Isa Beefmasters is owned by the fourth generation involved in the Beefmaster project. Siblings Lorenzo Lasater and Isabel Lasater Hernandez carry on the family tradition of raising performance Beefmaster genetics for the beef industry worldwide. Lorenzo serves as president of the company and oversees all aspects of operations; Isabel handles the marketing efforts.
Founded by Laurence M. “Laurie” Lasater, eldest son of Beefmaster creator Tom Lasater, Isa Beefmasters has promoted the breed around the world since 1964. Laurie, and his wife, Annette, introduced Beefmasters into Mexico in 1964 and operated there for 10 years. In 1972, they established a cattle enterprise in San Angelo, Texas, and it was incorporated in 1983 as Isa Cattle Co., Inc., (pronounced EE-sa). In 1993, their son, Lorenzo, joined them in the business.
All of Isa’s enterprises are based on the Six Essentials—Fertility, Weight, Conformation, Milk Production, Hardiness and Disposition. These six points are the cornerstones of Tom Lasater’s cattle-raising philosophy and the means by which all of our cattle—L Bar Beefmasters—are evaluated.
Isa Beefmasters puts on a bull sale on the first Saturday of each October, offering the best of L Bar genetics with complete performance data on every animal sold. In 2023 Isa Beefmasters will hold its 62nd bull sale.
Isa Beefmasters also sells females private treaty in the spring. In addition, the company sells frozen genetics worldwide and has been instrumental in the dissemination of the Beefmaster breed in Mexico, South America, Southern Africa and Asia.
To learn more about the Isa Beefmasters Bull Sale, click here.
With a long-term goal of international growth for the breed, Lorenzo has traveled extensively around the world promoting Beefmasters. He has visited 17 countries, speaking to area ranchers and helping establish Beefmasters operations from Central and South America, to Asia, southern Africa and Europe.
In 2021, Laurie was inducted into the Texas Heritage Hall of Honor in recognition of his contributions to the state’s agricultural heritage. To read more about this honor, click here.
Ed C. Lasater first recorded the L Bar brand in 1892 in Brooks County, Texas. He purchased several ranches in South Texas beginning the late 1880s. By 1900, he owned 380,000 acres, known as La Mota. He introduced Brahman cattle to South Texas in 1908 and served as president of TSCRA in 1911.
To learn more about the history of our L Bar brand, click here.
© ISA BEEFMASTERS 1996-2022 ALL RIGHTS RESERVED.