We Live It | LiveAg's Livestock Marketing Podcast

In this episode of the We Live It, hosts Ty deCordova and Casey Mabry sit down with Brett Spader, Executive Vice President of the American International Charolais Association (AICA), for a forward-thinking conversation about data, technology, and the future of beef genetics.Brett brings a deep resume to his role at AICA — from his early days as a fieldman for the Kansas Livestock Association, to his time in the auction world, to leading Angus Media and co-founding his own digital agency, Livestock Launch. His career has always orbited the seed stock industry, and that foundation shapes every initiative he's driving at Charolais today.At the center of the conversation is Value Trace — a proprietary AI-powered program built in partnership with Austin-based Frontiers Market. The program deploys solar-powered cameras in commercial feed yards to collect real-time individual animal data, including live weight, feed conversion, predictive red meat yield, predictive quality grade, and health diagnostics. Currently in its third phase, Value Trace now has roughly 3,000 head under camera across nine feed yards in six states.Brett breaks down how the camera technology works — using facial and body conformation recognition to individually identify cattle, weigh them in real time at the bunk, and even predict optimal harvest timing based on back fat, physiological maturity, and sire EPDs. The end goal is simple but powerful: create a full data loop from the seed stock producer all the way through the packer, so that everyone in the chain can make smarter decisions and capture more value.The conversation also digs into why red meat yield is the next major frontier for the U.S. beef industry. With choice grade becoming the new commodity baseline and finish weights climbing, Brett explains why Charolais genetics — known as a terminal sire option — are uniquely positioned to deliver muscle-forward carcasses without sacrificing grade. He also hints at exciting news coming from a K-State life cycle assessment study and new cutout research with Dr. Dwayne Wolf.Whether you're a cow-calf producer, seed stock operator, or cattle feeder, this episode is packed with insight on where beef genetics, technology, and industry data are heading.Visit charolaisusa.com to learn more or connect with the AICA team directly.🧬 Powered by BioZyme®The We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Proper cattle nutrition is the foundation of livestock health.Through LiveAg’s nationwide video auction platform, cattle fed BioZyme minerals gain exposure to a national buyer base, often resulting in premium returns.🔗 Learn More: https://biozymeinc.com/blog/biozyme-partners-with-liveag/Sponsored by Parnell Life Sciences:nixiFLOR® is the first FDA-approved generic version of Resflor Gold®, containing the sameactive ingredients, florfenicol and flunixin meglumine. The FDA determined the product isbioequivalent to Resflor Gold®, offering veterinarians and producers a cost-effective alternativewith the same proven performance. Learn more: https://parnell.com/products/livestock/nixiflor00:00 - Welcome & Intro00:35 - Brett Spader's Background & Career Journey02:44 - Introduction to Value Trace & Using AI in Beef Production04:39 - The Hot Carcass Weight Trend & Telling the Story Through Data07:00 - How Value Trace Creates Value for Bull Buyers & Cattle Feeders08:12 - How the Camera Technology Works in the Feed Yard10:31 - The Cattle Feeder Dashboard & Procurement Tools11:03 - Connecting Seed Stock Producers, Commercial Operators & Feed Yards13:49 - Data Value vs. Dollar Value15:24 - Shortening the Genetic Feedback Loop16:26 - Driving Red Meat Yield & the Future of U.S. Beef19:11 - Consistency, Finish Weights & the Power of Char-Cross Calves20:29 - Upcoming Research, Life Cycle Assessment & How to Connect with AICA21:34 - Closing Thoughts & Where to Find Brett

