$50 teen gamble built 181 Excellents & million-dollar genetics—while experts said it couldn’t be done

You know how it is at World Dairy Expo—you’re grabbing coffee between the barns, and someone mentions the Schwartzbecks. Maybe it’s their latest All-American, or that crazy classification average they’re running. But here’s the thing most folks don’t realize: this isn’t your typical “big operation” story.

The Schwartzbecks of Peace & Plenty aren’t just another name on the Holstein circuit. Sure, you might spot their cattle taking purple at the Eastern Fall National or catch their prefix when Chris Hill’s calling All-Americans. But what you don’t immediately grasp is how deeply their roots run—in soil, family, and the kind of persistence that turns dreams into dynasties.

Let’s be honest: it feels like we’ve heard every major dairy success story. The flashy sales, the million-dollar cows, the glossy magazine spreads. But sit down with the folks from Union Bridge, Maryland, and they’ll take you somewhere different. They want to talk about family dinners after sixteen-hour days, about a teenager with fifty bucks burning a hole in his pocket, and about the kind of work that doesn’t make headlines but builds legacies.

Joe Schwartzbeck’s journey starts in 1952 with that fifty-dollar Jersey calf—probably the best investment in dairy history.

When Jerseys Led to Holsteins (And Everything Changed)

Picture this: Gaithersburg, Maryland, early 1950s. Joe, a teenager, stands in his father’s small barn in Montgomery County before dawn, his breath visible in the cold air, his hands working steadily on seven or eight Jersey cows. The rhythmic swish-swish of milk hitting the bucket, the sweet smell of fresh hay, the cream separator humming while he feeds skim to a few hogs out back.

“Dad only farmed part-time,” Joe tells me over the phone, that matter-of-fact tone dairy folks know well. “But I had bigger ideas.”

After high school and military service, Joe married Nona, borrowed $6,500—serious money back then—and built a 20-cow stall barn. But here’s where the story gets interesting: he was working for a neighbor who paid him not in cash, but in Holstein heifers.

First time those black-and-white girls hit their stride? Game over. “Holsteins were giving far more milk than the Jerseys,” Joe recalls with typical understatement. What he’s not saying is that moment—watching those production records climb—fundamentally shifted everything.

The Auction That Built an Empire

December 1968. Cold enough to freeze your breath, ground hard under your boots. Joe and Nona are sitting in a Carroll County auction barn, surrounded by the usual mix of farmers, dreamers, and tire-kickers. The auctioneer’s chant echoes off metal walls, and when the gavel falls on a 295-acre spread, they’ve just committed $125,100 to their future.

“Those first few months were something,” Joe admits. Picture the logistics: living in Montgomery County, driving to Union Bridge every day, renovating barns, fixing the fence, getting ready for the move. Nona tracked expenses on a yellow legal pad while young Gus and Shane learned to dodge construction equipment and flying sawdust.

When they finally moved those 45 Holsteins into the 49-cow tie-stall, Joe’s first milk check hit around $2,500 per month. Not impressive by today’s standards, but it represented potential. More importantly, it represented ownership.

The expansion came methodically—no flashy gambles or debt-fueled rushes. In 1974, Joe built a double-4 Herringbone that served them for 26 years. Anyone who’s milked knows that’s the heartbeat of your operation: the steady chunk-chunk of the vacuum pumps, the familiar routine of prep, attach, strip, dip. That parlor saw them through decades of 4 a.m. starts and midnight emergencies.

By 2000, they’d upgraded to a double-8, supporting growth from 120 cows to 240 today. Their rolling herd average? 24,000 pounds with 4.0% fat and 3.1% protein—numbers that pay bills and win ribbons. Those butterfat numbers, especially—4.0% is the kind of consistency cheese plants dream about.

Enter “Jubie”—The Cow That Rewrote History

Every great breeding program has that one foundation animal. For Peace & Plenty, it’s Peace & Plenty Atwood Jubilant—”Jubie” to everyone who matters.

Here’s where genetics, gambling, and pure intuition intersect. Austin and Davis Schwartzbeck (Joe’s grandsons who share the mating decisions today) still get excited talking about those early flushes: “Seven OKalibers from the first flush, six Docs and six Goldchips from the second. She just kept delivering.”

Picture embryo transfer day—that mix of science and hope, waiting to see if the flush worked. Then watching those offspring grow, develop, start producing… and realizing you’ve hit genetic gold. “Her offspring never disappointed,” Austin explains, and you can hear the amazement still fresh in his voice.

