We Live It | LiveAg's Livestock Marketing Podcast

Tabor Ellis’s first 25 stocker heifers made money. The next several taught him why a good mentor matters, and why hard work alone isn’t enough.

In this episode of We Live It, Ty deCordova sits down with Tabor Ellis of 3E Cattle Company and Darrell Stokes of Elite Livestock Marketing Group at the Elite headquarters in Hope Hull, Alabama, ahead of the LiveAg video auction.

Tabor shares how a childhood around cattle, poultry, and his family’s pecan business led to a career in accounting and insurance before he returned to agriculture. He explains why the numbers pushed him toward stocker cattle, how a phone call introduced him to a mentor, and what he learned about grazing, preconditioning, and managing his money before going full time in 2019.

Darrell offers the marketer’s perspective on 3E’s reputation with buyers, while Tabor explains why customer service matters as much in cattle as in any other business. They also discuss getting started, raising kids around livestock, a school livestock facility supporting FFA opportunities, and a shipping day that tested everyone’s determination in a downpour.

Whether you’re a stocker operator, an aspiring cattle producer, or a livestock rep, this conversation explores the people and decisions behind a growing cattle business.

Topics Covered:

• Tabor’s path from accounting and insurance to cattle

• Starting with 25 heifers and learning beyond the first profit

• Mentorship in grazing, preconditioning, and money management

• Going full time in the cattle business in 2019

• Buyer trust and customer service at 3E

• Advice for aspiring cattle producers

• FFA, school livestock facilities, and family involvement

• Shipping four loads through a rainstorm

🧬 Powered by BioZyme®

We Live It is powered by BioZyme®, makers of VitaFerm® and Gain Smart®. Their partnership with LiveAg helps qualifying cattle nutrition programs earn recognition in nationwide video auctions. Learn about program eligibility and connect with a BioZyme dealer or LiveAg rep: https://biozymeinc.com/article/premium-nutrition-pays-biozyme-and-liveag-partner-for-profitable-cattle-programs

Good cattle bring buyers to the sale. Consistent performance brings them back. At Autauga Farming Company in Autaugaville, Alabama, generations of records and improvement have earned both repeat customers and national recognition.

In this episode of We Live It, Ty deCordova and guest co-host Jerry Etheredge of Elite Livestock Marketing Group sit down with Dan Wendland and Bill Lipscomb at Elite headquarters in Hope Hull, Alabama, ahead of the LiveAg video auction. Dan is Autauga’s livestock and forage manager; Bill spent more than four decades managing the farm.

They trace the Producers Feeder Calf Sale back to 1980, when local cattlemen moved from sealed bids to an auction. Bill explains how buyer feedback helped shape today’s vaccination protocols, 60-day weaning program, and approach to marketing uniform loads.

Dan shares how performance records, Alabama BCIA participation, and CattleMax help guide herd decisions—and the work behind Autauga’s 2026 Beef Improvement Federation Commercial Producer of the Year award. The conversation also covers putting homegrown corn and purchased-back cottonseed to work in cattle rations, earning buyer trust, and expanding the Southeast’s buyer base through Elite and LiveAg.

Whether you’re a commercial cow-calf producer, a cattle buyer, or a livestock rep, this conversation offers a practical look at building cattle—and relationships—that last.

Topics Covered:

• Five generations of farming and raising the sixth
• Connecting row crops and cattle nutrition
• The Producers Feeder Calf Sale’s beginnings in 1980
• Moving from sealed bids to auction price discovery
• Buyer-driven improvements in health and weaning
• Alabama BCIA records and CattleMax
• Autauga’s national BIF recognition
• Repeat buyers, trust, and broader market access

🧬 Powered by BioZyme®

We Live It is powered by BioZyme®, makers of VitaFerm® and Gain Smart®. Their partnership with LiveAg helps qualifying cattle nutrition programs earn recognition in nationwide video auctions. Learn about program eligibility and connect with a BioZyme dealer or LiveAg rep: https://biozymeinc.com/article/premium-nutrition-pays-biozyme-and-liveag-partner-for-profitable-cattle-programs

Nutrition might be the one variable in a cattle operation a producer can actually control — and according to Dr. Chris Cassady, it's also one of the most overlooked drivers of value on sale day.

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Dr. Chris Cassady, Director of Technical Services at BioZyme, to break down exactly how the company's nutrition programs translate into healthier, more marketable cattle. Chris shares his path from growing up on a diversified Illinois grain and cattle farm through Texas A&M, a master's and PhD at the University of Illinois, and a faculty position at Iowa State before joining BioZyme's technical team.

From there, the guys dig into the VitaFerm Raised badge — a value-added program for calves fed VitaFerm in utero or for at least 45 days leading up to sale — and why buyers increasingly view a documented nutrition program as a signal of overall management quality. Chris explains the science behind the gut-immunity connection (roughly 70% of the immune system lives in the gut) and how that ties directly into vaccine response and long-term health.

They also walk step-by-step through the Gain Smart program: the drench that jump-starts appetite in freshly received, stressed calves; the stress tubs that keep gut health in check through the first two to three weeks; and the fortified mineral and vitamin line that carries cattle the rest of the way to delivery. Ty shares a real-world example of nearly a pound-a-day gain difference between two adjacent wheat pastures where mineral was the only variable — plus their own experience running Liquid Boost through the water tank. Chris closes out with a look at Sure Start, BioZyme's day-old calving drench built to support passive immunity right at tagging.

