Loreto’s vitality owes a debt to ranch families grazing their cattle, milking their goats and raising vegetable crops in the hills of the Sierra de la Giganta.

Their produce and cheese is the best available to local cooks; their leatherwork and other crafts attract tourist dollars, and their income helps supports the town’s businesses year-round.

Happily, a Keep Loreto Magical guide has formed a respectful relationship over the years with ranchero leaders. Because of this groundwork, visitors signing up to a guided tour can visit local ranchos where the traditions of the West’s original cowboys continue in this era of cell phones and solar panels.