A Good Investment

Because Travers’ reception in his native country of Canada was so skeptical and cool in the beginning, most of his efforts had been focused on promoting Simmental in the United States where the cattlemen seemed ready for change. But as the winds of this new phenomenon began to blow northward, the Canadians finally caught on and “Exotic” became the watchword. Those impressive calves on the ground could no longer be ignored. As Ted Pritchett put it:

For semen sales, the golden year was 1970-71. Travers went on the road selling semen and total sales were over $1 million that year. Everywhere, cattlemen, that had for years scorned crossbreeding, AI and any hint of a change of breeds, were jumping in. Much of it was to take advantage of the unbelievable prices being paid for the halfblood females, but many were drawn for the same reason which drew Travers and his original followers to the breed. There was a definite economic advantage to crossbreeding with these cattle and it meant more money in the fall at sale time. (BTY’77:87)

SBL had proven a valuable investment even in the space of a few short years. Four of the initial investors, Williams, Williams, Bingham, & Bowlby had had a falling out early on and in the buy-out of their shares negotiated in 1970 (paid in semi-annual installments from 1970 to 1974), some received upwards of a 270-fold increase on their initial $500.00 investment. (Ref: BTS notes)

By October 21, 1971, a statement of assets set forth a value of $4,800,000.00 for SBL assets which is all the more remarkable considering that SBL was just 5 years old—and that initial investors had bought in for $500.00. One old cowboy in the Pincher Creek, Alberta area who had rejected Travers’ call to invest lamented some years later:

Can you imagine! I could’ve been a part of Parisien for 500 bucks. A million dollar bull and I could’ve been in on it for $500.00. (BTY’77:78)

Ted Pritchett wrote:

Today, Simmental is a “rags to riches” story — the Cinderella of the cattle industry. Starting in 1967 it was laughed at, put down and even during the boom years, told the bubble would burst and it would be left sitting in the cold. The fledgeling Association, started on a shoestring in 1969, has grown in a few short years, to become the fastest growing breed Association in Canada. (BTY’77:87)

About this rapid growth, Don Jensen is quoted as saying:

When I started working for Travers, I really didn’t know who was going to sign my first paycheque and in the space of three years, the outfit had grown to an operation with 10,000 acres and 300 cows. (SC:Aug1987:44)

Jack Ball wrote:

It was a time we’d never seen before and doubt if I’ll ever see again. Every one was buying “time.” Everyone was trying to get the first ½ blood, the first ¾, then the first Purebred … / … it was the most changing and exciting time. Many, many new products and techniques which we take for granted today were developed at that time. For example, how many rubber ear tags, goose neck trailers and embryo transfers did you use before 1967? (SC:Aug1987:114)

In part, because of Travers’ aggressive approach to grasping opportunities as they came, SBL soon had in excess of 12,000 acres of leased and deeded land with 25 employees and 2,000 head of cattle. (Ref: CLJ:Jul11’78-Bain & SC:Aug1987:44)

