Superior introduced “Superior Sunrise”, a 30-minute TV show which airs prior to each video cattle auction. The show allows viewers at home the opportunity to learn more about Superior Livestock – the people involved – and the cattle markets. Superior Sunrise is hosted by Kirbe Schnoor. She brings the latest news in the livestock industry – discusses the cattle markets – and interviews an assortment of guests. This year I returned to Steamboat Springs, Colorado for Superior Livestock Auction’s Week in the Rockies to sell my calves and I was invited to join Kirbe for her morning show on July 11th – the day my calves were to sell. This is the interview.