On the Western terrain of Double Bars Ranch in Grenville, New Mexico, Red Miller and his son JC are doing more than raising cattle — they’re telling a story — a story of how blending tradition and adaptability lead to flourishing family businesses. And they’re not afraid to share their story with the world.

Red and his wife Kim, along with their son JC and his wife Emma, manage a diverse cow-calf and stocker cattle operation in New Mexico. Red’s management approach is to take what worked in the past and improve upon it, even if it’s atypical. Calving in May and June — much later than most producers — allows them to take advantage of better grass and lower carrying costs.

“People look at us sideways when they hear when we calve,” JC admitted, “but it works for our land and our cattle. We care about what’s working for us, right now.”

With their cow-calf herd, the Millers raise all-natural calves, certified through programs like IMI Global’s Verified Natural, Non-Hormone Treated Cattle, Beef Care programs. These certifications not only reflect their commitment to quality but also help them earn better prices through video auctions and direct marketing of their cattle.

“You don’t want to disappoint a buyer with a sick calf,” Red said, underscoring his focus on animal health and buyer trust.

“It’s pretty simple, and we don’t do anything differently,” JC said of following the verification program guidelines. “We always do our best to elevate our animal husbandry. We hardly doctor anything, and if we do, we take if out of the program.”

The journey hasn’t been without challenges. Red worked in and managed a feedlot in western Kansas for 25 years before moving to New Mexico to focus on a different segment of cattle production. In 2005, he purchased the land for Double Bars Ranch in New Mexico and expanded it through purchasing a neighboring ranch in 2019. Now, not only does he own and operate Double Bars, but he also oversees two other ranches across New Mexico and one in Kansas for his relatives. With the help of loyal, long-time employees, he’s consistently navigated the obstacles and executed the varying goals of each ranch.

Succession planning is a priority for Red. He’s actively preparing JC to take the reins, in the next 10 years, by involving JC in decision-making, financial planning, and expanding his role in the stocker side of the business.

“I think we’re advanced in terms of succession planning compared to many ranches,” JC said. “He’s doing a ton to help me, partnering with me on stocker cattle, giving me experience with the expenditures and more.”

The ranch’s evolution in the past two decades is evident in its infrastructure and grazing practices. Rotational grazing ensures every pasture gets at least 90 days of rest, and strategic water management revived dried-out creek bottoms. Thanks to the Environmental Quality Incentives Program, the Millers completed a lifetime’s worth of improvements in just three years.

Their unconventional methods recently caught the attention of the Cowboy Channel’s Farms of America series, which filmed a documentary episode on Double Bars that aired Aug. 4, 2025. The film crew spent four days capturing everything from working cattle to local events, showcasing the ranch’s unique philosophy and deep love of their community, including the local FFA program.

“This was a wonderful, wonderful place to raise children; our school system and community are unbelievable,” Red emphasized. “The quality of the kids here is really high.”

With Red’s two daughters Hadley and Annalisa pursuing goals outside the ranch — one as an attorney in Cheyenne and the other studying at Oklahoma State University — the future of Double Bars rests with JC for now. But Red remains hopeful the family legacy will continue to grow, leaving room for everyone to return.

In a remote corner of New Mexico, 85 miles from the nearest Walmart, Double Bars Livestock is proving that originality, family and a deep respect for the land can build a ranch that’s not just surviving — but thriving.

Watch the episode of Farms of America featuring the Millers here.