Superior Livestock
Superior Livestock Auction is a privately held cattle marketing company founded in 1987 that connects 5,000+ ranchers and farmers with registered buyers through live video auctions, the Click to Bid streaming platform, and a 24/7 Country Page, marketing over 1.9 million head annually across 28-30 states.
- Company typePrivate
- Founded1987
- HeadquartersWillow City, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Superior Livestock does
Superior Livestock Auction, LLC is a privately held cattle marketing company founded in 1987 and domiciled in Texas. It operates a national livestock marketing platform that connects more than 5,000 ranchers and farmers (consignors) with registered buyers — primarily feedlots, ranchers, and investors — across 28-30 U.S. states, marketing over 1.9 million head of cattle annually. The company earns revenue through a transaction-based model: a 2% commission on gross auction proceeds (minimum $8.00 per head), a $2.00 per head consignment fee, no-sale and scratch fees of $3.00 per head (capped at $1,500 per consignor per auction), and a $10.00 per head spread on forward-contract part payments ($30.00 advanced to sellers and $40.00 collected from buyers).
The company's core products are organized around a live video auction platform broadcast nationally via SLA-TV (available on Dish Network Channel 997 and YouTube) and a proprietary online bidding interface called Click to Bid. Scheduled events include monthly video auctions, the flagship Bellringer annual auction (over 115,000 head in January 2024 from 30 states), and regional Classics such as the Corn Belt Classic (65,922 head in June 2026 from 28 states) and Great Plains Classic (49,358 head in February 2026). Between scheduled auctions, the Country Page product provides 24/7 online trading where buyers and sellers post asking prices and negotiate transactions. Operations are supported by offices in Hudson Oaks, TX (headquarters and broadcast studio), Brush, CO, Oklahoma City, OK, and Eagle, ID, alongside temporary auction venues at hotels.
Differentiating the platform is a portfolio of cattle verification and genetic programs — including Superior Progressive Genetics, Superior Verified, AngusLink, NHTC, Verified Natural Beef, and Beef CARE Certified — combined with standardized contract terms (weight slides including Conventional Slide, Superior RightSlide, and 2 Way Slide) and a payment infrastructure that handles forward delivery contracts. The company has no disclosed outside investors, no parent company, and operates as a single LLC with 501-1,000 employees.
Superior Livestock firmographics
Firmographics- Name
- Superior Livestock
- Legal name
- Superior Livestock Auction, LLC
- Website
- https://superiorlivestock.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Superior Livestock Auction is a privately held cattle marketing company founded in 1987 that connects 5,000+ ranchers and farmers with registered buyers through live video auctions, the Click to Bid streaming platform, and a 24/7 Country Page, marketing over 1.9 million head annually across 28-30 states.
- Ownership category
- akta.pro rank
Superior Livestock industry classification
Industry- Product category
- Livestock Auction Services
- NAICS
- Livestock Merchant Wholesalers (424520), Livestock Merchant Wholesalers (42452)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)
- akta.pro primary industry
- Beef Cattle Trading & Order Buying (Live Cattle) (AFAEABAI)
Keywords
Where Superior Livestock is headquartered
LocationHeadquarters
- HQ city
- Willow City
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Superior Livestock business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Auction Commission: Commission of 2% of gross proceeds of sale with a minimum of $8.00 per head plus a $2.00 per head consignment fee on the number of head delivered.
- Part Payment Spread: Advances $30.00 per head to sellers and collects $40.00 per head from buyers as part payment, with the $10.00 spread held in custodial account until delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard commission on gross proceeds |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Superior Livestock product offering
Product offeringCore offering
Superior Livestock Auction operates a livestock marketing platform that connects cattle producers (ranchers and farmers) with buyers (feedlots, ranchers, and investors) through live video auctions and an online trading marketplace. The company broadcasts HD video auctions via SLA-TV (YouTube and Dish Network Channel 997) and the Click to Bid streaming platform, selling calves, yearlings, and bred stock under standardized forward contracts with genetic verification programs.
Product overview
Superior Livestock Auction operates a comprehensive livestock marketing platform centered on video auction technology. The core offering consists of live video auctions broadcast from company studios in Hudson Oaks, Texas and various hotel venues across the country, where cattle producers sell calves, yearlings, and bred stock to registered buyers through the Click to Bid online bidding platform. Signature annual events include the Bellringer Video Auction (January) and regional Classics (Corn Belt, Great Plains, Week In The Rockies). The Country Page provides continuous 24/7 transactional capability for buying and selling cattle between scheduled auctions. All auctions are broadcast via SLA-TV across YouTube and Dish Network Channel 997.
Differentiator
Problem solved
Functional benefit
Brands
- SLA-TV: The company's YouTube channel used for broadcasting video auctions in HD.
- Click to Bid
- Country Page
Products and services
- Video Auctions Live video auction service where cattle producers sell calves, yearlings, and bred stock through broadcast auctions. Auctions are conducted from the Superior Livestock Auction Studio in Hudson Oaks, TX and various hotel venues, broadcast in HD via SLA-TV YouTube, Dish Network Channel 997, and streamed on the Click to Bid website. Buyers participate remotely using pre-registered buyer numbers.
- Click to Bid Proprietary online bidding platform that enables remote buyer participation in Superior Livestock video auctions by allowing real-time bidding during live auction events streamed from auction studios.
