Innovative Agriculture Thrives in Chaves County, New Mexico

Joy Moore

Cattle are such a fundamental part of Chaves County agriculture that they’re part of the terrain. 

“The landscape out here is all active ranchland, so it’s going to be apparent that livestock is very important,” says Drew Garnett. 

He’s the agricultural agent for the New Mexico State University (NMSU) Chaves County Extension Office, helping everyone from ranchers to backyard gardeners. 

“I like to make sure the research at the university level and in the private sector doesn’t get dusty on the shelf,” he says. Garnett grew up here and knows firsthand how important agriculture is, dating back to early settlers. 

“The main means of sustaining themselves was livestock production. Just about everyone who came out brought livestock for food and utility,” he says. 

According to a recent census, 16% of all New Mexico’s agricultural products come from Chaves County, making ag an important driving force in the economy. 

Evolving for Almost an Entire Century 

As with every industry, there are market and economic challenges as well as climate and environmental concerns. “Growing up, there were little slaughterhouses all over and a feedyard on every corner out in the country. They’ve about all been shut down,” says Ryan Pirtle. 

He was raised on Pirtle Farms, a family business that started in 1926. Today, he’s one of seven partners, and he’s working hard to make the farm viable, adjusting to ever-evolving conditions. 

“We saw a vulnerability in our business model because everything we do gets shipped off to large companies,” he says. “We need to look for other ways to market our products.” 

So Pirtle Farms started preparing for the future with a direct buy website and targeted marketing to eliminate the middleman. 

“I’m trying to differentiate myself from the grocery stores. It takes extra effort to order from me,” he says. “I’m having to think of ways to make my products more valuable to customers.” 

So, he’s been expanding what Pirtle Farms grows and sells. In addition to grass-fed, hormone-free beef steaks, roasts and hamburgers, he’s now raising sheep and goats and selling feed, seeds and even all-natural, raw dog food. At the same time, Pirtle has to spread the word. 

“There’s a lot of trial and error. We’re taking our time to be more methodical,” he says. “I have a good product. I just need to get my name out there and get a customer base.” 

‘Moo’ving from Cows to Cannabis 

Perhaps no established agricultural producer in Chaves County has transformed more than Pecos Valley Production. 

“My dad, Gerry, moved here as an animal nutritionist and built a thriving dairy farm from the ground up,” says CEO Jason Greathouse. 

Today, Gerry’s three sons have pivoted from cows to cannabis. 

“We’re always looking for ways to grow and evolve, and diversifying our crops seemed like the natural next step,” Greathouse says. “We saw the incredible potential of cannabis, not just for our business, but for Roswell, too.” 

While many view milk as wholesome, for others, cannabis carries a stigma. 

“We definitely encountered some hesitation at first,” Greathouse says. “We’ve made it a priority to educate our community about the benefits of cannabis, particularly its therapeutic uses. I’m proud to say that we’ve seen a real shift in perception.” 

So far, the switch seems to be paying off. With the work of more than 350 employees, Pecos Valley Production raises and processes thousands of plants while operating some two dozen retail stores around the state. 

Greathouse feels his family’s farm is in a strong position. 

“The cannabis industry is certainly booming, and competition is fierce. But we’re confident that our focus on innovation and quality will set us apart,” he says. “We’re investing heavily in automation to boost efficiency and meet the growing demand.” 

Like Pirtle Farms and many other ranchers and producers in Chaves County, the Greathouses are shrewd and resilient. “We’re here to stay, and we’re committed to making Roswell an even better place to live, work and grow.”