We Live It | LiveAg's Livestock Marketing Podcast

What does it take to lead with purpose in the livestock industry?BioZyme CEO Lisa Norton joins the We Live It Podcast to discuss leadership, building strong teams, and the importance of innovation in animal nutrition and agriculture.In this episode, we also share the announcement of LiveAg’s partnership with BioZyme, bringing additional visibility to cattle backed by VitaFerm® and Gain Smart® nutrition programs. Through LiveAg’s nationwide video auction platform, producers who invest in premium nutrition and sound management can better showcase their cattle to a competitive national buyer base.This conversation highlights: • Leadership in the livestock industry • Building strong teams and company culture • The importance of fermentation and nutrition science • Value-added marketing opportunities for producers • The future of data-driven cattle marketingAt the end of the day, good cattle start with good management, strong partnerships, and the right people behind them.Subscribe for more conversations with leaders who truly live it.The We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Cattle health starts with proper nutrition, and that is why BioZyme® Inc., a leader in animal nutrition and health, is excited to partner with LiveAg, one of the fastest-growing livestock marketing firms in the country. Through LiveAg’s nationwide video auction platform and sale broadcast services, cattle fed VitaFerm and Gain Smart mineral are positioned in front of a national, competitive buyer base on sale day, often receiving premium returns. Learn more here. 00:00 Highlight Clip 01:03 Show Intro 01:18 Welcome & Lisa Norton Introduction 03:05 BioZyme Company Overview 05:40 Leadership & Company Growth 08:15 Hiring the Right People in Agriculture 10:02 Company Culture & Team Building 11:35 Lisa Norton’s Career Journey 15:45 Innovation & Fermentation Technology 19:29 The Future of Livestock Industry 21:50 Leadership Philosophy 23:20 Closing Thoughts

In this episode of We Live It, Ty deCordova and Casey Mabry sit down with Andy Holloway of Canadian, Texas, for a grounded conversation straight out of the Texas Panhandle.They cover what producers are seeing in the market right now, how replacement females are fitting into long-term strategies, and why staying connected to industry conversations matters more than ever. From local insight to bigger-picture policy and market signals, this episode is about thinking ahead, building relationships, and staying sharp in a changing cattle industry.If you’re in the business, thinking about getting in, or just want to stay informed, this is one worth listening to.The We Live It podcast is proudly powered by BioZyme, the makers of VitaFerm® and Gain Smart®. Cattle health starts with proper nutrition, and that is why BioZyme® Inc., a leader in animal nutrition and health, is excited to partner with LiveAg, one of the fastest-growing livestock marketing firms in the country. Through LiveAg’s nationwide video auction platform and sale broadcast services, cattle fed VitaFerm and Gain Smart mineral are positioned in front of a national, competitive buyer base on sale day, often receiving premium returns. Learn more here. 00:00 Intro & Welcome 01:45 Life & Ranching in Canadian, Texas 05:30 Current Cattle Market Conditions 10:15 Replacement Females & Long-Term Strategy 16:40 Building Relationships in the Industry 22:10 Staying Ahead of Policy & Trends 27:30 Texas Panhandle Perspective 32:00 Final Thoughts & Takeaways (00:00) - Intro & Welcome (01:45) - Life & Ranching in Canadian, Texas (05:30) - Current Cattle Market Conditions (10:15) - Replacement Females & Long-Term Strategy (16:40) - Building Relationships in the Industry (22:10) - Staying Ahead of Policy & Trends (27:30) - Texas Panhandle Perspective (32:00) - Final Thoughts & Takeaways

In this episode of the We Live It Podcast, we sit down with Angus breeder Josh Worthington of Worthington Angus in Dadeville, Missouri. Recently recognized as the American Angus Association's Young Angus Breeder of the Year, Josh shares how discipline, proven genetics, and a customer-first mindset have shaped his Angus bull program.We discuss what commercial cattle producers should look for in Angus bulls, how seedstock decisions impact calf crops at weaning, and why consistency and long-term breeding strategy matter in today’s bull market. Josh also shares insights on building a successful bull sale, reaching new buyers through online bidding, and staying focused on delivering value to customers.Get registered for the Worthington Angus bull sale on March 28, here: https://bid.live-ag.com/events/event/325/worthington-angus-11th-annual-spring-saleIf you’re involved in Angus cattle, bull sales, or commercial cow-calf production, this episode is packed with practical insight from a breeder who has built his program from the ground up.🔔 Subscribe for more conversations with Angus breeders, cattle producers, and leaders in the livestock industry.We’re proud to partner with BioZyme, Inc., the makers of VitaFerm and Gain Smart. Learn more: https://biozymeinc.com/blog/biozyme-partners-with-liveag/

This week on the We Live It Podcast, Ty deCordova and Casey Mabry sit down with Doug Stanton of IMI Global to break down one of the biggest new announcements in value-added cattle marketing — the Raise Well program.If you're wondering:How do I add more buyers on sale day?What claims actually matter in today’s market?What are retailers and consumers demanding in 2026?Is Raise Well different from CARE or Natural programs?Should I bundle verification programs?We cover it all.Doug walks through the evolution of third-party verification programs including: • Source & Age • NHTC (Non-Hormone Treated Cattle) • Natural • CARE sustainability platform • Angus Link & GMS • And now… Raise WellRaise Well is an animal welfare-based, natural, traceable program already approved by Whole Foods and being utilized by retail supply chains. It represents a growing shift toward consumer-driven beef standards and gives producers another opportunity to attract new buyers.The key takeaway?You don’t build premiums overnight — you build buyer pools.The more programs you qualify for, the more options you create on sale day.If you're marketing feeder cattle, backgrounding calves, or selling through video auctions, this episode will help you understand how third-party verification adds market access and protects long-term buyer relationships.Subscribe for weekly conversations built by cattle people, for cattle people.#RaiseWell #IMIGlobal #CattleMarketing #VerifiedBeef #WeLiveIt (00:00) - Welcome from Denver | Coors Field Recording (02:00) - IMI Global Background & Third-Party Verification History (05:30) - Why Source & Age Is the Foundation (09:45) - NHTC, Natural & Bundling Programs for More Buyers (15:20) - The CARE Sustainability Platform Explained (21:10) - What Retailers Are Learning from Consumer Data (26:30) - Introducing the Raise Well Program (30:45) - How Raise Well Differs from CARE (35:00) - Whole Foods Approval & Retail Demand (38:40) - Country Natural Beef & Expanding Buyer Pools (42:00) - Why Adding One More Buyer Matters on Sale Day (46:00) - Don’t Chase Premiums — Build Market Access (50:00) - Protecting Buyer Relationships Long-Term