We Live It | LiveAg's Livestock Marketing Podcast

LiveAg
  • 5.0 (13)
  • Management
  • Updated Weekly

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. Aug 6

    Growing Agriculture's Workforce: Jessie Jarvis on Building Of the West & Leaders of the West

    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 WestWhy she left agriculture for med school — and came backBuilding Of the West, a job platform for agriculture and western industriesAgriculture's shrinking workforce and why career awareness mattersThe variety of careers available inside agricultureBuilding the Leaders of the West podcast and her favorite guest, Pat FitzgeraldResume and job-search advice for ag job seekersWhat reps can learn from job seekers about selling yourselfMarriage, motherhood, and running a business from rural IdahoMentorship from Ashley Alderson and the Boutique HubFind 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

    Growing Agriculture's Workforce: Jessie Jarvis on Building Of the West & Leaders of the West

  2. Jul 30

    Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell

    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, Idaho01:15 Welcome Back to We Live It: Meet Chris Howell, New LiveAg Rep02:00 Chris's Role at Riverbend Ranches: Customer Service to Procurement02:52 Riverbend's Growth: From 5,000 to 70,000 Calves a Year04:11 What Is Riverbend Ranches, Riverbend Stakes & Riverbend Seedstock?05:09 RiverbendSteaks.com: Direct-to-Consumer Beef Subscriptions06:04 Chris's Path: From a Nevada Commercial Ranch to Riverbend07:29 The Opportunity to Join LiveAg08:17 Choosing the Right Bulls: Advice for Commercial Producers09:26 Why Producers Overlook Genetics & Marketing10:51 Where Bull Value Really Comes From11:50 Attaching Dollar Value to Genetic Traits13:10 Why Trust Is the Foundation of Rep Relationships15:02 Moving from Buying Bulls to Marketing Cattle16:53 Chris's Territory: NV, OR, CA, ID, UT, WY & SD17:45 How to Reach Chris Howell Through Live-Ag.com18:09 Advice for Young Producers: Don't Fear New Technology20:03 Adapting to Stay in Business for the Next 100 Years20:28 Closing Thoughts

    Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
See All (63)

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.

Information

You Might Also Like