Like many pioneer western cattlemen, Ed C. Lasater was confident, optimistic, and an aggressive user of bank credit. This history of the South Texas rancher and dairyman paints a vivid picture of frontier agriculture in an era that featured some of the region and the nation’s most progressive and most trying times. Lasater, born near Goliad in 1860, purchased extensive landholdings in South Texas in the late nineteenth century. In 1904 he founded the town of Falfurrias. The author, a grandson of Ed C. Lasater, describes the settlers’ arrival near the Loma Blanca, the area’s principal landmark, and the pioneering efforts of the families who moved to the developing region. Falfurrias describes not only the development of Lasater’s agricultural interests, which included the world’s largest herd of Jersey milk cows and a creamery whose brand-name butter is still sold in the region today. Lasater was also active in politics, combating the early signs of “bossism” in South Texas counties. He ran for governor on the Progressive ticket in 1912, and served as an appointee in the U.S. Food Administration in 1917.