"Three generations, one shared dream."
"Can I have a calf instead?"
Like his grandfather and father, Jan Daniël Verster had always been passionate about land and the cattle roaming the hills of the Eastern Free State. So when asked whether he wanted money for his birthday, Jannie politely declined, and made his wish for a calf clear.
Jannie's illustrious career at a major pharmaceutical company equipped him with the skills necessary to take the reins at RobustRed® cattle. Today, as his family roots continue to grow ever more intertwined with his beloved land, he strives to stay true to the vision of his grandfather and father, the original narrators of the RobustRed® story.
Humble beginnings
In 1938, Jan Daniël Verster embarked on a journey that would leave a lasting legacy. With little more than rented land, he laid the foundation for a multi-generational dream. His son and grandson would eventually use the wisdom he gained, farming in harmony with nature, to establish a naturally superior breed of cattle.
RobustRed® cattle is the result of three Verster generations' ceaseless search for perfection.
A natural philosophy
Farming in harmony with nature means submitting. It's listening to the land, allowing her to take the lead. For example, a large beefy-looking cow may look impressive, nature however, has repeatedly shown the link between low fertility and a heavy, musculine cow.
Utilising research, in addition to years of observation and experience, RobustRed® cattle are raised by taking the lead from nature. This includes a preference for medium-framed cows, not too big, not too small, with a natural wedge-shape—the hallmark traits of femininity and fertility.
No need (or financial incentive) to support greater girth, as the perfectly sized, highly fertile RobustRed® heifers outperform most other breeds.
A Vision of Perfection
For three generations raising cattle, observing the best characteristics of each breed, became a family obsession. Watching, allowing nature to reveal the strongest genes, the idea for RobustRed® cattle was born.
And since its birth in 1987, the breed has been thriving, exceeding the expectations of even the most optimistic. Jannie started out with 25 cows, his father with 50, today RobustRed® boasts a herd of more than a thousand cattle…and the numbers keep growing.
Adaptable, Fertile and Robust
For cattle to thrive in South Africa's climate they need to be adaptable and robust.
RobustRed® cattle have the hardiness of Bonsmara, depth and capacity of the Bovelder enhanced by the wedge-shape and associated fertility of Beefmaster / Droughtmaster breeds.
Furthermore, the cattle are raised by allowing nature to take the lead. Keeping interference to a minimum, RobustRed® cattle do not require extra help to thrive. They are adaptable and do exceedingly well in even harsh parts of our country.
Cream of The Crop
The RobustRed® philosophy of excellence goes deeper than just breeding ideal cattle. When it comes to selling and marketing, only the top 25% of the herd receives consideration.
When clients become part of the RobustRed® family they enjoy the benefits of cattle who are not only bred, but also managed to excel.
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