Vold Jones & Vold Auction Co. Ltd.

What Vold Jones & Vold Auction Co. Ltd. does

Vold Jones & Vold Auction Co. Ltd. (VJV) is a privately held, family-owned livestock auction company headquartered in Ponoka, Alberta, operating five physical auction mart locations across Alberta (Ponoka, Westlock, Rimbey, Beaverlodge) and British Columbia (Dawson Creek). The company was acquired by Henry and Andrea Thalen from the Vold family in August 2014 and continues to operate under the VJV brand with a lean organization of approximately 8 employees. Its core offering is traditional Show Alley in-person livestock auctions covering cattle, horses, bison, sheep, goats, hogs, and purebred breeding stock, supplemented by consignment and equipment auctions and regular weekly sale schedules at most locations.

The technology layer sits on top of the physical marts rather than replacing them. VJV's Canadian Gold Show Alley service connects its auctions to the Online Ringman Internet Auction platform and provides live video and audio streaming with real-time remote bidding, a capability VJV was first to bring to livestock in its market. Video Auctions run in parallel with Show Alley sales and Timed Auctions operate on the proprietary vjv.auctionmarts.com platform. Supporting services include the Feeder Finance program (in-house credit applications and net worth statement processing administered by dedicated staff), a Trucker Listing directory for livestock transportation, weekly Market Reports (cattle, bison, horse), and downloadable consignment, credit, and CFIA EID forms.

Revenue is generated primarily through auction commissions on each transaction (a percentage of the hammer price paid by sellers), with secondary revenue from Feeder Finance professional services and ancillary fees. The go-to-market is sales-led and event-driven: regular scheduled sales at fixed physical locations with a digital channel extension for remote buyers. Customer segments are horizontal — individual livestock producers on the sell side (cattle ranchers, horse owners, sheep and goat producers, bison farmers) and feedlot operators, backgrounders, and ranchers on the buy side — with no disclosed enterprise anchor accounts.

Name

Vold Jones & Vold Auction Co. Ltd.

Legal name

Vold Jones & Vold Co. Ltd.

Website

https://vjvauction.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Vold Jones & Vold Auction Co. Ltd. operates five livestock auction marts across Alberta and British Columbia, serving cattle ranchers, feedlot operators, and other livestock producers with in-person Show Alley auctions, online video and timed bidding, Feeder Finance, and weekly market reports.

Ownership category

akta.pro rank

Product category

Livestock Auction Services

NAICS

Livestock Merchant Wholesalers (424520)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

Keywords

• Livestock auction services
• Cattle auction sales
• Feeder cattle financing
• Purebred livestock sales
• Equestrian consignment auctions

Headquarters

HQ city

Ponoka

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Auction Commission: Commission-based revenue from livestock auctions. Sellers consign cattle, horses, and other livestock to auction marts where they are sold to the highest bidder. Company takes a percentage of each sale.
2. Feeder Finance: Financing services for livestock purchases including credit applications and net worth statements. Provides financing to buyers enabling them to purchase feeder cattle.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Vold Jones & Vold Auction Co. Ltd. (VJV) operates five livestock auction market locations across Alberta and British Columbia, conducting live and online auctions for cattle, horses, bison, sheep, and goats. The company also provides Feeder Finance, an in-house financing program for cattle buyers, along with purebred bull sales, farm equipment consignment auctions, and weekly market price reports.

Product overview

Vold Jones & Vold Auction Co. Ltd. (VJV) is a multi-location livestock marketing and auction company operating five auction markets across Alberta and British Columbia: Ponoka, Westlock, Rimbey, Dawson Creek, and Beaverlodge. The company offers a comprehensive portfolio of auction services including traditional Show Alley in-person auctions, Video Auctions, and Timed Auctions through their proprietary AuctionMarts online platform. Their premium Canadian Gold Show Alley service provides online ringman internet auctions featuring age and source verified cattle with live streaming and real-time bidding. Complementing their auction services, VJV provides Feeder Finance financing programs for livestock purchases, weekly Market Reports for cattle, bison, and horses, and a Trucker Listing directory for livestock transportation. The company also offers various downloadable forms including credit applications, net worth statements, direct deposit setup, and species-specific consignment forms. The business was acquired by Henry and Andrea Thalen from the Vold family in August 2014.