Whether you're a commercial cow-calf producer, a stocker or backgrounder, or a cattle rep helping clients tell their nutrition story on sale day, this conversation is packed with practical takeaways on turning a feeding program into real value.

Topics Covered:
• Dr. Chris Cassady's background — Illinois farm roots, Texas A&M, Iowa State faculty, BioZyme technical services
• What the VitaFerm Raise badge program is and how calves qualify
• The 45-day feeding window that applies to both VitaFerm and Gain Smart badges
• Why 70% of the immune system lives in the gut — and what that means for vaccine response
• The three-step Gain Smart program: drench, stress tubs, and mineral/vitamin supplementation
• Real-world gain data: nearly a pound-a-day difference on matched wheat pastures
• What's actually in the mineral — Amaferm, organic trace minerals, and why the combination matters
• How buyers and feedyards read a nutrition badge on sale day
• Sure Start: BioZyme's new day-old calf drench for tagging season
• How producers can connect with their local BioZyme rep and get the badge on their listing

🧬 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/

• (00:00) - Introduction: Meet Dr. Chris Cassady: Illinois Farm Roots to BioZyme
• (02:23) - What Is the VitaFerm Raise Badge Program?
• (03:15) - How Calves Qualify: In-Utero Nutrition Through Sale Day
• (04:42) - Why Nutrition Awareness Has Grown Across the Industry
• (05:40) - The Gut-Immunity Connection: 70% of Immunity Starts in the Gut
• (07:06) - Breaking Down Gain Smart: A Three-Step Program
• (07:45) - Step 1 — The Drench: Jump-Starting a Stressed Calf's Appetite
• (09:24) - Step 2 — Stress Tubs: The "Trickle Charger" for Weaning
• (10:15) - Step 3 — Gain Smart Minerals: Stocker, Wheat & Balancer Options
• (11:47) - Real-World Results: Nearly a Pound-a-Day Gain Difference
• (12:40) - Ty's Experience: Running Gain Smart Through the Water Tank
• (14:04) - The "Secret Sauce" — Amaferm and Why the Combination Matters
• (16:23) - How Buyers and Feedyards Read a Nutrition Badge
• (18:38) - Getting Started: Talking to Your Local BioZyme Rep
• (20:58) - Tell Your Rep — How to Actually Get the Badge on Sale Day
• (21:45) - Introducing Sure Start: A New Tool for Tagging Season
• (23:21) - Closing Thoughts & Where to Learn More

In this episode of We Live It, Ty deCordova and Wade Leist sit down with Mark Anderson, Executive Director of the North American Limousin Foundation (NALF), live at the Buffalo Bill Center of the West in Cody, Wyoming. Mark's path to NALF ran through a cow-calf operation, a degree from Colorado State, six years at CattleFax learning risk management and market analysis, and 23 years managing feedyards — giving him a rare, full-circle view of how the cattle industry has changed from live sales to grid marketing and beyond.

The conversation digs into what LimFlex actually delivers: better feed conversion, cleaner yield grades, and real premiums at the packing house. Mark walks through NALF's recent study with Dr. Weber of Kansas State and South Dakota State University, comparing Angus, LimFlex, and purebred Limousin sired calves out of two Montana ranches — the results nearly cut yield grade 4s and 5s in half in the hybrid group. He also previews where red meat yield research out of Texas Tech is heading, and how NALF's genomic database (350,000+ carcass records and counting through IGS) is speeding up genetic progress.

Topics Covered:

- Mark Anderson's path from cow-calf ranching to CattleFax to 23 years managing feedyards
- The industry's shift from live cattle sales to grid marketing
- How the Limousin breed's docility reputation got fixed decades ago
- What LimFlex (Limousin-Angus/Red Angus hybrid) brings to cost of gain and carcass results
- Inside NALF's SDSU/Kansas State heterosis study and its yield grade findings
- Feeding cattle to bigger outweights (1,600-1,700+ lbs) and managing yield grade tradeoffs
- Red meat yield research at Texas Tech and where USDA grading may be headed
- NALF's 350,000+ carcass-record genomic database through IGS
- What traits commercial producers should look for when crossing onto Limousin/LimFlex bulls
- Where to find NALF bulls, breeders, and study data

🧬 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/

Want to learn more about Limousin or LimFlex genetics? Visit NALF.org to find a breeder near you. Interested in marketing your cattle or advertising on We Live It? Reach out to Jean at jean@live-ag.com, or find your local rep at Live-Ag.com. Don't forget to subscribe and hit the bell so you never miss an episode!

