Growing up on a fifth-generation ranch south of Picacho, in Lincoln County, gave Bernarr Treat deep, strong New Mexico roots. Following graduation from New Mexico Military Institute in Roswell, he attended New Mexico State University where he studied agricultural economics and animal science. He completed his formal education by studying Ranch Management at Texas Christian University.
Bernarr has served NM agriculture and tourism throughout his career. He started out as Events Coordinator for the NM State Fair, then moved to manager of the Fair’s Rodeo and Entertainment, staging PRCA rodeo, the Hispanic Heritage show, and the bull riding competitions there.
He then returned to the family ranch, but when he received a call from Denny Gentry, he signed on board with US Team Roping. He subsequently worked with NM Farm and Livestock Bureau in government affairs.
He moved back to Roswell with his wife, Dyanna, to direct the Roswell Chamber of Commerce. Bernarr and Dyanna have two sons in school, Spencer, age 12, and Collin, 7. As Protocol Officer for New Mexico Military Institute, Dyanna instructs cadets on the fine points of etiquette and protocol.
Now Farm and Ranch Manager for Armstrong Energy Corp., a multi-generational agricultural and energy company based in Roswell, Bernarr currently serves as Secretary of the New Mexico Beef Council.
“I think right now, with a declining cow herd due to drought, our biggest challenge on the NMBC is to be ever more thoughtful about how we allocate resources to promote beef,” he says. “We must be diligent about maintaining producer confidence, especially during these tough times. We have to know where our promotion dollar is being spent to generate the most positive result with the consumer.”






