Superior Livestock

Livestock Auction Servicessuperiorlivestock.com

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

Livestock auction services
Cattle video auctions
Online livestock trading
Cattle marketing platform
Livestock forward contracts

Where Superior Livestock is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Superior Livestock technology and API

Technology

Technology 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 signal

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Superior Livestock competitors and assessment

Company assessment

Regional 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Superior Livestock leadership team

Management profile

Number of profiles

Superior Livestock funding detail

Funding detail

Funding 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 investment

M&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?

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.