• (00:00) - Introduction — Live at Buffalo Bill Center of the West, Cody, WY
• (01:46) - Meet Mark Anderson, NALF President & CEO
• (02:36) - From Cow-Calf Roots to Colorado State to CattleFax
• (03:31) - The Industry Shift to Grid Marketing in the Late '80s-'90s
• (03:59) - How Each Career Stop Prepared Him for the Next
• (04:48) - Learning to Manage Risk in a Volatile Business
• (05:43) - 15 Years of Progress in Genetic Evaluation
• (07:32) - How Limousin & LimFlex Genetics Have Evolved
• (08:07) - The Docility EPD Story — Fixed 25 Years Ago
• (08:30) - Cost of Gain and Packing House Performance
• (08:58) - Feeding Cattle Bigger: 1,600-1,700 lb Outweights
• (09:27) - Red Meat Yield and the Coming USDA Grading Update
• (09:47) - Why 90% of Limousin's Herd Books Are Black-Hided
• (10:24) - Inside the SDSU Heterosis Study
• (11:22) - Study Results: Marbling, Ribeye & Yield Grade
• (12:21) - Longer Days on Feed and the Yield Grade Tradeoff
• (13:16) - Looking Back: The 1990s Margin Squeeze and the Quality Grade Shift
• (14:32) - What Traits Commercial Producers Should Look For
• (15:32) - Why a Cheap Bull Is the Most Expensive Mistake You Can Make
• (16:01) - Measuring Seam Fat and Dressing Percent
• (16:31) - The LimFlex Story: Winning Over Tyson and Whole Foods Buyers
• (17:28) - 350,000 Carcass Records and Counting
• (17:57) - Solving the "They Don't Grade" Misconception
• (19:16) - Where to Find NALF Bulls and Studies
• (20:13) - Closing Thoughts, Sponsor & Show Info

In this episode of We Live It, Ty deCordova and Wade Leist sit down with Jace Thompson, the reigning World Champion Livestock Market Auctioneer, live at the Buffalo Bill Center of the West in Cody, Wyoming. Jace traces his family's three-generation cattle marketing legacy — starting with grandfather Warren Thompson, who built a sale barn legacy in Riverton, Wyoming, from nothing, through his father's 2009 World Championship and move to Billings working alongside Pat Goggins, and finally to Jace's own path from cattle work into auctioneering roughly five to six years ago.

The conversation gets personal: Jace opens up about growing up with an auctioneer father, the pivotal role his mom played in bridging that gap and keeping him in the business during a moment he nearly walked away, and what it meant to hear his name called as champion after years of watching from the crowd. Ty, who hired a 21-year-old Jace on the spot in Billings, shares his own side of that story. They also dig into what the title actually involves day to day — serving as a spokesperson for the Livestock Marketing Association (LMA) and its nearly 800 member markets, attending the Common Ground Summit in Fort Worth, and speaking to high schoolers about careers in the cattle and auctioneering business.

Whether you're a young producer figuring out your path, an aspiring competition auctioneer, or just someone who loves a good family story rooted in the cattle business, this conversation is one you won't want to miss.

Topics Covered:

- Three generations of the Thompson family cattle marketing legacy
- His mom's role bridging the gap and keeping him in the business
- Watching his dad win the 2009 World Championship
- Ty's story of hiring a 21-year-old Jace in Billings
- Duties of a World Champion: LMA spokesperson, nearly 800 member markets
- The Common Ground Summit and what's ahead for LMA
- Inspiring the next generation to get into the cattle and auctioneering business
- Winning the world title in just three tries — what changed
- Advice for anyone chasing a spot in a livestock auctioneering contest

🧬 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/

Interested in marketing your cattle or advertising on We Live It? Contact Jean at jean@live-ag.com or Keith at Keith@Live-Ag.com. Don't forget to subscribe and hit the bell so you never miss an episode!

00:00 Introduction — Live from Cody, Wyoming
02:43 Meet Jace Thompson, World Champion Auctioneer
03:37 Three Generations: Warren, Ty & Jace
04:33 Building the Family Cattle Marketing Business
05:33 Growing Up Under a Demanding Father
06:25 Watching His Dad Win the 2009 World Championship
08:20 Joe: The Great Auctioneer Who Never Got the Buckle
09:42 His Mom's Role: Bridging the Gap
11:04 The Ledge Moment — Almost Walking Away for Motorcycle Racing
11:18 Ty's Story: Hiring a 21-Year-Old Jace in Billings
15:01 Duties of a World Champion: LMA Spokesperson
15:54 Nearly 800 Member Markets & the Common Ground Summit
16:45 Inspiring the Next Generation of Auctioneers
18:11 Goals for the Next Year
19:19 Winning the Title in Just Three Tries
19:54 What Changed: Turning Everyday Work Into Contest Prep
21:38 Advice for Aspiring Competition Auctioneers
23:44 Thank Yous and Closing Thoughts

Jessie Jarvis grew up on a cow-calf ranch in southern Idaho, tried to leave agriculture behind to become an anesthesiologist, and ended up building one of the most important platforms in the industry instead.

In this episode of We Live It, Ty deCordova and Wade Leist sit down with Jessie Jarvis — founder of Of the West and host of the Leaders of the West podcast — for one of the most wide-ranging and personal conversations the show has ever recorded.

Jessie walks through her path from an internship at the Idaho Cattle Association and Idaho Beef Council, to communications director for ICA, to seven years at the Boutique Hub under mentor Ashley Alderson, to founding Of the West in 2020 — a job platform built specifically for agriculture and western industries. She makes the case that as the world moves toward feeding and clothing 10 billion people by 2050, agriculture can't afford to keep shrinking its workforce, and that the industry has far more career paths than most people realize. As she puts it: there's no job outside of agriculture you can't also find inside it.

