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Tradition meets innovation: The Ranch at Wild Rose

Charles Wallace
Aug. 19, 2024 8 minutes read
Tradition meets innovation: The Ranch at Wild Rose

Shyanne Spencer

Nestled in the picturesque landscapes of Zion National Park and Bryce Canyon in southern Utah sits the Ranch at Wild Rose, a legacy woven through generations of hard work, faith and a pursuit of diversification. Dustin and Harmony Cox, the current stewards of the ranch, stand as a testament to the ranch’s adaptability, an innovation to secure their future and family values.

Evolution of the ranch

Harmony’s connection to ranching dates back to her great-great-grandfather, whose journey driven by faith led him from England to the Salt Lake Valley and eventually to Alton, UT. He established a ranching operation that spanned both Utah and the Arizona Strip. Jonathan’s sons continued the operation, but it was his grandsons who expanded the operation. After a tragic accident, the hardship provided an opportunity for hard work and resilience and as a result Heaton Cattle Company was founded. Harmony grew up on the operation, where she developed a deep love for agriculture and the Western lifestyle.

Dustin’s own roots in ranching are deep, with a childhood spent working on neighboring ranches and accumulating his own herd through hard work and ingenuity.

When Harmony married Dustin in 2001, they embarked on their journey to build their own ranch. Unlike many, they did not inherit land, which pushed them to be strategic and resourceful in their endeavors. Through hard work and smart investments, they gradually expanded their operations, purchasing additional permits and building their livestock herd.

“We’ve always been a believer that things need to pay for themselves,” Harmony told WLJ. “Even if I had a job in town, which I don’t, I don’t supplement the cattle with my job. If the cattle can’t pay for themselves, then we’ve got to do it differently, smarter. We’ve got to figure out how to make them pay for themselves.”

Dustin and Harmony’s approach to ranching is a blend of tradition and innovation. While they respect the legacy of their ancestors, they understand the need to adapt to changing times. The volatility of agricultural markets and the unpredictability of weather patterns have driven them to seek new revenue streams, ensuring the ranch’s sustainability.

Next generation

Harmony and Dustin have six daughters, who play an integral role in the ranch’s operations.

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They believe in instilling a strong work ethic and a love for the land in their children. The girls actively participate in ranch activities, from branding to helping with cattle drives. These experiences build confidence and resilience, preparing them for whatever paths they choose in life.

“Our oldest is 22, and just got married this past December. The other sisters follow in about a two-year pattern, except our youngest who is a caboose, born eight years after her sisters,” Harmony joked. “We’re not picking their path for them, but they all love the ranching lifestyle.

“Our daughter’s husband grew up in agriculture, but not specifically cattle and he latched on, hook, line and sinker. They’re buying cattle, they’re running cattle with us, and they want to continue, but we’ll see with the others,” she said.

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Harmony and Dustin emphasized that while they want to offer opportunities, they believe in allowing their children to forge their own paths and prove themselves. For them, running the ranch as a business ensures they can create a sustainable future, balancing professional success with a strong family foundation.

A strategy for survival

The Ranch at Wild Rose is more than a cattle operation; it is a diversified enterprise designed to weather the uncertainties of modern agriculture.

One of their key ventures is offering annual cattle drives and cowboy experiences. The cattle drive, which involves driving hundreds of cattle 110 miles to their winter range, has evolved into an authentic experience for visitors. Participants from around the world join the drive, gaining firsthand knowledge into the life of a cowboy. While the primary focus remains the health and safety of the cattle, the drive offers a unique opportunity for people to connect with the land and livestock.

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“We love sharing our life because it’s so rare and it’s so precious,” Harmony said. “We just absolutely feel like we’ve been blessed by God, and we want to share our life for multiple reasons. People need to understand where their food comes from. They need to have connections with the land, with livestock and the people who grow their food.”

Through various leadership roles in agricultural organizations, they have become advocates for the industry, emphasizing the importance of transparency and connection between producers and consumers.

In addition to the cattle drive, the ranch offers direct-to-consumer beef sales, providing high-quality, locally raised meat to customers. This approach adds value to their livestock and strengthens the connection between consumers and producers.

Sharing the ranch life

Harmony and Dustin’s commitment to sharing their way of life extends beyond economic necessity. The desire to share their life, faith and vision of family life drives them to welcome visitors to their remote location.

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“On our cattle drives, we don’t take more than 12 guests at a time because we really want those relationships to be extremely intimate,” Harmony said. “We want them to leave feeling like they’ve become family. And that happens over and over and over again, the connections that we’ve made over the years have been nothing short of incredible.”

For the Cox family, sharing their story means intertwining their love for God, whose blessings shape their identity and guide their actions. This faith is integral to who they are and how they operate the ranch.

“All of those different things, share our life, share our faith, share our story, share the blessings that God gave us,” Harmony said. “We really feel strongly that when God blesses you with something so special, he intends it to be shared.”

Additionally, they specialize in destination weddings, horseback elopements, events, retreats and vacation stays. The Cox family sees this as an opportunity to invite people to experience their way of life and the beauty of their surroundings through social media. They leverage social media and their website to share stories, photos and videos, reaching a global audience.

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Realizing the unique challenge of marketing their niche cowboy experiences, Harmony sought advice from a renowned professional marketer. They emphasized the importance of TikTok, explaining that while not everyone would participate in a cattle drive, many would enjoy following the journey online.

Overwhelmed by managing existing social media accounts, Harmony considered the suggestion to have one of her daughters take charge of TikTok. She approached her daughter, Rachel, about the idea. Harmony recalled that Rachel hesitated before revealing that she had already created a TikTok account during a previous cattle drive but had deleted the app after being told she couldn’t use it. To their surprise, upon reinstalling the app, they discovered Rachel’s cattle drive post had garnered over half a million views and she had amassed over 10,000 followers.

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Rachel eagerly took on the role of managing the ranch’s TikTok account, quickly captivating a large audience with her engaging content. This platform became another vital way for the Cox family to share their stories and connect with a broader audience.

Harmony said it’s crucial to start small and be authentic when it comes to marketing.

“Be honest and stay true to yourself rather than trying to imitate others,” Harmony said. “Each operation is unique, and what works for one may not work for another. Begin with a smart, strategic approach and adapt as you learn what fits best for your specific situation.”

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Dustin and Harmony have created a vibrant, sustainable ranch by diversifying their operation. Their journey honors their heritage while embracing the future, showing how traditional agricultural practices can adapt to modern challenges. The Ranch at Wild Rose is a legacy of faith and determination, embodying the Cox family’s hope and commitment to sharing the beauty and importance of agriculture with others.

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