This publication is a labour of love; dedicated to the Canadian show industry and providing another form of media for producers, exhibitors, and supporters to enjoy. We look forward to serving you through stories, show results, and the promotion of livestock operations, emerging genetics, and upcoming sales.
We look forward to seeing you down the show road this year!
The story behind Piller Show Cattle and the success of their 2023 born steers.
Announcing the 2024 Best in the Barns recipients and sharing their stories.
Showcasing some of the champions from the 2024 fall show run.
Wilbar Cattle Company: a look inside their record fall & Supreme Champion Bull.
message from the girl behind the keyboard, and the inspiration behind Ringside.
I don’t think it was a matter of “if”, but rather “when” another Canadian show magazine would arise. Those around me questioned the committment I was getting myself into with Ringside, but my response was simple,
“If not me, then who?”
Someone was going to bring a publication like this to print, so why not me?
What no one talks about is how your life changes after you turn 21 years old. You are no longer eligible for junior shows, and you begin searching for your path and place in this industry.
For me, I knew I had a passion for cattle, people, and marketing. In 2019, I formed Seven D Media and slowly began picking up shows and bull pens to photograph. Never did I imagine the opportunties that would come my way.
I could speak all day about the people I have been able to work with and for through this career path. To put it simply, I am so fortunate to have a space in this industry, and I hope my clients know how grateful I am to work with each and every one of them. I look forward to serving you all on another level through this magazine.
I have spent the last five years “ringside”, capturing memories and moments behind my camera lens. Now, I cannot wait to continue telling this industry’s stories through written media.
Despite this new venture, do not worry, Seven D Media is alive, well, and busy as ever. We look forward to seeing you all at shows and sales throughout the year.
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Cheyanne Jacobson and her heifer RLF Tibbie 303L in the Junior Supreme at the Interior Provincial Exhibition in Armstrong, BC.
Four steers, 28 grand & reserve champion titles, 3 competitive families, and over $80,000 in prize money.
All show steers are home-raised. Although not every steer is exhibited by the one who bred and raised it, all steers were raised by a producer who cares. A producer who stayed up all night waiting for the calf to be born to ensure a safe and successful delivery. A producer who had to spend days ensuring the calf latches to his mother properly and receives the nourishment it needs. A producer who loses a piece of his heart when the trailer door is closed and the dust flies as the calf goes to its new home. A producer who smiles with pride every update he receives on how the calf is doing. A producer that drives thousands of kilometers to watch his calves show and support the families who bought them. The producer may not be the one on the halter, or listed as an owner, but the pride of exhibiting a home-raised steer will always be there.
Similar to these show steers, Mark Piller is also “home-raised” and self-made. This Neudorf, SK native, began his journey in the livestock industry as most do; through the 4-H program. However, unlike most, Mark did not come from an immediate cattle background. Mark’s father was involved in the grain sector of agriculture, whereas his uncles’ owned cattle and took him under their wing. Mark’s passion for cattle fueled his work ethic and led him to opportunities to exhibit cattle at local and regional 4-H shows, and eventually help friends and neighbours at a national level for the Canadian Western Agribition.
passion for livestock led him to Vermillion, AB where
obtained his Livestock Production diploma through Lakeland College. After college, he took on the responsibility of herdsman for the reputable Justamere Farms. Mark later returned home to Saskatchewan and transitioned into a position with Hollinger Land and Cattle as their herdsman for the next nine years. In 2017, Mark began developing a yardsite which is now the home of Piller Show Cattle. In 2022 he officially stepped out on his own, and raising quality show cattle became his main focus.
Today, Piller Show Cattle consists of a modest, but mighty herd of 20 registered Angus and clubby influence cows. Despite his non-traditional start, Mark has remained resilient in his goals, and has made his impact on the Canadian show community as one of the top club calf producers. His herd is a result of the acquisition of American influenced genetics, coming from proven programs such as Griswold’s, Van Hove, Reimenn, and more. As well as the implementation of American club calf sires to enhance the extreme qualities of traditional clubby show steers.
