We Live It | LiveAg's Livestock Marketing Podcast

LiveAg
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Welcome to the "We Live It" ranch and livestock marketing podcast, where cattle market intelligence meets ranch-ready wisdom. Join hosts Ty deCordova with LiveAg and Casey Mabry with Blue Reef Agri-marketing as they bring you straight-talk market analysis, proven strategies, and insights from industry leaders who understand ranching isn't just a business - it's a way of life. From livestock market trends to cattle management practices, each episode delivers actionable knowledge to help take your ranching operation to the next level. Whether you're in the saddle or in the truck, tune in for conversations that matter to modern cattlemen. Because we don't just talk about the cattle business...we live it.

  1. Jul 16

    Beef Genetics, EPDs & Premium Markets Explained with Mark Gardiner

    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 Ranch01:15 A family legacy in the cattle business since 188504:40 The AI breeding revolution and using EPDs08:30 Building better cattle through genetics11:15 The beef industry's quality crisis in the 1990s13:15 Creating US Premium Beef and changing cattle marketing18:15 How Certified Angus Beef transformed beef demand21:20 Genetics, consumer demand, and today's cattle market24:10 Why beef-on-dairy is changing the industry31:45 Using the best Angus genetics in dairy herds34:40 Why carcass data and marbling matter39:00 Multi-trait selection vs. chasing one trait43:50 The future of Angus genetics and beef production45:00 Gardiner Angus Ranch sales and final thoughts

    Beef Genetics, EPDs & Premium Markets Explained with Mark Gardiner

  2. Jul 9

    How Ag News Reaches Ranchers Across Montana, Wyoming & The Dakotas

    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.

    How Ag News Reaches Ranchers Across Montana, Wyoming & The Dakotas

  3. Jul 2

    From Canada to Cattle Feeding: Emily Jackson on Beef Demand, Markets & Her Career in Agriculture

    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.

    From Canada to Cattle Feeding: Emily Jackson on Beef Demand, Markets & Her Career in Agriculture

  4. Jun 18

    New World Screwworm Explained: What Texas Ranchers Need to Know Right Now | Wayne Cockrell

    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.

    New World Screwworm Explained: What Texas Ranchers Need to Know Right Now | Wayne Cockrell

  5. Jun 18

    From Ranch Horses to Rope Horses: Inside the Corsica Horse Sale Story

    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.

    From Ranch Horses to Rope Horses: Inside the Corsica Horse Sale Story

  6. Jun 18

    Earn More for Your Cattle: Third-Party Verification, GAP Certified & NHTC Programs Explained

    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 ClaimsEarth 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. 1Website: earthclaims.comHosts: Casey Mabry & Wade LeistGuest: Seth Diehm, Earth Claims 🔔 Subscribe for weekly episodes on livestock, ranching, and cattle markets from producers who actually live it.

    Earn More for Your Cattle: Third-Party Verification, GAP Certified & NHTC Programs Explained

  7. Jun 4

    Gut Health, Heat Technology & Why the Southeast Cattle Market Is on Fire

    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 GoodmanHardy 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 LeistGuest: 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.

    Gut Health, Heat Technology & Why the Southeast Cattle Market Is on Fire

  8. May 7

    Value Trace: How Charolais Is Using AI to Revolutionize Feeder Cattle Genetics & Profitability

    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/nixiflor 00:00 - 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

    Value Trace: How Charolais Is Using AI to Revolutionize Feeder Cattle Genetics & Profitability
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Ratings & Reviews

5
out of 5
13 Ratings

About

Welcome to the "We Live It" ranch and livestock marketing podcast, where cattle market intelligence meets ranch-ready wisdom. Join hosts Ty deCordova with LiveAg and Casey Mabry with Blue Reef Agri-marketing as they bring you straight-talk market analysis, proven strategies, and insights from industry leaders who understand ranching isn't just a business - it's a way of life. From livestock market trends to cattle management practices, each episode delivers actionable knowledge to help take your ranching operation to the next level. Whether you're in the saddle or in the truck, tune in for conversations that matter to modern cattlemen. Because we don't just talk about the cattle business...we live it.

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