We Live It | LiveAg's Livestock Marketing Podcast

LiveAg

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. AngusLink Explained: The Genetic Merit Scorecard for Feeder Cattle

    3D AGO

    AngusLink Explained: The Genetic Merit Scorecard for Feeder Cattle

    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

    20 min
  2. Southeast Cattle Marketing Strategy: Selling More Cattle to More Buyers

    APR 23

    Southeast Cattle Marketing Strategy: Selling More Cattle to More Buyers

    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, Alabama00:56 – Jerry Etheredge on the LiveAg Partnership01:26 – Exceeding Load Lot Goals & the Hawaii Vacation02:10 – Rep Group Growth: Wesley, Mississippi, Louisiana & Florida02:41 – What Makes the Partnership Work04:48 – The People Behind LiveAg: Whitney, Mitch & Shawna05:10 – Built on Faith: The Kingdom Vision06:05 – Starting Every Sale with Prayer & the National Anthem06:21 – The Grass Time Special Sale Overview07:30 – Young Producers in the Stocker Business08:46 – Breaking Down the Sale Lineup: Yearlings & Calves09:33 – Cleveland Landing Cattle10:26 – Florida Cattle & Drought Conditions11:42 – Largest Video Cattle Auction in Alabama History12:04 – How to Partner with LiveAg13:41 – Closing Thoughts & God Bless (00:00) - – Welcome & Live from Hope Hull, Alabama (00:56) - – Jerry Etheredge on the LiveAg Partnership (01:26) - – Exceeding Load Lot Goals & the Hawaii Vacation (02:10) - – Rep Group Growth: Wesley, Mississippi, Louisiana & Florida (02:41) - – What Makes the Partnership Work (04:48) - – The People Behind LiveAg: Whitney, Mitch & Shawna (05:10) - – Built on Faith: The Kingdom Vision (06:05) - – Starting Every Sale with Prayer & the National Anthem (06:21) - – The Grass Time Special Sale Overview (07:30) - – Young Producers in the Stocker Business (08:46) - – Breaking Down the Sale Lineup: Yearlings & Calves (09:33) - – Cleveland Landing Cattle (10:26) - – Florida Cattle & Drought Conditions (11:42) - – Largest Video Cattle Auction in Alabama History (12:04) - – How to Partner with LiveAg (13:41) - – Closing Thoughts & God Bless

    13 min
  3. A League of Their Own: The Head-to-Head Auctioneer Contest Goes National and Heading to Las Vegas

    APR 16

    A League of Their Own: The Head-to-Head Auctioneer Contest Goes National and Heading to Las Vegas

    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 Introductions01:03 — Sam Stamper: Growing Up in Beggs, Oklahoma02:20 — The Jim Bob Cross Connection & Leasing the Checotah Facilities03:16 — Brian Marlin: Learning the Trade Under Brian Little & 20 Years Behind the Mic04:45 — The Origin of A League of Their Own: How the Head-to-Head Concept Was Born06:14 — Year One Recap: World Champions, Weekly Matchups & the Competition Field07:22 — The 2025 Finals Payout: $25K to Win, $15K for Second, $10K for Third08:06 — How the Weekly Payout Structure Works — $63,000 Out With Zero Entry Fees08:56 — The 2027 Expansion: 66 Auctioneers, 33 Host Barns & a National Bracket11:16 — The Big Announcement: A League of Their Own Finals Coming to Las Vegas11:51 — How LiveAg Got Involved13:39 — The Qualifier Format & How Young Auctioneers Get a Shot15:32 — Spectator Involvement and What's Coming Down the Road16:23 — Barn Matchups Will Be Broadcast on LiveAg'16:56 — How the Barn Fee Structure Works & What Host Barns Stand to Win18:11 — Final Thoughts: Building Something on a Kingdom Foundation21:13 — How to Get Involved, Sponsorship Opportunities & Contact Info

    24 min
  4. Cattle Market Resilience: Live Cattle Rally, Tight Supply & Strong Auction Demand | Weekly Market Update

    MAR 31

    Cattle Market Resilience: Live Cattle Rally, Tight Supply & Strong Auction Demand | Weekly Market Update

    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

    11 min
  5. Leading with Purpose in the Livestock Industry: BioZyme CEO Lisa Norton

    MAR 26

    Leading with Purpose in the Livestock Industry: BioZyme CEO Lisa Norton

    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

    22 min
  6. Texas Panhandle: Markets, Mindset & the Future of the Cattle Industry

    MAR 19

    Texas Panhandle: Markets, Mindset & the Future of the Cattle Industry

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

    25 min
  7. What Consumers Want from Beef in 2026 | Raise Well + Source & Age Explained

    FEB 26

    What Consumers Want from Beef in 2026 | Raise Well + Source & Age Explained

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

    18 min

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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