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

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 [email protected], 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

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 [email protected] or Keith at [email protected]. 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

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.