EmpowerU Podcast: Wilson Cattle Company Bred Heifer & Cow Sale Preview

Date: December 22, 2025
Host: Weston Hendrix (A), with guest Charlie Wilson (B), and occasional input from Luke Domingue (C)
Episode Theme: Preview of the upcoming Wilson Cattle Company Bred Heifer and Cow Sale—a deep dive into standout lots, genetics, breeding philosophies, and best matings, designed to empower listeners to make informed decisions in the cattle industry.

Episode Overview

The episode provides an in-depth preview of the Wilson Cattle Company’s annual Bred Heifer and Cow Sale, happening December 27th on SC Online Sales. Charlie Wilson (co-owner of Wilson Cattle Company) discusses the background and goals of the operation, walks through the highlights and details of individual sale lots, and offers his expert opinions on each animal’s potential as both maternal and club calf producers. The focus is on empowering buyers and enthusiasts by sharing knowledge, breeding strategies, and candid advice about the cattle on offer.

Wilson Cattle Company: Approach & Philosophy

[00:35]

• Charlie Wilson introduces his family-run operation: Himself, wife Devon, and sons Hendricks and Riggins.
• Focus on producing “high quality stock for other people’s operations.”
• Emphasis on diversity—club calf and maternal genetics available.
• This sale’s importance: "We dug a little deeper than normal just wanting to make this sale something special. Added a few genetic lots, few semen lots. I think it's a pretty stout offering.” (Charlie Wilson, 00:56)

Highlighted Cattle Lots & Key Breeding Insights

Lot 1 – "In God We Trust x Extra Special Monopoly" Heifer

[01:18-02:24]

• Bred to Jackie Moon (Ty Webster bull)—to avoid rat tails, add color.

• "This heifer I think is very special. Extremely, extremely powerful. Really good on her feet and legs... could win the state fair." (Charlie, 01:50)

• DNA tests pending for TH/PHA status—potential for strong club calf prospects.

  Recommended future matings:

  • “How Great would be the way to go on the first flush.” (Charlie, 02:30)

Lot 2 – "Bankroll x Huda Man" Simmental (Retaining 50% Embryo)

[02:50-03:56]

• Embryo from Sullivan’s; notable maternal line.
• “This one ... pretty versatile ... raise show steers or go back maternal.”
• Emphasis on flexibility for buyer; preference for either club calf or maternal matings.

Lot 3 – "Red Rocky x Loving the Business"; Club Calf Type

[03:56-04:51]

• Not as conditioned as others but “her pieces are absolutely out there.”
• Sourced from Dalton Lind (Colorado); kept for this sale despite buyer interest last year.
• Quote: “I'd say go back to The King and read her to In God. I mean, I think that's the best club calf bull there is out there and I'd say that would be a home run.” (Charlie, 04:40)

Lot 4 – Main Angus "Garth x KD108Y"

[05:07-06:11]

• Originally shown by Wilson’s son at Junior Nationals.
• Full sib to high sellers at Sullivan’s and Fitzsimmons.
• “We love the Main Angus breed and I think this one to generate some Main females and even some Main bulls.”

Lots 5–8: Additional Club Calf & Maternal Focused Heifers

• Lot 5: “Do What’s Right x Monopoly”—seen as a fun show steer producer. (07:25)
• Lot 6: Maintainer, “Sweet Willy x Comfort Zone.”
  • “Crazy how much body and just dimension she’s got when you get behind her.” (Charlie, 07:38)
• Lot 7: “Here I Am x Out of the Business”—notably unique color. Particularly maternal for a club calf pedigree. (08:41)
• Lot 8: High Main “Full Tilt x Data Bank Whiskey.”
  • Ideal for rugged, high quality Main breeding. (09:52)

Unique & Outcross Offerings

Lot 9 – "Follow Me x Ferrari Tamale"

[10:40-11:43]

• Lauded for “hair for days,” huge pins and build. "Will be interesting which way the new owner takes her—show steer or maternal." (Charlie, 10:56)

Lot 12 – "Dream Maker x Lucy’s Jim 7690" (First Red Heifer Offered)

[13:27-14:33]

• Retaining 50% embryo interest; bred for Shorthorn enthusiasts.
• Memorable moment: "I'll be honest, we don't have any Shorthorn semen in the tank, so we bred it to Sweet Willy ..." (Charlie, 14:14)

Lot 16 – "In God We Trust x Monopoly" (Colored Exotic)

[18:40-19:31]

• Moderate but powerful; “structure can handle anything.”
• “How Great on this one—I think you could hit some home runs.”

Lot 17 – Second Icon 300 Daughter

[19:36-20:04]

• Praised for “presence” and “extension”—dual-purpose for main or club calf.

Powerful Donor & Embryo Offerings

Lots 35–37 – Donor Flushing Rights

[37:41-39:17]

• "Matilda" female from last year’s high seller—flexible on flushes: “I'd be okay with filling club calf on her, too. She can handle it. Her structure is so nice.” (Charlie, 37:59)
• Lot 37: Buyer’s choice of sire to flush to his most prolific cow:
  • “...Whatever you want to flush her to, I'll do it. She's open right now...in her lifetime, I think she's flushed over like 550 eggs.” (Charlie, 39:26)

Lots 38–39 – Multiple Matings from a Unique Outcross Donor

[40:37-41:48]

• Eggs sired by Perfection, Golden Ticket, How Great Thou Art, and In God We Trust.
• First time offering embryos off this cow; “dive in and pick which ones you want.”

Semen Lots (40–42)

[41:48-42:28]

• Selling units of the “In God Lil Red” TH-free bull—co-owned with Brad Onion & Malone:
  • “I think that bull could do big things for an In God Lil Red. I think his structure is second to none.” (Charlie, 42:15)

Notable Quotes & Memorable Moments

• “We dug a little deeper than normal just wanting to make this sale something special.” (Charlie, 00:56)
• On Lot 1: “Looks like one that could win the state fair market efforts. I mean that's how she's built.” (Charlie, 01:50)
• On Lot 6: “Crazy how much body and just dimension she's got when you get behind her.” (Charlie, 07:38)
• On donor cow flushing: “She's flushed over like 550 eggs... averages about 16 or 17 a flush. Has had flushes up to like 32, 34 eggs.” (Charlie, 39:26)
• On diversity and buyer opportunity: "There's something for everybody." (Charlie, 43:02)

Key Breeding & Buyer Advice

• Many lots DNA tested; TH/PHA status updates will be posted before the sale.
• Heavy recommendations for proven “club calf” sires like In God We Trust, How Great, Here I Am, but also specific maternal sires depending on buyer’s goals.
• Cattle described with practical advice: structure, feeding, hair quality, show potential, and long-term generating value emphasized throughout.

Closing & Contact

• Sale date: December 27 on SC Online Sales.
• Charlie Wilson welcomes calls from potential buyers for questions or in-person viewing.
• Final empowerment message: “With all this said, this is what it's all about. Empowerment’s here.” (Weston, 43:11)

Useful Timestamps

• [00:35] – Wilson Cattle Company introduction
• [01:18]-[02:24] – Lot 1 deep dive
• [17:26]-[18:04] – Notable “modern” club calf pedigrees
• [33:16]-[34:33] – Sweet Willy daughters and breeding context
• [37:41]-[39:26] – Donor flush/embryo offering specifics
• [41:48]-[42:28] – Semen lots and “In God Lil Red” discussion

For those considering purchases or simply wanting a primer on elite show cattle selection, this episode provides practical, expert-level insight from both the seller’s and breeder’s perspectives—packed with specifics, candid recommendations, and memorable breeder anecdotes.