Nevada Sheep Producer Sees Strong Markets and Growing Opportunity Beyond the Ranch
July 18, 2026
Record lamb prices, stronger wool markets, and expanding global demand have made 2026 one of the best years in recent memory for sheep producers, according to Winnemucca, Nevada, rancher Cole Estill.
During the Western Video Market July Sale in Reno, Estill said the market has exceeded expectations.
"It went great," Estill said. "I'm very happy with the prices. It's been a phenomenal year for the sheep industry."
Estill credits stronger international demand for both wool and lamb with helping drive the market higher.
"The wool market is up across the world," he said. "The demand for lamb and goat is growing on an international level, which is awesome."
He also believes the U.S. International Trade Commission's ongoing investigation into lamb imports could provide additional support for domestic producers moving forward.
"It's helped a lot having the ITC open up this investigation," Estill said.
Summer markets often become uncertain after the Easter holiday, but Estill said this year's July sale bucked that seasonal trend.
"Yesterday was kind of great," he said. "This time of year we usually don't know if we're going to go up or down, so it was a good day."
Sheep Helping Reduce Wildfire Risk
Beyond raising sheep, Estill has found an innovative way to diversify his operation while serving communities around Reno.
As rapid population growth has pushed many ranchers farther from the city, Estill recognized that vacant properties still needed vegetation management to reduce wildfire danger.
"I looked around and saw a little opportunity," he said.
Today, Estill grazes more than 1,000 sheep and 200 goats throughout the Reno area for roughly two months each year, reducing brush and grass on residential and commercial properties.
"I've got to where I'm running over a thousand sheep and a couple hundred goats in Reno," Estill said. "We're grazing down the brush and the grass for fire control, and people really love it."
The grazing projects have also become an opportunity to educate urban residents about agriculture.
"A lot of people stop by when we're out there with the sheep," Estill said. "They ask a lot of questions, and I get to talk to them about imported lamb, labor issues we face, and what our industry is dealing with. It's great to have those conversations."
Video Auctions Expand the Marketplace
Estill says marketing through Western Video Market has allowed him to reach buyers well beyond the West.
"The video way of selling is beneficial because you reach everybody across the country," he said.
His lambs regularly sell to buyers in Michigan, Minnesota, South Dakota, Colorado, and other states, creating a broader customer base than traditional local marketing.
While the national exposure is valuable, Estill says his loyalty to Western Video Market goes beyond business.
Following the passing of longtime representative Will Cockrell, Estill continued working with Will's son, Weston Cockrell, whom he considers a close friend.
"I've known the Peek family for a long, long time," Estill said. "That's why I'll always use Western Video Market. It's a family deal, and it goes back a long time."
For Estill, that combination of trusted relationships, nationwide marketing, and historically strong sheep prices continues to make 2026 a year to remember for the American sheep industry.
Source: Western Ag Network
