Isa Cattle Company Chairman Laurence M. Lasater, eldest son of Beefmaster creator Tom Lasater, has promoted Beefmasters around the world since 1964.
Laurie, and his wife, Annette, introduced Beefmasters into Mexico in 1964 and operated there for 10 years. In 1972, they established a cattle enterprise in San Angelo, Texas, and it was incorporated in 1983 as Isa Cattle Co., Inc., (pronounced EE-sa). In 1993, their son, Lorenzo, joined them in the business, and today he is president of the company.
All of Isa's enterprises are based on the Six Essentials—Disposition, Fertility, Weight, Conformation, Milk Production and Hardiness. These six points are the keystones of Tom Lasater's cattle-raising philosophy and the means by which all of our cattle—L Bar Beefmasters—are evaluated. Click here to learn more about the Six Essentials.
Isa Beefmasters puts on a bull sale each October, offering the best of Lasater genetics and complete performance data on every animal sold. 2014 marks the 53rd bull sale Isa Beefmasters has held. The sale is the largest in the breed.
Isa Beefmasters also sells females private treaty in the spring. In addition, the company sells frozen genetics worldwide and has been instrumental in the dissemination of the Beefmaster breed in Mexico, South America and Southern Africa.
Lorenzo Lasater has served in a number of leadership capacities in Beefmaster Breeders United, including President of the association in 2009 and 2010. He currently serves on the board as Ex-Officio President. He also chairs the Nominating Committee and serves on BBU's International Marketing and Finance committees. He has previously served on Commercial Marketing, Advertising, Long-Range Planning and Breed Improvement committees.
In 2000, Laurie Lasater received the coveted Beefmaster Breeders United "Breeder of the Year" award.
That same year, BBU established the Nolan Ryan Tender Aged Beef program which is the only branded product that guarantees tenderness. The Lasaters are investors in that program.
Isa Beefmasters financed and conducted the NewBeef research which definitively established the Beefmaster breed's superiority in feedlot performance and carcass merit.
The company is family-owned and operated. Lorenzo oversees operations, Annette manages the office, and the Lasaters' daughter, Isabel Lasater Hernandez handles marketing, including this website. The Lasaters' grandchildren will be the sixth generation of the family ranching in Texas.
A witness to the changes in one of America's greatest industries, Tailwind Both Ways charts one cowman's course for professional survival and personal fulfillment.
The exciting journey of a young couple who took "the big risk" of moving to a foreign country to pioneer in the rugged wilds of Mexico, including run-ins with hostile Indians in the 1960s, is sure to capture the reader's spirit of adventure.
From their pioneering on an isolated ranch to marketing cattle nationally and internationally and making sophisticated deals with Wall Street and businessmen on the Forbes International Billionaire list, while surviving the U.S. market crashes of the 1970s and drought of the '90s, this story encompasses a firsthand account of the experiences of this generation's cattlemen.