In the Spring of 2004, Cross E Bucking Bulls was born. Craig Ellis, along with his sons Heath and Ryan, purchased three cows at the D&H Bred to Buck Sale. Just five years later, they had a champion.

Back in Ardmore, Okla. almost to the day of the anniversary that they had purchased those first Page cows, Cross E won the first ABBI American Heritage Derby. Picking up a check for over $42,000 for the 91-point score of their 3-year-old bull 602 Ricochet seemed like a dream.

“We didn't expect to win the Derby in Ardmore,” confided Heath, “but we knew we were buying quality and breeding to quality, so we expected to have success, but maybe just not this much so quickly. Our goal was to be in the Top 10 in Ardmore, but we didn't know if he'd be good enough to win.”

“I can't even explain how we felt that night,” said Heath the day following their bull's victory. “It was pretty crazy! He’s bucked his tail off since day one and we knew once he grew into himself he’d be pretty solid.”

Ricochet may have big-time talent, but Cross E Bucking Bulls is definitely a small breeder. Their herd measures just around 30 cows and heifers and 20 bulls, ranging from yearlings to breeding bulls. But Cross E, based out of Comanche, Okla., is proof that quality counts over quantity.

“If we're going to spend the money and the time, we're going to do things right,” explained Craig of the theory behind the formation of Cross E. It was pretty black and white for Cross E: buy proven genetics, work hard as a family and enjoy the results,” shared Heath. “We got into it because we thought bucking bulls were exciting and it was something we could do as a family.”

Heath works with Craig at his metal building construction and contracting company. Ryan is a firefighter for the city of Duncan and helps take care of the cattle on his days off.

“So far, Ardmore has been the highlight for me since we raised that bull. I'm relaxed as I can be when I'm around the bulls. Bulls don't worry me, but my job does sometimes. Taking care of them isn't work to me. Work is at the fire station, where I have 24 (hours) on and 48 (hours) off,” said Ryan, whose schedule allows him to help out with the bulls but gives him few days actually “off.”