Podcast Summary: Ranch It Up Radio Show & Podcast

Episode: Video Auctions: The History & Upcoming Sales
Hosts: Jeff "Tigger" Erhardt & Rebecca "BEC" Wanner
Date: July 6, 2025

Overview

This episode delves into the evolution and impact of video auctions in the cattle industry, centering on Superior Livestock Auction's pioneering role. The episode features a rich historical discussion with Ted Odle of Superior Livestock, a look at upcoming sales (notably the Week in the Rockies), and practical market insights for cattle producers. The episode maintains its signature Western warmth and directness, blending nostalgia with actionable advice for today's ranchers.

The Birth of Video Cattle Auctions

Guest: Ted Odle, Superior Livestock Auction
Segment start: [00:02]

Key Points

• Origins: Video auctions began as an innovative idea, with the first Superior Livestock video sale at the National Western Stock Show, Denver, in 1987.

  • "Superior Livestock was my dad's brainstorm, and I've been with it ever since we started it." (Ted Odle, [01:00])
  • The concept was born from the need to reduce stress on cattle and ranchers, streamlining the process.
  • Early reluctance from ranchers, but initial supporters from Kremmling and Walden, CO made the concept work.

• Initial Reception:

  • Some skepticism existed—“There was a lot of people said, oh boys, that'll never work.” (Ted Odle, [02:23])
  • Early adopters and local radio promotion fueled rapid awareness and acceptance.
  • Example: Jerry, an early rep, recorded the sale and had the auction played on local radio, generating buzz.

• Building Trust:

  • Core values established early: Ship cattle according to contract—weight, type, quality—as promised.
  • Notable advice: “Deliver what you said you’re going to deliver... You do that and the rest of it takes care of itself.” (Ted Odle, [07:21])

Memorable Moment

• Ted’s reminiscence of early outreach: “We're all going to go sit down in a nice motel ballroom and ... sell cattle with videotape.” ([02:23])
• Early skepticism flipped as returns outperformed local in-person market offers.

Present Day: Market Updates & Upcoming Sales

Host + Guest: Tigger with Ted Odle
Segment start: [10:25]

Week in the Rockies Sale

When: July 7–11
Feature: Over 313,000 head catalogued ([11:29])

• Tigger asks for market predictions:
  • “Tell us from a typical producer… what do you think I’m gonna get for those six and a half weight steers?”
  • Ted’s response: “I literally don't have any idea what they're going to bring. But guess what? It's going to be more than you ever got in your life.” ([12:07])
  • Market at record levels; optimism is high, but with cautious realism.

Industry Health & Trends

• High prices, more competition, and new processing plants are positive signs:
  “Competition's good on all levels … a lot more opportunity to protect themselves today than they did in 2014, by a long ways.” (Ted Odle, [13:22])

• Superior Livestock Offers Unique Advantages:

  • Actual sale with transparent price discovery is a “true hedge” for both sellers and buyers ([14:28]).

• On Listing Your Calves:

  • Significant health advantages for buyers when buying direct from ranch.
  • “If you’re on the fence … pick a sale … This market is better than it’s ever been in history.” (Ted Odle, [15:24])

Notable Advice

• Don’t try to chase the market’s absolute top:
  “Chasing the top of the market normally doesn't work out real well.” (Ted Odle, [16:20])

Market Snapshot

Guest: Kirk Donsbach, StoneX Financial
Segment start: [19:12]

Key Numbers & Trends

• August feeder futures closed at $308.05, up by $5.67 for the week ([19:38])
• Live cattle futures, cash trades, and basis detailed—strong prices, but labor strikes and slaughter numbers bear watching
• Lower overall slaughter year-over-year, but higher weights
• September corn futures closed at $4.11¼, down 15 cents on the week ([21:04])
• Outlook shaped by USDA report

Kirk's Upcoming Sale Consignments

• Offers two lots at Week in the Rockies; using Ally’s "right bull" technology for optimized genetics ([21:40])
• “Really excited and pretty bullish the market, but also very nervous that these high prices … the day can't come soon enough.” (Kirk Donsbach, [21:40])

Industry Tools & Producer Stories

Highlights

• Ways to market or diversify ranch operations, including hosting events or leveraging technology in cattle selection.
• Shea Warner of “Casual Cattle Conversations” podcast offers insight into alternative ranch revenues ([23:07]).

Useful Resources & Links

• For sale listings, market deadlines, and management details, visit ranchchannel.com
• Links to Kirk Donsbach’s consigned calves and more episode resources are in the show notes at ranchitupshow.com ([22:30])

Memorable Quotes

• Ted Odle:
  • “Deliver what you said you’re going to deliver … the rest of it takes care of itself.” ([07:21])
  • “It's going to be more than you ever got in your life.” ([12:07])
  • “Superior Livestock is the only true hedge in the business...” ([14:28])
• Kirk Donsbach:
  • “Really excited and pretty bullish the market, but also very nervous...” ([21:40])

Conclusion

The episode offers a comprehensive, boots-on-the-ground look at how video auctions revolutionized cattle sales, the continued relevance of trust and consistency, and actionable advice for navigating a record-setting market. The discussion is peppered with practical wisdom, humor, and a palpable pride in the Western ranching tradition.

For questions or show interaction:
Call or text: 707-Ranch-20
Email: ranchituphowmail.com
Social: @RanchItUpShow

Next Episode Preview:
“Week in the Rockies” sale results, market numbers, and more ranching news. Stay ranchy—and ranch it up!