The conversation also covers what makes her podcast, Leaders of the West, stand out (including her favorite guest ever — Pat Fitzgerald, who helped build iTunes Podcasts at Apple before becoming president of the National Cowboy Hall of Fame Museum), practical resume and job-search advice for anyone applying for work in ag, and the personal side of building a business: marrying a childhood friend, raising two very different kids, and running it all from a rural operation an hour from the nearest Costco.

Whether you're a producer trying to hire, a job seeker trying to find your place in agriculture, or a fellow entrepreneur juggling a business and a family, this conversation is full of hard-won perspective on what it takes to build something that lasts.

Topics Covered:

• Jessie Jarvis's path from ranch kid to founder of Of the West
• Why she left agriculture for med school — and came back
• Building Of the West, a job platform for agriculture and western industries
• Agriculture's shrinking workforce and why career awareness matters
• The variety of careers available inside agriculture
• Building the Leaders of the West podcast and her favorite guest, Pat Fitzgerald
• Resume and job-search advice for ag job seekers
• What reps can learn from job seekers about selling yourself
• Marriage, motherhood, and running a business from rural Idaho
• Mentorship from Ashley Alderson and the Boutique Hub

Find Jessie at OftheWest.co, listen to Leaders of the West wherever you get your podcasts, and follow Of the West on Instagram, LinkedIn, and Facebook.

Don't forget to subscribe and hit the bell so you never miss an episode.

• (00:00) - Introduction — Growing Agriculture's Workforce
• (01:45) - Welcome Back to We Live It: Meet Jessie Jarvis of Of the West
• (02:04) - Growing Up on a Cow-Calf Ranch in Southern Idaho
• (02:31) - Leaving Ag for Med School — and Coming Back
• (02:57) - Interning at the Idaho Cattle Association & Beef Council
• (03:21) - Becoming Communications Director for ICA
• (03:50) - Founding Of the West in 2020
• (04:15) - How She Met Her Husband, Justin Jarvis
• (05:14) - Meet Jet & Jackson: Parenting Two Very Different Kids
• (08:00) - Building a Career Nobody Told Her Existed
• (12:27) - Why Agriculture Needs More Career Awareness
• (13:24) - How Marketing & Social Media Have Evolved
• (16:38) - Building the Leaders of the West Podcast
• (19:12) - Favorite Guest: Pat Fitzgerald of the National Cowboy Hall of Fame
• (21:53) - Finding Mentors: Ashley Alderson & the Boutique Hub
• (27:18) - Resume & Job Search Advice for Ag Job Seekers
• (29:32) - What Reps Can Learn from Job Seekers: Selling Yourself
• (34:06) - What's Next for Of the West & Leaders of the West
• (35:27) - League of Their Own Auctioneer Contest & Sponsor Shoutout
• (37:51) - Closing Thoughts & Where to Find Jessie Jarvis

In this episode of We Live It, Ty deCordova and Wade Leist sit down with Chris Howell in Boise, Idaho, to talk about his decade inside Riverbend Ranches and Riverbend Steaks— and why he decided to step into representing cattle for producers across Nevada, Oregon, California, Idaho, Utah, Wyoming, and South Dakota.

Chris breaks down what Riverbend actually is, how Riverbend Steaks sells beef direct to consumers, and how the operation grew from purchasing 3,000-5,000 calves a year to 50,000-70,000. He also shares what he looks for in bull genetics and EPDs, how commercial producers can attach real value to their bull-buying decisions, and why trust is the most important thing a rep can build with a customer.

Whether you're a commercial cow-calf producer, a seedstock breeder, or new to the cattle business, this conversation is full of practical insight on genetics, marketing, and what it takes to build a program that lasts.

Topics Covered:

- Chris Howell's move from Riverbend Ranches to LiveAg
- What Riverbend Ranches, Riverbend Stakes & Riverbend Seedstock are
- RiverbendSteaks.com and direct-to-consumer beef sales
- Bull genetics and EPD selection
- Creating value through genetics and marketing
- Building trust between reps and producers
- Advice for young producers entering the cattle business
- New technology: virtual fencing and verified natural programs
- Chris Howell's LiveAg rep territory (NV, OR, CA, ID, UT, WY, SD)

Reach Chris Howell directly at Live-Ag.com to start marketing your cattle with him.

00:00 Introduction — Live at the LiveAg Sale in Boise, Idaho
01:15 Welcome Back to We Live It: Meet Chris Howell, New LiveAg Rep
02:00 Chris's Role at Riverbend Ranches: Customer Service to Procurement
02:52 Riverbend's Growth: From 5,000 to 70,000 Calves a Year
04:11 What Is Riverbend Ranches, Riverbend Stakes & Riverbend Seedstock?
05:09 RiverbendSteaks.com: Direct-to-Consumer Beef Subscriptions
06:04 Chris's Path: From a Nevada Commercial Ranch to Riverbend
07:29 The Opportunity to Join LiveAg
08:17 Choosing the Right Bulls: Advice for Commercial Producers
09:26 Why Producers Overlook Genetics & Marketing
10:51 Where Bull Value Really Comes From
11:50 Attaching Dollar Value to Genetic Traits
13:10 Why Trust Is the Foundation of Rep Relationships
15:02 Moving from Buying Bulls to Marketing Cattle
16:53 Chris's Territory: NV, OR, CA, ID, UT, WY & SD
17:45 How to Reach Chris Howell Through Live-Ag.com
18:09 Advice for Young Producers: Don't Fear New Technology
20:03 Adapting to Stay in Business for the Next 100 Years
20:28 Closing Thoughts

For more than 40 years, Mark Gardiner of Gardiner Angus Ranch has helped shape the modern beef industry through genetics, data, and disciplined cattle selection.

