Nestled in Keremeos, British Columbia, Clifton Ranch is more than just a multigenerational cattle operation—it’s a living example of how agriculture and conservation can thrive together. Run by Wade Clifton, his wife, Sandra, and their family, the ranch supports 500 cow-calf pairs and operates a feedlot to finish cattle.
The Clifton family’s roots in the area date back to 1916, when Wade’s grandfather arrived in Keremeos as a railroad worker. The family branched into agriculture in the 1940s, establishing the land base that now supports their operation. Over the years, they steadily grew the herd and embraced a direct-marketing model for their beef. But what truly sets Clifton Ranch apart is its longstanding partnership with The Nature Trust of British Columbia.
A partnership
At first glance, ranchers and environmental organizations might seem like unlikely allies. But Wade saw opportunity in collaboration, not conflict.
“We had some leased land near White Lake Basin that Nature Trust ended up buying,” Wade told WLJ. “Initially, they weren’t too sure about cattle grazing on those lands. But over time, they came to see how we could help manage them sustainably.”
That early skepticism evolved into trust, and eventually, an enduring partnership was formed, grounded in adaptive management and mutual respect. Together, the Clifton family and The Nature Trust implemented rotational grazing systems, fenced off riparian zones and installed wildlife-friendly infrastructure across the landscape.
The environmental impact is substantial. The ranch operates within a biodiversity hotspot that’s home to more than 57 federally listed species at risk, including burrowing owls, various snake species, amphibians and 27 red- and blue-listed plant communities.
“We can’t manage for just one species,” Wade said. “What’s good for one species might be bad for another. So, we take a landscape-level approach—it’s about balance.”
One of the success stories centers on those burrowing owls. On pastures near the ranch, cattle are used strategically to manage grass height, creating ideal conditions for the owls. “They like shorter grasses, and the cattle help maintain that,” Cassie Marchand, Wade’s daughter and an integral part of the operation, told WLJ. “Every year, they’re reintroduced in the area, and the monitoring data shows the habitat is working.”
Recognized for results
Their efforts haven’t gone unnoticed. In 2019, Clifton Ranch received two prestigious honors: the British Columbia Cattlemen’s Association Ranch Sustainability Award and the Environmental Stewardship Award presented by the Canadian Cattle Association. Both recognized the family’s innovative grazing strategies, commitment to species preservation and successful collaboration with an environmental organization—an example many in the industry across the country are watching closely.
Over the years, fellow cattle producers have approached Wade with questions about participating in land trust partnerships, curious about both the challenges and benefits. Wade emphasized that while the arrangement isn’t without its compromises, the rewards can be substantial for those willing to adapt. These experiences have taught them the importance of being open to modifying traditional grazing practices and adopting a more collaborative management approach.
“We’ve had a lot of other ranchers reach out and ask about the partnership,” Wade said. “And I always tell them—it’s not perfect. You have to be flexible. But if you go in with the mindset that this isn’t just ‘my way or the highway,’ and instead look at it as a learning opportunity, it can work—and work well.”
Working solutions
Key to their success has been their ability to adjust when things don’t go as planned. For example, when early grazing rotations caused a dip in conception rates, Wade adjusted the plan to include fall grazing, which improved cow health and breeding performance. “Our conception rates bounced right back up,” he said. “You’ve got to watch the grass and the cattle at the same time. If the grass is doing well, the cattle will too.”
Infrastructure investments have also paid off. One of their most transformative projects was the installation of a 17,000-foot water line in the Horn Lake area. By placing water troughs at elevation, cattle naturally graze across ridgelines instead of trampling down to lakes, which significantly reduces erosion and improves range health. “It changed everything,” Wade said. “No more cow trails etched down hillsides, and the cattle stay in better condition because they’re not walking so far for water.”
Connecting with consumers
The family’s impact goes beyond the ranch gates. By hosting tours, sharing their story on social media, and welcoming researchers, they’ve become ambassadors for a new kind of ranching. In June, Clifton Ranch was featured as a Livestock Tours stop, where guests learned firsthand about its long-standing partnership with The Nature Trust of British Columbia.
Though Cassie now lives a few hours north in Vernon on her husband’s family ranch, Cassie remains an active and influential part of the Clifton Ranch team. She plays a key role in managing the ranch’s marketing, public engagement and industry advocacy efforts that help strengthen not only the ranch’s profile but also the broader understanding of sustainability and agriculture.
“It’s not just about our ranch—it’s about improving the public perception of ranching as a whole,” Cassie said. “More people are interested in eating protein and choosing beef again—they’re recognizing the health benefits and, more importantly, they trust farmers and ranchers. They want their information straight from the source. That’s why we share our story on Instagram, so instead of Googling an answer, people can see what we’re doing right here in their own backyard.”
In addition to working in ag lending, she currently serves as a director of the North Okanagan Livestock Association and is an engaged member of the BC Cattlemen’s Association Public Affairs and Education Committee.
Looking forward
For Clifton Ranch, the story is one of resilience and respect—respect for the land, the animals and the people who make it all possible. In an era when agriculture is often viewed through polarized lenses, the Cliftons have built a bridge, uniting conservationists and cattlemen in a shared vision of sustainability.
And as droughts, wildfires and urban pressure continue to challenge the ranch, their approach may become less of an exception and more of a roadmap.
“Look, there’s always going to be problems,” Wade said. “But the only reason that land is still open space and not housing developments is because of that partnership. And the only reason those species are still there is because we’re working together. That’s something worth holding onto.” — Charles Wallace, WLJ contributing editor
