This week on We Live It, Director of Purebred Operations Margo Paeltz joins us for a deep dive into LiveAg’s Purebred Division — plus market analyst Casey Mabry breaks down current cattle market volatility and what producers should expect heading into year-end.

We cover how our Purebred Team partners with ranchers nationwide, what to expect when booking your sale, and strategic tips for preparing for auction day. Then Casey walks through the latest market swings, what’s driving the volatility, and his short-term outlook for cow-calf producers, feeders, and purebred breeders.

Episode Highlights:

• How to book your purebred sale with LiveAg
• What ranchers can expect from our Purebred Team
• Upcoming purebred auctions across the country
• Marketing opportunities for breeders
• Current cattle market volatility trends
• Casey Mabry’s outlook on feeder cattle, calves & replacement females
• What ranchers should watch in the weeks ahead

Whether you’re planning a purebred sale or keeping an eye on the market, this episode delivers practical insight you can use.

👉 Subscribe for weekly cattle-market commentary, ranch stories, and industry updates.

Host Casey Mabry sits down with Margo Paeltz and Blake Tucker, the leadership team behind LiveAg's purebred division. With a combined 20+ years of auction broadcasting experience, Margo and Blake manage a team of 10+ reps who broadcast purebred cattle sales and production sales across the country.

Discover how their team helps seedstock producers and breeders reach new bull buyers through the LiveAg online bidding platform—especially crucial for remote ranching operations looking to expand their market reach. Margo and Blake share insights from the Montana Angus Tour, discuss how technology has transformed the purebred cattle auction industry, and explain why streaming your cattle sale could be the key to connecting with more buyers nationwide.

Whether you're a seedstock operator considering your first livestreamed sale, or simply curious about the people behind the auction technology, this conversation offers practical knowledge and a behind-the-scenes look at modern cattle auction broadcasting. Learn how online bidding platforms are changing the way ranchers sell bulls and registered cattle in today's market.

Contact the LiveAg Purebred team about streaming your auction by calling 817-533-6699 or emailing purebred@live-ag.com

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

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 katy@live-ag.com

In this legendary episode of We Live It, Ty and Casey sit down with cattle industry titan Richard Stober, a third-generation cattleman whose livestock marketing career spans over five decades of innovation and success. From trading cattle as a teenager to becoming one of the West's highest-volume buyers—handling 110,000+ head annually—Richard shares his incredible journey through the livestock industry.

Discover how Richard was one of the first pioneers of video cattle auctions in 1980, created the groundbreaking "Value Added Programs" that revolutionized marketing for video auctions, and managed cattle procurement for Harris Ranch Feeding Company's 120,000-head feedyard. Richard drops invaluable knowledge on cattle marketing strategies, shares hard-earned truths about the livestock business, and offers practical advice for preparing the next generation of ag marketers.

Whether you're a seasoned cattle producer, aspiring livestock marketer, or simply passionate about agriculture, this conversation is packed with wisdom from someone who's bought, sold, and marketed millions of head throughout his legendary career. Richard's philosophy says it all: "Love what you do, work hard, and help others along the way—and never stop being a student of your craft."

Thank you to our partners!
- Worthington Angus: https://bid.live-ag.com/events/event/185/worthington-angus-7th-annual-fall-sale
- AgTexas Farm Credit: https://agtexas.com/
- Texas Ranch Sales: https://texasranchsalesllc.com/
- Consign in our Dec. 16 equipment auction: live-ag.com/equipment
- 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 katy@live-ag.com

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.

Chapters:
01:18 Intro
01:46 Meet our Guest
02:48 Richard's Legendary Background
06:32 Being a Student of the Market
08:36 The First Video Auction in California
13:07 Creation of Western Video Market
22:00 Understanding the Market