Chapter 14
Bruce Ritter
Mastering a Changing Market
BRUCE RITTER GREW UP on a two-thousand-acre farm in Bonanza, Oregon. His family raised cattle and grew wheat, barley, and alfalfa, and Ritter did his fair share of hard labor: branding cattle, planting crops, and driving combines. Today, Ritter runs $500 million Yannix Management, named for a small mountain in southern Oregon that one can see from the fields of his family's farm, which his brother now runs. Yannix trades corn, wheat, soybeans, cattle, hogs, and other livestock.
Ritter, fifty-seven, is lanky with dark hair and a calm, professorial air. When he talks shop, he sounds a lot like an academic, tossing out phrases like price elasticity and tail events (his undergraduate degree from ...
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