- SLA-TV Television broadcast channel for Superior Livestock auctions available on YouTube streaming and Dish Network Channel 997, providing HD broadcast of live video auctions to a nationwide audience of cattle buyers.
- Country Page 24/7 online platform enabling buyers and sellers to transact cattle outside of scheduled live auctions. Features a user-friendly interface with asking price bidding system, automatic marking at asking price, 3-business-day bid expiration, and minimum bid requirements for breeding stock consignments.
- Bellringer Video Auction Annual flagship video auction event and Superior Livestock's largest single auction, hosted at the Embassy Suites Downtown Ballroom in Oklahoma City, Oklahoma. Draws cattle consignments from 30 states with offerings of calves, yearlings, and bred stock.
- Corn Belt Classic Video Auction Regional video auction event focused on the Corn Belt region, hosted at hotel venues. Attracts cattle consignments from 28 states and sells calves, yearlings, and bred stock through the video auction platform.
- Great Plains Classic Video Auction Regional video auction event focused on the Great Plains region, hosted from The Superior Livestock Auction Studio in Hudson Oaks, Texas. Draws cattle consignments from 26 states.
- Monthly Video Auction Recurring monthly video auction service hosted from The Superior Livestock Auction Studio in Hudson Oaks, Texas. Provides regular sale opportunities for cattle producers outside of the larger annual flagship and regional Classic events.
Quantifiable outcome
- Access to national market with 28-30 state geographic reach
- +1 more outcomes
Companies that use Superior Livestock
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Superior Livestock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Superior Livestock partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
Superior Livestock competitors and assessment
Company assessmentRegional players
- San Angelo Livestock Show and Auction: San Angelo Livestock is a regional West Texas cattle auction operation that competes with Superior for consignors and buyers in the Southwest cattle market.
- Tulsa Livestock Auction: Tulsa Livestock Auction is a regional cattle auction house in Oklahoma that competes with Superior Livestock for Plains-region consignors and buyers.
Emerging players
- Cattle Range: Cattle Range is a digital cattle listing and market intelligence platform providing auction listings, private-treaty boards, and pricing data — an emerging alternative to Superior's auction-centric model.
Direct peers
- DV Auction: DV Auction is the most direct competitor to Superior Livestock, operating a video and online livestock auction platform that broadcasts cattle sales to a national buyer pool using a near-identical live-bidding model.
- CattleUSA: CattleUSA is an online cattle marketplace that aggregates auction listings, market data, and sale reports, competing with Superior Livestock's Country Page for digital cattle discovery and transactions.
- Western Video Market: Western Video Market is a regional video cattle auction company operating in the Western US with a comparable live video auction format serving ranchers and buyers across multiple states.
- Northern Livestock Video Auction: Northern Livestock Video Auction is a video cattle auction company focused on the Northern Plains and Western US, offering a similar live-broadcast auction model for feeder cattle, yearlings, and bred stock.
Broad incumbents
- Oklahoma National Stockyards: Oklahoma National Stockyards is one of the largest traditional cattle auction operations in the US, providing physical sales, video services, and broader livestock marketing — overlapping with Superior's consignor and buyer base.
- Joplin Regional Stockyards: Joplin Regional Stockyards is a traditional physical cattle auction barn and broader livestock services provider in the Midwest, serving as an incumbent alternative to video auctions for regional buyers and sellers.
- Heartland Livestock Services: Heartland Livestock Services operates a network of traditional and video cattle auctions across the US and Canada, offering physical and online sale options comparable to Superior's multi-format platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Superior Livestock social profiles
Digital presenceSuperior Livestock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Superior Livestock leadership team
Management profileNumber of profiles
Superior Livestock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Superior Livestock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Superior Livestock
What does Superior Livestock do?
Superior Livestock Auction operates a livestock marketing platform that connects cattle producers (ranchers and farmers) with buyers (feedlots, ranchers, and investors) through live video auctions and an online trading marketplace. The company broadcasts HD video auctions via SLA-TV (YouTube and Dish Network Channel 997) and the Click to Bid streaming platform, selling calves, yearlings, and bred stock under standardized forward contracts with genetic verification programs.
Is Superior Livestock a public or private company?
Superior Livestock is a private company. It is classified as unknown and is currently operating.
When was Superior Livestock founded?
Superior Livestock was founded in 1987. It employs 501 to 1,000 people.
Where is Superior Livestock based?
Superior Livestock is headquartered in Willow City, United States, in the North America region.
How does Superior Livestock make money?
Two revenue lines are on record. Auction Commission is the primary driver. The others are part Payment Spread.
Who are Superior Livestock's main competitors?
Regional players on record are San Angelo Livestock Show and Auction and Tulsa Livestock Auction. Cattle Range is listed as an emerging player. Direct peers are DV Auction, CattleUSA, Western Video Market and Northern Livestock Video Auction. Broad incumbents are Oklahoma National Stockyards, Joplin Regional Stockyards and Heartland Livestock Services.
Does Superior Livestock have an API?
No public API is recorded for Superior Livestock.
What industry is Superior Livestock in?
Superior Livestock's product category is Livestock Auction Services. Its primary akta.pro industry code is AFAEABAI, Beef Cattle Trading & Order Buying (Live Cattle). Its NAICS code is 424520 and its SIC code is 200.