Dale Cunningham lives by a simple rule: when you give up, you fail. This wisdom, rooted in generational grit, has guided Cunningham, a United States Army veteran and owner of Cunningham Ranch, through his decades of ranching and decorated life. 

Cunningham’s upbringing mirrors many in the cattle industry — raised on family land in Oklahoma with memories of long days of building fence and views of open pastures filled with cattle. At just 20 years old, the Vietnam War pulled him from pasture to platoon, with the military draft abruptly thrusting him into adulthood. 

After brief stateside training, Cunningham received duty appointment in Vietnam, as a Military Occupational Specialty in depot-level aircraft maintenance. From 1970 to 1971, he longed for breezy summer days in the Oklahoma sun as he endured the elements Vietnam presented. 

“Vietnam has two seasons, hot and wet or hot and dry,” Cunningham recalls. “In peak monsoon season, it rained so hard it roared. You could stand there three feet from somebody, yell at them and they wouldn’t hear it.”

As the grueling days persisted, only with sparing ham radio calls to those back home, Cunningham stayed focused on his goal — returning home to the family operation. 

I had something far beyond what most people did — I had something to come home to, and most didn’t. They had to come home, go get a job. I came home and got to work on the ranch.” — Dale Cunningham

With each sweltering, humid day in Vietnam, Cunningham leaned on the traditional values instilled in him as a youngster, and continues to today. 

“My time in Vietnam magnified how family and home [are] the most important values of your life,” he says. “Many did not get to come home alive — I did.”

After his service, Cunningham returned to the family operation determined to make the most of the life he’d been given. The operation long stood as a commercial herd, but as Angus cattle continued to surge in industry popularity, they shifted gears to support longevity. 

“We chose to switch gears to a registered Angus herd operation because of their impressive genetics and top-tier beef,” he says. “My goal was to use this ranch as a birthplace for a successful Angus herd for future generations.”

With a focus on family, he brought on his son-in-law, Andrew Cooper, to serve as herd manager. Together, Cunningham and Cooper balance age-old wisdom and a fresh mindset to continue moving the needle. 

“You've got to have young minds in this high-tech world,” Cunningham explains. “He gets my opinion; I get his opinion, but I give him a lot of reins to make decisions.”

An ever-changing industry at the mercy of weather and markets is never easy to navigate. While the operation continues to evolve, many of the challenges remain the same: introductions of new technologies, market fluctuations and the unpredictability of weather. 

To him, the unpredictability of ranch life isn’t so different from the battlefield. 

“A war zone is stressful and very risky. Building a herd and all that it entails can be stressful, but perspective has taught me to weather the storm; make calm, wise decisions and trust God to guide our steps,” Cunningham says. 

To tackle these industry challenges and the everyday requirements of running an operation, Cunningham leans on his military training ingrained in his daily habits. 

“Understand your situation, what needs to be accomplished and push hard to the end,” he says. “That’s a learned, strong work ethic that never quits.” 
Cunningham’s advice to those seeking success in this industry and beyond is simple: keep learning. 

He says, “Talk to and learn from successful people in the cattle industry. Listen to the wisdom — find a trusted individual you can turn to for advice on decisions and obstacles you face.”

When it feels like you’re losing the battle, push harder. 

“Just face diversity head on, remain steady and focus on goals,” Cunningham encourages. “When you make mistakes, learn from them and correct it. You can go a different direction if necessary — be flexible.”