In this episode of We Live It, Mark joins Ty deCordova and Casey Mabry to discuss how Angus genetics have transformed beef production, why EPDs matter, the history behind Certified Angus Beef®, the rise of beef-on-dairy, and how producers can build more profitable cow herds.

They also dive into artificial insemination (their version of AI), carcass quality, marbling, US Premium Beef, National Beef, herd rebuilding, drought, cattle markets, and why today's beef demand is stronger than ever.

Whether you're a commercial cattle producer, seedstock breeder, feeder, or simply interested in where the beef industry is headed, this conversation is packed with practical insight and decades of experience.

Topics Covered:
• Angus genetics
• Artificial insemination (AI)
• EPDs and genetic selection
• Beef-on-dairy
• Certified Angus Beef
• US Premium Beef
• National Beef
• Carcass quality & marbling
• Herd rebuilding
• Beef demand
• Cattle markets
• Commercial cow-calf operations
• Seedstock production
• Future of the beef industry

00:00 Meet Mark Gardiner of Gardiner Angus Ranch
01:15 A family legacy in the cattle business since 1885
04:40 The AI breeding revolution and using EPDs
08:30 Building better cattle through genetics
11:15 The beef industry's quality crisis in the 1990s
13:15 Creating US Premium Beef and changing cattle marketing
18:15 How Certified Angus Beef transformed beef demand
21:20 Genetics, consumer demand, and today's cattle market
24:10 Why beef-on-dairy is changing the industry
31:45 Using the best Angus genetics in dairy herds
34:40 Why carcass data and marbling matter
39:00 Multi-trait selection vs. chasing one trait
43:50 The future of Angus genetics and beef production
45:00 Gardiner Angus Ranch sales and final thoughts

How do ranchers stay informed when they're hours from the nearest town?
Why does farm radio still matter in an age of podcasts, social media, and AI?
And what challenges are producers facing across Montana, Wyoming, and the Northern Plains today?

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Colter Brown and Amelia Siroky of Northern Ag Network, one of the most trusted agricultural media organizations in the West, serving producers across Montana, Wyoming, North Dakota, and South Dakota.

The conversation explores the changing landscape of agricultural communication, how producers consume information today, and why radio continues to play a vital role in rural communities where internet and cell service remain unreliable. From market updates and weather reports to podcasts and digital content, Northern Ag Network shares how they're working to keep producers connected and informed.

Along the way, they tackle some of the biggest questions facing agriculture today:

What does the cattle market look like across the Northern Plains?
How are drought conditions impacting ranchers and herd expansion decisions?
Can producers rebuild the cow herd when forage remains limited?
What role do public lands play in the future of Western ranching?
And how do we ensure agriculture's story is told accurately to the next generation?

The discussion also highlights two impactful initiatives making a difference beyond the ranch gate.

How do we better support the mental health of farmers and ranchers?
Northern Ag shares the story behind Beyond the Weather, a program focused on reducing stigma around mental health in agriculture and connecting producers with support resources.

When was the last time someone simply thanked a farmer?
The team discusses their For the Farmers tour, which brings communities together to recognize and celebrate the producers who feed, fuel, and clothe America.

Whether you're involved in cattle ranching, farming, agricultural communications, rural leadership, or simply want a better understanding of life in the American West, this episode offers an honest look at the people working every day to keep rural America connected.

What does a career in cattle feeding actually look like?
How can women build successful careers in agriculture and livestock production?
What drives cattle markets, beef demand, and the business of feeding the world?

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Emily Jackson of Arcadia Commodities to discuss her journey from growing up in a cattle-buying family in Canada to becoming a leader in cattle procurement, risk management, and cattle feeding.

Emily shares what it's like to buy cattle across North America, how data and technology are changing the cattle industry, and why she believes agriculture still offers incredible opportunities for the next generation. She also discusses the importance of mentorship, the role women continue to play in shaping the future of agriculture, and why beef demand remains strong despite record cattle prices.

Along the way, the conversation explores some of the biggest questions facing the beef industry today:

• Can the U.S. cattle herd rebuild quickly enough to meet demand?
• What opportunities exist for young people entering agriculture?
• How are data, analytics, and AI changing cattle feeding and commodity markets?
• Why are consumers continuing to choose beef at historically high prices?
• And what does it really mean to help feed a growing world population?

Emily also highlights Beef Sticks for Backpacks, a program providing high-quality beef protein to food-insecure children while showcasing the positive impact the beef industry can have beyond the ranch gate.

Whether you're involved in cattle feeding, commodity markets, ranching, agricultural leadership, or simply passionate about the future of food production, this episode offers valuable insight into the people helping move the beef industry forward.

Is New World Screwworm really a threat to the U.S. cattle industry?
How does it spread?
What should ranchers be doing today to protect their livestock?
And what happens if a positive case is found on your operation?

