Lorenzo Lasater is the 4th generation of his family to raise Performance Beefmaster cattle. His grandfather, Tom Lasater, founded the Beefmaster breed in 1937. The also developed the breed's guiding philosophy, The Six Essentials. The company holds and annual bull sale the first Saturday every October (this year will be the 55th sale!). They also sell females throughout the year as well as frozen genetics. Isa Beefmasters operates on all leased native pasture in the San Angelo, Texas area.