In 2013, Mark purchased a clubby heifer that has been very influential on the club calf division of Piller Show Cattle. The 304A female’s influence can be found in the pedigrees of the majority of the Piller steers campaigned this year. Most notably, she was the dam of the fourth overall steer at Calgary, as well as the grand dam to the Grand Champion Steer at the Calgary Stampede. Unfortunately, 304A passed away this year, but the legacy she left was extremely impactful on the Piller program.
There is no doubt it is challenging raising show calves in the Canadian market. The popularity is modest compared to the American show scene. However, Mark has remained determined to continue to produce cattle that connect him to the junior show community. His dedication is fueled by the opportunity to give junior members the experiences he did not have growing up. Mark does so by offering extensive mentorship to those who purchase steers and heifers from him in the form of guidance, grooming assistance, and overall advice.
Despite backlash for raising primarily show stock, the carcass values on Mark’s 2023 steer crop were competitive with any breed carcass. The steers that were shown all graded triple-A prime and were noted for their cutability.
“A good home and competitive family do with the steers
Raising any type of livestock comes with a lot of risk. However, the Covid-19 pandemic played a unique role for Mark as he markets his calf crop to a show-based audience. His career is event dependent due to the nature of the cattle he is raising. In 2021, Piller Show Cattle had “one of the best calves we have raised” lack a sale until late in the fall due to the uncertainty of shows taking place. This steer calf went on to have a nearly perfect show career. This gave Mark a taste of success and the momentum to continue chasing the dream.
In 2024, that dream became a reality. Piller Show Cattle raised four steers, resulting in 28 grand and reserve champion titles, winning over $80,000 in prize money. Three of those steers could be found in the grand drive at the Calgary Stampede, two of which were selected for the top five, and one that became the eventual 2024 Calgary Stampede Junior Steer Classic Champion. Not only is that an incredible accomplishment for Piller Show Cattle but having that quality and quantity of Canadian raised steers is an achievement for the Canadian show community as a whole.
and a family has a lot to steers success.”
Mark’s 2023 calf crop contained four high quality steer calves. All four steers were sold to show families and were campaigned extensively across western Canada. Although there were only four steers born to Mark that season, the quality was tremendous, and continued to solidify his place in this industry. “I think it should be noted that a good home and a competitive family has a lot to do with the steers success.”, Mark commented. In the past four years, Piller Show Cattle have had one, if not two, steers in the top five at the Calgary Stampede Junior Steer Classic.
Success is often measured in the number of wins and losses, but for Mark a less measurable indicator is the inquiries from families about their sale offerings. This shows that his peers are noticing the quality he is raising, wanting to invest in his program, and see a benefit in buying from him, knowing the mentorship they will receive with their purchase. However, if you used a more tangible measurement of success, the numbers of banners hung, and dollars won would indicate a successful show season. On the registered cattle side, Mark and his girlfriend Nat also exhibited three division winners at the 2024 Canadian Western Agribition Black Angus Show. In addition to their 2024 success, the couple also campaigned the 2023 National Champion Angus Female and were awarded top -ten honours in the Agribition Beef Supreme.
Winning the “Super Bowl of Steer Shows” is no easy feat. When asked about “2Oak”, the Calgary Stampede Steer Champion, Mark says, “He was so much more advanced even from the beginning.” Sometimes you just know that you are raising a champion, and that is a feeling that is difficult to articulate. Mark expressed ambitions to host a fall steer and heifer sale in 2025, rather than the private treaty sales approach they traditionally used. They hope to make this an annual sale going forward.
Mark is not only first-generation cattle producer, he is also an exceptional self-taught fitter. He has been involved with many champions, being known for his attention to detail, and exemplary tail heads. Nearly 15 years ago, an inspirational speaker came to Mark’s high school to discuss goal setting. In this presentation, the speaker asked the students to participate in an activity where they were to write down what they wanted to be when they grew up, and store that piece of paper in their wallets. Mark wrote that he wanted to be “the best fitter in Canada”. All those years later, Mark was awarded the 2024 Seven D Media, Best in the Barns Fitter of the Year title. A full circle moment, and a small addition to his already record year.
