The Prices are nationally respected ranchers and conservation leaders who steward the historic 77 Ranch in the Blackland Prairie of North Central Texas. For more than 45 years, they have managed over 2,500 acres of native prairie grasslands while operating a profitable beef cattle enterprise — proving that ecological restoration and agricultural production can work hand in hand.

Rather than relying on introduced pasture grasses, the Prices have restored much of their ranch to diverse native species. Their adaptive, rotational grazing system mimics historic herd movement, strengthening soil health, increasing water infiltration, improving drought resilience, and expanding wildlife habitat. In many years, their management approach has reduced or eliminated the need for supplemental feed — a powerful testament to the land’s restored function.

Their leadership has earned national recognition, including the National Cattlemen’s Beef Association Environmental Stewardship Award and the Outstanding Rangeland Stewardship Award. Beyond production, they are deeply committed to education, mentorship, and advancing market-based solutions that reward responsible land management.

As hosts of the Working Lands Innovation Summit, the Prices offer more than a venue — they offer a living example of stewardship, innovation, and the enduring value of working lands in Texas.