Humberto "Bert" Reyes
Humberto "Bert" Villarreal Reyes | |
|---|---|
| Born | 1928 Berclair, Texas, U.S. |
| Died | 2018 |
| Occupation(s) | Cattle rancher, auctioneer |
| Known for | Bilingual cattle auctioneering; importing the first purebred Simmental bull "Amor" to the U.S. |
Humberto "Bert" Villarreal Reyes (1928–2018) was a distinguished cattle rancher and auctioneer from Texas, recognized for his proficiency in auctioneering and cattle management.
Early life and career
Reyes was born in Berclair, Texas to a father who emigrated from Mexico and a mother native to Goliad, Texas. His early influences included Pryor Lucas, President of the Hereford Association, on whose ranch Reyes' father served as a bookkeeper. After graduating from Texas A&M University, Reyes served as a Second Lieutenant in the U.S. Army during the Korean War. He then advanced his education by obtaining a master's degree in Animal Science. Following this, he collaborated with Texas A&M on an agricultural project in Mexico, which helped him establish valuable industry connections. In 1956, Reyes took on the role of field representative for the Hereford Cattle Association across Texas and Mexico. By 1959, he launched his own auctioneering and brokerage company focused on registered cattle, which eventually became the nation's largest enterprise of its kind.
Auctioneer career
Known for his swift and rhythmic auction chant, Reyes stood out as North America's sole bilingual (English-Spanish) cattle auctioneer during his era. This skill allowed him to engage Latin American buyers effectively and broaden sales beyond domestic markets. He revolutionized cattle auctions in Texas by moving them from weekdays to weekends, attracting urban investors and boosting cattle prices significantly. Reyes specialized in purebred breeds such as Simmentals, Brangus, Beefmasters, Herefords, Charolais, Santa Gertrudis, and Angus. Throughout the 1970s and 1980s, he set numerous national sales records. Among his notable achievements was managing the dispersal sale of former President Lyndon B. Johnson’s Hereford herd following Johnson’s passing in 1973.
Importation of "Amor"
In addition to his auctioneering accomplishments, Reyes was a leading cattleman credited with importing "Amor," the first purebred Simmental bull to remain in the United States for breeding purposes. He brought together six ranchers from Texas and Oklahoma to establish the Simmental Breeders of North America. Acting on behalf of this group, Reyes secured a record-breaking price of $154,000 for Amor, who was sired by Perisian—the initial Simmental bull imported from Europe into Canada. Amor became one of the most influential sires within the U.S. Simmental breed.
Legacy and collection
Operating from the historic San Antonio stockyards for nearly sixty years, Reyes was the final cattleman to conduct business out of the Union Stock Exchange Building at the time of his death. His personal papers and memorabilia—including sales ledgers, financial records, correspondence, photographs, and artifacts—are preserved in the Bert Reyes Collection at Texas A&M University San Antonio Library. This archive serves as an important resource for studying the history of Texas’s cattle industry.