PLATTE, SD (Mitchell Now) — After more than four decades in the cattle business, Prairie Valley Farms Charolais will host its final bull sale this spring, closing a chapter on a family legacy rooted in South Dakota agriculture.
Founded in 1980 by Clarence Mason, the operation began with a single Charolais bull and a vision to build one of the state’s top cow herds. Over the years, the ranch expanded under the leadership of Dave Mason and their hired men to include approximately 300 registered cows, with both spring and fall calving programs.
The farm’s annual bull sale, traditionally held on the second Saturday of April in Platte, has long featured top-quality spring- and fall-born bulls, along with a select group of commercial pairs that has sold to three generations of customers.
Now, after 46 years, the Mason family is preparing to step away from the business.
“Growing up, we thought Dad was awful hard on us,” said David Mason. “He’s been gone almost 11 years now, and there’s been a lot of tough stuff to go through. What I know now is that Dad set us up to survive in this world.”
What began as one man’s goal has grown into a four-generation operation, with a lasting impact on both the local agricultural community and the Charolais breed in South Dakota.
The final sale will be held at the ranch, located at 36324 SD Highway 44 in Platte.