Four steers, 28 grand and reserve champion titles, over $80,000 in prize money; and he’s not finished yet.
No matter the exhibitor, all steers are home-raised by someone. The home of four competitive 2024 show steers was none other than Piller Show Cattle. This Canadian club calf breeder is a prime example of a producer who cares deeply about his calves, but also the juniors involved. Mark’s passion for junior shows stems from his upbringing and drive to succeed in the cattle business despite being the first generation of his kind. After years of chasing the dream of winning the Calgary Stampede, a steer raised by Mark was able to claim the title this year. However, there are always new dreams to chase, and this club calf enthusiast is not scared of the hard work it takes to get there.
Four steers, three great families, a dream achieved; and he’s not finished yet.
Seven D Media is proud to present the first annual, “Best in the Barns” contest. The contest aims to recognize the best and brightest within the Canadian Beef Show Industry as voted on by industry members. Voting was held December 2 - 6, 2024.
After recieving over 2000 votes, we are pleased to announce the winners of each category.
Exhibited by: Kade Rancier
RF SCREAM 3134 was no stranger to the winners circle. In 2024 she had several noteable wins putting her in contention for Junior Show Heifer of the Year.
Congratulations to Kade Rancier of Killam, AB.
2024 NOMINEES FOR JUNIOR SHOW HEIFER OF THE YEAR
RF Scream 3134
EXHIBITED BY: KADE RANCIER
RLF Tibbie 303L
EXHIBITED BY: CHEYANNE JACOBSON
Hasson Ellie 65L
EXHIBITED BY: SHAE NOBLE
Boss Lake Ms Martha 307L
EXHIBITED BY: BROOKLYNN BOULTER
Rising Stars Junior Steer & Heifer Show: Stettler, AB
Grand Champion Simmental, Champion Purebred & Supreme Champion Female
Cody Sibbald Legacy Classic: Beechy, SK Grand Champion Open Heifer
Josephburg Ag Society Classic: Josephburg, AB
Grand Champion Jackpot Female & Grand Champion Simmental Female
Summer Synergy: Olds, AB Reserve Grand Champion Purebred Female
Alberta Provincial 4-H Heifer Show: Olds, AB
Grand Champion Heifer
Calgary Stampede Western Elite Bred Heifer Invitational: Calgary, AB
Grand Champion Purebred Bred Heifer & Reserve Chanpion Registered Female
YCSA National Classic: Olds, AB
Grand Champion Bred and Owned Female
Canadian Junior National All Breeds Heifer Show: Bashaw, AB Reserve Champion Heifer
Lady Elaine Memorial Heifer Bracket: Bashaw, AB
Exhibited by: London Matthews
Grand Champion Steer
Heartland Classic: Stettler, AB
Grand Champion Steer
Justamere Progress Show: Lloydminster, SK
Grand Champion Steer
GMACK Progress Steer & Heifer Show: Lloyminster, SK
Grand Champion Steer
Rising Stars Junior Steer & Heifer Show: Stettler, AB
Grand Champion Steer
Chinook Junior Livestock Show: Claresholm, AB
Grand Champion Steer
CRY Junior Steer & Heifer Show: Olds, AB
Reserve Grand Champion Steer
Olds Spring Classic Steer & Heifer Show: Olds, AB
Grand Champion Steer
Cody Sibbald Legacy Classic: Beechy, SK
4th Overall Steer
Prairie Thunder Spring Classic: Nokomis, SK
Grand Champion Steer
High Steaks Junior Beef Show: Olds, AB
Grand Champion Steer
Acme Agricultural Society Steer Show: Acme, AB
4th Overall Steer
Calgary Stampede Junior Steer Classic: Calgary, AB
There is “No Doubt” this steer is deserving of his Junior Show Steer of the Year nomination. Few steers collected as many championships as London’s did in the 2023-24 show season. Congratulations to London Matthews of Olds, AB.
