Video auction sale at Ohio Beef Expo draws big numbers, nationwide support

By Brianna Smith

The Ohio Beef Expo is an annual event that brings the beef industry together, connecting seedstock producers, junior exhibitors, agribusinesses, commercial cattlemen, and beef enthusiasts. This year, an event attracted a nationwide audience, both in person and online.

In partnership with the Ohio Beef Expo, United Producers, Inc. and LiveAg hosted a 23,000-head feeder cattle sale conducted entirely via video auction. While the scale alone was noteworthy, the way the cattle were marketed offered a clear look at where the livestock auction industry has been heading.

“We’ve got a 23,000 head feeder calf sale here,” said Jason Barber, CEO of LiveAg. “So, you know, expect a great auction still in historic markets.”

For those unfamiliar with the format, the cattle themselves were not physically present in the ring in the Voinovich Livestock and Trade Center. Instead, buyers watched video footage and bid on loads of cattle that would later be sorted, loaded, and delivered according to contract specifications. Cattle buyer representatives worked the phones and kept up with the auction pace on their laptops as bids from across the country came in.

“So, the cattle are all sold on contract either for immediate or future delivery. So today we’ll run a video of them. We’ll sell them. Then afterwards, when the rep goes to deliver them, they’ll sort them and load them on the truck, and they’ll go straight to the buyer,” Barber said.

Video sales are becoming more common in the commercial industry, and they are becoming increasingly widespread across all sectors of the livestock industry, driven by advances in technology and the relationships that underpin the business.

“Our reps are such a big part of this, and having relationships with the buyers and (the buyers) knowing that they can buy cattle on the video that they don’t see. They know that our reps are knowledgeable about the cattle, can go do a good sort and do it according to the contract and send them exactly what they’re buying,” Barber said.

“Just about every sale anymore has some type of online presence. Very few sales don’t video the cattle ahead of time and put it online. Twenty years ago, you’d go to a purebred sale and have a full crowd early in the morning. Now, people study the lots ahead of time on their computer or iPad and come later. It’s shifting, and I don’t think you’re going to see it going the other way anytime soon.”

The format also expands the reach of each sale well beyond a local buyer base, creating more opportunities for both buyers and sellers.

“You definitely get a more national presence anymore,” Barber shared. “And that’s one thing that we strive for, whether it’s selling feeder cattle or purebred sales. We’re located across the United States and it’s nice being up here (in Ohio) and United Producers Inc. has a big presence in this sale.”

That national presence was evident throughout the four-hour LiveAg sale, which drew strong participation and ultimately delivered solid results.

“Oh, it was unbelievable. We’re excited to be here. We want to thank everybody who’s involved in this Ohio Beef Expo for having us,” said Ty DeCordova, COO of LiveAg. “But as far as the sale goes, we offered 23,000 head today. We sold right at 21,000 to 21,500 head. We had an outstanding offering. The participation was really good from all across the country. The market was really good, so it was a great day.”

Despite recent market volatility, prices held steady throughout the sale. Strong demand continues to support the feeder cattle market.

“Our cattle inventory hasn’t fixed itself yet. We still have a lack of inventory,” DeCordova said. “I see this market staying pretty good. There will be some big swings throughout the next year, I’m sure. But as far as the numbers being out there, that is not going to change any time soon, in my opinion, so this market’s here to stay for a little bit.”

While the LiveAg video sale was a major highlight, it was just one piece of a much larger event that continues to showcase the full scope of the beef industry.

“There are so many different parts of the Beef Expo,” said Elizabeth Harsh, executive director of the Ohio Cattlemen’s Association. “From our seedstock sales to the junior show to working with LiveAg on this feeder cattle sale, there’s really something for every segment of the industry.”

This year’s Expo featured seven breed sales, a highly competitive junior show with 860 entries, and hundreds of youth participating in judging contests and educational programs. The seven breed sales resulted in a total of 284 live lots sold at an average of $6,121 and a total gross sale of $1,738,250.

At the same time, the event serves as a snapshot of the broader cattle industry, which continues to balance strong consumer demand with ongoing challenges.

“The industry’s strong. We’re enjoying great times,” Harsh said. “Now, obviously, input costs have gone up. We’ve got challenges across the board with inflation. But, you know, we’re dealing with a 70-year low supply, but interestingly and conversely, we’ve got a 40-year high in terms of consumer beef demand. That means the industry has really listened to their customer. We’re producing more in terms of really high-quality beef and satisfying that eating experience. So, the percent prime and choice cattle is really keeping those consumers at the meat counter and willing to make that purchase.”

The 2027 Ohio Beef Expo will take place March 18-21, 2027. More information on the Ohio Beef Expo, including sale results, can be found at ohiobeefexpo.com.