SUPERIOR LIVESTOCK has a morning show called Superior Sunrise. It runs at 7:30 AM (MDT) on RURAL TV – Dish Network 232. Kadee Coffman is the host and captures the many “stories” behind the cattle men and women – the market reports – and much much more. To my surprise, I was asked to talk with Kadee.

The segment started with Charly Cummings and ended with Ralph Wade – both auctioneers for Superior. They talked about the markets – how high the markets were – how we are in uncharted waters – but markets that are long overdue for the cattle industry. These two men are not just “pretty” faces on the auction block – they know every aspect of the business!! They talk about the cattle futures – our forecast – value added programs – what it takes to get that calf sold for a premium – what the buyers are looking for. Auctioneers steer the whole process of buy and sell – but they are well educated on what goes on behind the scenes in every aspect of the business before the rancher gets to sale day. They know cattle!!

You will hear about Superior’s Country Page – The American Rancher that airs on RFD TV – and hear about all the future schedules of upcoming Superior auctions. Steve Anderson is a representative for Superior. He talks about the cattle he will be representing in the sale for the day.

And somewhere in the middle of all this expertise – I was asked to tell my story about a career in fashion merchandising in New York – but my heart decision and passion that took me back to the ranch I love!!

Kadee Coffman is a story unto herself. She certainly knew how to draw the story from each one of us. She made it all easy – so engaging – embracing all the contributions. She is so accomplished and informed on many aspects of the ranching – rodeo – livestock business. Here is our segment that ran on Superior Sunrise on Tuesday, July 8, 2014. I hope you enjoy!!