Newmakers

In Memoriam…

Forrest Lucas

Cross Timbers, Missouri

 

Forrest Lucas, owner of Lucas Cattle Company and founder of Lucas Oil, passed away peacefully on August 23, 2025, at the age of 83. Born in 1942 in Jackson County, Indiana, Forrest’s journey from a modest upbringing to transformative business leader is a testament to his vision, determination, commitment to honesty, and integrity in all his dealings. He learned the value of hard work and self-reliance from an early age when he took on caring for his family’s fourthgeneration farm.

In 1964, he purchased his first semi-truck and hauled freight across the country. Soon he invested in a fleet of trucks and began experimenting with oils, lubricants, and additives to find the most cost-effective solutions to cover more miles and avoid mechanical failures. Driven by resourcefulness and an inventive mind, he founded Lucas Oil alongside his wife Charlotte in 1989. The company specialized in oils and fuel treatments for the truck industry but soon grew to include almost any machine with an engine or moving part. Under his leadership, Lucas Oil grew into one of America’s most respected and loved brands, known for its groundbreaking advancements in automotive high-performance lubricants and additives.

Lucas Cattle Company is an industry-leading SimGenetics producer. The Lucas family first became involved with SimGenetics cattle around 20 years ago, and has since built a 1,400-head seedstock herd. They also run a 1,000-head commercial herd. The annual bull sale, held in October, markets over 100 head of SimAngus and Simmental bulls, as well as a large group of spring-bred heifers.

Forrest is survived by his wife, Charlotte; his children, Dwayne Lucas, Mike (Genny) Lucas, Kathy (Gary) Bowling, and Morgan (Katie) Lucas; his many grandchildren and great-grandchildren; and his sisters Carol (Larry) Cummins, Connie Jo Schooler, and Brenda Harris. Forrest was preceded in death by his parents, Raymond and Marie Lucas; children, Greg Lucas and Tammy Vanlaningham; and step-son Bobby Lucas.

In Memoriam…

Travis Pembrook

Fairview, Oklahoma

 

Travis Pembrook passed away on Friday, August 22, 2025. He grew up with registered Angus cattle in Oklahoma. Travis helped exhibit cattle at state fairs and shows across the nation. Throughout high school, he was an active member in the Fairview FFA Chapter, receiving both the State FFA and American FFA Degrees. Travis graduated from Fairview High School in 1992 and pursued further education at Oklahoma State University.

Travis met the love of his life, Beth Ann Murphy, in 1995 when Travis went to Lexington, Kentucky, to help with show cattle at an operation managed by Beth’s father. Together, they

continued Pembrook Cattle Company, taking over managing the cattle operation. Travis also decided to use the talents he gained over the years working on show cattle to start a custom fitting service. Within two years the custom fitting service had gotten bigger than they could have imagined. There were times when the two had more than 80 head that had been sent in from across the United States and Canada.

Travis and Beth also started to have sales of their own. As their breeding cattle operation started to grow and the Pembrook’s were starting to market a lot of cattle, the cattle were going out and winning at numerous shows around the country. Travis enjoyed hosting small group cattle camps in the summer that helped train youth in the basic skills of show cattle selection, preparation, nutrition, and showmanship. He served in the Fairview community as the president of the Fairview School Board from 2016 until his passing. He was also a member of the Fairview Mennonite Brethren Church. Travis was a board member of the American Chianina Association and a board member of the “Live Like Lily Foundation” that provides scholarships in memory of Lily Romanchuck. Travis had a passion for flying his Cessna 182 airplane and had his private pilot license.

Travis is survived by his wife, Beth (Murphy) Pembrook, and children, Bret and Bryson Pembrook of Fairview; parents Lonnie and LaDonna Pembrook of Fairview; father-in-law David Murphy (Shelby) of Lexington, KY; sister Jackie Sperling (Andy) of Claremore; brother-in-law Dale Murphy of Lexington, KY; niece Kate Sperling and nephew Evan Sperling of Claremore; and maternal grandmother Joyce Martens of Fairview. He is preceded in death by his paternal grandparents, Jack and Lorene Pembrook; maternal grandfather, Don Martens; and mother-in-law Linda (Holland) Murphy.

ASA Welcomes Dr. Ben Crites

The American Simmental Association is excited to welcome Dr. Ben Crites to the team as the ASA and IGS Director of Commercial and Industry Relations. Ben grew up in southwest Michigan where his family owns a Christmas tree farm. He received his undergraduate degree from Michigan State University and completed his master’s and PhD in Reproductive Physiology at the University of Kentucky. His doctoral research focused on the impacts of selenium on beef cattle fertility. During his tenure at the University of Kentucky, he also served as an Extension associate and assisted with Extension programs throughout the commonwealth.

Most recently, Ben served as the director of Beef Market Development at STgenetics, where he co-managed the beef team, conducted customer meetings, and assisted with sire acquisition. Ben and his wife, Jamie, reside in Paris, Kentucky, with their son McCoy. As a family, they enjoy traveling and visiting new places together. “We are in exciting times in the US beef industry, with record high prices being captured across the country. As the US cow herd rebuilds, there are great opportunities for producers to utilize Simmental and Sim-influenced genetics to increase performance, while keeping mature cow weight in check,” Ben shared.

Dr. Wade Shafer Honored with 2025 Red Angus Association of America Industry Service Award

Dr. Wade Shafer was recognized with the Red Angus Association (RAAA) of America’s 2025 Industry Service Award during the 72nd Annual National Red Angus Convention in Loveland, Colorado. The award honors individuals, companies, and organizations whose efforts have significantly advanced the Red Angus breed and the beef industry. Shafer’s first exposure to Red Angus came as a graduate student in animal breeding at Colorado State University in the mid-80s, when the RAAA’s genetic evaluation program was centered there. That experience left a lasting impression.

“It became obvious to me that RAAA and its members were highly focused on the traits of greatest economic impact on cowcalf production,” Shafer said. “At that time, it would have been fair to conclude that RAAA was the lone ranger in that area.”

Though he later spent his career with the American Simmental Association (ASA), including serving as executive vice president, Shafer said he has always considered himself “breed agnostic,” in that he supports utilizing any breed and sires within those breeds that improve profitability for cattle producers. “If you’re truly a proponent of crossbreeding, you are necessarily breed agnostic and, logically, an advocate for genetic improvement across all breeds and breed combinations,” he explained.

That perspective helped fuel the creation of International Genetic Solutions (IGS), a collaboration founded by RAAA and ASA that has evolved into the world’s largest and most powerful beef cattle genetic evaluation. “To be acknowledged by RAAA affirms that the collaboration RAAA and ASA initiated a decade and a half ago has been appreciated.”

Shafer credits his lifelong mentor, former Colorado State University professor Richard Bourdon, PhD, of Rapid Canyon Red Angus, for shaping his outlook on cattle breeding and introducing him to the Red Angus community. He also noted Greg Comstock’s role in helping launch IGS and Tom Brink’s efforts as a tireless advocate for the collaboration.

Looking ahead, Shafer plans to continue his involvement with IGS following his retirement from ASA. He said Red Angus cattle will remain an important part of genetic progress in the beef industry. “Due to their outstanding maternal characteristics, they make a very logical and viable component in crossbreeding systems,” Shafer said. “It has been said, and I would agree, that RAAA has a larger proportion of members who are focused on genetic improvement than any other breed. Their support of and partnership in IGS solidifies their commitment to the beef industry — a commitment that transcends the role of a typical breed association by serving the industry above all.”