Value matters more than ever in today’s cattle market. Even though cattle numbers are down and calves are expensive, buyers are still willing to pay premiums for calves that reduce their risk and perform well. Feedlots want to make sure the calves they purchase will stay healthy and do well. For cattle producers, good management and marketing decisions can add significant dollars per head at sale time.
Joe Lichtie, Vice President, Superior Livestock Auction, says next year Superior will be celebrating their 40th year in business. “We are excited about that. We have a lot of customers who have been with us 40 years, who trust what we are doing. Some of these long-time customers are reps for us, like Rayburn Smith in Louisiana and Jim Farley in Florida. We also have second-generation reps, like Jim Farley’s son, and Ken Odle—Jim Odle’s son. Bill Brody was a rep who passed away with COVID, but his son and grandson are both reps,” Joe says.