The Ross family has raised horses and cattle for many generations. John and Vea Loy, his wife of over 50 years and counting, ran the family owned Cross J Ranch located way out west on the Oregon high desert. The Cross J was then a cow outfit and horse operation with no phone, no electricity and few amenities. There they raised two children, Bill and Robin. Bill still lives and works in Oregon. Robin has been involved in the family business throughout it's evolution.

As a young man, John subsidized the ranch income by rodeoing. He rode rough stock in the Northwest and worked as a pickup man. In 1950, John won the Northwest Amateur Bronc Riding contest held in Cheyenne, Wyoming.