We Live It | LiveAg's Livestock Marketing Podcast

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

Recorded live at Colorado Rockies home turf, Coors Field, during Stockmen at the Stadium, this episode is one we’ll never forget.

We sat down with legendary cattle feeder, former President of ConAgra Red Meats, and Rockies owner Dick Monfort for a conversation that bridged two iconic American institutions: beef and baseball.

Long before stadium lights and opening day crowds, Dick was riding pens at four years old, feeding cattle alongside his grandfather in northern Colorado. He helped lead one of the most transformative eras in the beef industry, from shipping live animals to pioneering boxed beef, to scaling plants that harvested over 100,000 head per week. He lived through razor-thin margins, near bankruptcy, plant start-ups, industry reinvention, and the relentless grind of feeding a nation.

Then came a curveball.

In the early 1990s, the Monfort name became tied to Major League Baseball when the Rockies franchise was awarded to Denver. What started as a $95 million investment turned into one of the most recognizable brands in professional sports. Today, Dick’s legacy spans feedyards, packing plants, and a ballpark that seats more than 50,000 fans under the Colorado sky.

In this episode, we talk about:

• Growing up in a three-classroom schoolhouse outside Greeley
• Feeding cattle year-round on Colorado’s Front Range
• The shift from carcass beef to boxed beef
• Running a packing plant at 26 years old
• The ConAgra acquisition
• Why cattle genetics today are better than ever
• And how running a feedlot compares to running a Major League franchise

What makes this conversation special is the humility. Dick speaks with deep respect for the cattle industry, calling it the business that “helped feed the world.” For us, recording this episode inside Coors Field felt like a full-circle moment for agriculture.

Dick, thank you for your time, your candor, and the blessing of this conversation. It was an honor to sit in your stadium and talk about the industry that built it.

If you care about cattle, leadership, grit, or the evolution of American agriculture… this one is for you.

🎧 Listen now and don’t forget to subscribe to the We Live It Podcast.

• (00:00) - – Welcome to Coors Field

In this episode of We Live It, host Ty deCordova sits down with two leaders who understand what it means to build something that lasts.

We hear from Mary Russell of Higginbotham Insurance as she shares her perspective on investing in young people, supporting agricultural families, and strengthening the livestock community through leadership and service. Berry Cooper of Cooper's Old Time Pit Bar-B-Que joins the conversation to talk about legacy, full circle moments in the cattle industry, and why getting youth involved in showing livestock is critical to the future of agriculture.

From stock shows to mentorship, business leadership to faith in the next generation, this episode dives into:

• Youth involvement in showing livestock
 • Building leadership in the cattle industry
 • Supporting the next generation of producers
 • The importance of community in agriculture
 • Full circle moments in Texas cattle country

If you care about the future of the livestock industry and the young people stepping into it, this conversation is one you won’t want to miss.

🎧 Listen now and join us as we continue telling the stories of the people who live it every day.

00:00 – Welcome from Cooper’s | 20,000 Head Selling Today
 01:00 – Introducing Mary Russell & Berry Cooper
 02:00 – Mary’s Background at Higginbotham (36 Years in Insurance)
 03:30 – How Higginbotham Got Involved in the Stock Show
 04:30 – Buying the Grand Champion “Snoop Dogg”
 05:30 – Emotional Moments in the Sale Ring
 07:00 – Berry’s Story: From Showing Steers to Judging & Leadership
 09:00 – From County Agent to Corporate to Cooper’s BBQ
 11:00 – Why Supporting Youth in Agriculture Matters
 12:30 – The Character of Show Kids
 14:00 – The Power of Mentors: County Agents & Ag Teachers
 15:30 – The Networking Power of Livestock Shows
 17:00 – Small World Ag Stories & Lifelong Connections
 18:30 – Final Thoughts on Investing in the Next Generation

This week on the We Live It Podcast, Ty deCordova and Casey Mabry kick off a new Weekly Cattle Market Update format with a timely look at what’s shaping the cattle markets right now.

With winter weather shutting down sale barns across the South, the guys break down how light cash trade is impacting the CME Feeder Cattle Index, January contract settlement, and what that means heading into February. They also unpack last week’s Cattle on Feed report, regional supply differences, grain prices, and why feeder cattle remain historically strong despite choppy day-to-day moves.

Short, practical, and straight from the field. This is a market check you can actually use.

