Bush Angus: Selling 50 Years Of Cattle And Quality

    Family, cows and customers. That’s the secret to a local cattle sale that has been running for half a century. At least according to Jim Bush, the patriarch of the Bush family and one of the men responsible for the annual Bush Angus sale that takes place in February at the family’s home west of Britton. As the Bushes look back on 50 years of sales, they reflect on how far they have come. 
    Well before the sale started, the Bush family was known for their cattle. Their Angus herd has a long history with all their cattle tracing back to an original pair that was acquired in the 1920s by Jim’s father Clifford and grandpa. Clifford would sell his first bull in the late 30s. 
    By the time Jim came along, the herd was well-established. He says he always knew he wanted to be involved in the family cattle business. By the 1970s, he was making most of the decisions and moved the focus more to cattle rather than farming. The idea of a self-run sale was floating around Jim’s head at this time. “A sale would change our marketing procedure,” he explained. In other words, going from privately marketing bulls to a public auction.
    “In 1973, I mentioned to a few Angus breeders my plans to start an annual sale,” Jim said. “They said it was impossible to hold an annual sale because it would wreck a cowherd. The consensus was we would start to follow fads and frills and breed more for sale ability rather than stick to the path we had established.”
    Yet family already had a 17-year history of documenting their herd with South Dakota Performance Records, Inc. so they had a solid footing and quality under their belt. And despite the naysayers, Jim was not deterred. “Little did they know the determination that had been bred into us.”
    The first sale took place in 1974. The Bush’s sold 17 bulls and ten heifers. The sale took place at the Britton sale barn for the first three years before the family built their own sale facility on their property. From the beginning, there was no guarantee the sale would work. Jim emphasizes that at the time, a self-run sale like that was a novel concept with only two similar ones existing elsewhere in the state. The family also wondered if an auction format rather than selling cows by private treaty would take some convincing for buyers.
    But the endeavor succeeded. “From the first sale, we had a strong customer base,” stated Jim. “It was never a question over whether to continue. We just knew we would.” 
    Still, the family jokes about it every year. Tyler Bush, Jim’s grandson and the sixth generation of Bush cattlemen, says, “After the sale every year, grandpa will joke ‘I guess we can have another one.’”
    The sale itself might seem like a one-day event, but for the Bushes, it’s the culmination of a year of work. “We work year-round to prepare for it and try to get better every year,” stressed Scott Bush, Jim’s son. From calving to sale day, the family puts in innumerable hours in order to sell the best bulls and heifers. 
    “One thing we’ve done since the beginning is halter break every animal,” adds Scott. “We also deliver them to the barn door after the sale.” 
    Their customers come from near and far. They’ve sold cattle to people from Texas to Canada, from the East Coast to the Rockies. This year, they sold a bull to a customer in Maryland. Yet, the Bushes say they appreciate their local loyal customers most of all. “It’s great to say we sold a bull to someone in North Carolina,” said Jim. “But I would rather say I sold one to the neighbors up the road and see how it benefits their herd.”
    Over the years, the Bush’s sale has changed in many ways. “The way we have to mass advertise is different now,” said Scott. “We also measure more performance factors now than we did in the beginning. There’s a lot of good competition out there so you have to be aggressive.”
The internet and technology have also changed the landscape for the Bushes. “Around a decade ago, we started making videos and taking more pictures,” explained Scott. They now have a virtual version of their sale catalog. 
    They also livestream the sale and allow online bidding.  This became a godsend during the COVID year. They sold most of their animals online that sale year. “And we have never canceled or postponed a sale,” said Jim. 
    The use of video made the sale easier, explain the Bushes. “We don’t need as much help now,” said Tyler. Yet, the family relies on help and appreciates the contributions of friends on sale day especially. “We certainly appreciate all our crews that come out.”
    Still, it is not lost on the Bushes how important family is and how special their three-generation set up is. “It takes family to make the commitment to run this operation,” said Jim. “Hired help comes and goes but family stays.” 
    “Everybody jokes it’s hard to work with family, but it is also the best thing too,” noted Tyler. “You find a deeper appreciation for things as we work together to achieve goals and dreams.” 
    After 50 years, the family is also proud of their resilience and steadfast practices. “Despite changes in the industry, we have stuck to our identity,” commented Tyler. “In times of turbulence and change, it can be scary to not go with the trends, but we always have stayed consistent.” 
    This includes not relying on a sale consultant. “When we sell cattle, we know each animal personally,” said Jim. “We were there when they were born. We halter broke them and worked with them. Each bull or heifer is a personal recommendation from us.” 
    As they look down the road, the Bushes plan to continue selling quality Angus cattle for years to come, yet they are clearsighted. “We’ll keep going, but we know we have to be smart about it,” said Scott. “You have to remain profitable.” He also acknowledges that there will be changes in the industry and their sale but they will stick to their guns and keep doing it their way. 
    “I may have started the annual sale fifty years ago,” Jim observed.  However, the future of the Bush Angus Sale couldn’t be in more capable hands than that of Scott and Tyler, he said.  With their expertise and determination, the selling of top-quality cattle on the last Saturday in February will continue for another fifty years.  After all, it is a family tradition.