Sampling of communications ~ January-August 1967

▪ Jan 30: Fenton Webster writes to MP David Thompson in Ottawa for assistance in Swiss importation
▪ Jan. 31: Travers receives telegram from CSwissCBF about cattle selections
▪ Feb. 1: FW telephones MP and records notes of conversation
▪ Feb. 6: Letter from CDA-Vets re Swiss. situation
▪ Feb. 9: Letter from CSwissCBF
▪ Feb. 14: Letter from CDA acknowledging request for permit for importing cattle from Switzerland
▪ Feb 27: Letter from CDA re final costs of 1966 importation of Parisien
▪ Mar. 1: Letter from CSwissCBF updating situation on tentative imports
▪ Mar. 2: Letter from Swiss Federal Vets to CDA
▪ Mar. 3: Letter from CDA concerning release date from Grosse-Ile for 1966/67 import, Parisien
▪ Mar. 6: Letter to Travers from J.J. Greene, Canada Minister of Agriculture advising of intended visit of Senior Veterinary official’s visit to Switzerland and France in early May.
▪ Mar. 7: CDA Letter to Swiss Federal Vets concerning importation matters
▪ Mar. 8: Letter from CDA acknowledging receipt of Travers’ permit request for “three head of Simmental cattle from Switzerland in 1967 ....”
▪ Mar. 10: Letter to CDA re concerns about delayed release of 1966/67 imports
▪ Mar. 14: Letter from CDA replying to Mar. 10 letter
▪ Mar. 18: Swiss Federal Vets letter to CDA
▪ Mar. 21; CDA letter to Travers re on-farm quarantine protocol
▪ Mar. 23: CDA letter to Travers re his March 16 query about possible Ag. Research interest in Simmental
▪ Mar. 29: 2nd page of CSwissCBF letter to Travers re progress update
▪ Apr. 28: CDA-Vets letter to CswissCBF advising of delayed visit and acknowledging complications that it creates for Switzerland and importers
▪ May 2: Letter to Travers from CDA advising that a final decision had not been made, but accompanied by a 7-page “1967 Conditions for the Importation of Cattle from France, Switzerland approved by the Veterinary Director General, Health of Animals Branch, Canada Department of Agriculture
▪ May 11: Letter to CDA from CSwissCBF about May 15 visit and attempts to delay vaccination of selected cattle
▪ May 16: CDA reply to above
▪ May 16: Letter from CDA to Alberta Vet re insemination protocol of quarantined animals
▪ Jun 22: Letter from CDA to Travers re the “group” import requests
▪ Jul. 19: Permit letters for importation to Travers, B.Y. Williams, Hans Ulrich, Frank R. Smith, Harold Watson, H.J. Blackmore, O.T. Bingham, S.B. Williams; and copy of actual permit issued to “Mr. Travers Smith”
▪ Jul. 20: Telegram to Travers advising of import permit
▪ Aug. 25: Letter from S.E.P.A. re Parisien registration papers

2.01: SBL Expands

(From Chp. 2 ~ 1967, titled "The Dream Lives," in a book begun several years ago by SMSmith to document the early history of SBL and Simmental in North America.)

As Parisien wend his way through the testing and quarantine process, the work of planning for his arrival and promotion heated up. In January 1967, SBL invited 2 new Alberta members into the venture: Fenton Webster of Mountain View and Hans Ulrich of Clareshom; each paying $1,000.00, plus receiving shares for promoting the breed.¹

Fenton Webster was a Mountain View rancher; Hans Ulrich, a native of Switzerland, who had moved to Canada in 1958. Ulrich had superintended the outstanding Hereford breeding program at Claresholm Alberta for a Dr. Ammon. Steers from the bulls of this herd out-performed all tested breeds at the Bassano, AB Performance Testing Program conducted by the Alberta Beef Cattle Performance Association in 1965-66.

(Toward the end of 1968 Dale Lynch of Cary, Illinois joined the group, the only U.S. resident/citizen amongst the SBL shareholders. At the time, he was a livestock management consultant and employee of Curtiss Breeding Service of Cary, Illinois.)

Douglas G. Blair of Western Breeders Service Ltd., Balzac, AB, wrote the following:

Travers also had interesting business philosophies and I recall him telling me that he had some difficulties with his original shareholders when he wanted to bring Hans Ulrich and Dale Lynch into the ownership of the company soon after it started. He told me that some of his shareholders thought that they were watering down the stock but he thought that with the addition of these two men that they would be irrigating the stock.²

Also in 1968, Travers' six children, incorporating as S-6 Ranch Limited, purchased the shares of J.H. Blackmore whose health precluded him from continuing in the company. By 1970, four original shareholders, S.B. Williams, B.Y. Williams, O.T. Bingham, and Guy Bowlby, had sold their shares back to the remaining ones.

