Western Video Market

What Western Video Market does

Western Video Market, Inc. (WVM) is a privately held livestock video auction company founded in 1989 by Ellington Peek and John Rodgers and headquartered in Cottonwood, California. The company operates a multi-platform livestock marketing business consisting of 13 annual live commercial cattle and sheep sales broadcast online (including six simulcast on Dish Network Channel 998 and YouTube), a Country Listings platform for off-sale private-treaty transactions, and Production Sales delivered in partnership with CCI.live for bull, horse, and purebred cattle auctions. WVM's distribution architecture combines internet bidding, phone bidding, in-person venue attendance at signature events (notably the 37th Annual Reno Video Sale), and a field-rep network spanning 21 affiliate auction yards, 60+ representatives, and 16 Western states.

The company generates revenue primarily through transaction-based commissions on consigned livestock: published rates include 2.25% on lambs, 3% on replacement or bred ewes, and 3% (or $800, whichever is greater) on breeding stock; cattle commission rates are not publicly disclosed. Ancillary revenue streams include no-sale fees (e.g., $0.75/head lambs, $2.00/head bred ewes, $5/head breeding stock), deposits ($10/head from buyer and seller), Country Listings activity, and value-added certification programs (Natural, NHTC, SAV, Verified Natural, Certified Organic, GAP, Zoetis SelectVAC, and Purina Wind and Rain Mineral).

WVM markets more than 300,000 head of cattle annually on behalf of more than 850 consignors to approximately 4,200 registered buyers, and claims to be the largest livestock video auction company in the Western United States. Following a May 2024 shareholder reorganization, ownership includes founders Peek and Rodgers, next-generation marketers, and stakes held by four affiliate auction yards (Cattlemen's, Turlock, Ogallala, Crawford); Jake Parnell serves as President and Chairman, and Eddie Veenendaal was appointed CEO in April 2026. The April 2025 CCI.live partnership and the 2024 ownership restructuring mark the most significant recent strategic shifts.

Name

Western Video Market

Legal name

Western Video Market, Inc.

Website

https://wvmcattle.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Western Video Market is a privately held livestock video auction company founded in 1989, operating 13 annual commercial cattle and sheep sales broadcast online and on Dish Network to 4,200 registered buyers from consignors across 16 Western states.

Ownership category

akta.pro rank

Product category

Livestock Auction Services

NAICS

Livestock Merchant Wholesalers (424520), Livestock Merchant Wholesalers (42452), Motion Picture and Video Distribution (51212), Sheep and Goat Farming (1124)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Livestock Showing, Training & Performance Support Services (Non-veterinary) (AFAEALAM)

Keywords

• Livestock video auctions
• Cattle marketing services
• Internet bidding platform
• Livestock auctioneering
• Sheep video sales

Headquarters

HQ city

Cottonwood Falls

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission on Cattle Sales: Percentage-based commission charged to consignors (sellers) for marketing their livestock through the video auction platform. Commission rates vary by livestock type.
2. Commission on Sheep Sales: Commission on sheep consignments: Lambs at 2.25%, Replacement or Bred Ewes at 3%. Additional fees include no-sale fees and deposits.
3. Breeding Stock Commission: Commission for breeding stock sales: 3% or $800 whichever is greater, plus $5 per head/pair no-sale charge if applicable.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Western Video Market operates livestock video auctions and internet bidding services for commercial and purebred cattle and sheep producers. The company hosts 13 annual live sales broadcast over the internet and (for six of them) via Dish Network simulcast, connecting 850+ consignors with approximately 4,200 registered buyers nationwide. It also operates a Country Listings platform for off-sale transactions and a Production Sales channel in partnership with CCI.live for bull, horse, and purebred sales.

Product overview

Western Video Market operates a multi-platform livestock video auction business consisting of 13 annual commercial WVM Auctions (six also simulcast on Dish Network Channel 998), a Production Sales platform in partnership with CCI.live for bull, horse, and purebred sales, and a Country Listings platform for off-sale transactions. The company offers value-added programs including natural, organic, and source-verified certifications, vaccination protocols, and price-sliding mechanisms. Founded in 1989 and headquartered in Cottonwood, California, WVM works with over 20 affiliate auction yards and 60+ representatives across 16 western states, maintaining approximately 4,200 registered buyers.

