Branding as a business concept came naturally to Rockefeller. As he expanded his business and investment interests after moving to Arkansas, he built his brand based on the "Winrock" moniker.
His collection includes two records groups with the Winrock name. Record Group V (Winrock Enterprises) and Record Group VI (Winrock Farms) contain working files maintained Rockefeller's staff and date from the late 1950s until the early 1970s.
Winrock Enterprises
Winrock Enterprises was established to furnish venture capital to small businesses, particularly those in Arkansas. The materials in Record Group V date from 1955 to 1973. Records for the organization are incomplete, but researches can find additional materials in the George Reynolds Papers (UALR.MS.0093).
Winrock Farms
Rockefeller established Winrock Farms upon arriving in Arkansas and expanded the farm as its success grew. Record Group VI includes correspondence, catalogs, and other printed materials dating from 1957 to 1970 (bulk 1960-1969) concerning Winrock Farms, chiefly documenting cattle sales. Some files are related to cattle associations and other Santa Gertrudis cattle farms, such as Turner Ranch in Turner, Ark.
In 1957, Rockefeller commissioned a professional video to detail the successes at his farm.
Audio tapes of the cattle auctions and photographs of the farm and cattle sales are located in Record Group VII.