This program is a market intelligence report. Farmers and ranchers can get the numbers anywhere, what they truly want is information that tells them what moved the numbers and any special information that will give them a hint as to where the market is headed. M att Rice, graduate of the University of Idaho.  In addition to voicing and producing the daily Market Line report, Matt is also Director of Business Development for CAYAC (Cattle Auction Advertising Co-op).  CAYAC is a separate company operated under Allen Media, Inc.

Growing up in a farming and ranching community in Northern Idaho Matt spent summers competing at high school and college rodeos in tie-down and team roping and at sanctioned rodeos with his brothers and father. On most summer weekends you will still find Matt in a roping arena, training horses or being a tough competitor on the NW Rodeo circuit. Matt earned money for college working at a prestigious western horse training facility where he found he not only had a gift for training horses but also the ability to relate to a host of different people from clients, staff even renowned trainers like Clinton Anderson who would visit for clinics. Matt shares His passion for western agriculture and the cowboy way of life on air and with everyone he meets.