Differentiator

Problem solved

Functional benefit

Products and services

• WVM Commercial Video Auctions
• Production Sales (via CCI.live Partnership)

Quantifiable outcome

• Over 300,000 head of cattle marketed annually
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• CCI.liveflagshipStrategic or Co-development Partner · 9 April 2025Partnership with CCI.live creates a premier livestock marketing platform for commercial and purebred producers. CCI.live provides real-time sale broadcasts and internet bidding services for production sales. CCI.live sold over $108 million in online sales in 2024.
• WSR InsuranceminorOthersCorporate partner providing insurance services to WVM's livestock marketing ecosystem
• American Ag CreditminorOthersCorporate partner providing agricultural lending and credit services
• IMI GlobalminorOthersCorporate partner providing verification and certification services for value-added programs
• Agar TransportationminorOthersCorporate partner providing livestock transportation services
• ZoetiscoreOthersCorporate partner providing SelectVAC vaccination program; Zoetis SelectVAC is offered as a premium vaccination option for consignors
• Purina MillscoreOthersCorporate partner offering Purina Wind and Rain Mineral Value-Added Program; qualifying consignments highlighted in WVM catalog and broadcasts
• 21 Affiliate Auction Yard CompaniescoreChannel Partner/ Reseller/ DistributorWVM works with 21 separate auction yards and their representatives to market cattle; includes Cattlemen's Livestock Market, Shasta Livestock Auction Yard, Turlock Livestock Auction Yard, and others across the western US
• Livestock Marketing Association (LMA)coreOthersLMA provides buyer number verification through member network; WVM and LMA collaborate on ensuring buyer financial responsibility; LMA membership since 1956 for founder Ellington Peek

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Superior Livestock Auction: Direct competitor and the largest livestock video auction company in the US. Operates a national satellite and internet video auction platform for cattle, serving the same commercial cattle producer and buyer segments as WVM with a similar commission-based model.
• DP Sales Management: Direct competitor offering private treaty and video auction livestock marketing services primarily for purebred and registered cattle. Overlaps with WVM's production sale business via CCI.live partnership and competes for the same seedstock consignor segment.
• Northern Livestock Video Auction: Regional video livestock auction competitor serving the Northern Plains and Mountain West with satellite and online auction broadcasts. Competes with WVM for commercial cattle consignments in overlapping Western state territory.
• Sierra Video Livestock Auction: Regional video livestock auction operating in the Western US, focused on range cattle and stocker/feeder segments. Directly competes with WVM in California and Nevada for consignment volume from commercial cattle producers.

Emerging players

• CattleUSA: Online livestock marketplace aggregating auction listings from multiple sale barns across the US. Comparable as a digital channel competing for cattle buyer attention, though focused on traditional auction listings rather than the dedicated video auction format WVM pioneered.
• CCI.live: Technology partner providing real-time sale broadcast and internet bidding infrastructure for production sales. Now partnered with WVM for production sale broadcasts after processing over $108 million in online sales in 2024; partially overlapping peer as it could also serve competing video auction companies.

Regional players

• Turlock Livestock Auction Yard: California-based traditional auction yard and WVM affiliate owner (led by Max Olvera). Comparable regional livestock auction with both in-person sales and video auction representation through WVM.
• Cattlemen's Livestock Market: Traditional auction yard based in Galt, California, and WVM affiliate owner (led by Jake Parnell). Comparable as a regional livestock auction with both physical sale barn and video auction exposure through the WVM partnership.
• Ogallala Livestock Auction Market: Nebraska-based traditional auction yard and WVM affiliate owner (led by Jay Nordhausen and Lance Van Winkle). Comparable as a regional livestock auction venue combining physical and video auction channels through the WVM partnership.

Others

• Livestock Marketing Association (LMA): National trade association representing livestock marketing businesses, providing buyer verification and member services. Relevant as the industry body governing livestock auction standards and to which WVM's founder has belonged since 1956.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@westernvideomarket1989
• Facebookfacebook.com/profile.php?id=100063617497288
• Instagraminstagram.com/westernvideomarket/?hl=en
• LinkedInlinkedin.com/company/western-video-market

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Western Video Market