We're coming to you live from Hope Hull, Alabama, right out of the brand-new Elite Livestock Marketing Group facility. Ty sits down with Darrell Stokes and Jerry Etheredge of Elite Livestock ahead of their Grass Time Special sale on Thursday, April 23, reflecting on a year of partnership with LiveAg and everything that's been built along the way.From the jump, Jerry and Darrell share what the partnership has meant for their operation — increased buyer base, expanded geographic reach, and load lot goals that weren't just met, but surpassed. Darrell even gave away a vacation to Hawaii to make good on a bold promise. The conversation goes deep on what makes this partnership work: trust, people, and a shared foundation of faith. Jerry wraps it up with something worth celebrating: this is the largest video cattle auction ever held in the state of Alabama. That's not a small thing — that's history being made right here at Elite Livestock and LiveAg.If you're a producer looking to grow your program, expand your buyer base, or learn what a LiveAg partnership looks like in the real world, this episode is for you. Reach out to Darrell and Jerry locally, or connect with the LiveAg team wherever you are on www.live-ag.comThe We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Cattle health starts with proper nutrition, and that is why BioZyme® Inc., a leader in animal nutrition and health, is excited to partner with LiveAg, one of the fastest-growing livestock marketing firms in the country. Through LiveAg’s nationwide video auction platform and sale broadcast services, cattle fed VitaFerm and Gain Smart mineral are positioned in front of a national, competitive buyer base on sale day, often receiving premium returns. Learn more:https://biozymeinc.com/blog/biozyme-partners-with-liveag/?utm_source=live_ag&utm_medium=podcast&utm_campaign=live_ag_podcast_march00:00 – Welcome & Live from Hope Hull, Alabama00:56 – Jerry Etheredge on the LiveAg Partnership01:26 – Exceeding Load Lot Goals & the Hawaii Vacation02:10 – Rep Group Growth: Wesley, Mississippi, Louisiana & Florida02:41 – What Makes the Partnership Work04:48 – The People Behind LiveAg: Whitney, Mitch & Shawna05:10 – Built on Faith: The Kingdom Vision06:05 – Starting Every Sale with Prayer & the National Anthem06:21 – The Grass Time Special Sale Overview07:30 – Young Producers in the Stocker Business08:46 – Breaking Down the Sale Lineup: Yearlings & Calves09:33 – Cleveland Landing Cattle10:26 – Florida Cattle & Drought Conditions11:42 – Largest Video Cattle Auction in Alabama History12:04 – How to Partner with LiveAg13:41 – Closing Thoughts & God Bless (00:00) - – Welcome & Live from Hope Hull, Alabama (00:56) - – Jerry Etheredge on the LiveAg Partnership (01:26) - – Exceeding Load Lot Goals & the Hawaii Vacation (02:10) - – Rep Group Growth: Wesley, Mississippi, Louisiana & Florida (02:41) - – What Makes the Partnership Work (04:48) - – The People Behind LiveAg: Whitney, Mitch & Shawna (05:10) - – Built on Faith: The Kingdom Vision (06:05) - – Starting Every Sale with Prayer & the National Anthem (06:21) - – The Grass Time Special Sale Overview (07:30) - – Young Producers in the Stocker Business (08:46) - – Breaking Down the Sale Lineup: Yearlings & Calves (09:33) - – Cleveland Landing Cattle (10:26) - – Florida Cattle & Drought Conditions (11:42) - – Largest Video Cattle Auction in Alabama History (12:04) - – How to Partner with LiveAg (13:41) - – Closing Thoughts & God Bless