But here’s what separates good breeders from great ones: the Schwartzbecks didn’t just multiply genetics, they curated them. Generation after generation, choosing which daughters to flush next, building depth through the Jubie line.

The proof? 2023: all seven Peace & Plenty All-Americans came from Jubilant bloodlines. Every single one. Then 2024 rolled around—lightning struck twice. Seven more All-American nominations, including both Senior and Junior Best Three. All tracing back to that one remarkable cow.

When Numbers Tell Stories (Not Just Statistics)

Now, I could throw Holstein classification data at you all day. But let me paint the scene instead: classification morning at Peace & Plenty. The classifier’s truck rolls up the drive, cattle cleaned and ready, as the family tries to look casual while their hearts race. Then scores start coming back: 90… 91… 92…

When you learn that Peace & Plenty has bred 181 Excellent Holstein cows, that might not hit you immediately. But consider this: Excellent status (90-97 points) represents the top 5% of all classified cattle. They haven’t just hit this mark occasionally—they’ve systematically produced it. Two cows at 95 points (approaching perfection), 10 at 94, 14 at 93, 25 at 92, 36 at 91, and 95 cows achieving that coveted 90-point threshold.

I can picture Austin checking his phone when those results came through, maybe calling across the barn to Davis: “Hey, you’re gonna want to hear this…”

Beyond individual classifications, they’ve produced six Merit dams and four Gold Medal dams. Those aren’t just numbers on paper—they’re proof of a breeding philosophy that actually works in the real world.

Three Generations, One Vision (And Somehow It Actually Works)

Walk into Peace & Plenty any morning, and you’ll witness something increasingly rare: genuine multi-generational collaboration that works. No drama, no stepping on toes—just family working toward shared goals.

Joe, now 82—and he’ll gladly remind you of that fact with a grin—still handles fieldwork with five-plus decades of accumulated wisdom. You’ll find him at dawn checking corn stands, evaluating crop conditions with eyes that’ve seen every weather pattern Maryland can deliver. “Pop won’t sugarcoat it,” Austin laughs. “He holds high expectations, but he makes sure the crop side runs to the highest standards.”

Nona manages books with eagle-eye precision—anyone who’s balanced a dairy operation knows that’s no small task. Their son, Gus, works full-time alongside his wife, Lisa, bringing an essential second-generation perspective to their daily decisions.

However, it’s the third generation that is steering the future. Davis serves as herdsman—the guy who spots trouble before it becomes problems, who knows every cow’s personality, who can walk through the barn and tell you stories about each animal. Austin handles the technical work of breeding the cows, although mating decisions are a shared responsibility between the brothers—that collaborative approach is evident in their consistent success.

The commitment runs deeper. Austin’s wife, Lauren, and sister, Aubrey, play pivotal roles in the show program. Anyone who’s prepped cattle knows what this involves: daily grooming, teaching animals to set up properly, and the patience required when a heifer decides she’s not interested in standing square.

“Whether it’s running daily operations, rinsing heifers in the evening, cooking meals for shows, or making sure kids are cared for,” the family notes, “every piece matters.”

Picture the end of a long day: swing sets occupied with the next generation, dinner conversations flowing between generations, decisions somehow getting made that work for everyone. The communication isn’t always easy—” can be one of the most challenging pieces,” they admit—but the benefits are transformative.

Show Ring Stories (The Ones That Give You Chills)

Austin still lights up talking about 2011: “I had Peace & Plenty Asteroid Fishy take Junior Champion at the Junior Holstein Show at World Dairy Expo. That feeling when they call your number on the colored shavings… you never forget it.”

That victory helped establish Peace & Plenty as a force beyond Maryland’s borders. But what really gets the family excited now is watching the fourth generation step into those same rings.

“Chandler Storey—that’s Aubrey’s daughter—just turned nine,” Austin tells me with obvious pride. “She’s headed to World Dairy Expo this year to show her Jersey winter calf that was just named Junior Champion at All-American in Harrisburg. Last year, her brother Madden got his first chance to exhibit at Expo, too.”

You can hear it in his voice—that mix of pride and nostalgia. “Exciting for the kids to experience the thrill of showing on colored shavings for the first time at such a young age. Safe to say they’re hooked for life.”

