Casual Cattle Conversations is the podcast for beef cattle producers and ranchers to explore new ideas and hear stories that will help them improve their current management practices. Shaye Koester - Wanner connects listeners to other cattle producers and beef industry experts to discover what management practices, industry trends, current events and inspiring stories are impacting today’s beef cattle industry.
Episodes
Monday Mar 23, 2026
Monday Mar 23, 2026
This week, Shaye talks with Jacob from AtTheYards about the past, present, and future of cattle marketing and why marketing options haven’t modernized as much as other areas like animal health.
Jacob notes that about 65% of feeder cattle still trade through sale barns and contrasts that with newer models like Superior Livestock’s video auctions, arguing producers need faster, broader access to buyers to manage market volatility and reduce commission costs that can materially impact the bottom line.
He explains that AtTheYards is a nationwide marketplace where buyers set customizable templates and receive notifications when listings match their criteria, creating targeted exposure for sellers. The platform supports split loads, offers a free first consignment, then charges $5 per head via credit card, posts cattle daily with text bid notifications, and is compliant with Packers and Stockyards bonding.
Learn more about AtTheYards here: https://bit.ly/400T7mF
Additional Links & Resources
- Learn about CattleMax here: https://bit.ly/4aG7K5q
- Learn about Performance Livestock Analytics here: https://bit.ly/47PxY3W
Chapters
- 00:00 Modern Cattle Marketing
- 00:34 Meet Jacob AtTheYards
- 00:51 Why Marketing Needs Change
- 01:52 How Marketing Evolved
- 03:10 Jacob’s Industry Background
- 03:41 Bottom Line in Volatile Markets
- 06:04 Targeted Ads for Cattle
- 07:38 How AtTheYards Works
- 09:40 Buyer Efficiency and Templates
- 10:40 Split Loads for Small Herds
- 11:44 Risks Fees and Compliance
- 15:45 Speed Posting and Notifications
- 17:20 Selling Your Own Cattle
- 19:03 Final Takeaway and Wrap Up
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