Our Family

Our Business Is All About Family

Morgan Ranch was founded in 1934 when Aunt Ollie and Uncle Alex escaped the hot, dry, and drought-stricken plains around Bard, New Mexico. They set out for what they called the Oasis of Nebraska and settled in the Sandhills.  
In the early days, Ollie and Alex drove herds of Longhorn cattle north to summer on the lush grasses of their “Oasis” around Burwell, Nebraska. As winter set in, the cattle were shipped by train to packing houses in Kansas City. Twenty-two years later, in 1956, Aunt Ollie moved back to Amarillo, Texas. Her brother Dan, his wife Doris, their two little boys, Danny and Ronny, a dog, a horse, and nine yearling heifers were left on the ranch to start out on their own. Like most Nebraska ranches, the Morgan’s Longhorns gave way to the heartier and more efficient Hereford breed. The family, now six in total, adding Jeanne and Jason, soon succeeded in building those first nine animals into one of the most recognized brands in the state. In 1992 Morgans introduced one of America’s first Wagyu herds into the country. The Morgan Ranch is a brand recognized from San Francisco to New York City and Tokyo to London.
The ranch is still operated, as it always has been, as a family affair. 
While founders Ollie, Alex, Dan, and Doris, have passed on, their legacy is vital in the three generations living and working on the family ranch. As the family has grown, the ranch has also grown. Three generations handle the operations and work closely toward unified goals. Caring for the livestock and the land and raising good humans are the center of what we do. 
Community and volunteerism are paramount to the Morgan families. Involvement in FFA, 4-H, local emergency services, statewide politics, and state and national breed organizations keeps us busy all year.

It is a tradition, a lifestyle, a commitment, and a love that the Morgans pass on to our kids daily.