Ranching is a way of life that demands resilience, adaptability, and an unwavering commitment to the land. It’s a tradition built on long days, hard labor, and a deep respect for nature. For many families, the ultimate goal isn’t just making it through the tough seasons or turning a profit—it’s ensuring that the land remains productive, healthy, and intact for the next generation.
Jack and Darcy Hanson of the Willow Creek Ranch have lived this ethos for over 40 years, building not just a business but a legacy rooted in stewardship, community, and family. Now, with their sons, Wyatt and Brad, returning to take over the ranch, the couple is able to look back with pride, knowing that their legacy is being carried forward.
Unlike many ranchers, Jack’s love for the land wasn’t inherited. Growing up in California’s Bay Area, he never imagined a life in ranching. But a retreat to a small property in Corning, CA sparked a connection with the land, ultimately leading to a career and lifestyle change.
Reflecting on that turning point, Jack shared, “I was just disenchanted with the Bay Area. I told my family I wanted to move out there and get my head on straight, but a month out there turned into a lifetime.”
After selling that property, followed by a critical seven-year stint in Siskiyou County, Jack’s family purchased the Willow Creek Ranch in Lassen County. Nestled in the Willow Creek Valley, the ranch is surrounded by multigenerational family ranching operations and grazing lands.
Embracing this new opportunity, Jack sought guidance from his neighbors. And in doing so, he met Darcy, the daughter of a neighboring rancher. After connecting with her family, the rest was, as they say, history.
Together, Jack and Darcy bought out the rest of Jack’s family in 1996 to fully take over operations on the Willow Creek Ranch. As a couple, they brought a unique blend of tradition and innovation, balancing Darcy’s deep local, ranching roots with Jack’s fresh outside perspective shaped by trial, error, curiosity, and an inquisitive mindset.
The couple has been involved in several national, state, and local organizations, including Cattlemen and Cattlewomen associations. Jack’s influential work as a founding board member and emeritus council member of the California Rangeland Trust stands out. Between Jack’s role with the organization and Darcy’s strong connection to her family’s ranching heritage, they’ve seen firsthand the hurdles many ranching families encounter when transitioning to the next generation.
When it came time for Jack and Darcy to plan for their own transition, they drew upon these experiences, taking a gradual approach to ensure everyone felt confident in the process.
“Darcy and I always hoped the boys would want to come back to the ranch, but we never tried to push it,” Jack explained. “We’ve always focused on sustainability. That word means a lot of different things to different people, but for us, it meant making sure our operation was solid enough to pass along if they chose to return.”
Wyatt, the older son, was the first to take on a leading role in the operation. Immediately after graduating college, he returned to work full-time on the ranch, sharing that he never imagined himself being anywhere else.
Brad also returned after college, initially taking on a supportive role while working as a loan officer at a local bank. Yet, he always knew he wanted to return to the ranch full-time; that desire only grew stronger after he married and started his family. However, the Hansons first needed to ensure the ranch could sustainably support three households. Thanks to their careful management, when the time was right, both brothers were able to step into roles on the ranch.
For a few years, Jack and Darcy remained at the helm, guiding the ranch’s operations and making the final decisions. But as time went on, they increasingly sought their sons’ input and gradually took steps back from the day-to-day management. Brad noted, “The transition has been rather seamless, thanks to our parents.”
Now, with the whole family working together, they’re once again focused on the future, exploring ways to secure their land for generations to come. Jack’s involvement with the Rangeland Trust made the idea of a conservation easement appealing, though he was not initially sure it was the right choice for their ranch. But as they looked ahead, the opportunity to protect their land while generating additional cash flow for growth became compelling.
Made possible with funding from the Natural Resources Conservation Service and Wildlife Conservation Board, the family chose a conservation easement with the Rangeland Trust to conserve over 1,500 acres of crucial wetlands and riparian meadows that serve as habitat for thousands of waterfowl, shorebirds, and wading birds along the Pacific Flyway.
Proceeds from the easement will be reinvested into the ranch, supporting essential maintenance, cattle herd management, and providing financial stability for the operation. With both sons raising their families on the ranch, they feel reassured knowing the land will be preserved for future generations to enjoy, and hopefully, take over.
Wyatt shared, “Our kids get to grow up with open space, and past us, this land will remain in the ranching industry, just as it is meant to be.”
Today, Jack and Darcy look on with pride as they watch their sons carry on the values they worked hard to instill. What started as Jack’s personal journey to escape city life has grown into a thriving, multi-generational operation.
Jack reflected, “Altruistically, it is a really great feeling knowing that we are helping feed the world. But, nothing beats the feeling of doing this as a family and building this sustainable life and business together.”
With the land secure for future generations, the Hanson family can rest easy, knowing that the Willow Creek Ranch will continue to thrive, stewarded by those who understand and cherish its legacy.
California Rangeland Trust is a nonprofit, tax-exempt charitable organization (tax identification number 31-1631453) under Section 501(c)(3) of the Internal Revenue Code. Donations are tax-deductible as allowed by law.
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