2024 NOMINEES FOR JUNIOR SHOW STEER OF THE YEAR
EXHIBITED BY: LONDON MATTHEWS
2Oak
EXHIBITED BY: LOGAN MATTHEWS Johnny
EXHIBITED BY: KEHLER EATON Teddy
EXHIBITED BY: EVERLEIGH RASMUSON
Piller could be found fitting a number of champions this fall. However, this photo is of him placing the final details on a steer he raised at the 2024 Calgary Stampede. Congratulations to Mark Piller of Neudorf, SK.
2024 NOMINEES FOR FITTER OF THE YEAR
Mark Piller NEUDORF, SK
Austin Fisk LLOYDMINSTER, SK
Justin Carvey ALEXANDER, MB
Blair Allnut BROME, QC
Mark would like to thank everyone who voted. He was honoured to be nominated and was very excited to learn that he was awarded this title.
Legacy Classic
“The Canadian Junior National Show in Bashaw is a vibrant celebration of youth involvement in agriculture, drawing an impressive 210 young exhibitors from across the region in 2024. These dedicated participants showcased 225 head of cattle, demonstrating their skills, hard work, and commitment to excellence in the livestock industry. The event is a platform for youth to engage with their peers, gain valuable experience, and learn from industry professionals. With over $20,000 in prizes, scholarships, and awards up for grabs, the show recognized and rewarded the efforts of these talented young individuals.
Beyond the competition, the event fostered a strong sense of community, offering opportunities for networking, mentorship, and camaraderie among exhibitors, families, and spectators. It also underscored the vital role that youth play in shaping the future of agriculture and maintaining Canada’s rich farming heritage. This year's show was not only a celebration of excellence but also an investment in the next generation of agricultural leaders, leaving participants and attendees inspired for the future.”
-Jackie Notely
“It is a true honor to have been nominated as Favorite Junior Show of 2024. The privilege of being selected as co-winners of the inaugural “Best of the Barns,” alongside the Canadian Junior National Heifer Show is an incredible tribute. Each unique junior show has the same focus of promoting youth in agriculture. The Cody Sibbald Legacy Classic lives by its quote, “to be inspired is great, but to inspire is incredible!” We believe Cody’s achievements and love for life have left a legacy which is extremely inspirational!
Annually, the Cody Sibbald Legacy Classic is held May long weekend at Sibbald’s Ranch in Beechy, Saskatchewan. It provides youth 21 years and younger the opportunity to win over $100,000 in prizes. This includes $20,000 in scholarships, custom made trophy buckles, handmade banners, a EBY Maverick Stock Trailer, Key Prizes, prize money and more. The 2024 show saw 180 participants exhibit 224 head of cattle. We strive to create a family atmosphere that makes everyone who attends know they are appreciated for being a part of Cody’s Legacy. To those who voted the honor is ours, we can’t wait to welcome everyone to this year’s 2025 show!”
- Russ & Cindy Sibbald
There are so many fantastic junior shows hosted every year, but these two TIED for the 2024 favorite. Mark your calendars for their 2025 events! Congratulations to the Cody Sibbald Legacy Classic & the Canadian Junior National Heifer Show.
2024 NOMINEES FOR FAVORITE JUNIOR SHOW OF THE YEAR
Canadian Junior National Heifer Show BASHAW, AB
Cody Sibbald Legacy Classic BEECHY, SK
Summer Synergy OLDS, AB
Spring 4ward Junior Beef Event ANCASTER, ON
The Young Canadian Simmental Association hosted 198 junior Simmental enthusiasts at the 2024 National Classic. Congratulations to the Young Canadian Simmental Association.
2024 NOMINEES FOR MOST ENJOYABLE JUNIOR NATIONALS
YCSA National Classic
SIMMENTAL: OLDS, AB
CJAA Showdown
ANGUS: GRASSIE, ON
CCYA National Show
CHAROLAIS: SWIFT CURRENT, SK
CJHA Bonanza
HEREFORD: BRANDON, MB
“The 2024 YCSA National Classic was an unforgettable event, setting a new record with 198 juniors in attendance. Approximately 230 Simmental cattle were exhibited, showcasing the dedication and talent of our participants. This year’s Classic was especially remarkable as it coincided with the prestigious 2024 World Fleckvieh Congress.