📌 Topics covered:
 • CME Feeder Cattle Index & January settlement
 • Weather disruptions across Texas & Oklahoma
 • Cattle on Feed report takeaways
 • Northern vs. Southern supply differences
 • Grain prices, feed costs & market sensitivity

Have questions or want us to cover a specific topic next week? Drop them in the comments. 

00:00 Introduction & New Weekly Market Update Format
00:50 Denver Trip Recap & Weather Challenges
02:45 Winter Storms Impacting Sale Barns
03:35 Lack of Cash Trade in the South
04:00 How Southern Closures Affect the CME Feeder Cattle Index
05:45 January CME Feeder Cattle Contract Settlement
06:40 Cattle on Feed Report Overview
07:30 Placements, Marketings & What the Numbers Really Mean
09:15 Regional Differences: Northern vs Southern Cattle Supplies
10:10 Market Sensitivity to Slaughter Levels
10:55 Outside Markets: Grains, Feed Costs & Commodities
12:00 Feeder Cattle Strength & Near-Term Outlook
12:45 Upcoming Purebred Sales & Closing Remarks

CattleFax CEO Randy Blach joins We Live It from the shared CattleFax and NCBA headquarters in Denver for a straight-talk conversation on the U.S. cattle market.

Hosts Ty deCordova and Casey Mabry sit down with one of the most trusted voices in cattle market analysis to break down what’s really driving today’s prices and where the industry may be headed next.

In this episode, Randy digs into:

• Why cattle prices remain historically strong
• How tight cattle supply is shaping the market
• What changes in slaughter capacity mean for producers
• Where we are in the cattle cycle and what comes next
• How demand is holding up across the beef complex
• What cow-calf producers should be watching right now

With decades of experience advising ranchers, feeders, packers, and policymakers, Randy brings clarity to a market often clouded by noise. This is a fundamentals-first conversation focused on supply, demand, and disciplined decision-making.

If you’re a rancher, feeder, or cattleman trying to understand the forces shaping today’s cattle market, this episode delivers context you can use.

0:00 Why cattle prices are historically strong right now
 2:10 How today’s demand is holding together
 5:30 What the market is already pricing into 2025–2026
 8:40 The real story behind tight cattle supply
 11:15 Why supply matters more than headlines
 14:00 Where we are in the cattle cycle
 14:40 Slaughter capacity and why it’s a bottleneck
 16:15 Heifer retention, cow numbers, and herd rebuilding
 20:30 What these fundamentals mean for cow-calf producers
 25:10 Market volatility vs. long-term fundamentals
 30:00 What Randy is watching most closely right now
 36:00 Demand risk, supply discipline, and market balance
 39:30 Reading the road ahead for cattle prices

We’re joined by Wyatt Agar of Durbin Creek Ranch on the latest We Live It Podcast to talk Hereford cattle, beef cattle industry leadership, and long-term decision-making in today’s cattle market.

Wyatt discusses why engagement at the local and national level matters for producers, reflecting on his time as a Wyoming State Senator and as chairman of the American Hereford Association board of directors. We explore how successful operations think beyond sale day and the impact their genetics have for their commercial customers. 

The conversation also includes a preview of the Durbin Creek Ranch Hereford Bull Sale on February 4, 2026, featuring PAP-tested Hereford bulls and an outstanding set of F1 baldie females, plus Wyatt’s perspective on the commercial cattle business as a newly onboarded LiveAg commercial representative.

A must-listen for seedstock producers, commercial cattlemen, and anyone focused on building a resilient cattle operation.

Register to bid on the Durbin Creek Ranch annual bull sale here: https://bid.live-ag.com/events/event/262/14th-annual-bull-sale-durbin-creek-ranch

In this episode of We Live It, Ty and Casey sit down with Beaver Yoder, a member of the Elite Livestock Marketing Group and Florida Cattlemen's leadership team, to talk about the people, places, and stories that shape Florida’s ranching community.

Beaver shares his family’s long history in the agriculture industry, what it was like growing up in Florida cow country, and how ranchers in the Southeast adapt to a landscape unlike anywhere else in the United States. From year-round management to differences in forage, Florida ranching requires grit, creativity, and a deep connection to the land.

Together, they dig into:
 • Beaver’s family background and how he got his start in the cattle business
 • What makes Florida ranching truly unique
 • Challenges and advantages of running cattle in a subtropical climate
 • The community, traditions, and people who keep the Florida cattle industry thriving
 • Beaver’s work with the Elite Livestock Marketing Group and his passion for serving producers across the Southeast

They also preview two major upcoming LiveAg sales:
 • The Dec. 11 Video Auction featuring more than 9,000 head
 • The Stockmen at the Stadium Video Auction coming January 15 at Coors Field

Whether you run cattle in Florida, the Southeast, or anywhere across ranch country, this conversation offers a genuine look at the heart behind the industry.

