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  • Tara Smith

Markuson Ranch Mission and Vision Statement



Do you have a mission and vision statement for your ranch operation? I have found that this is key. I will share ours, so you have an idea what one might look like and why they are important. I am by no means claiming this is well done or final. It’s an ever-evolving draft. But it’s a start. And it gives us direction and a target. It’s something we read aloud at every ranch meeting, so it is more than just words on a paper. We haven’t achieved everything on it, but we are working towards this vision.



Markuson Ranch Mission and Vision Statement


Mission Statement: At Markuson Ranch, we continue to develop and utilize practices that foster soil regeneration, multi-species biological activity, economically profitable business practices, healthy individuals, and healthy family and colleague relationships.


Vision Statement: Markuson Ranch is a family owned and family centered ranch that prioritizes sustainability through healthy individuals, healthy relationships, stewardship of our land, profitability, and the continuation of our ranch legacy.

We expect all stakeholders to foster a team attitude that makes everyone feel welcome and valued. All stakeholders will know their roles and what is expected of them, and we will have systems in place for structured communication between shareholders, family members, and employees. All stakeholders will abide by our core principles:


1. Honesty – We will openly communicate with all members of the business, and commit to being honest when having hard, necessary conversations.

2. Integrity – We value the character of individuals and the reputation of the ranch by doing the right thing, even when no one is watching.

3. Respect – We show respect to all customers, vendors, family members, and colleagues. We value all stakeholder’s opinions.

4. Commitment – We are committed to continuous improvement of land, soil, animals, infrastructure, relationships, and the business. This includes annual professional development to work on areas that need improvement.

5. Legacy – We respect the work and efforts of those who have lived on and managed the ranch before us, and continue to honor the traditions that fit with our mission and vision for the ranch.


We value stewardship of our land and will utilize grazing practices that constantly improve soil regeneration, increase biological activity, and provide for livestock performance. We will continually educate ourselves to allow us to improve upon best management practices of our natural resources. We believe if we take care of the land, it will take care of us.


We value profitability of our ranch, and will make business decisions that make profit while still allowing us the lifestyle we desire. We will consistently analyze gross margins of enterprises to determine which are the best fit for our business.

Markuson Ranch was established in 1908. For over 100 years, five generations have ranched this beautiful landscape. We take the health of the people, land, and animals very seriously, in order to see the ranch be successful now and in the future. We commit to having clear management and asset succession plans in place to provide security for future generations. Markuson Ranch is more than a ranch, it is a place to grow and be part of a long family heritage.



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