inventory. it's made a loyal customer out of rancher jay hogan. >> they make them any way you want them and they know what i want and so i don't got to screw with the ropes when they come. they are just how i want them. >> cowboy cordage is now one of the industry's leading distributors. they sell direct to consumer but have ropes stocked in supply stores like smith and edwards. >> i would think they would be in the top five. i know with the poly, they are the main distributors. >> the brand includes the original rope line rocky mountain ropes, as well as two other brands that they acquired over the years. it's their consistent quality that has the old timers coming back and the way they reach some of these customers hasn't changed a lot over the years. >> a lot of our industry isn't necessarily on the web yet, we're a little behind with the farmers and ran offers. some don't have internet service so we wanted to have a nice catalog, to have our name be out there. we wanted to pull the brands