Cattleman Robert Justus Kleberg Jr., boss of Texas' 920,000 acre King Ranch, is proudest of his development of the Santa Gertrudis breed,* the hardiest and heaviest all-grass-fed cattle in the U.S. (TIME, Dec. 15, 1947). Kleberg always kept most of his prize Santa Gertrudis bulls for the King Ranch, but other cattlemen sought them so avidly that each year he obligingly sold a few, at a standard price of $350. The waiting list grew so big that Bob Kleberg (rhymes with hay-burg) decided to try an experiment.

Last week, he held an auction at his Headquarters Ranch near Kingsville to see...

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