In this legendary episode of We Live It, Ty and Casey sit down with cattle industry titan Richard Stober, a third-generation cattleman whose livestock marketing career spans over five decades of innovation and success. From trading cattle as a teenager to becoming one of the West's highest-volume buyers—handling 110,000+ head annually—Richard shares his incredible journey through the livestock industry.

Discover how Richard was one of the first pioneers of video cattle auctions in 1980, created the groundbreaking "Value Added Programs" that revolutionized marketing for video auctions, and managed cattle procurement for Harris Ranch Feeding Company's 120,000-head feedyard. Richard drops invaluable knowledge on cattle marketing strategies, shares hard-earned truths about the livestock business, and offers practical advice for preparing the next generation of ag marketers.

Whether you're a seasoned cattle producer, aspiring livestock marketer, or simply passionate about agriculture, this conversation is packed with wisdom from someone who's bought, sold, and marketed millions of head throughout his legendary career. Richard's philosophy says it all: "Love what you do, work hard, and help others along the way—and never stop being a student of your craft."

Thank you to our partners!
- Worthington Angus: https://bid.live-ag.com/events/event/185/worthington-angus-7th-annual-fall-sale
- AgTexas Farm Credit: https://agtexas.com/
- Texas Ranch Sales: https://texasranchsalesllc.com/
- Consign in our Dec. 16 equipment auction: live-ag.com/equipment
- Work with the best. Blue Reef Agri-Marketing offers strategic livestock marketing solutions: https://bluereef.ag/
- Interested in advertising on We Live It? Contact Katy Holdener at katy@live-ag.com

Have questions for next time? Submit yours here: https://heyor.ca/sq3C0d
Ready to market your cattle? Sell on the LiveAg Cattle Xchange or consign to an upcoming video auction. Contact your local rep at www.live-ag.com to get started.

Chapters:
01:18 Intro
01:46 Meet our Guest
02:48 Richard's Legendary Background
06:32 Being a Student of the Market
08:36 The First Video Auction in California
13:07 Creation of Western Video Market
22:00 Understanding the Market