Have questions for next time? Submit yours here: https://heyor.ca/sq3C0d

Ready to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.

Need equipment? Buy and sell on the LiveAg Equipment Xchange: www.live-ag.com/equipment

Worthington Angus Fall Sale - November 1st at Noon. Register to bid remotely: https://bit.ly/4nMMiiD

Work with the best. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/

Interested in advertising on We Live It? Contact Katy Holdener at [email protected]

Rising equipment costs, land values, and input prices mean more ranchers are turning to financing - not because they're struggling, but because they're making strategic decisions to grow their operations. In this episode, we sit down with Hollie Bunn from United Producers, Inc. (UPI) to demystify ag loans and help you understand what lenders are really looking for.

Hollie breaks down the key differences between financing land versus equipment, what documentation you need to have ready, and the common mistakes that can delay or derail your loan application. Whether you're a first-time borrower looking to expand your herd, a young producer trying to get started, or an established operation upgrading equipment, this conversation will help you approach financing with confidence.

We cover real-world examples of ranchers who've successfully secured financing for herd expansion and equipment upgrades, plus the action steps you should take before ever walking into a lender's office. Financing doesn't have to feel overwhelming - it's a tool that, when used strategically, can help move your operation forward.

Key Takeaways:

• What lenders want to see: records, credit, cash flow, and collateral
• Tips for first-time borrowers and smaller operations
• Questions you should ask lenders before signing anything
• How to prepare your operation for financing approval

Ready to put this into action? Register now for the LiveAg End-of-Year Live Virtual Equipment Auction on December 16th. Browse tractors, balers, trailers, livestock handling equipment, and more from trusted operations across the country—then get pre-approved for financing to make your purchase happen. Whether you're upgrading your operation or adding proven machinery to your fleet, this is your chance to invest strategically in equipment that works as hard as you do.

Register to bid: https://heyor.ca/wg21Sg

Running cattle is hard enough without drowning in receipts and spreadsheets. In this We Live It podcast episode, we sit down with Alex Thompson from Norwood, Colorado to talk about the financial headaches every rancher faces—from tracking expenses across multiple enterprises to actually knowing if you're profitable at the end of the year.

Alex truly lives it. Being married to a rancher running Limousin cattle at high altitudes, she understands the ranching lifestyle firsthand. Now working with Ambrook, she's helping producers modernize their bookkeeping without abandoning the values and traditions that define ranching. We dive into why accurate financial data matters for making better breeding, marketing, and operational decisions, and how the right tools can simplify back-office chaos so you can spend more time doing what you do best: raising livestock.

This isn't about replacing ranchers with technology. It's about giving you the data you need to run a more profitable operation while staying true to who you are. Whether you're a third-generation commercial operator or just starting out, this conversation will help you think differently about ranch finances.

Learn more: ambrook.com/liveag
Have questions for next time? Submit yours here: https://heyor.ca/sq3C0d

Ready to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.

Need equipment? Buy and sell on the LiveAg Equipment Xchange: www.live-ag.com/equipment

Manage your risk. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/

Interested in advertising on We Live It? Contact Katy Holdener at [email protected]

Most ranchers know trace minerals matter, but do you really understand how they're affecting your herd's fertility, immune function, and long-term productivity? In this episode of We Live It, hosts Ty deCordova and Casey Mabry sit down with Bryson Williams, Account Manager at Zinpro®, to break down the science behind trace mineral nutrition and why it's one of the most overlooked tools in your herd management strategy. 

Bryson shares what he's seeing across cow-calf operations today - the challenges producers are facing and the real opportunities to improve herd health and performance through better mineral supplementation. We dig into why trace minerals like zinc, manganese, copper, and cobalt play such a critical role in everything from hoof health to reproduction, and how Zinpro performance trace minerals are designed to make a measurable difference. We also talk through Zinpro® ProFusion®, a complete trace mineral supplement designed specifically for beef cattle, and where you can find it to start making improvements in your own operation. 

Shop Zinpro ProFusion: https://heyor.ca/iRRTuy 
Learn more about Zinpro: https://www.zinpro.com/en_na/species/beef/

Whether you're dealing with open cows, foot problems, or calves that just aren't thriving like they should, this episode will give you a better understanding of how trace mineral nutrition can help you build a healthier, more profitable herd.