The foundation of our business started back in 1980 with Lawrence and Thelma Reicks, Riley’s maternal grandparents. They started their herd with registered Charolais cows from Vic Gentry. Lawerence and Thelma joined the “Designer Group,” which was started by Gentry and included several Charolais breeders in Nebraska and South Dakota. The Reick’s held their first bull sale in Broken Bow, NE in 1981 and their second the following year. In 1983, Lawerence decided it was time to build a sale facility here on the home ranch and then proceeded to have his very first at-home sale that year. At the peak of the Reick’s Charolais business, they owned 400 registered Charolais females. Lawerence passed in 2002 and Thelma in 2009. After Lawerence passed, Sue Seda their daughter started selling registered Charolais Bulls private treaty.

The Reick’s brand was, and still is, well known in central Nebraska as a reflection of top quality registered Charolais Bulls.

Whatever happened to the Reick’s brand, you may want to know? It has since been passed down to their grandson, Riley.

Riley and his family are following in his grandparents’ footsteps as the third generation to continue their legacy of the Purebred Charolais Bull.

Having had to start from the ground up, we purchased our first 40 head of Purebred Charolais Cows in the fall of 2015, a month after we were married. In February 2019, we had our first bull sale at the local livestock barn in Broken Bow, NE and the same in 2020. In March 2021, we are bringing the sale back to the ranch sale facility that Lawrence and Thelma built here on the ranch. We offer virgin 2 year old Charolais bulls simply as a cattleman’s strategic outlook; better stamina, less injuries, and overall performance, not only better odds having bred cows but being about to sustain the environments they are exposed to. We don’t sell bulls we wouldn’t use ourselves.

We strive to have good maternal sound cows and we breed them with the best AI sires and then clean them up with our proven herd sires.

We look forward to providing the same humble experience to our customers that Lawerence and Thelma provided. We can’t wait to see everyone at this year’s sale whether it be a familiar face or a new one we look forward to being a part of your cattle business. God Bless!

-Riley & Stephanie Seda