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1. As reported in a quote by Fenton Webster at p. 11 in the article "SBL: Foundation Simmental Breeders in North America," Simmental Scene, July 1978, pp. 10-14 & 66-67.
2, "Where Were You in '67?" Simmental Scene, August1987:106

1:13: SBL (Simmental Breeders Limited)

(From Chp. 1 ~ 1966, titled "Foundation Work," in a book begun several years ago by SMSmith to document the early history of SBL and Simmental in North America.)

Another priority that summer and fall of 1966 was to organize the group of local investors who had responded to Travers' enthusiasm as he described what he envisioned the Simmental breed could do to increase productivity, performance, and profitability in their livestock operations. By August 1966, seven men had committed to help Travers finance this venture that had so captured Travers' focus. On August 30, six of the eight initial contributors of capital met to determine the type of organization they would establish to transact the future business of the contributing group. Those present at the meeting were:

B. Travers Smith; Dr. Orson T. Bingham; Harold Watson; Guy Bowlby; H.J. Blackmore*; B.Y. Williams

Those absent were: Dr. S. B. Williams; Franklyn Smith

Each contributor's investment was $500.00 in cash with a further $500.00 guarantee to the bank for a $4,000.00 loan.

The name of the company was determined to be Simmental Breeders Limited,¹ and direction was given for its incorporation which took place on September 26, 1966.

Chairman: B. Travers Smith

Secretary; B.Y. Williams

Dr. Orson T. Bingham was a Cardston dentist who ran cattle on the side.

Harold Watson was a rancher with some farming interests who lived at Mt. View and was brother-in-law to Travers Smith.

Guy Bowlby was a rancher living at Twin Butte, AB.
*J.H. (James Horn) Blackmore (aka-Hastings James or H.J.) was a cattle rancher based in Leavitt & Mountain View
B.Y. Williams was manager of the Cardston Credit Union and rancher.
Dr. S.B. Williams was a Cardston dentist, with cattle interests on the side.
Frank Smith was a cattle rancher at Mt. View, AB, and brother to Travers.

There were others that Travers invited to join the venture, but who, for various reasons, were not ready, willing, or able to take the risks that certainly attended such an investment. This new breed of cattle was essentially unheard of in North America. For some, the performance facts of Simmental seemed to-good-to-be-true. If the Simmental were so good, why hadn't someone found a way to get them in long ago? The fact they were not in North America when their reputation for quality and performance were so widely and anciently recognized throughout the rest of the world was amazing to Travers, too. It seemed impossible that no one had found a way to get them here.

The first SBL logo was adopted about 1970.

(Phone and address are not longer valid as company no longer exists.)

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1. On 25 July 1969 the company's name was changed to Simmental Breeders Cardston Limited, but it would always be known as SBL. (Ref.: Alberta corporate registry search).

The Year It [Simmental] All Began in North America ~ 1966

[This 1966 timeline was researched, compiled, and written by S.M. Smith, daughter of B. Travers Smith, with reference to articles written by Travers Smith, as well as from original letters and carbons of letters—some of which are reproduced hereafter. Note: Quotations from Travers’ letters preserve his random capitals, haphazard punctuation, and carefree spellings.]

January
Travers Smith, age 49, of Mountain View, Alberta Canada, begins his 20th year of running the family ranch that his grandfather had homesteaded in 1899/1900. In the first week of what will prove an astonishing year, Travers’ long-held passion to improve his cattle herd leads him to read a 1964 report by Hobart F. Peters about Peter’s travels in Europe to study animal breeds, including the Simmental. (Peters is a geneticist with the Lethbridge Research Branch of the Canada Department of Agriculture—CDA.) This is Travers’ first encounter with the word Simmental. He quickly encounters it again in another article and in conversation with Charlie Redd of La Sal, Utah.

January–March
Everything Travers reads and hears about this “new” old breed sets him on fire and he becomes a man with a Simmental mission. He recruits his uncle’s business associate, B.Y. Williams, to help with correspondence to the Canada Department of Agriculture (CDA) and to the Commission of Swiss Cattle Breeders’ Federation.

