Enriching the lives of Texas student rodeo athletes by preserving our western heritage through the sport of rodeo, promoting family values, and providing future opportunities through college scholarships.

McCoy’s Farm and Ranch Family of the Month: The Norris's

Congratulations to the McCoy’s Farm and Ranch family of the month, the Norris Family! Jered and Lindsey Norris; along with their kids, Carsen and Cooper; and Jered’s parents, Jerel and Diane Norris, own and operate the YL/Norris Farm and Ranch located in Canadian, Texas. The family operation began in 1941 when Jered’s grandpa, who was originally from Perryton with a desire to live in Canadian, and a gentleman from Canadian who wanted to live in Perryton decided to swap land deeds with a hand shake! The family owns a black Angus cow herd, and the business consists of running yearling cattle, and a cow/calf operation. Jered and Jerel are the head honchos in both operations, but the entire fami

Whataburger's Whatakid: Emery Mask

Congratulations to our THSRA Whatakid of the month, Emery Grace Mask! This Amarillo, Texas senior competes at region one in the barrel racing, pole bending and breakaway roping events. She has been a member of Texas High School Rodeo Association all four years of her high school career, and plans to continue rodeing on the college and professional levels once she graduates. Throughout her time as a THSRA member, Emery said the lessons she has learned from THSRA have played a large role in the person she is today. “I’ve developed leadership skills, good sportsmanship, responsibility, courage, and so many other amazing traits,” Emery explained. Besides the life lessons that accompany the time

McCoy's Farm & Ranch Family: The Beams

Congratulations to this month’s Farm and Ranch Family, the Beams! In order for L&JRanch to be the success it is, Amy works alongside her fourteen-year-old daughter MaryBeth and her parents, Louis and Jackie Cernoch. The roots of the business go back to 1964, when Louis bought his first calf.“My dad started out with a third of a calf. He split it between his two sisters until he was able to buy them out. Since then, we have grown into a full-time working ranch,” Amy said. The ranch spreads over thousands of acres with the headquarters located in Poetry, TX (Region 4). The business began as a purely feeder stocker operation, but they have grown since then to also run cow calf pairs. Amy shared

Whataburger's Whatakid: Robbin Rice

Congratulations to the Whatakid of the month, Robbin Rice! This eighteen-year-old senior is an all-around amazing woman. In the arena, she competes in breakaway roping, cutting and reining cow horse. Of the three, reining cow horse is her favorite. “It is a feeling like no other,” Robbin said. Robbin rides four different horses: Dunny, Dinero, Chavez and The Dual. She ropes on both Dunny and Dinero. When talking about Dinero she mentioned that, “I raised him since he was a yearling. My dad helped me train him to rope off of.” She rides Chavez for reining cow horse while The Dual is her cutting horse. Matlock Rice, Robbin’s dad, has helped her train most of her horses. “My dad helped me perf

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