The cattle market continues to show strong resilience despite plant strikes, high fuel costs, and global uncertainty. In this week’s We Live It Weekly Market Update, Ty DeCordova and Casey Mabry break down the latest trends impacting beef cattle prices, feeder cattle demand, and livestock auctions across the country.This week’s highlights include: • Live cattle futures pushing higher • Feeder cattle prices showing continued strength • Tight cattle supply supporting the market • Greeley plant strike impact on slaughter numbers • Strong demand at recent livestock auctions • Feedyard competition for limited inventoryWith slaughter numbers running near 410,000 head compared to 500,000 in previous years, supply remains tight and continues to support stronger cattle prices. Futures markets also pushed higher, with June live cattle reaching the 243 range and feeder cattle continuing to show strong momentum. Ranchers, cattlemen, and livestock producers should stay informed as market conditions continue to evolve.Subscribe for weekly updates covering: • Beef cattle markets • Livestock auctions • Feeder cattle trends • Rancher insights • Cattle industry newsThe We Live It Podcast brings real-world cattle market insight from producers and industry professionals who live it every day.The We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Cattle health starts with proper nutrition, and that is why BioZyme® Inc., a leader in animal nutrition and health, is excited to partner with LiveAg, one of the fastest-growing livestock marketing firms in the country. Through LiveAg’s nationwide video auction platform and sale broadcast services, cattle fed VitaFerm and Gain Smart mineral are positioned in front of a national, competitive buyer base on sale day, often receiving premium returns. Learn more here. At Blue Reef Agri-Marketing, personal connection is the first step to clarity and confidence in a volatile market. Whether you have a quick question, want to talk strategy, or need a fresh perspective, they're here to help. Contact their team here: https://bluereef.ag/contact-blue-reef/ (00:00) - Introduction (00:35) - Cattle Market Resilience Overview (01:15) - Plant Closures & Strike Impact (02:20) - Slaughter Numbers & Supply Tightness (03:10) - Futures Market Rally Explained (04:05) - Live Cattle & Feeder Cattle Prices (05:00) - Strong Demand at Livestock Auctions (05:45) - Inventory Challenges for Feedlots (06:30) - Market Outlook for Ranchers (07:10) - Stock Show Season Wrap-Up (09:00) - Final Thoughts & Closing

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Andy Holloway of Canadian, Texas, for a grounded conversation straight out of the Texas Panhandle.They cover what producers are seeing in the market right now, how replacement females are fitting into long-term strategies, and why staying connected to industry conversations matters more than ever. From local insight to bigger-picture policy and market signals, this episode is about thinking ahead, building relationships, and staying sharp in a changing cattle industry.If you’re in the business, thinking about getting in, or just want to stay informed, this is one worth listening to.The We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Cattle health starts with proper nutrition, and that is why BioZyme® Inc., a leader in animal nutrition and health, is excited to partner with LiveAg, one of the fastest-growing livestock marketing firms in the country. Through LiveAg’s nationwide video auction platform and sale broadcast services, cattle fed VitaFerm and Gain Smart mineral are positioned in front of a national, competitive buyer base on sale day, often receiving premium returns. Learn more here. 00:00 Intro & Welcome 01:45 Life & Ranching in Canadian, Texas 05:30 Current Cattle Market Conditions 10:15 Replacement Females & Long-Term Strategy 16:40 Building Relationships in the Industry 22:10 Staying Ahead of Policy & Trends 27:30 Texas Panhandle Perspective 32:00 Final Thoughts & Takeaways (00:00) - Intro & Welcome (01:45) - Life & Ranching in Canadian, Texas (05:30) - Current Cattle Market Conditions (10:15) - Replacement Females & Long-Term Strategy (16:40) - Building Relationships in the Industry (22:10) - Staying Ahead of Policy & Trends (27:30) - Texas Panhandle Perspective (32:00) - Final Thoughts & Takeaways

This week on the We Live It Podcast, Ty deCordova and Casey Mabry sit down with Doug Stanton of IMI Global to break down one of the biggest new announcements in value-added cattle marketing — the Raise Well program.If you're wondering:How do I add more buyers on sale day?What claims actually matter in today’s market?What are retailers and consumers demanding in 2026?Is Raise Well different from CARE or Natural programs?Should I bundle verification programs?We cover it all.Doug walks through the evolution of third-party verification programs including: • Source & Age • NHTC (Non-Hormone Treated Cattle) • Natural • CARE sustainability platform • Angus Link & GMS • And now… Raise WellRaise Well is an animal welfare-based, natural, traceable program already approved by Whole Foods and being utilized by retail supply chains. It represents a growing shift toward consumer-driven beef standards and gives producers another opportunity to attract new buyers.The key takeaway?You don’t build premiums overnight — you build buyer pools.The more programs you qualify for, the more options you create on sale day.If you're marketing feeder cattle, backgrounding calves, or selling through video auctions, this episode will help you understand how third-party verification adds market access and protects long-term buyer relationships.Subscribe for weekly conversations built by cattle people, for cattle people.#RaiseWell #IMIGlobal #CattleMarketing #VerifiedBeef #WeLiveIt (00:00) - Welcome from Denver | Coors Field Recording (02:00) - IMI Global Background & Third-Party Verification History (05:30) - Why Source & Age Is the Foundation (09:45) - NHTC, Natural & Bundling Programs for More Buyers (15:20) - The CARE Sustainability Platform Explained (21:10) - What Retailers Are Learning from Consumer Data (26:30) - Introducing the Raise Well Program (30:45) - How Raise Well Differs from CARE (35:00) - Whole Foods Approval & Retail Demand (38:40) - Country Natural Beef & Expanding Buyer Pools (42:00) - Why Adding One More Buyer Matters on Sale Day (46:00) - Don’t Chase Premiums — Build Market Access (50:00) - Protecting Buyer Relationships Long-Term