Juniors had the chance to compete in a variety of events, including showmanship, team grooming, graphic design, photography, and a thought-provoking roundtable discussion with industry leaders. The fun didn’t stop there—participants also enjoyed the YCSA Mixer Relay, where teams vied for exciting prizes in a lively, team-building atmosphere.
To cap off the event, the Top Intermediate and Senior Aggregates were awarded an incredible opportunity to attend the 2025 American Junior National Simmental Show, celebrating their outstanding achievements and dedication.”
- Trinity Martin, YCSA Vice President
Brooking Angus Ranch
The Morrison family exhibited both the bull and female champions at the 2024 Canadian Western Agribition First Lady and President’s Classic Jackpots. Congratulations to Justin Morrison of Radville, SK.
Justin Morrison is responsible for overseeing operations at Brooking Angus Ranch in Radville, SK. They host two sales annually: a very successful invitational female sale in October and their much anticipated bull sale in March.
Brooking Angus is also well known for their annual donation heifer through their Open Book Invitational fall sale. To learn more about the Morrison family and Brooking Angus Ranch, visit brookingangusranch.com
2024 NOMINEES FOR HERDSMAN OF THE YEAR
Andre Steppler
STEPPLER FARMS: MIAMI, MB
Kevin Dempsey SHADYBROOK SHORTHORNS: KNOWLTON, QB
Justin Morrison
BROOKING ANGUS: RADVILLE, SK
Geoff Anderson
KT RANCHES: CHERRYVILLE, BC
In addition to her 2024 Canadian success, Taylor also attended and WON Reserve Champion Intermediate Showman at the American Junior Maine-Anjou National Show. Congratulations to Taylor Reid of Hafford, SK.
2024 NOMINEES FOR JUNIOR SHOWMAN OF THE YEAR
Taylor Reid HAFFORD, SK
Kade Rancier KILLAM, AB
Brady Hassan ORANGEVILLE, ON
Dylan Fuller LACOMBE, AB
“My family owns and operates Reid Ranching Inc. near Hafford, Saskatchewan. I am actively involved in the cow/calf, feedlot, and grain operations. However, we always make time to work on show cattle and attend junior shows. This year, I attended 23 junior shows across Western Canada, including the Junior Maine-Anjou Nationals in Springfield, Missouri. I have had many great experiences and brought home numerous buckles and banners, from division winners to overall champions. However, my most significant achievements were in the showmanship ring.
This junior show season, I had 15 showmanship titles and 2 top-four finishes in the 17 showmanship competitions I competed in. The overall highlight of the year was being Reserve Champion Intermediate Maine-Anjou Showman at the Junior Nationals in Springfield. I could not have had the year I did without the support of my family and all those who made my year possible. Thank you to everyone who encouraged me and helped me improve myself every time I stepped into the ring.”
-Taylor Reid
This year Bev traveled 2300km to Missouri to get a REAL hug from her daughter Taylor after her showmanship win. Congratulations to Bev Reid of Hafford, SK.
Although Bev has three incredible kids of her own, (Cole, Hunter, and Taylor) we asked the Mackie family to speak on what Bev means to them.
“Bev is our favourite show mom! She always has answers to our questions, always has updates on shows, but most importantly she always has our back. Bev will jump in and help out where needed. Bev is always just a phone call or a text away for advice. She always has a funny story to tell and encourages us to do our best & have fun.”
- The Mackie Family
2024 NOMINEES FOR SHOW MOM OF THE YEAR
Chelsa Noble DOUBLE RN RANCHING: MARWAYNE, AB
Bev Reid REID RANCHING: HAFFORD, SK
Ellen Blenkiron BLENVIEW FARMS: FERGUS, ON
Nicolle Yoder CINDER ANGUS: BARRHEAD, AB
Regina, SK
year marked
2024 NOMINEES FOR BEST GRAND DRIVE
Farmfair International EDMONTON, AB
Canadian Western Agribition REGINA, SK
Royal Agricultural Winter Fair TORONTO, ON
Lloydminster Stockade Roundup LLOYDMINSTER, SK
Agribition.
