With a rich family heritage in dairy farming, Scott Ruby, managing partner at Fir Ridge Holstein Farm, has a story of tradition meeting modern innovation. Growing up, Scott’s father, Ray, encouraged him to explore different fields before returning to the farm, allowing him to gain invaluable experience in the genetic sector for more than 25 years, during which he visited over 70 countries. Ruby’s global exposure has provided him with a diverse perspective on the industry’s challenges and innovations.
Rooted in Tradition
Fir Ridge Holstein Farm, located in Scio, Ore., nestled in the beautiful Willamette Valley, has found its niche through strategic planning and innovation. Fir Ridge has two sites, one in Scio and another on the Oregon coast, which enables them to leverage the benefits of Tillamook Creamery. Their strategic expansion in 2000 allowed them to tap into branded dairy products and secure a competitive edge through higher milk prices in the region.
Ruby highlights that both farms have the same milking parlor setup: a double-14 herringbone.
“We can cross-train staff, move staff back and forth, if necessary,” he shared at the 2025 Global Dairy Conference in Chicago, Ill., earlier this summer.
Embracing Innovation
Innovation and technology have become indispensable in modern farming. Ruby highlights the incorporation of a robotic feed pusher, activity monitoring system and irrigation tech system, which have dramatically improved efficiency for the farm.
By embracing technology, Fir Ridge Holstein Farm not only increases productivity but also attracts the younger generation to return to farming, seeing it as a tech-savvy and fulfilling career path. Scott’s son, Jake, for example, effortlessly manages farm operations via apps, driving home how integral technology has become in daily operations.
“Technology is obviously a big part of the dairy industry today,” he says. “Technology is really important if we’re going to continue to be successful in the business, and also if we’re going to encourage the youth to come back to the business, because they love technology.”
The Power of Genetics
Genetic excellence is a cornerstone of Fir Ridge Holstein Farm’s success strategy. With a focus on advanced genetic programs, the farm has consistently achieved outstanding results, such as improved milk productivity and enhanced herd longevity.
“I consider genetics our ... No. 1 competitive advantage,” Ruby says. “We see it as $40,000 a year in net returns on our farms, and that’s mostly from increased productivity, longevity of our cows and less involuntary culling.”
By using the Dairy Wellness Profit Index developed in collaboration with Zoetis, the team at Fir Ridge Holsteins makes informed breeding decisions to ensure the health and productivity of their cattle.
“We just kind of gradually grew over the years to where we’re milking about 1,400 cows now, and we have plans now to go to 1,800 here,” Ruby says. “Milk production from 2000 to today has grown tremendously. We have basically seen cows that have become more efficient genetically, and then we’ve become more efficient at managing them as well.”
Continuous Improvement
Fir Ridge’s commitment to improvement is evident in their systematic approach to livestock management. By genomically testing every calf, they make precise, data-driven selection decisions that benefit their herd’s genetic progress. This dedication ensures their farm remains at the forefront of the industry, competitive not just locally, but in broader markets as well.
Scott’s long-term vision encompasses sustainable and strategic growth. By planning to expand their herd size to 1,800 cows by 2028, Fir Ridge Holstein Farm is paving the way for the future. They are carefully balancing innovation with heritage, leveraging everything from soil nutrition to cutting-edge technology to maintain their competitive edge.
Ruby says when their herd size is constant, they breed about 45% of their herd to sexed Holstein semen and the remaining 55% to beef.
“And those cows were ranked by our genomic system,” he says, noting his son, Jake, generates spreadsheet formals to decided which cow is going to get bred to what. “In April 2025 we started a plan for her expansion, and we’re going to do all that internally. So in order to do that, we plan now to have calves ready when the new facilities are built in January of 2028, so that’s kind of how the planning is going now. And we changed the to breeding to 60% sexed semen and 40% to beef-on-dairy semen.”
By fusing tradition with technological advancement, Fir Ridge Holstein Farm continues to secure its legacy in the dairy industry, inspiring future generations to carry this torch forward.
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