February 16
A bull calf is born on the Henri Rossin farm (C 982) at Saint-Appolinaire, Cote d’Or, near Dijon, France. Someone names the new calf, Parisien. No one knows the revolution he will initiate, the 100,000 plus miles he will travel, the penthouse ballrooms he will parade through, or the genetic heritage he will bequeath to over 15,000 progeny. He is just an exceptionally fine calf with good prospects—technically French Pie Rouge, but the equivalent of the Swiss Simmental. In fact his sire was a Swiss Simmental, Lausannois (15721) and had been imported from Switzerland to France. His dam was French Pie Rouge named Uree-Etoile (82-876). 

April 04
Travers and B.Y. Williams write to the CDA expressing interest in importing the “Red and White Simmental” of Switzerland.

April 30
After becoming aware that Switzerland is firmly closed for direct importation because of animal health restrictions in Canada, Travers directs a written request to the CDA for “the number of Red and White Simmental cattle allowed under one permit” for importation from France.

May/June
Travers continues correspondence with the Swiss Cattle Breeders’ Federation, firmly convinced that Switzerland can be opened for direct importation if Swiss and Canadian officials will just jump through enough hoops to make it happen.

June 29
Anxiety mounts as no word comes from the CDA regarding the permit request, so the duo fire off another letter to the CDA. B.Y. Williams remembers it thus:

[A few] days later Travers got a telephone call from Ottawa with apologies and the information that, due to an error, his permit application had been overlooked but had been granted. He had until August 8 to have his calf in farm quarantine in France. Not much time. Five thousand bucks quick, and something to back it up, and a bull required within less than six weeks. We had no problem with money at the time, not having any. We just decided to raise five hundred dollars each and get the same amount from a like number of friends, and we were in business. / Travers had contacted Charley Redd previously and he had said, “If you ever get a permit, I want to pick the bull for you.” So Travers got on the phone. No dice. Charley Redd’s calendar was full. So Travers booked the next suitable reservation he could get for Berne, Switzerland. Switzerland wasn’t open at the time for export, but he wanted a look at the native breed in the country of their origin. (SSh:March1974:30)

July 07
The “overlooked” CDA permit for the “importation of 1 cattle from France” is mailed to Travers. The date of its receipt is not recorded, but time is of the essence because an unvaccinated bull calf under 9-months of age must be in the system no later than August 8. (An approximate 30-day on-farm quarantine is required before the Brest, France quarantine which is set to begin September 1.)

July 27

Travers boards his first-ever air flight in Lethbridge, Alberta bound for Zurich, Switzerland trusting that he can get his passport during a 5-hour stopover in Ottawa. Delays en route reduce his time in Ottawa to 3-hours, but he gets his passport and somehow finds time to also obtain “some good leads” for French contacts from the CDA Vets and from Trades and Commerce in Ottawa.

July 29
After a major airline delay in Paris, Travers arrives in Zurich and takes the evening train to Berne, arriving at 9 P.M.—7 hours behind schedule.

July 30
It is Saturday and the Swiss Cattle Federation office is closed, but Travers manages to roust a young man in the building who helps arrange a cattle guide—a Mrs. Hofer from Spiez—who takes Travers on a tour of the Simme River Valley. Travers writes home the following day, “The most Magnificant Cattle I have ever seen.” He will later recount

I spent some hours with a tape measure measuring these cattle and jotting down the figures and just standing and looking at them. It took some time to pull myself away from this scene. (SSh:Oct1970:8)

July 31
Travers attends Church services, visits with a new acquaintance, Dr. Winzenried on his farm near Berne, and writes to B.Y. Williams:

I can’t get over them. We can’t get this kind of animal in 100’s of years of breeding with what we’ve got to work with in Canada. If we can get a few over home it will be the biggest break through for Cattle in a long time. … I’m making every effort and contacted [sic] possible to see if we can’t move cattle from here to France for another year. // … I would sell ½ my herd to get a few of these over. (BYW-2:July31/1966)

August 01
Travers proceeds to Geneva; meets and travels with Mr. Roger Decre, a French cattleman from Gex, who is an importer/exporter between Switzerland and France; spends the entire day with Mr. Decre (and Decre’s cousin who serves as interpreter); and then takes the night train to Paris.