“2024 marked the 25th Anniversary of the Agribition Beef Supreme presented by CN! The supreme showcased 38 females, with 25 calves at side and 38 bulls, representing 15 qualifying shows. It was truly an impressive display! $20,000 in prize money was awarded to our Supreme Champions. The Beef Supreme committee worked hard to make the show an extra special event for the anniversary year. Agribition would like to thank all the exhibitors that travelled near and far to exhibit in the Beef Supreme, because of you, we can truly display the Best of the Best!”
- Kylie Beck, Agribition Director of Livestock & Rodeo
August 28 - September 1, 2024
Armstrong, BC
September 5-8, 2024
Fredericton, NB
Buschbeck Photography
September 18-22, 2024
Lindsay, ON
September 20-22, 2024
Windsor, NS
September 28, 2024
Barrhead, AB
October 11-13, 2024
Victoriaville, QC Photographer: ShowChampions Photography
Supreme Champion Bull: Shadybrook Storm 24K ET Shadybrook Shorthorns
October 11-12, 2024
Lindsay, ON
October 18-19, 2024
Stettler, AB
Christine Boake Photography
October 17-19, 2024
Sussex, NB
October 23-26, 2024
Brandon, MB
Prospect Champion
KGBL Casamigos 106M
Kaycee Buchanan
October 29 - November 1, 2024
Lloydminster, SK
November 1-10, 2024
Toronto, ON
November 6-9, 2024
Edmonton, AB
November 25-30, 2024
Regina, SK
Brooking South America 4022
A look behind the 2024 Farmfair Alberta Supreme & Agribition Beef Supreme Champion Bull.
by ShowChampions Photography
Year after year, commercial and purebred cattle producers present the question, “Is there too much focus on the show ring?” Although cattle are getting longer necks and sharper shoulders, and the amount of condition on these show animals has changed, there are still many producers displaying their values and beliefs in the form of cattle at their stall. Despite the incredible show season, the banners hung, and the buckles won, the Willms family of Wilbar Cattle Company (Dundurn, SK) continue to stay true to their roots by selecting and showcasing livestock that they are not only proud to promote, but cattle that are functional, productive and represent their breeding program.
Since 1963, the Willms family have been involved in registered Angus cattle. What started with six head of Black Angus, Jake and Bernice Willms formed Wilbar Cattle Company.
Now Wilbar Cattle Co. is managed by their grandson Bryan and his wife, Tracey. Alongside their children Kylie and Owen, the Willms family operate a herd of 250 purebred Red and Black Angus cattle with their 30th Annual bull sale coming in 2025. “We are multiple generations in on purebred cattle, but also cattle production in general. We are proud of that history, and where we are going.”, expressed Bryan.
The Willms name first entered the showring in the 1970’s with Bryan’s uncle, Jud. This soon sparked Bryan’s interest as he joined 4-H and developed a love for showing cattle. When Bryan and Tracey got married in 2002, the level of showing escalated as Wilbar returned to Canadian Western Agribition following a few years off. Bryan credits the more recent successes to his kids’ ambitious nature, hard work, and drive for success. “When our kids, Kylie and Owen got involved I would say that’s when we really stepped it up again. We became a lot more competitive, showing bigger cattle, and started winning some of those banners.”
The Willms family campaigned seven head of cattle this fall, two of which reached the Farmfair International Alberta Supreme in Edmonton, AB and three qualified for the 25 th anniversary Canadian Western Agribition Beef Supreme in Regina, SK. Amongst the show string was a very special Red Angus bull; Red Wilbar Hennessy 3K, who would go on to be the first Red Angus bull to win both Farmfair and Agribition supreme titles in the same year.
