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We Live It | LiveAg's Livestock Marketing Podcast

LiveAg
Cattle Marketing
Cattle Industry
Liveag
Cattle Market
Biozyme
Cattle Market Volatility
Ranching
Market Trends
Agricultural Lending
Livestock Auctions
Cattle Markets
Sure Champ
Cattle Feeding
Barbecue
Livestock Risk Protection
Agriculture
Ambrook
Livestock Auction
Genetics
FFA

Welcome to the "We Live It" ranch and livestock marketing podcast, where cattle market intelligence meets ranch-ready wisdom. Join hosts Ty deCordova with LiveAg and Casey Mabry with Blue Reef Agri-marketing as they bring you straight-talk market analysis, proven strategies, and insights from industry leaders who understand ranching isn't just a business - it's a way of life. From livestock market... more

PublishesWeeklyEpisodes63Foundeda year ago
Number of ListenersCategories
ManagementBusinessEducation

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Artwork for We Live It

Latest Episodes

Jessie Jarvis grew up on a cow-calf ranch in southern Idaho, tried to leave agriculture behind to become an anesthesiologist, and ended up building one of the most important platforms in the industry instead.

In this episode of We Live It, Ty deCord... more

YouTube

In this episode of We Live It, Ty deCordova and Wade Leist sit down with Chris Howell in Boise, Idaho, to talk about his decade inside Riverbend Ranches and Riverbend Steaks— and why he decided to step into representing cattle for producers across Ne... more

YouTube

For more than 40 years, Mark Gardiner of Gardiner Angus Ranch has helped shape the modern beef industry through genetics, data, and disciplined cattle selection.

In this episode of We Live It, Mark joins Ty deCordova and Casey Mabry to discuss how A... more

YouTube

How do ranchers stay informed when they're hours from the nearest town?

Why does farm radio still matter in an age of podcasts, social media, and AI?

And what challenges are producers facing across Montana, Wyoming, and the Northern Plains today?

In... more

YouTube

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Recent Guests

Chris Howell
Rep for LiveAg, former Riverbend Ranches executive
LiveAg
Episode: Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell
Mark Gardiner
Gardiner Angus Genetics, Ashland, Kansas; Angus breeder and industry leader
Gardiner Angus Genetics
Episode: Beef Genetics, EPDs & Premium Markets Explained with Mark Gardiner
Colter Brown
Team member at Northern Ag Network
Northern Ag Network
Episode: How Ag News Reaches Ranchers Across Montana, Wyoming & The Dakotas
Amelia Siroky
Team member at Northern Ag Network
Northern Ag Network
Episode: How Ag News Reaches Ranchers Across Montana, Wyoming & The Dakotas
Emily Jackson
Executive at Arcadia Commodities, data-driven cattle marketer and feeder
Arcadia Commodities
Episode: From Canada to Cattle Feeding: Emily Jackson on Beef Demand, Markets & Her Career in Agriculture
Wayne Cockrell
Second vice president, Texas Southwestern Cattle Raisers Association (TSCRA)
TSCRA
Episode: New World Screwworm Explained: What Texas Ranchers Need to Know Right Now | Wayne Cockrell
Blake Thompson
Owner/Operator associated with Corsica Horse Sale
Corsica Horse Sale (Corsica, South Dakota)
Episode: From Ranch Horses to Rope Horses: Inside the Corsica Horse Sale Story
Seth Diehm
Customer account rep for Earth Claims, specializing in beef cattle operations
Earth Claims
Episode: Earn More for Your Cattle: Third-Party Verification, GAP Certified & NHTC Programs Explained
Hardy Goodman
Representative of VitaFirm
VitaFirm
Episode: Gut Health, Heat Technology & Why the Southeast Cattle Market Is on Fire

Hosts

Ty D. Cordova
Host of the show, affiliated with LiveAg and marketing partner at LiveAg; frequent moderator and market analyst.
Casey Mabry
Co-host with strong focus on agri-marketing, show circuits, and genetic/commercial cattle programs.
Wade Leist
Co-host with LiveAg/Blue Reef agrimarketing alignment; participates in market updates and episode discussions.

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Talking Points

Recent interactions between the hosts and their guests.

Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell
Q: What advice do you have for younger producers entering the market?
Don't fear trying new things. Embrace technology and third-party programs that add value, even if they incur costs, because they can unlock long-term profitability and access to broader markets; legacy and adaptability must go hand in hand for sustained success.
Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell
Q: How do you balance seedstock genetics with commercial marketing needs?
The goal is to merge genetic value with practical marketing opportunities. Producers benefit when we show how genetics, verified programs, and marketing strategies work together to improve end results and profitability, not just in the cattle's performance but in the marketing value they can extract.
Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell
Q: What was your job title at Riverbend, and what led you to move to LiveAg?
I started as Director of Customer Service with broad responsibilities across procurement and programs, and over time grew into a role that emphasized problem-solving for customers. The move to LiveAg came from recognizing how my background in seedstock and commercial cattle could help producers monetize genetics through marketing, and I was drawn by the opportunity to leverage that experience with LiveAg's platform.
Beef Genetics, EPDs & Premium Markets Explained with Mark Gardiner
Q: What role did AI and data play in your breeding program over the years?
The adoption of best linear unbiased prediction and genomics allowed precise selection for multi-trait excellence, moving from 523-pound calves to much heavier weanlings, and enabling predictable genetic progress.
Earn More for Your Cattle: Third-Party Verification, GAP Certified & NHTC Programs Explained
Q: What does the audit process look like and is it scary?
The audit is two-pronged: records review and on-site verification; it's framed as a collaborative industry assurance process, with pre-screening and clear roadmaps rather than a punitive inspection.

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Frequently Asked Questions About We Live It

What is We Live It about and what kind of topics does it cover?

Market-focused conversations with ranchers, auctioneers, and industry leaders who blend hands-on cattle operations with strategic marketing and certification programs. Episodes routinely cover cattle prices, market dynamics, show circuits, replacement genetics, and technology-driven approaches to value chain transparency. A notable strength is bringing practical ranching wisdom together with updates on alliances (LiveAg, BioZyme, Gain Smart) and high-profile guests ranging from auctioneers to nutrition and genetics experts. The format emphasizes actionable tips for buyers and sellers, field-tested management practices, and opportunities to sponsor or participate in industry events and incentive programs. Potential listeners include ranch ma... more

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1. Working Ranch Radio Show
2. Ranchonomics
3. Ranching Returns Podcast
4. Farm4Profit Podcast
5. Barn Talk

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We Live It launched a year ago and published 63 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on We Live It?

Recent guests on We Live It include:

1. Chris Howell
2. Mark Gardiner
3. Colter Brown
4. Amelia Siroky
5. Emily Jackson
6. Wayne Cockrell
7. Blake Thompson
8. Seth Diehm

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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