Historic Cattle Market Drives Excitement at Western Video Market's July Sale

July 14, 2026

Strong buyer demand, outstanding cattle quality and record-high prices combined to create an electric atmosphere as Western Video Market kicked off its annual July sale in Reno.

For longtime auctioneer Rick Machado, who has spent decades selling cattle across the West, today's market is unlike anything he imagined.

"It really is exciting," Machado said. "This is always our biggest sale of the year, and when you combine great consignors with outstanding buyer support, it makes for an incredible market."

Three Decades of Relationships Paying Off

Machado credits Western Video Market's continued success to the long-standing relationships built with both cattle producers and buyers over the past 35 years.

"We've been fortunate to work with fantastic consignors that have stayed with us through this entire ride," he said. "At the same time, we've got a tremendous group of reputable buyers who continue showing up sale after sale ready to compete for these cattle."

He says Western Video Market's field representatives have done an exceptional job sourcing high-quality cattle while building trust throughout the industry.

A Market Few Expected

Having witnessed multiple cattle cycles during his career, Machado admits he never expected to see prices reach today's levels so soon after the market highs of 2014 and 2015.

"I thought we had probably seen the top of the market for another couple of decades," Machado said. "Instead, seven or eight years later we've been on another tremendous run."

He believes improved cattle genetics, exceptional beef quality and continued tight supplies are creating what may become an entirely new pricing environment.

"I think we've established a new baseline," Machado explained. "A 10 or 15 percent move in today's market looks like a lot of money, but I think these higher prices are here to stay."

Great People, Great Cattle, Great Industry

While record prices have generated plenty of excitement, Machado says the culture surrounding Western Video Market remains one of its greatest strengths.

"It really doesn't get any better than this," he said. "We've got great people, great cattle and a great cattle market."

The annual July sale has become much more than a marketing event, bringing together ranching families from across the West for customer appreciation events, dinners and networking opportunities.

"It really is a family atmosphere," Machado said. "We take time to learn the genetics, talk about the cattle, and build relationships. That's what separates us."

Built on Tradition

Western Video Market's legacy also remains front and center.

Both company founders, John Rodgers and Ellington Peek, continue attending the sale. Peake, now 98 years old, still enjoys watching the auction unfold and visiting with longtime customers.

"When you look out and see John and Ellington here along with so many people who've been with us for 30 years or more, it creates a special feeling," Machado said. "We're blessed to work with the best people in the business during one of the best cattle markets we've ever seen."

True Price Discovery Still Matters

As one of the livestock industry's most respected auctioneers, Machado says competitive video auctions remain one of the most effective methods of establishing fair market value.

"The auction method continues to work," he said. "We've got one of the biggest buying bases we see all year, and that competition creates true price discovery. It allows buyers to evaluate genetics, location and cattle quality while ensuring producers receive the strongest market possible."

With demand remaining exceptionally strong and cattle supplies expected to stay tight, Machado believes Western Video Market—and the cattle industry as a whole—continues to enjoy one of the most optimistic periods in its history.

Source: Western Ag Network