Strong Buyer Demand Highlights Western Video Market July Sale

July 17, 2026

Strong buyer participation and continued tight cattle supplies helped fuel another outstanding day at Western Video Market's annual July sale, where consignments from Nebraska, Wyoming and Colorado brought exceptional prices as optimism across the cattle industry remains high.

Jay Nordhausen of Ogallala Livestock Auction and North Platte Stockyards said demand exceeded expectations despite a brief pullback in the futures market leading into the sale.

"It was an excellent morning," Nordhausen said. "We had a lot of activity both on the internet and from buyers sitting in the seats. There was tremendous competition for these cattle."

Fundamentals Continue to Drive the Market

While futures markets softened briefly the previous week, Nordhausen said the cash market quickly reminded everyone that cattle fundamentals remain extremely strong.

"We fired right back up," he said. "The low supply numbers are real, and I think today's market proved that."

Many of the cattle offered during the opening session were scheduled for September delivery, giving buyers confidence to secure inventory well ahead of next spring's feeding period.

"Our cattle were mostly later delivery yearlings," Nordhausen explained. "Those buyers are already looking ahead to February, March and April, and it definitely paid producers to hold those cattle into the later summer."

Yearlings Continue Bringing Record Prices

Heavy yearlings once again attracted aggressive bidding.

Nordhausen said 1,000-pound steers generally sold around $3.50 per pound, while many 900-pound cattle traded near $3.40, and 800-pound yearlings brought approximately $3.30 to $3.40 per pound.

"Cattle are still doubling up exceptionally well," he said. "It was just another record day in the cattle market."

Buyers Continue to Expand

While historically high prices benefit producers, Nordhausen says one of the biggest stories is the growing number of buyers competing for available cattle.

"Buyer demand is incredible," he said. "We're seeing a lot of new buyers entering the market, and there's definitely increased competition."

That expanding buyer base has helped support prices despite limited cattle supplies across the country.

Nearly Three Decades with Western Video Market

Nordhausen says his relationship with Western Video Market dates back more than 30 years.

"We've been members since 1992, so loyalty is very important to us," he said.

Many of his consignors have marketed cattle through Western Video Market for decades, although drought and wildfire conditions prevented some longtime customers from participating this year.

"Our consignors are very loyal to us, and we're very loyal to Western Video Market," Nordhausen said.

The Auction Method Still Matters

For Nordhausen, one of the biggest strengths of video marketing remains the competitive auction process itself.

"There's nothing better than an auction," he said. "It's true price discovery."

He describes Western Video Market as much more than a cattle sale.

"It's really the communion of the livestock business," Nordhausen said. "It's where people come together, have fellowship, and work toward getting producers the highest dollar possible for their cattle."

After another successful July sale, Nordhauser says that family atmosphere remains one of Western Video Market's greatest strengths.

"It's really a special deal," he said. "And we hope to be doing it for another 30 years."

Source: Western Ag Network