August 02–06
After spending the morning at the Canadian Embassy getting contact information, Travers arrives in Dijon at 3 pm on August 2:

Met Mr. Plenat at Pie Rougue Cattle registry. he had interperater told him what I was looking for. he said to get hotel and by morn would have a list of men to see. Just as I was ready to leave Wayne Malmberg called from Nevers. He & Ray Woodward had done a lot of ground work on these cattle for me and were ready to come up with the S.E.P.A. [Société d’Exportation de Produits Agricoles] Men next morning. Next day [Wed., Aug. 3] we had 2 cars Good top men Knew Country & Cattle, we saw some Good cattle. Had a good visit with Wayne and Ray Woodward who is one of best Genetists in U.S. He helped develope the Line 1 Miles City Cattle we bought. Travelled 500 Miles and landed back at Nevers. Next day [Thursday, August 4] saw some Good Charlaise Cattle Sepa Men contacted more men [p. 3] and next day [Friday, August 5] went back North of Jidon [Dijon] Saw more good Simmintal. Picked 3 Calves to test, One has to have at least 3 to start with for some fail on health tests. Made all arrangements with S.E.P.A Organization on cattle next day [Sat., August 6]. They will handle everything to Brest France the Quarantine Station. We only pay them at end of test for the bull that gets on boat for Canada. Wayne & Ray Left for Canada Thursday [Aug. 4] I missed train for Berne Swiss Last night so am travelling today Sunday to Berne. be at sacrament meet[ing] there tonight. Want to see more cattle in Switzerland. Then back to Paris Friday [August 12]. have a reservation for Plane Sat. be home Sunday I hope. … (BFS-6:Aug7/1966)

The S.E.P.A. document dated 6 August 1966 lists Travers’ first choice as Parisien, with a farm price of 17.000 Fr. (See October 21 entry below.) Two alternate choices are required in the event that Parisien fails the health tests. The first alternate, Orkan, is from the Langenieux farm; the second, Oranais, from the Roger farm. First-choice Parisien is found a mere five miles from the Herd Book Office of the Pie Rouge at Dijon. With the S.E.P.A. documents signed, the animals with their dams were set to enter the requisite testing area on Monday, August 8, 1966—the deadline given by the CDA. Travers had beaten the deadline by one day, a Sunday. Things were now in process, being superintended by the well-organized Canadian Charolais Association (CCA), acting as agent for all Canadians importing from France. Everything will proceed like clockwork from one stage of testing and quarantine to the next.

August 07-12
Travers returns to Switzerland and spends his time:

… making arrangements for the future, contacting all the government and export people possible, as well as their veterinarians. My inquiries for top quality cattlemen in Switzerland to do a selection job for us in the future led me to two persons—Ernst Aegerter, who had for most of his life headed up the export of cattle out of Switzerland, and a Mrs. Ida Hofer, who was a real cattlewoman in her own right, being of a famous cattle breeding family in Switzerland and also married into one. (SSh:Oct1970:9 from “Selecting the first Canadian Simmentals,” by Travers Smith, Simmental Shield, October 1970, pp. 8-10.)

August 15 onward
Upon returning home, Travers continues his telephone and letter campaign hoping to get Switzerland open for importation to Canada. At the same time, he begins directing cattle selection in Switzerland through his two Swiss contacts (Aegerter & Hofer), trusting in their expertise and trusting that the Canadian government will open Switzerland for the upcoming importation year. (This will prove a nail-biting experience for these first Canadian Simmental believers and investors. When at last it seems too late, they will receive eight permits for France/Switzerland, dated July 19, 1967.)