Differentiator

Problem solved

Functional benefit

Products and services

• Physical Auction Marts (Ponoka, Westlock, Rimbey, Dawson Creek, Beaverlodge) Five physical livestock auction market locations in Alberta and British Columbia where cattle, horses, bison, sheep, and goats are sold via in-person live bidding to commercial and producer buyers.
• Show Alley Live Auctions In-person live cattle auctions conducted at the show alley of each VJV mart, where livestock is run through a sales ring and sold to the highest bidder.
• Video Auctions Live video-streamed cattle sales that run in conjunction with VJV's regular Show Alley auctions, allowing remote buyers to participate in real-time internet bidding via the AuctionMarts platform.
• Timed Online Auctions Online timed auction platform where buyers place bids during specified bidding windows for livestock listed at vjv.auctionmarts.com.
• Canadian Gold Show Alley Premium internet auction offering one-owner, age- and source-verified cattle with full cataloging prior to sale and live streaming of video and audio with real-time bidding.
• Feeder Finance In-house credit and financing program for livestock buyers purchasing feeder cattle at VJV marts, requiring a credit application and net worth statement processed by Janet Goltz and Central Loans Administrator Cecilia Dykstra.
• Purebred Bull Sales Specialized auction listings and sales events for purebred bulls and breeding livestock held at VJV market locations across the network.
• Consignment & Equipment Auctions Auction services for consigned farm and ranch machinery and equipment, conducted at VJV market locations.
• Trucker Listing Directory Directory of livestock trucking companies and independent truckers with contact information and trailer types to help buyers arrange transportation for purchased livestock.

Quantifiable outcome

• Cattle listed in BLACK are fully age verified with health and feed information available to buyers

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• DLMS (Direct Livestock Marketing Systems): Canadian online livestock auction platform offering real-time internet bidding. Comparable to VJV's Online Ringman integration and timed/video auction services as a digital alternative to physical mart auctions.
• AgriBidder: Online livestock and equipment auction marketplace used by Western Canadian auction marts (including VJV itself) to list inventory. Comparable as the underlying digital channel for online livestock sales.

Direct peers

• Heartland Livestock Services: Multi-location livestock auction operator with marts across Alberta and Saskatchewan. Comparable to VJV in offering physical auction venues with regular sales schedules for cattle and other livestock in the Western Canadian market.
• TEAM Auction Sales: Western Canadian livestock and farm equipment auction company running on-farm and mart-based sales. Comparable to VJV across both livestock and consignment/equipment auction services in similar geographies.
• TBar K Cattle Co. Canadian purebred and seedstock livestock sales management and auction company. Comparable to VJV's Purebred Bull Sales and Canadian Gold Show Alley services in handling higher-end breeding stock auctions.
• Perlich Bros. Auction Market: Family-run livestock auction market based in Lethbridge, Alberta operating regular cattle sales and related services. Directly comparable to VJV as a Western Canadian regional cattle auction house serving rancher and feedlot clients.
• Prairie Livestock Sales: Saskatchewan-based livestock auction market operating regular cattle sales. Comparable to VJV as a Prairies-region peer competing for similar rancher and feedlot customers.
• Stettler Auction Mart: Long-established Alberta livestock auction mart running regular cattle and horse sales. Directly comparable to individual VJV locations in scale, format, and customer base.

Broad incumbents

• Ritchie Bros. Auctioneers (RB Global): Global multi-category auction house including significant agricultural equipment and farm machinery auctions. Comparable to VJV's Consignment & Equipment Auctions line, though at vastly larger scale and broader category scope.
• Superior Livestock Auction: Large North American satellite and internet livestock auction company. Comparable to VJV's video and online auction services at a continental scale, representing a broader incumbent competitive threat.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/vold-jones-&-vold-auction-co.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vold Jones & Vold Auction Co. Ltd.