ASA Lifetime Promoter Award

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ASA Lifetime Promoter Award

Carlos and Sister Guerra, Linn, Texas

By Dan Rieider

Carlos and Sister Guerra, La Muñeca Cattle Company, Linn, Texas, are this year’s American Simmental Association’s Lifetime Promoter Award recipients.

The couple has been in the registered cattle business since 1963, and established La Muñeca Cattle Company in 1989, after purchasing the Guerra Brothers registered cow herd. Several breeds, including Red Brahman, Simbrah, and Simmental were included in that transaction. 

Through junior programs, Carlos and Sister involved their four children in their family-run operation at an early age, and now their grandchildren are going through the same experiences. 

Throughout the years, the Guerras persistently and successfully kept an eye on promotion through a variety of means, including print advertising, personal contact, and social media. Their support of industry beef programs such as performance gain tests, field days, and junior programs has been steadfast over several decades.

They played a pivotal role in establishing Simbrah market steer competitions at several venues. They traveled widely both foreign and domestically, creating goodwill, encouraging breeder enthusiasm, and searching for ways to improve their own operation and SimGenetics in general through crossbreeding opportunities.

They co-founded the Simbrah-Simmental Superbowl 27 years ago, which has raised more than $900,000 that was distributed to junior exhibitors. Carlos also founded the American Junior Simbrah Roundup, the Marketing American Simbrah Group, the LMC Sellabration and countless other innovative events such as the LMC Junior Field Day and Junior Futurity. 

In 1990, the Guerra family established a Texas Junior Simmental/Simbrah Association (TJSSA) scholarship fund in memory of his brother, Victor, who had passed away tragically. Over the past 29 years, Victor A. Guerra Memorial Scholarship and TJSSA Education Trust awarded thousands of dollars in scholarships to TJSSA members who apply and go through an interview process.

Their promotional efforts and sponsored events have a lasting, positive impact in raising awareness of Sim-Genetics while growing the Association membership and increasing the number of cattle registered.

Award Recipient List:    The American Simmental Association Lifetime Promotor Award recognizes people with long-time association with the Simmental community. Last year marked the first recipient of the award, Ron Miller, Plattsmouth, NE. 

 

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