Roy R. Moore Jr.; 1935-2026

Roy R. Moore, Jr., 90, a pioneering cattleman, rancher, entrepreneur and innovator whose vision helped shape the American beef industry, passed away Sept. 10. 

Born Dec. 22, 1935, in Salt Lake City, UT, Roy grew up on his family’s Wyoming ranches near Fort Bridger. He graduated from Colorado State University in 1958 with a degree in animal science, carrying forward a lifelong passion for cattle, agriculture and entrepreneurship. 

In 1962, Roy moved to Phoenix, AZ, where he entered the real estate business. He founded National Property Exchange in 1963 and became nationally recognized for his innovative real estate exchanges, earning numerous industry honors, including four Clifford P. Weaver Memorial Awards and the 2013 Margaret Sedenquist Legends Award. 

Roy returned to his ranching roots in 1972 when he purchased 38,000 acres near Weiser, ID, establishing Rocking M Ranch. A visionary cattle breeder, he helped introduce the French Salers breed to the U.S. and became a founding member of the American Salers Association in 1974. He served on its board of directors for 16 years, holding every officer position. Rocking M became one of the nation’s leading Salers operations, with its cattle earning Grand Champion or Reserve Grand Champion honors a combined 13 times at the National Western Fed Beef Contest. 

In 1985, Roy and his family founded Maverick Ranch Association, pioneering natural and organic beef production, source verification and value-based marketing that rewarded cattle producers for quality. Maverick’s flagship NaturaLite Beef became a U.S. Olympic Supplier in 1987, providing beef to Olympic Training Centers for more than 20 years and donating over $1 million in beef. The company eventually expanded into approximately 2,000 grocery stores nationwide. 

Roy’s contributions earned him the 1988 Livestock Man of the Year award from The Record Stockman and recognition as a 2003 Regional Winner of the Beef Industry Vision Award. His forward-thinking approach helped establish practices that became important standards in today’s beef industry. 

Despite his many accomplishments, Roy considered family his greatest legacy. He and his wife, Bobbi, raised four sons, instilling in them the values of hard work, independence and entrepreneurship. He especially treasured the opportunity to work alongside his sons throughout his career. 

Roy is survived by his wife of 63 years, Roberta “Bobbi” Moore; sons Rex (Julie), Lance (Ann), Charlie (Alina) and Monte (Laura); grandchildren William (Zoie), Ethan (Gracelyn), Kyla, Kaleb and Joe (Tabitha); and great-grandchildren Bailey and Samantha. He was preceded in death by his parents. 

A memorial service will be held Nov. 21 at 11 a.m. at Canyons Community Church in Castle Rock, CO. Roy leaves a lasting legacy of innovation, integrity and dedication to family, agriculture and the generations who follow. In lieu of flowers, the family requests donations to the Colorado FFA Foundation or the American Heart Association – Colorado.