Hennessy was initially shown as a calf before being sold to partners, Rohrich’s Cutting Edge Ranch of North Dakota as a yearling in the 28 th Annual Tools of the Trade Bull Sale in 2023. After breeding season, Hennessy returned to Saskatchewan to prepare for the fall show season. Hennessy was then campaigned in his yearling year, finding success at both Farmfair and Agribition as a reserve breed champion. With this momentum, and the continued support and excitement of their partners, Wilbar committed to showing Hennessy again as a two-year-old Bull, chasing a champion and supreme title.
Hennessy was used for natural breeding in both 2023 and 2024, despite aspirations to have him return to the show ring for the respective fall runs. This is important to note, as many show bulls are sent to stud rather than to the pasture for breeding. However, Hennessy proved to be show-ready despite being used on 45 cows his first breeding season. The Willms family is committed to only showing big bulls that have been successful in natural breeding and have off-spring they are satisfied with. It was important to the Willms family to include his genetics in the show string this fall, and Red Wilbar Stranglehold 814M was the one to do so.
As a calf, Hennessy was the Ultimate Legends Red Angus Champion, as well as the President’s Classic Red Angus Champion. His son, Stranglehold went on to claim the same two titles in 2024. The Father-Son duo was also awarded the 2024 Red Angus Show Bulls of the Year; Hennessy being awarded champion, and Stranglehold being named reserve. Wilbar also contributed to the history books by being the first farm to exhibit both the Red and Black Angus Show Bulls of the year. (Musgrave Dexterity was named 2024 Black Angus Show Bull of the Year.)
Bryan shared that when selecting bulls for their show string, he places a large amount of value on fleshing ability, muscling, and foot structure. He also considers the dam of the animal and their productivity, as well as a certain “WOW” factor. “When we bring big bulls out, we will only bring them out if they have a mother, we are proud to promote to someone else.” This year, as the Willms family would put it, “the stars aligned” as Hennessy became the first Red Angus bull to win the Agribition Supreme since 2013. The last bull to win these honors also carried the Wilbar prefix when the Dietrich family of Redrich Farms was slapped supreme champion with Red Wilbar Longitude 646Y.
Although we often get caught up in the excitement of champion drives, showing cattle is about so much more than the show ring.
Livestock shows and events are great places to build relationships and market cattle. By intentionally selecting their show string each fall, Wilbar Cattle Co. is preparing for marketing opportunities that these events present. “It draws a lot of attention to your stall if you have an impressive big bull standing there; but it doesn’t always line up. This year -as luck would have it- we had two that had those qualities.”, explained Tracey. This fall, each big bull on their string was accompanied with a direct son or daughter to help showcase their offspring to other breeders. Wilbar also brought out heifer calves they were selling in Opportunity Knocks 5.0 to showcase as people pass their stall.
“It’s not the right marketing tool for everybody, but I don’t think that it makes it the wrong marketing tool for everybody either.”, Tracey commented. Each exhibitor and operation have different priorities and goals going into the fall. Some are focused on an individual animal and their success, where others aim to promote their genetics and operation as a whole. “I love that there is so much room in our industry to do things in a way that uses your resources, your skills, and your abilities to the best of your ability. For us, showing is apart of that.”, explained Tracey.
Bryan and Tracey also love the relationship side of the show world, “It’s really easy to isolate when you are in production agriculture because the demands on your time are daily. I think that for us, getting out in the fall allows us to connect with a lot of people, our customers, our friends and mentors.” Inside the show ring is an extremely competitive place, but that is where many of Willms’ relationships have formed. “Our biggest competitors are some of our closest friends. We cheer for one another, we help one another, and we learn from one another. And I think that is a pretty incredible thing in this business.”
2024 was a record year for the Willms family. They utilized their sixty years of involvement in the Angus breed to lead them to not one, but two supreme titles. The history books will be filled with the Wilbar name. This family’s dedication to showcasing productive and functional cattle has brought a renewed outlook on showing livestock in Canada. Bryan and Tracey’s values shine through in their selection of annual show animals, their marketing strategies, and the deep-rooted relationships they have in this industry. “It was a total ‘Dare to Dream’ thing that we could win both Farmfair and Agribition, but I think we all had hope, and we all believed that it was possible.”