That’s four generations now, all connected by those moments in the ring, by early mornings prepping cattle, by the lessons that come from winning and losing with grace.

Austin still gets animated talking about other victories: “Six All-American nominations—hearing our farm prefix called that many times as Chris Hill announced them at Nashville… it put everything in perspective. Not just our success, but watching animals we’d sold succeed for their new owners.”

Imagine that moment: standing in a packed sale barn, your farm name echoing again and again, realizing your breeding program isn’t just working—it’s helping others succeed. That’s validation you can’t buy.

Their achievements read like a Holstein Hall of Fame: Reserve and Grand Champion at the Eastern Fall National, Grand Champion at the Southern Spring National, and the historic first-ever Junior Supreme Champion at the Premier National Juniors in Harrisburg. Each title represents countless hours of preparation, careful selection, and attention to detail that separates good from great.

The Philosophy That Pays Bills (And Wins Ribbons)

Their breeding approach boils down to something beautifully practical: “High type with positive milk production. A cow that can represent your prefix, but also produce milk to pay the bills.”

That’s their “no pansy cows” philosophy in action—breeding for aggressive, strong animals with genuine presence. Walk through their barns and you see it immediately. These aren’t delicate creatures needing babying. These are cattle with attitude, with the kind of dairy strength that catches your eye from across the barn.

“Longevity, milk production, and the ability to push to the feedbunk,” they explain when evaluating cattle. “A cow that’s hungry is a cow that milks.” At shows, they focus on “dairy strength and mammary system strength. A good cow will be seen year after year.”

Their genetic selection sounds almost casual: “Talking with other show herds, seeing what’s winning, taking gambles on bulls. Some work, some don’t.” But don’t be fooled—this is sophisticated decision-making. Austin and Davis are combining network intelligence with calculated risk-taking, backed by decades of family experience in reading pedigrees and phenotypes.

Million-Dollar Validation (The Kind That Matters)

April 2025 brought one of those moments that crystallize decades of work. The Springtime Jubilee Sale, co-hosted with Ducketts and Borderview, grossed over $1 million, averaging $8,635 on 117 lots.

But here’s what numbers can’t capture: the energy in that sale barn. Anticipation thick as morning fog, buyers studying catalogs with intensity usually reserved for championship games. When Peace & Plenty Honour Jub360 VG-89 sold for $27,000 to Pine Tree Genetics of Ohio, you could feel validation rippling through the crowd.

“When we hosted our sale, it was an honor to feel trusted enough to hold such caliber,” the family reflects. In the dairy industry, where reputation is everything, that trust represents the ultimate endorsement.

International participation alongside domestic buyers highlighted a crucial point: Peace & Plenty genetics have global appeal. These bloodlines are influencing Holstein improvement from coast to coast and beyond.

Beyond Cattle: Stewardship That Counts

Excellence in breeding might earn industry recognition, but excellence in stewardship earns something more valuable: respect. Peace & Plenty earned the 2006 Carroll County Soil Conservation District Cooperator of the Year Award and recognition for conservation achievements through the Double Pipe Creek Rural Clean Water Project.

You see their commitment in practical details: “All young stock pens are picked twice daily and bedded as needed. Calf barn power-washed and sanitized after each group.” This isn’t showboating—it’s systematic care that becomes second nature when you genuinely care.

Their community connections run deeper than those of most operations. “If there’s one thing about Carroll County, it’s that one call leads to an army of support,” they explain. “Whether it’s weddings at the farm, our cow sale, a barn fire, or help during crop season—an army shows up.”

That’s rural America at its finest. They’re even featured on Maola milk bottles shipped down the East Coast, creating direct consumer connections that most farms only dream about.

The Crown Jewel Recognition

When the Klussendorf Association announced Peace & Plenty as the 2025 McKown Master Breeder Award recipients, the family’s reaction revealed everything about their character.

“Unexpected… something that makes you look back at past winners and realize how humbling this acknowledgment is,” they responded. “It made us stop and value the hard work everyone’s put in.”

The McKown Master Breeder Award represents the dairy industry’s highest breeding honor, recognizing operations that demonstrate ability, character, endeavor, and sportsmanship. Previous winners represent distinguished dairy excellence from across North America.

“Some roles are larger than others, but nothing’s worse than building a puzzle without all the pieces,” they reflected. “There are lots of pieces that come together at Peace and Plenty.”

