Podcast Summary: EmpowerU – Setting The Standard Sale Preview

Host: Weston Hendrix
Guests: Jake Franke (Frankie Cattle Enterprises), Clayton (sales rep)
Date: April 8, 2026
Main Topic: In-depth preview of the "Setting The Standard" sale, featuring American cattle prospects, with extensive discussion on individual lots, breeding philosophy, and advice for potential buyers.

Episode Overview

The episode offers a comprehensive preview of the upcoming "Setting the Standard" sale on Steer Bidder, taking place April 12th. Host Weston Hendrix is joined by Jake Franke (Frankie Cattle Enterprises) and sales rep Clayton to dissect the sale’s catalogue. The trio explores the philosophy behind the sale, the evolution of their breeding and marketing approaches, and provides detailed breakdowns of individual lots—including bull prospects and show steers. The conversation is filled with candid assessments on animal quality, suitability for different exhibitor skill levels, and transparent insights intended to empower cattle buyers to make informed decisions.

Main Discussion Points and Insights

1. Background on the Sale and Operation

• Jake Franke introduces the operation:
  • Frankie Cattle Enterprises is operated by Jake, his father Bob, and partner Carl Muntine.
  • Over twelve years in the American cattle space; started with direct off-cow sales.
  • Evolved to private treaty phone bids and transitioned to online sales for wider reach.
  • "Setting the Standard" is now the unified brand for all their sales (spring, summer, fall).
• Quote:

  "It's been a very, very good venue for just kind of showcase the work that we put into it and trying to get as good of American set of calves out there as possible." – Jake [01:47]

2. The Bull Prospects (Lots A-F) [03:27-12:15]

• All Lots A-F are bull prospects, with a range of cut-options for show steers or to be left intact as herd sires.

• 50/50 partnership sale on bulls: Buyer has rights for their desired breeding season, semen is collected as insurance and for wider AI use.

• Jake describes each bull in depth, focusing on phenotype, bloodlines, utility, and classification suitability.

• Candid on certain lots’ “classifying” potential; some should remain bulls, others make exceptional steers.

  Memorable Quotes:

  "Lot A, incredible creature here. Great color, by a really good performing young cow...he's moderate, stout, big, ribbed, great headed, smooth necked...could be cut and make a hard run at the simbrahs in Houston." – Jake [04:27]

  "Lot B...without a doubt the best calf I had born here at Kokomo...he will put bone, squareness, power, body shape and unbelievable hair into that set of cows." – Jake [05:29]

  "B, C, and E need to remain intact. A, D, and F have the option to be very high quality steers as well." – Jake [11:53]

3. Steer Prospects: Individual Lot Breakdowns (Lot 1 - Lot 29)

Example Highlights

• Lot 1: "The Red Steer"

  • Gray Fox x Crimson Tide female, high-quality ABC/Girt with standout build and presence.
  • "No doubt in my mind that this red hided creature was going to earn Lot 1 status...for that kind of bone and that kind of power he is rugged in his barrel, he's great feeding in his rib cage. I don't know what else you would want to pack onto one." – Jake [13:25]

• Lot 2: "The Black Brangus Prospect"

  • Patriot x Donor 70, exceptional Brangus steer, best for experienced showmen due to his size and growth rate.
  • "Not a big fan of just straight black hided ones but when they're smooth polled and their brangus featured...he is an absolute beast." – Jake [16:32]
  • "I don’t think a first year feeder needs to show this one..." – Jake [20:04]

• Lot 3: "Gray Fox ABC Prospect"

  • Noted for gentle temperament and show-ready structure, “built perfect in my opinion” [21:37].
  • Jake’s daughter marks as a favorite—"puppy dog gentle...his head and his ears are perfect, his muzzle's perfect." [21:37]

• Lot 7 & Lot 28: Sibling Standouts

  • Both Gray Fox x Patriot Crimson Tide females, "safe options for a high quality ABC," "perfect feet and legs, perfect ribbed, unbelievable head and neck." — Jake [31:36], [66:59]
  • Lot 28 is recommended for a run at Dallas, “rear back and feed this thing” for success. [66:59]

• Practical Advice:

  • Jake is transparent about suitability of specific calves for first-year or experienced kids. He frames candid recommendations on handler experience and optimal show classes for each lot.

