Managing for Profit

Purebred cattle production sale uses different format

The traditional purebred cattle production sale has people sitting around a show ring as the cattle are paraded through in front of them.  But after 17 years of observing the wear and tear this process had on both people and cattle, Marty Lueck decided to try something different. 

In 2010, Lueck—who manages the Journagan Ranch, a purebred Hereford operation in south-central Missouri—replaced the live cattle in the show ring with large LCD screens showing videos of the cattle for sale.  Lueck tells Brownfield’s Ken Anderson he was pleased with the results and will use the same system at their next production sale on October 8th.

AUDIO: Marty Lueck (3:00 MP3)

Link to more information on the Journagan sale at buyhereford.com

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