hands-on experience has refined their ability to discern cattle quality, a skill that is essential in the competitive field of cattle trading.

The Moore brothers’ father, Cody Moore, proudly notes, “They all grew up in the sale barn. They have been loading out cattle and working the sales for more than 10 years. You learn about quality cattle and their value when week after week, you load them out and look at the sale sheet to see what they brought.”

Garret Phillips, co-founder of the sale, recalls their determination, “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.’”

The budding entrepreneurs utilized Farm Service Agency youth loans to build up their own cattle herds, further honing their expertise in cattle genetics—a crucial element in enhancing herd quality and increasing value for South Dakota ranchers.

Roper Moore, the 17-year-old visionary of the group, plans to pursue a degree in livestock genetics. He is driven by a goal to become a trusted source for quality genetics in the cattle industry, aiming to raise bulls that improve both commercial and registered herds. “My goal is to select the best of the best and raise bulls that can improve my herd and other commercial and registered herds,” Roper said.

Rider Moore

Rider Moore

This dynamic group’s venture took an intriguing turn when Roper received a call from a Simmental producer in Oklahoma. The producer, impressed by Roper’s previous purchases, sought his assistance in selling bulls—a testament to Roper’s burgeoning reputation in the industry. “So, when he asked me if I would put on a bull sale, he didn’t know what I looked like. He didn’t know my age,” Roper explained. This opportunity catalyzed the first 3R Cattle Co. & Milliron Angus Bull Sale, which attracted about 75 attendees and resulted in all bulls being sold.

The successful event was made possible by the seamless division of responsibilities among the young men. Rowdy, known for his knack as an auctioneer, was at the helm, while Roper reported on the bulls’ genetics. Garret Phillips took on the role of ringman, and Rider adeptly managed the bulls as they moved into the ring. Their collaborative efforts, alongside contributions from their mothers, Heather Moore and Roni Phillips, who designed the sale website and prepared the event meal, ensured the event’s success. The sumptuous spread of roast beef, cheesy hashbrowns, and salads added a homely touch, reflecting the tight-knit community spirit of South Dakota.

Reflecting on their experience, Rowdy Moore, who purchased 70 bred heifers shortly after his high school graduation in 2023, said, “I like ranching, and I did not like school. Raising cattle does get stressful at times, but that is just part of it.” His passion for cattle ranching reaffirms the rich agricultural heritage of South Dakota, a state that prizes hard work and innovation.

Rowdy Moore

Rowdy Moore

Looking ahead, the group remains committed to becoming a reliable source for cattle genetics. Their follow-up strategy includes regular check-ins with customers to ensure satisfaction and gather insights for improvement. Garret Phillips mentioned, “I’d make calls while I was haying just to see how the bulls were doing, and more importantly to get to know our customers and to see what we can do to better serve our customers and their herd.”

Their second annual sale is eagerly anticipated, poised to build upon the success of the previous year and further solidify their standing in the cattle industry. “We all learned that you are never too young to chase your dream,” Phillips said. The support from their families and the South Dakota community has empowered these young entrepreneurs to pursue their vision, ultimately contributing to the state’s vibrant agricultural landscape.

For those interested in attending the event or learning more about the 3R Cattle Co. & Milliron Angus Bull Sale, visit their website at 3Rcattleco.com and follow Milliron Angus on Facebook.