SOLD! by CCA Director of Communications Stevie Ipsen
It is no secret that the livestock industries in California have evolved to a whole new playing field in the last several decades. No one knows that better than the men and women who manage California livestock market facilities, which play a crucial role in the businesses of many livestock producers up and down the state. In the 1950s, if one were to travel from town to town throughout California and ask locals where the latest news, best cup of coffee and best burger could be found, they probably wouldn’t be directed to the nearest diner, but rather the town sale barn. For many towns where western heritage still runs strong, the best news, coffee and burgers can still be found at California livestock marketing venues. Though livestock markets can no longer be found as the highlight of many small towns, most California beef producers are fortunate to still have at least one livestock market within a driving distance of an hour or two. And one thing is still certain – these marketing facilities are still a vital part of California’s beef business. While West Coast cattlemen and women have a variety of marketing options from selling “on the video,” on the Internet, through cooperative programs, private treaty or independent production and consignment sales, auction markets remain a reliable option for many producers marketing cattle. According to Livestock Marketing Association Region Executive Officer Forrest Mangan, Folsom, the No. 1 reason producers should market their animals at a livestock market is the opportunity to sell via a competitive bidding process.” “Livestock markets specialize in selling and true price discovery is achieved,” Mangan said. “Many local livestock markets also use technology to market and promote their sales, expanding their buyer base and giving consigners a greater opportunity for improved value of their animals.” For producers in vastly different parts of California, each has their own reasons for marketing with a local livestock marketing facility. For North Coast beef producer Lawrence Dwight, McKinleyville, having a variety of marketing options is essential as the secluded North Coast presents its own unique transportation and weather conditions. “The North Coast is a great place to raise cattle. We usually have grass and the temperature allows cattle to be very comfortable and grow well. But marketing can be a challenge,” Dwight explains. Dwight has sold cattle through Harris Ranch’s Partnership for Quality Program, sells some cattle private treaty and depending on the weather and grass situation, 16 California Cattleman May 2014
often utilizes his local auction market, Ferndale-based Humboldt Auction Yard, owned and managed by Col. Lee Mora and his son Lou Mora. “The majority of producers in my area rely on the local sale yard to get their cattle moved,” Dwight said. “Most ranchers here are small producers with less than 100 head so getting a few head out of the area is only one predicament. Finding someone to buy just a few cattle private treaty is also hard and most of us don’t have many big lots to sell on the video.” “The Moras know our cattle, know their buyers, they know where our cattle would be going and if they would perform well for buyers. In addition, with smaller lots, the auction yard has the ability to couple small, similar lots together to fill a full load.” Mangan echoed Dwight’s comments in saying a livestock auction market is able to bring in thousands of head of livestock in a day, giving buyers greater convenience and more choice of animals to fill orders quickly at fair, competitive prices. Mangan also says that livestock marketing facilities are not just a great option for those selling livestock, but also for those buying cattle. “Livestock are veterinarian-inspected prior to sale to ensure the health and quality of the animals; animals are sorted by type and size to create uniform lots for buyers,” Mangan explained. “Something else to consider is that because livestock markets act as agents to transfer ownership from the seller to the buyer, there is reduced risk of buying mortgaged or stolen livestock. Additionally, this ensures free-and-clear title to the buyer.” Fixed-facility auction markets are owned and operated by professionals who are bonded and regulated by the government for fair trade and commerce, Mangan adds. ...CONTINUED ON PAGE 18