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Wayne Cockrell, Second Vice President of the Texas & Southwestern Cattle Raisers Association, to separate fact from fiction surrounding New World Screwworm and its potential impact on cattle producers, ranchers, wildlife managers, and the broader livestock industry.

Wayne explains:

✔️ What New World Screwworm actually is
✔️ How infestations occur and spread
✔️ Why livestock movement and biosecurity matter
✔️ What producers should look for in cattle, sheep, goats, horses, and wildlife
✔️ How sterile fly eradication programs work
✔️ What happens when a positive case is reported
✔️ Why reporting cases helps protect neighboring operations
✔️ Common misconceptions circulating online
✔️ The industry's plan to combat and ultimately eradicate the pest

This conversation offers practical guidance, industry insight, and a level-headed look at one of the most talked-about animal health issues facing American agriculture today.

Whether you run a cow-calf operation, stocker business, feedyard, hunting ranch, or simply want to stay informed about the future of U.S. livestock production, this episode is packed with timely information from someone working directly on the issue.

What does it take to build a successful horse auction in today's market?

In this episode of We Live It, Ty deCordova and Casey Mabry visit with Blake Thompson of Corsica Horse Sale to discuss horse marketing, auction strategy, ranch horses, online bidding, and the evolution of the equine industry.

Blake shares his journey from growing up around horse auctions to helping revitalize one of the Midwest's most recognized horse sale facilities. The conversation covers the importance of price discovery, the value of live auctions, horse consignments, digital marketing, and why strong relationships still drive success in the horse business.

Whether you're raising ranch horses, selling performance horses, or simply interested in the livestock auction industry, this episode offers valuable insight into one of agriculture's most relationship-driven businesses.

Certified cattle consistently command stronger premiums and access buyer pools that uncertified cattle simply can't reach. In this episode of the We Live It Livestock & Ranching Podcast, we sit down with Seth Diehm — Customer Account Rep at Earth Claims — to break down exactly how third-party verification works, what GAP certification and NHTC status mean for your bottom line, and whether the audit process is as intimidating as it sounds (it's not).

What is GAP certification for cattle?
GAP — Global Animal Partnership — is a five-step animal welfare rating program. Earth Claims is the exclusive certifier in North America, meaning if you want GAP-certified cattle, Earth Claims is the company that gets you there. Most cow-calf producers fall under Step 4, which covers cattle raised with continuous outdoor access. Step 1 is available for producers with more limited pasture resources. Each step opens access to specific premium retail and foodservice markets that require verified sourcing.

What is NHTC and why does it matter?
NHTC stands for Never Ever 3 — No antibiotics ever, no added hormones, no beta-agonists. It's a USDA Process Verified Program (PVP), and Earth Claims is an approved certifier. NHTC cattle carry documented health assurance, genetic traceability, and condition verification from birth to harvest — exactly what high-end domestic and export buyers are looking for.

What's the actual return on certification?
There's no hard premium guarantee — Seth is upfront about that. But premiums on verified cattle have been consistent and strong over the last decade, and certified producers develop repeat buyer relationships that grow in value over time. The ROI isn't just the per-head premium at sale — it's the compounding effect of a loyal buyer base that knows what they're getting.

What does the audit process look like?
It's a records conversation, not an inspection. Earth Claims runs a regional audit staff, most of whom come from production backgrounds and understand what ranching in your area actually looks like. Seth describes it as sitting at the kitchen table going through your records — not the IRS showing up at your door.

About Earth Claims
Earth Claims is a third-party verification company specializing in independent certification for cattle ranches across the United States. They work with cow-calf producers to certify under GAP's five-step animal welfare program and USDA's Process Verified Programs, helping ranchers access premium domestic and export markets that require sourced, verified beef.

📞 Ready to get certified? Contact Seth Diehm directly:
Phone: 541-286-3205 ext. 1
Website: earthclaims.com
Hosts: Casey Mabry & Wade Leist
Guest: Seth Diehm, Earth Claims

🔔 Subscribe for weekly episodes on livestock, ranching, and cattle markets from producers who actually live it.

Seventy percent of your cattle's immune system lives in the gut — and most producers aren't feeding to that number. In this episode of the We Live It Livestock & Ranching Podcast, Hardy Goodman, Area Sales Manager for VitaFirm by BioZyme, breaks down the science behind gut health, heat stress technology, and why the Southeast cattle market is generating momentum that producers across the country need to pay attention to.

What is VitaFirm and what makes it different?
VitaFirm is a technology-driven animal nutrition platform built by BioZyme. At its core is a prebiotic backed by over 200 peer-reviewed studies — one of the most research-supported feed additives in the beef cattle industry. Hardy's approach is proactive, not reactive: build gut health before problems start, and the herd handles everything else better. Products discussed include Liquid Boost, SureChamp pellets, and Climate Control Gel, applicable across both show livestock and commercial cow-calf operations.

What is VitaFirm's heat technology and how does it work?
VitaFirm's heat technology is a proprietary blend of essential oils, garlic, cinnamon, and a vasodilator designed to help cattle dissipate heat more effectively. The result is a measurable 3–4 degree reduction in body temperature — enough to keep cattle out grazing during the hottest parts of the day and maintain body condition score through summer. Hardy puts it plainly: if someone moved your thermostat 4 degrees in either direction, somebody in your house would be yelling. The same principle applies to your herd.