Travers’ long-suffering bankers have not been overly impressed with his latest idea, so in order to finance the Simmental “gamble,” several local investors finally respond to Travers’ enthusiasm. His vision of what the Simmental breed can do to improve productivity, performance, and profitability in livestock operations somehow slips into every conversation. By late August, seven men commit to help Travers finance this venture that has so captured his focus.

August 30
Six of the eight initial contributors of capital meet to determine the type of organization they want to transact the future business of the contributing group. According to the minutes, those present at the meeting are: “B. Travers Smith; Dr. Orson T. Bingham; Harold Watson; Guy Bowlby; H.J. Blackmore; B.Y. Williams.” Those not able to attend are: Dr. S. B. Williams and Franklyn Smith. Each contributor’s investment is $500.00 in cash with a further $500.00 guarantee to the bank to secure a $4,000.00 loan. Thus, their working capital for the project is $8,000.00. Their Parisien venture will take almost all of it.

September 20 (abt)
The Canadian Charolais Association advises that some testing delays have occurred and that “present plans are to move the cattle from the farms to Brest quarantine station within the next few days. It is expected that the plans will then be pretty much as scheduled, arriving at Grosse Ile, late October.” (Undated CCA letter to importers)

September 25
Parisien goes into quarantine at the Brest Quarantine Station in France. (S.E.P.A. letter dated September 28, 1966)

September 26
Simmental Breeders Limited (aka, SBL) is incorporated with B. Travers Smith, chairman; and B.Y. Williams, secretary with the remaining investors as directors.

October 21
The Royal Bank of Canada receipt of this date shows a currency exchange of .22, resulting in a total cost of $3,630.00 Canadian dollars that Travers and his fellow investors send to finalize matters with S.E.P.A. In subsequent correspondence by Travers, it appears that the original farm price for Parisien was 15.000 Fr., but is increased to 17.000 to cover extra costs relating to the transport, testing, etc. of the two alternate bulls at 1.000 Fr. each. Only one of the alternate bulls with dam is delivered to the testing area, so the adjusted price paid is 16.500 Fr. The extra 500 Fr. is for transport costs to get Parisien to Brest, France after he passes the first tests.

October, late [29th]
After a period of quarantine at Brest, France, Parisien and 228* other imports (mainly, if not totally, Charolais) are loaded onto a cattle boat for the 8-day ocean voyage to Grosse-Ile, Quebec—Canada’s quarantine facility in the Gulf of St. Lawrence. Here, Parisien will spend his first Canadian winter. (*CDA letter of Sept. 15, 1966 states cattle imports authorized for 1966 total 229.)

December
This pivotal year ends with Parisien’s anxious owners looking forward to an early spring thaw so their “great expectation” can wend his way to the Canadian mainland and overland to Alberta for his last quarantine phase—a 90-day on-farm quarantine on Travers’ ranch. In Travers’ view, things are looking up for every farm and ranch family in North America—every family, that is, who will lend him their ears and their eyes for even just a minute.


Those of you who remember Travers knew him as a man of deep faith. In a letter to his children in 1971, he wrote of this first Simmental trip, saying “… the Lord softened the heart of a customs man that I got a passport after [brief] hours in Ottawa. He led me to the right people in Switzerland, in France; unbeknown to them He influenced men to organize trips for me to see cattle. He gave me ideas and understanding of Cattle and the attendant business far beyond my natural powers. In the past He prepared through men’s management of Genetics, a Bull that started the biggest revolution for good in the cattle industry on this continent.”

And it all began—a mere 40 years ago [now 44].

[The above Timeline, written by SM Smith, was first published in Simmental Country, June/July 2006, World Congress Special Edition, pp. 120-128.]
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Note: this author is aware that Simmental was referenced in North America in the late 1880s and early 1900s, but did not survive as a distinct breed here, thus Simmental became one of the "exotics" in the heady days of the 1960s and '70s.