Every Bid Counts: Cattle Country Video highlights quality livestock and genetic excellence through the West
Live cattle auctions are rooted in centuries-old practices known as private treaty sales, where ranchers negotiate the sale of animals directly with one another.
About two decades ago, the livestock industry underwent a transformation with the introduction of online sales.
This innovation allowed sellers to reach a global audience, expanding their potential buyer base beyond geographical limitations.
“Years ago, the owners of Torrington Livestock Markets saw the value and necessity of representing cattle on video auctions,” Torrington Livestock Markets Co-Owner Lander Nicodemus states.
As the industry evolved, sellers began to explore new methods of selling livestock, adopting innovative approaches which provides greater control and personalization.
According to Cattle Country Video (CCV), selling cattle on video allows both buyer and seller to capture the benefits of a ranch’s direct sales while still capitalizing on the most competitive way to market livestock, through the auction method of selling.
Lander notes, “Torrington Livestock Markets represented cattle on video with Western Video Market for 18 years before realizing the need for a more regionally focused video marketing company.”
Under the ownership of Shawn and Lex Madden and Michael Schmitt, CCV was born.
Continued growth
Located in Torrington, the video marketing company CCV was created in 2010 and is dedicated to showcasing the genetics and quality of the West.
“We are blessed to get to represent some of the greatest cattlemen and women in the country, and CCV just celebrated our 15th year,” Lander states. “Leah Wayne Overton just retired in September of 2024 after 15 years, and it is to her credit for making it all possible and getting it off the ground.”
He adds, “We are excited to have Clara Petersen as our new manager of video operations, but just like at the sale barn, it takes a great team to make it all happen. We have incredible staff that makes it all happen from catalog production, video editing and broadcasting, to hosting our sales.”
“In addition, we have great video representatives who truly care about the success of the producers they represent,” Lander states.
The benefits
Livestock auction markets, held regularly across the country, provide ideal venues for producers looking to buy or sell a variety of animals.
The methods for selling livestock have significantly evolved over time, from simple bartering to advanced online platforms.
With CCV, producers can connect directly with representatives, thereby expanding their opportunities.
This platform allows cattle to remain on the seller’s ranch or farm until delivery, which helps reduce stress for the animals and minimizes shrinkage.
This thoughtful approach not only lowers trucking costs for the seller but also enables them to sell on contract for future delivery based on current market rates.
At CCV, convenience for buyers is a priority, as they can easily watch the auction on television or online and can bid from the comfort of their home, office or even while on the move using their mobile phones.
CCV provides buyers with a catalog listing all available cattle, allowing them to preview videos of the cattle prior to the sale.
Buyers can also reach out to a representative for any questions they might have regarding the sale lots.
The livestock industry is a dynamic landscape which thrives on innovation and adaptation. From the traditional practice of private treaty sales to the cutting-edge personalized auctions of today, sellers continue to push the boundaries of conventional selling methods.
As technology advances and new ideas emerge, one constant remains – the enduring spirit of entrepreneurship and innovation within the livestock community.
Whether through bartering, auctions or digital platforms, the art of selling livestock continues to evolve, presenting new opportunities and challenges for ranchers around the world.
For more information, visit cattlecountryvideo.com, call 307-532-3333 or follow them on Facebook @CattleCountryVideo.
Melissa Anderson is the editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.