In this episode of We Live It, host Ty deCordova sits down with two leaders who understand what it means to build something that lasts.We hear from Mary Russell of Higginbotham Insurance as she shares her perspective on investing in young people, supporting agricultural families, and strengthening the livestock community through leadership and service. Berry Cooper of Cooper's Old Time Pit Bar-B-Que joins the conversation to talk about legacy, full circle moments in the cattle industry, and why getting youth involved in showing livestock is critical to the future of agriculture.From stock shows to mentorship, business leadership to faith in the next generation, this episode dives into:• Youth involvement in showing livestock • Building leadership in the cattle industry • Supporting the next generation of producers • The importance of community in agriculture • Full circle moments in Texas cattle countryIf you care about the future of the livestock industry and the young people stepping into it, this conversation is one you won’t want to miss.🎧 Listen now and join us as we continue telling the stories of the people who live it every day.00:00 – Welcome from Cooper’s | 20,000 Head Selling Today 01:00 – Introducing Mary Russell & Berry Cooper 02:00 – Mary’s Background at Higginbotham (36 Years in Insurance) 03:30 – How Higginbotham Got Involved in the Stock Show 04:30 – Buying the Grand Champion “Snoop Dogg” 05:30 – Emotional Moments in the Sale Ring 07:00 – Berry’s Story: From Showing Steers to Judging & Leadership 09:00 – From County Agent to Corporate to Cooper’s BBQ 11:00 – Why Supporting Youth in Agriculture Matters 12:30 – The Character of Show Kids 14:00 – The Power of Mentors: County Agents & Ag Teachers 15:30 – The Networking Power of Livestock Shows 17:00 – Small World Ag Stories & Lifelong Connections 18:30 – Final Thoughts on Investing in the Next Generation

CattleFax CEO Randy Blach joins We Live It from the shared CattleFax and NCBA headquarters in Denver for a straight-talk conversation on the U.S. cattle market.Hosts Ty deCordova and Casey Mabry sit down with one of the most trusted voices in cattle market analysis to break down what’s really driving today’s prices and where the industry may be headed next.In this episode, Randy digs into:Why cattle prices remain historically strongHow tight cattle supply is shaping the marketWhat changes in slaughter capacity mean for producersWhere we are in the cattle cycle and what comes nextHow demand is holding up across the beef complexWhat cow-calf producers should be watching right nowWith decades of experience advising ranchers, feeders, packers, and policymakers, Randy brings clarity to a market often clouded by noise. This is a fundamentals-first conversation focused on supply, demand, and disciplined decision-making.If you’re a rancher, feeder, or cattleman trying to understand the forces shaping today’s cattle market, this episode delivers context you can use.0:00 Why cattle prices are historically strong right now 2:10 How today’s demand is holding together 5:30 What the market is already pricing into 2025–2026 8:40 The real story behind tight cattle supply 11:15 Why supply matters more than headlines 14:00 Where we are in the cattle cycle 14:40 Slaughter capacity and why it’s a bottleneck 16:15 Heifer retention, cow numbers, and herd rebuilding 20:30 What these fundamentals mean for cow-calf producers 25:10 Market volatility vs. long-term fundamentals 30:00 What Randy is watching most closely right now 36:00 Demand risk, supply discipline, and market balance 39:30 Reading the road ahead for cattle prices

