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We Live It | LiveAg's Livestock Marketing Podcast

LiveAg
Cattle Marketing
Cattle Industry
Cattle Market
Liveag
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

PublishesWeeklyEpisodes60Foundeda year ago
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EducationBusinessManagement

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Artwork for We Live It

Latest Episodes

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

What does a career in cattle feeding actually look like?

How can women build successful careers in agriculture and livestock production?

What drives cattle markets, beef demand, and the business of feeding the world?

In this episode of We Live It, T... more

YouTube

Is New World Screwworm really a threat to the U.S. cattle industry?

How does it spread?

What should ranchers be doing today to protect their livestock?

And what happens if a positive case is found on your operation?

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

YouTube

What does it take to build a successful horse auction in today's market?

In this episode of We Live It, Ty deCordova and Casey Mabry visit with Blake Thompson of Corsica Horse Sale to discuss horse marketing, auction strategy, ranch horses, online b... more

YouTube

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Recent Guests

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
Brett Spader
Executive or leadership figure discussed in interview format
American International Charolais Association
Episode: Value Trace: How Charolais Is Using AI to Revolutionize Feeder Cattle Genetics & Profitability
Troy Marshall
Director of Commercial Industry Relations with American Angus Association
American Angus Association
Episode: AngusLink Explained: The Genetic Merit Scorecard for Feeder Cattle
Sam Stamper
Auctioneer from Oklahoma; Saм runs a Checotah sale barn
Oklahoma livestock community
Episode: A League of Their Own: The Head-to-Head Auctioneer Contest Goes National and Heading to Las Vegas
Brian Marlin
Auctioneer from Oklahoma; experienced in barns and cattle trading
Oklahoma livestock community
Episode: A League of Their Own: The Head-to-Head Auctioneer Contest Goes National and Heading to Las Vegas
Lisa Norton
CEO of BioZyme
BioZyme
Episode: Leading with Purpose in the Livestock Industry: BioZyme CEO Lisa Norton

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

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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.
Earn More for Your Cattle: Third-Party Verification, GAP Certified & NHTC Programs Explained
Q: How do I get a hold of Earth Claims? Who do I call? What's the story there?
You call Seth Diehm at Earth Claims; he leads onboarding, walks through the application, checks for red flags, and coordinates audit dates and marketing timing.
Gut Health, Heat Technology & Why the Southeast Cattle Market Is on Fire
Q: What drew Hardy Goodman to VitaFirm and the livestock nutrition space?
Hardy describes his early involvement in agriculture, his switch from agronomy to cattle, and how his discovery of VitaFirm while in college led to a passion for supplying nutrition solutions that improve cattle health and performance; the door opened when VitaFirm's product line matched his on-farm needs and eventually his career path.
Angus Bulls That Add Value: Discipline, Proven Genetics & Bull Sale Strategy
Q: What makes Worthington stand out from the rest of the bull breeders out there?
A strong emphasis on customer service and listening to breeders' needs, paired with a commitment to delivering verified genetic outcomes and ongoing feedback to improve the program.
AngusLink Explained: The Genetic Merit Scorecard for Feeder Cattle
Q: What is the Genetic Merit Scorecard?
It's an objective framework, using bull battery data and EPDs across 17 traits, to describe and benchmark the genetic merit of a feeder cattle pen, with four scores (beef, feed yard, grid, and maternal) that are scaled 0-200 with 100 as industry average, enabling clearer pricing and risk reduction.

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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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Which podcasts are similar to We Live It?

These podcasts share a similar audience with We Live It:

1. Working Ranch Radio Show
2. Ranching Returns Podcast
3. Ranchonomics
4. Working Cows - Regenerative Ranching to Maximize Profitability and Soil Health
5. Cowboy Life

How many episodes of We Live It are there?

We Live It launched a year ago and published 60 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. Wayne Cockrell
2. Blake Thompson
3. Seth Diehm
4. Hardy Goodman
5. Brett Spader
6. Troy Marshall
7. Sam Stamper
8. Brian Marlin

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