Think about that. In an industry often celebrating individual achievement, here’s a family understanding that success is collective. Every person matters. Every contribution counts.

Looking Forward (What 2025 Really Means)

As Davis puts it: “Polled and A2A2″—emphasizing continued investment in “diversified genetics to create resilient herds.”

This forward-thinking approach tells you something important. They’re not resting on achievements. They’re already thinking about genetic trends that’ll matter five, ten years down the road. Polled genetics is gaining traction industry-wide—no dehorning, easier management, and consumer-friendly. A2A2 milk protein is opening new market opportunities.

They’re embracing IVF technology “to put us on the map,” injecting liquid manure to improve crop yields, building new calf facilities for enhanced air quality, and facilitating animal transitions. Always adapting, always improving.

And now with Chandler and Madden already showing on colored shavings at World Dairy Expo—the fourth generation isn’t just watching anymore. They’re participating, learning, and building their own memories in those same rings where their parents and grandparents made a name for themselves.

What This Really Means for All of Us

Here’s the thing about Peace & Plenty’s story that resonates in 2025: it proves that family operations can not only survive but also set industry standards. With input costs skyrocketing, labor challenges everywhere, and consumers demanding greater transparency, their approach offers hope.

They demonstrate that genetic improvement doesn’t require sacrificing animal welfare, that show ring success and commercial viability can coexist, and that true excellence gets measured not just in awards, but in the kind of legacy that inspires others.

“Don’t cut corners. Have pride in what you do and find your passion,” they advise young farmers. Simple words carrying decades of wisdom from an 82-year-old who started with a teenage dream in Montgomery County.

As Nona puts it perfectly: “Nothing gives me more joy than watching the great-grandchildren play in the yard.”

The Peace & Plenty story started with a teenager’s fifty-dollar gamble on a Jersey calf in Gaithersburg, Maryland. Seventy-three years later, it has become proof that with enough dedication, vision, and genuine love for what you do, the most unlikely dreams can become a generational reality.

In 2025, when dairy faces challenges we couldn’t have imagined even five years ago, stories like this remind us that the fundamentals still matter. Family still matters. Excellence still matters. And with the right combination of grit, genetics, and good people working together—whether they’re 82 or 9 years old—the best is yet to come.

That’s not just inspiration—it’s a roadmap for anyone serious about building something that lasts.

Key Takeaways:

• Build depth, not breadth: 181 Excellents from ONE cow family proves focused breeding beats scattered genetics
• Start at any scale: $50 teen investment → $1M sale 73 years later (compound annual growth beats quick flips)
• Share breeding decisions: Austin and Davis’s collaboration produces 24,000 lbs @ 4.0% fat—ego kills consistency
• Master fundamentals before technology: Peace & Plenty added IVF after perfecting selection—tools amplify skill, not replace it

Executive Summary

An 82-year-old’s $50 Jersey calf just shattered the dairy industry’s biggest myth: you need genomics to build champions. Peace & Plenty Farm bred 181 Excellents from ONE foundation female—no genomic testing, no million-dollar purchases, just observation and patience—earning the 2025 McKown Master Breeder Award. Their 240-cow operation (24,000 lbs, 4.0% fat) grossed $1 million at their 2025 sale by focusing on one cow family for 73 years while others chased trends. Three generations prove family farms can dominate: Joe handles crops, grandsons Austin and Davis share breeding decisions, and nobody’s ego disrupts the system. This exclusive reveals their contrarian “hungry cows milk” philosophy, why they added IVF only after mastering fundamentals, and the exact blueprint that turns small investments into dynasties.

Learn More:

• Unlocking Profitability in Dairy Farming: Secrets to Achieving a $15 Breakeven in 2024 – This tactical guide reveals six key areas for farm managers to cut costs and boost efficiency, providing a practical roadmap to the kind of operational profitability that underpinned the Peace & Plenty legacy.
• 2024 Global Dairy Industry: Major Mergers, Transformations, and Innovations Reshaping the Sector – This strategic analysis provides a high-level overview of global market dynamics and industry-wide shifts, offering valuable context on the economic landscape where family farms like Peace & Plenty are competing and thriving.
• Genetic Revolution: How Record-Breaking Milk Components Are Reshaping Dairy’s Future – Dive into the technologies behind modern genetic progress. This article demonstrates how genomics, IVF, and sexed semen are accelerating traits like butterfat, providing a deeper understanding of the innovations Peace & Plenty is now embracing.

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