In this episode of We Live It, Ty and Casey sit down with Beaver Yoder, a member of the Elite Livestock Marketing Group and Florida Cattlemen's leadership team, to talk about the people, places, and stories that shape Florida’s ranching community.Beaver shares his family’s long history in the agriculture industry, what it was like growing up in Florida cow country, and how ranchers in the Southeast adapt to a landscape unlike anywhere else in the United States. From year-round management to differences in forage, Florida ranching requires grit, creativity, and a deep connection to the land.Together, they dig into: • Beaver’s family background and how he got his start in the cattle business • What makes Florida ranching truly unique • Challenges and advantages of running cattle in a subtropical climate • The community, traditions, and people who keep the Florida cattle industry thriving • Beaver’s work with the Elite Livestock Marketing Group and his passion for serving producers across the SoutheastThey also preview two major upcoming LiveAg sales: • The Dec. 11 Video Auction featuring more than 9,000 head • The Stockmen at the Stadium Video Auction coming January 15 at Coors FieldWhether you run cattle in Florida, the Southeast, or anywhere across ranch country, this conversation offers a genuine look at the heart behind the industry.Have questions for next time? Submit yours here: https://heyor.ca/sq3C0dReady to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.Need equipment? Buy and sell on the LiveAg Equipment Xchange: www.live-ag.com/equipmentWorthington Angus Fall Sale - November 1st at Noon. Register to bid remotely: https://bit.ly/4nMMiiDWork with the best. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/Interested in advertising on We Live It? Contact Katy Holdener at katy@live-ag.com

Running cattle is hard enough without drowning in receipts and spreadsheets. In this We Live It podcast episode, we sit down with Alex Thompson from Norwood, Colorado to talk about the financial headaches every rancher faces—from tracking expenses across multiple enterprises to actually knowing if you're profitable at the end of the year.Alex truly lives it. Being married to a rancher running Limousin cattle at high altitudes, she understands the ranching lifestyle firsthand. Now working with Ambrook, she's helping producers modernize their bookkeeping without abandoning the values and traditions that define ranching. We dive into why accurate financial data matters for making better breeding, marketing, and operational decisions, and how the right tools can simplify back-office chaos so you can spend more time doing what you do best: raising livestock.This isn't about replacing ranchers with technology. It's about giving you the data you need to run a more profitable operation while staying true to who you are. Whether you're a third-generation commercial operator or just starting out, this conversation will help you think differently about ranch finances.Learn more: ambrook.com/liveagHave questions for next time? Submit yours here: https://heyor.ca/sq3C0dReady to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.Need equipment? Buy and sell on the LiveAg Equipment Xchange: www.live-ag.com/equipmentManage your risk. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/Interested in advertising on We Live It? Contact Katy Holdener at katy@live-ag.com

This week on We Live It, Director of Purebred Operations Margo Paeltz joins us for a deep dive into LiveAg’s Purebred Division — plus market analyst Casey Mabry breaks down current cattle market volatility and what producers should expect heading into year-end.We cover how our Purebred Team partners with ranchers nationwide, what to expect when booking your sale, and strategic tips for preparing for auction day. Then Casey walks through the latest market swings, what’s driving the volatility, and his short-term outlook for cow-calf producers, feeders, and purebred breeders.Episode Highlights:How to book your purebred sale with LiveAgWhat ranchers can expect from our Purebred TeamUpcoming purebred auctions across the countryMarketing opportunities for breedersCurrent cattle market volatility trendsCasey Mabry’s outlook on feeder cattle, calves & replacement femalesWhat ranchers should watch in the weeks aheadWhether you’re planning a purebred sale or keeping an eye on the market, this episode delivers practical insight you can use.👉 Subscribe for weekly cattle-market commentary, ranch stories, and industry updates.