Why does gut health drive cattle immunity?
Research shows that 70% of cattle immunity is tied directly to gut health. A healthy gut microbiome improves digestibility, nutrient absorption, and the animal's ability to respond to stress — whether that's heat, weaning, or shipping. VitaFirm's prebiotic technology is the foundation of every product recommendation Hardy makes, because no mineral program performs at its ceiling in a compromised gut environment.

Why is the Southeast cattle market heating up?
The Southeast is seeing real momentum — tighter cow numbers nationally combined with strong forage resources and growing producer investment in genetics and nutrition are positioning the region competitively. Hardy also previews VitaFirm's upcoming Heritage Film, spotlighting Johnston Brangus in Alabama — one of the first families to bring fescue to the state — as a story of the deep roots driving that momentum.

About Hardy Goodman
Hardy grew up in South Georgia with a cattle and show livestock background, earned his ag degree from Abraham Baldwin Agricultural College in Tifton, Georgia, and spent time in the cotton industry before landing his career with VitaFirm. His credibility with producers comes from a simple principle: he used the product before he ever sold it.

Hosts: Casey Mabry & Wade Leist
Guest: Hardy Goodman, Area Sales Manager — VitaFirm by BioZyme

🌐 vitafirm.com
🔔 Subscribe for weekly episodes on livestock, ranching, and cattle markets from producers who actually live it.
We Live It Livestock & Ranching Podcast — Real conversations for real producers.

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 same
active ingredients, florfenicol and flunixin meglumine. The FDA determined the product is
bioequivalent to Resflor Gold®, offering veterinarians and producers a cost-effective alternative
with the same proven performance. Learn more: https://parnell.com/products/livestock/nixiflor

00:00 - Welcome & Intro
00:35 - Brett Spader's Background & Career Journey
02:44 - Introduction to Value Trace & Using AI in Beef Production
04:39 - The Hot Carcass Weight Trend & Telling the Story Through Data
07:00 - How Value Trace Creates Value for Bull Buyers & Cattle Feeders
08:12 - How the Camera Technology Works in the Feed Yard
10:31 - The Cattle Feeder Dashboard & Procurement Tools
11:03 - Connecting Seed Stock Producers, Commercial Operators & Feed Yards
13:49 - Data Value vs. Dollar Value
15:24 - Shortening the Genetic Feedback Loop
16:26 - Driving Red Meat Yield & the Future of U.S. Beef
19:11 - Consistency, Finish Weights & the Power of Char-Cross Calves
20:29 - Upcoming Research, Life Cycle Assessment & How to Connect with AICA
21:34 - Closing Thoughts & Where to Find Brett

In this episode of the We Live It podcast, Ty deCordova and Casey Mabry sit down with Troy Marshall, Director of Commercial Industry Relations at the American Angus Association, to break down the AngusLink program and what it means for commercial cow-calf producers who are serious about getting paid for their genetics.

Troy brings a unique perspective to his role — not just as an industry professional, but as someone who spent a lifetime ranching registered Angus and Sim-Angus cattle in Eastern Colorado before joining the Association. That real-world experience shapes the way he talks about genetics: not just as numbers on paper, but as something you have to live to truly understand.

At the heart of the conversation is the Genetic Merit Scorecard (GMS) — a tool Troy describes as the "Carfax report" for a pen of feeder cattle. The scorecard uses EPDs from a producer's bull battery to generate four scores — Beef, Feedyard, Grid, and Maternal — all on a 0–200 scale where 100 represents industry average. The result is an objective, third-party-verified snapshot of the genetic potential in a set of calves, helping buyers make confident purchasing decisions and helping sellers get rewarded for the investments they've already made.

Troy shares some eye-opening validation data from 120,000 head, showing how each 10-point step up in the scorecard correlates with measurable improvements in marbling, ribeye area, and average daily gain. Cattle enrolled through the National Beef/USPB partnership are averaging over 40% prime — compared to an industry average of around 11%.

The guys also cover the GeneMax Advantage — a genomic testing tool that can be layered into the scorecard to improve accuracy and better describe the cow herd over time. And for producers marketing through LiveAg, the scorecard data flows directly into the listing, making it easy for buyers to see the genetics behind what they're bidding on.

If you're a cow-calf producer who's been doing things right and not getting credit for it at the sale barn, this episode is for you.

Enroll or learn more: Contact IMI Global or the American Angus Association to get started — it takes about a 10–15 minute phone call and your bull battery registration numbers.