4. Philosophy on Customer Success [Throughout; see 03:51, 70:38]

• The team is hands-on post-sale—offering feeding guidance, implanting strategies, and ongoing support to maximize exhibitor success.
• Jake invites buyers to “call us and we can talk through attitudes, ideal endpoints from breed, weight, and show standpoint. If they need help feeding, we're there to help.” [70:38]
• Emphasis on the educational and mentorship aspect of their business, aimed at empowering the next generation of show families.

5. Notable Quotes & Moments

• On breed and phenotype blending:

  "Our goal is to make them as exotic looking as we can with an American ear, with an American head and the ideal sheath." – Jake [16:32]

• On supporting buyers:

  "We want to try to maximize your investment to get the goals accomplished for your son or daughter that y'all set as a family." – Jake [70:38]

• On the diversity and quality in this year’s sale:

  "This is the deepest set we've had...the most variety of weight classes, endpoints and different breeds that we've had." – Jake [13:25]

• Lighter Moment:

  • The story behind the Lagnaf bull and the warning about asking Bob for the full story—"I would just not have your kids around when he does do that." [29:09]

• On practicality for families new to showing:

  "As far as the aspect goes of being a first time or second time feeding family, there's really no guesswork with this calf. Just feeding, just feeding love on him and he'll go do the rest." – Clayton on Lot 4 [26:14]

Key Timestamps

• [00:00] Introduction, setup, and guest introductions
• [00:42] Jake Franke shares the sale’s history and evolution
• [03:27] Tour of bull prospects (Lots A-F) and philosophy on semen/possession sales
• [12:15] Transition to steer prospects and detailed lot-by-lot breakdown
• [13:25–70:11] Deep-dive on individual lots: build, classification, optimal use, buyer suitability
• [70:38] Closing advice and discussion on Frankie’s hands-on support post-sale

Episode Takeaways

• The "Setting the Standard" sale represents a highly curated, diverse set of American show cattle, with transparent insights for both novices and seasoned buyers.
• Frankie Cattle Enterprises stresses a partnership approach even after the sale—mentoring families for show and herd success.
• Buyers are encouraged to reach out with questions about animal temperament, classification, nutritional strategies, and more. The operation offers ongoing mentorship that extends beyond transaction.
• The cattle catalog encompasses everything from dual-purpose bulls to show steers, with honest, sometimes blunt, real-world commentary about strengths and improvement areas for every calf.

Summary Table: Notable Lot Mentions

| Lot # | Type | Key Traits/Highlights | Best Fit For | Quote/Note | |--------|-----------------------|------------------------------------------------------|---------------------------------------------------|---------------------------------------------| | A–F | Bull Prospects | Cut or keep options, utility for steers or sires | Herd sires, certain show families | "B, C, E need to remain intact..." [11:53] | | 1 | Steer (Red) | High tying, tall shouldered, top-quality ABC/Girt | All show levels | "No doubt in my mind..." [13:25] | | 2 | Brangus Prospect | Smooth polled, not for beginners | Experienced showman | "Donor 70 has been the strongest..." [16:32]| | 3 | ABC Prospect | Puppy dog gentle, ideal for most families | First/second year families or seasoned | [21:37], [23:34] | | 7, 28 | ABC Siblings | Structural integrity, feeder friendly, show ready | All levels; Dallas run (Lot 28) | "Safe option...perfect feet and legs..." | | 15 | ABC Prospect (Silver) | Exceptional profile/angle, showman’s calf | Seasoned showman | "He is chock full of shape, bone..." [47:43]| | 16 | Simbra Prospect | Extreme presence, Fort Worth lightweight contender | Ambitious to win Fort Worth lightweight | "Presence, arrogance…" [49:19] | | 20 | Gert Prospect | Great hair, needs an experienced patient exhibitor | Not for young kids | "Just going to take a little bit of time, patience..." [56:10]| | 29 | Simbra Prospect | Slightly green, but bred to be stout | Show homes wanting to develop a project | [68:34] |

Final Thoughts

The episode is not only a thorough guide for buyers eyeing the "Setting the Standard" sale, but a masterclass in cattle evaluation and industry mentorship. Whether you’re a beginner or a seasoned family in the show cattle world, Jake, Clayton, and Weston deliver unparalleled transparency, practical advice, and a clear passion for empowering their customers.