In this legendary episode of We Live It, Ty and Casey sit down with cattle industry titan Richard Stober, a third-generation cattleman whose livestock marketing career spans over five decades of innovation and success. From trading cattle as a teenager to becoming one of the West's highest-volume buyers—handling 110,000+ head annually—Richard shares his incredible journey through the livestock industry.Discover how Richard was one of the first pioneers of video cattle auctions in 1980, created the groundbreaking "Value Added Programs" that revolutionized marketing for video auctions, and managed cattle procurement for Harris Ranch Feeding Company's 120,000-head feedyard. Richard drops invaluable knowledge on cattle marketing strategies, shares hard-earned truths about the livestock business, and offers practical advice for preparing the next generation of ag marketers.Whether you're a seasoned cattle producer, aspiring livestock marketer, or simply passionate about agriculture, this conversation is packed with wisdom from someone who's bought, sold, and marketed millions of head throughout his legendary career. Richard's philosophy says it all: "Love what you do, work hard, and help others along the way—and never stop being a student of your craft."Thank you to our partners!- Worthington Angus: https://bid.live-ag.com/events/event/185/worthington-angus-7th-annual-fall-sale- AgTexas Farm Credit: https://agtexas.com/- Texas Ranch Sales: https://texasranchsalesllc.com/- Consign in our Dec. 16 equipment auction: live-ag.com/equipment- Work with the best. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/- Interested in advertising on We Live It? Contact Katy Holdener at katy@live-ag.comHave questions for next time? Submit yours here: https://heyor.ca/sq3C0dReady to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.Chapters:01:18 Intro01:46 Meet our Guest02:48 Richard's Legendary Background06:32 Being a Student of the Market08:36 The First Video Auction in California13:07 Creation of Western Video Market22:00 Understanding the Market (01:18) - Intro (01:46) - Meet our Guest (02:48) - Richard's Legendary Background (06:32) - Being a Student of the Market (08:36) - The First Video Auction in California (13:07) - Creation of Western Video Market (22:00) - Understanding the Market

Cowboy, rancher, and storyteller Buster Frierson joins the We Live It podcast to talk about what it means to live the cowboy code in today’s world — from the saddle to the screen. Known for his work in ranch rodeos, Western film sets like 1883, and authentic ranch management, Buster shares his perspective on grit, leadership, and keeping the ranching lifestyle alive. Plus, Casey previews the cattle market ahead of the Oct. 9 LiveAg Video Auction, breaking down key regional trends and what sellers and buyers should watch this week. We'd love your feedback on the We Live It podcast. Send us your topic or guest ideas here: https://heyor.ca/sq3C0dLooking to advertise on the show? Contact Katy Holdener (katy@live-ag.com) for more information.

Three stock show dads walk into a podcast studio... and the result is pure gold for anyone showing livestock!Join hosts Casey Mabry and Ty deCordova as they sit down with Alan Lee, Vice President of Operations at BioZyme, Inc., for a deep dive into the company that's been fueling champions for decades.🏆 What You'll Learn:The history behind BioZyme's foundation products for cow-calf producers: VitaFerm and Gain SmartWhy Sure Champ is celebrating 40 years of show ring successReal stories from the show trail (the good, the bad, and the hilarious)How research-proven supplements give your stock the competitive edgeBehind-the-scenes insights from three dads who've been thereFrom the cow-calf operation to the show ring, BioZyme's products have become household names in the livestock industry. Alan breaks down what makes their supplements different and why generations of stockmen trust their animals to BioZyme nutrition.Whether you're a seasoned show dad, just getting started, or somewhere in between, this episode delivers laughs, lessons, and the inside scoop on products that help livestock succeed both in and out of the ring.Perfect for: Stock show families, cattle producers, livestock exhibitors, 4-H/FFA participants, and anyone interested in livestock nutrition and show supplements.Learn more about Biozyme: https://biozymeinc.com/Learn more about SureChamp: https://surechamp.com/We'd love your feedback. Send us your topic or guest ideas here: https://heyor.ca/sq3C0dLooking to advertise on the show? Contact Katy Holdener (katy@live-ag.com) for more information.00:00 Intro01:37 Stock show dad update02:35 Meet Alan Lee, VP of business development at BioZyme, Inc07:58 SureChamp products for small ruminents10:45 BioZyme's saftey and research 19:30 The team behind the brand25:55 Family stories30:01 Why 4H and FFA programs are so important