{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"We Live It | LiveAg's Livestock Marketing Podcast","title":"Bull Genetics, EPDs & the Business Behind Riverbend Ranches with Chris Howell","html":"","width":"100%","height":180,"duration":1263,"description":"In this episode of We Live It, Ty deCordova and Wade Leist sit down with Chris Howell in Boise, Idaho, to talk about his decade inside Riverbend Ranches and Riverbend Steaks— and why he decided to step into representing cattle for producers across Nevada, Oregon, California, Idaho, Utah, Wyoming, and South Dakota.\nChris breaks down what Riverbend actually is, how Riverbend Steaks sells beef direct to consumers, and how the operation grew from purchasing 3,000-5,000 calves a year to 50,000-70,000. He also shares what he looks for in bull genetics and EPDs, how commercial producers can attach real value to their bull-buying decisions, and why trust is the most important thing a rep can build with a customer.\nWhether you're a commercial cow-calf producer, a seedstock breeder, or new to the cattle business, this conversation is full of practical insight on genetics, marketing, and what it takes to build a program that lasts.\nTopics Covered:\n- Chris Howell's move from Riverbend Ranches to LiveAg\n- What Riverbend Ranches, Riverbend Stakes & Riverbend Seedstock are\n- RiverbendSteaks.com and direct-to-consumer beef sales\n- Bull genetics and EPD selection\n- Creating value through genetics and marketing\n- Building trust between reps and producers\n- Advice for young producers entering the cattle business\n- New technology: virtual fencing and verified natural programs\n- Chris Howell's LiveAg rep territory (NV, OR, CA, ID, UT, WY, SD)\nReach Chris Howell directly at Live-Ag.com to start marketing your cattle with him.\n00:00 Introduction — Live at the LiveAg Sale in Boise, Idaho\n01:15 Welcome Back to We Live It: Meet Chris Howell, New LiveAg Rep\n02:00 Chris's Role at Riverbend Ranches: Customer Service to Procurement\n02:52 Riverbend's Growth: From 5,000 to 70,000 Calves a Year\n04:11 What Is Riverbend Ranches, Riverbend Stakes & Riverbend Seedstock?\n05:09 RiverbendSteaks.com: Direct-to-Consumer Beef Subscriptions\n06:04 Chris's Path: From a Nevada Commercial Ranch to Riverbend...","thumbnail_url":"https://img.transistorcdn.com/SsNLQLqn7ePgfHzuUJzXQtMtFUBesC-szTPaDkxMq9k/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yODFk/YzU4YmMzNjgyMjEy/OTQ1YjFlODk0NTY1/N2Q4Yi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}