We Live It | LiveAg's Livestock Marketing Podcast

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 Claims
Earth 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. 1
Website: earthclaims.com
Hosts: Casey Mabry & Wade Leist
Guest: Seth Diehm, Earth Claims

🔔 Subscribe for weekly episodes on livestock, ranching, and cattle markets from producers who actually live it.

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 Goodman
Hardy 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 Leist
Guest: 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.

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 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 & Intro
00:35 - Brett Spader's Background & Career Journey
02:44 - Introduction to Value Trace & Using AI in Beef Production
04:39 - The Hot Carcass Weight Trend & Telling the Story Through Data
07:00 - How Value Trace Creates Value for Bull Buyers & Cattle Feeders
08:12 - How the Camera Technology Works in the Feed Yard
10:31 - The Cattle Feeder Dashboard & Procurement Tools
11:03 - Connecting Seed Stock Producers, Commercial Operators & Feed Yards
13:49 - Data Value vs. Dollar Value
15:24 - Shortening the Genetic Feedback Loop
16:26 - Driving Red Meat Yield & the Future of U.S. Beef
19:11 - Consistency, Finish Weights & the Power of Char-Cross Calves
20:29 - Upcoming Research, Life Cycle Assessment & How to Connect with AICA
21:34 - Closing Thoughts & Where to Find Brett

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

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, 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

• (00:00) - – Welcome & Live from Hope Hull, Alabama

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 Introductions
01:03 — Sam Stamper: Growing Up in Beggs, Oklahoma
02:20 — The Jim Bob Cross Connection & Leasing the Checotah Facilities
03:16 — Brian Marlin: Learning the Trade Under Brian Little & 20 Years Behind the Mic
04:45 — The Origin of A League of Their Own: How the Head-to-Head Concept Was Born
06:14 — Year One Recap: World Champions, Weekly Matchups & the Competition Field
07:22 — The 2025 Finals Payout: $25K to Win, $15K for Second, $10K for Third
08:06 — How the Weekly Payout Structure Works — $63,000 Out With Zero Entry Fees
08:56 — The 2027 Expansion: 66 Auctioneers, 33 Host Barns & a National Bracket
11:16 — The Big Announcement: A League of Their Own Finals Coming to Las Vegas
11:51 — How LiveAg Got Involved
13:39 — The Qualifier Format & How Young Auctioneers Get a Shot
15:32 — Spectator Involvement and What's Coming Down the Road
16:23 — Barn Matchups Will Be Broadcast on LiveAg'
16:56 — How the Barn Fee Structure Works & What Host Barns Stand to Win
18:11 — Final Thoughts: Building Something on a Kingdom Foundation
21:13 — How to Get Involved, Sponsorship Opportunities & Contact Info

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

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

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

In this episode of the We Live It Podcast, we sit down with Angus breeder Josh Worthington of Worthington Angus in Dadeville, Missouri. Recently recognized as the American Angus Association's Young Angus Breeder of the Year, Josh shares how discipline, proven genetics, and a customer-first mindset have shaped his Angus bull program.

We discuss what commercial cattle producers should look for in Angus bulls, how seedstock decisions impact calf crops at weaning, and why consistency and long-term breeding strategy matter in today’s bull market. Josh also shares insights on building a successful bull sale, reaching new buyers through online bidding, and staying focused on delivering value to customers.

Get registered for the Worthington Angus bull sale on March 28, here: https://bid.live-ag.com/events/event/325/worthington-angus-11th-annual-spring-sale

If you’re involved in Angus cattle, bull sales, or commercial cow-calf production, this episode is packed with practical insight from a breeder who has built his program from the ground up.

🔔 Subscribe for more conversations with Angus breeders, cattle producers, and leaders in the livestock industry.

We’re proud to partner with BioZyme, Inc., the makers of VitaFerm and Gain Smart. Learn more: https://biozymeinc.com/blog/biozyme-partners-with-liveag/