🧬 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 same

active ingredients, florfenicol and flunixin meglumine. The FDA determined the product is

bioequivalent to Resflor Gold®, offering veterinarians and producers a cost-effective alternative

with the same proven performance. Learn more: https://parnell.com/products/livestock/nixiflor

• (00:00) - — Welcome & Introducing Troy Marshall
• (00:38) - — Troy's Background: Wyoming, Colorado Ranching & CattleFax
• (01:42) - — How Troy Ended Up at the American Angus Association
• (02:25) - — Living It: Why Ranch Experience Matters in Genetics
• (03:08) - — What Is the Genetic Merit Scorecard (GMS)?
• (05:03) - — How Sire EPDs Drive the Scorecard
• (05:46) - — Accuracy & Validation Data: 120,000 Head
• (07:08) - — How to Enroll in AngusLink as a Cow-Calf Producer
• (08:49) - — Why Reputation Cattle Need an Objective Measure
• (10:17) - — National Beef, USPB Grid Partnership & Real Results
• (12:49) - — How Genetics Impact Pen Profitability
• (13:04) - — GeneMax Advantage: Genomics Layered Into the Scorecard
• (14:20) - — Enrollment Walkthrough: What You Actually Need
• (15:10) - — How AngusLink Works on LiveAg
• (17:16) - — Retaining Ownership & Connecting with Feed Yards
• (17:57) - — Closing Thoughts & How to Get Started

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.com

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:

https://biozymeinc.com/blog/biozyme-partners-with-liveag/?utm_source=live_ag&utm_medium=podcast&utm_campaign=live_ag_podcast_march

• 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

• (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

What started as a casual idea between two Oklahoma cattlemen is turning into one of the most ambitious auctioneer competitions the livestock industry has ever seen.

Ty and Casey sit down with Sam Stamper of Checotah Livestock and auctioneer Brian Marlin to break down A League of Their Own, a head-to-head auctioneer contest that's already paying out serious money and is about to get a whole lot bigger.

Sam and Brian walk through how the concept grew out of their rodeo and match-roping roots, and how a phone call from a mutual friend eventually landed them in Oklahoma City drawing the whole thing out on a napkin with the LiveAg team. What they've built in year one is already turning heads — nine world champion auctioneers, weekly payouts, and over $63,000 paid out to competitors with zero entry fees.

Here's what they get into:
- The origin of A League of Their Own and how the head-to-head bracket format came together
- The 2026 finals field — five world champions, two reserve world champions, an international champion, and more
- What the payout structure looks like: $25,000 to win, $15,000 for second, $10,000 for third
- The 2027 expansion plan — 66 auctioneers, 33 sale barn hosts, a March Madness-style bracket, and a $10,000 qualifier bonus
- The big announcement — the 2027 A League of Their Own Finals are headed to the Golden Nugget in Las Vegas, Nevada, in partnership with LiveAg

All contest rounds will be broadcast live on LiveAg's YouTube channel. Visit live-ag.com for sponsorship availability and follow A League of Their Own on social media for updates.

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:

https://biozymeinc.com/blog/biozyme-partners-with-liveag/?utm_source=live_ag&utm_medium=podcast&utm_campaign=live_ag_podcast_march

00:00 — Welcome & Guest Introductions
01:03 — Sam Stamper: Growing Up in Beggs, Oklahoma
02:20 — The Jim Bob Cross Connection & Leasing the Checotah Facilities
03:16 — Brian Marlin: Learning the Trade Under Brian Little & 20 Years Behind the Mic
04:45 — The Origin of A League of Their Own: How the Head-to-Head Concept Was Born
06:14 — Year One Recap: World Champions, Weekly Matchups & the Competition Field
07:22 — The 2025 Finals Payout: $25K to Win, $15K for Second, $10K for Third
08:06 — How the Weekly Payout Structure Works — $63,000 Out With Zero Entry Fees
08:56 — The 2027 Expansion: 66 Auctioneers, 33 Host Barns & a National Bracket
11:16 — The Big Announcement: A League of Their Own Finals Coming to Las Vegas
11:51 — How LiveAg Got Involved
13:39 — The Qualifier Format & How Young Auctioneers Get a Shot
15:32 — Spectator Involvement and What's Coming Down the Road
16:23 — Barn Matchups Will Be Broadcast on LiveAg'
16:56 — How the Barn Fee Structure Works & What Host Barns Stand to Win
18:11 — Final Thoughts: Building Something on a Kingdom Foundation
21:13 — How to Get Involved, Sponsorship Opportunities & Contact Info

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 inventory

With 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 news

The 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

What does it take to lead with purpose in the livestock industry?

BioZyme CEO Lisa Norton joins the We Live It Podcast to discuss leadership, building strong teams, and the importance of innovation in animal nutrition and agriculture.

In this episode, we also share the announcement of LiveAg’s partnership with BioZyme, bringing additional visibility to cattle backed by VitaFerm® and Gain Smart® nutrition programs. Through LiveAg’s nationwide video auction platform, producers who invest in premium nutrition and sound management can better showcase their cattle to a competitive national buyer base.

This conversation highlights:
• Leadership in the livestock industry
• Building strong teams and company culture
• The importance of fermentation and nutrition science
• Value-added marketing opportunities for producers
• The future of data-driven cattle marketing

At the end of the day, good cattle start with good management, strong partnerships, and the right people behind them.

Subscribe for more conversations with leaders who truly live it.

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 Highlight Clip
01:03 Show Intro
01:18 Welcome & Lisa Norton Introduction
03:05 BioZyme Company Overview
05:40 Leadership & Company Growth
08:15 Hiring the Right People in Agriculture
10:02 Company Culture & Team Building
11:35 Lisa Norton’s Career Journey
15:45 Innovation & Fermentation Technology
19:29 The Future of Livestock Industry
21:50 Leadership Philosophy
23:20 Closing Thoughts