About Us

Western Video Market, Inc. (WVM) was founded in 1989 by veteran livestock marketers Ellington Peek and John Rodgers to help customers sell cattle in an auction format to a national marketplace via satellite, and now on the internet. The company works with 20 affiliate auction yard companies and `re than 60 individual representatives to consign cattle from the 16 western states. In 2016, WVM marketed more than 290,000 head of cattle for more than 850 consignors.

How Does it Work

If you're interested in selling with Western Video Market, contact one of our experienced representatives, or contact our main office and we'll point you in the right direction. Our rep will come to your ranch to video your cattle and write up a contract that includes all of the relevant information, such as weight, head count, and delivery dates, as well as any specific information about the genetics or value added programs that you might be participating in. Your rep will help advise you on the best way to list your cattle to market them to their fullest potential.

That information is used to create your catalog description that is posted on our website and also distributed electronically and mailed to cattle buyers throughout the country. The online version of our catalog is both searchable and downloadable to make it as convenient as possible for buyers to find what they are looking for. The edited version of your cattle video is also posted on the website to give buyers a chance to preview the cattle prior to our live auction sales.

We typically host 12 sales annually that are broadcast live on the internet, and six of those are also broadcast on Dish Network, so that buyers from throughout the country can watch our sales from the convenience of their office or home. Western Video Market maintains a list of approximately 3,200 registered buyers that can bid on cattle over the phone with one of our experienced representatives. We also offer internet bidding for buyers who have registered for an online bidding profile. Many of our buyers also attend our sales in person, especially our July Signature Sale.

WVM Advantage

  • Reduce stress on cattle
  • No freight costs to market
  • National market exposure
  • Opportunity to improve value proposition/differentiate
  • Deposit per head on sale day; balance on delivery.
  • Representation by bonded Western Video Market personnel
  • World-class, experienced auctioneers
  • Reduce risk; method of forward contracting

Our Team

Western Video Market employs a production staff that is based out of our main office in Cottonwood, CA.

Ellington Peek, Co-founder
John Rodgers, Co-founder
Brad Peek, General Manager
Callie Wood, Chief Financial Officer
Holly Foster, Operations Manager
Tori Wallis, Production Manager
Michelle Birt, Accountant
Taylor Gallaty, Accounting Assistant
Liliana Trejo, Accounting Assistant
Tania Burrone, Sale Assistant
Presley Ramey, Video Editing Assistant
Ronnye Garcia, Dispatcher

Representative Auction Yards

Western Video Market works with some of the best livestock marketers in the business.

Bassett Livestock Auction, Inc. - Bassett, NE
Cattlemen's Livestock Market, Inc. - Galt, CA
Crawford Livestock Market, LLC. - Crawford, NE
Frontier Stockyards, Inc. - Miles City, MT
Humboldt Auction Yard, Inc. - Fortuna, CA
Intermountain Livestock Exchange - La Grande, OR
Loma Livestock, LLC - Loma, CO
North Plate Stockyards - North Platte, NE
Ogallala Livestock Auction Market - Ogallala, NE
Producers Livestock - Chino Valley, AZ
Producers Livestock Assoc. - Vale, OR
Producers Livestock Assoc. - Salina, UT
Producers Livestock Association - Greeley, CO
Producers Livestock Marketing Assoc. - Madera, CA
Shasta Livestock Auction Yard, Inc. - Cottonwood, CA
Sterling Livestock Commission - Sterling, CO
The Stockman's Market - Visalia, CA
Treasure Valley Livestock Auction - Caldwell, ID
Turlock Auction Yard, Inc. - Turlock, CA


We work with some of the best auctioneers in the cattle industry, including several World Champions.

Col. John Rodgers

Col. Rick Machado

Col. Max Olvera

Col. Kevin Schow

You can also e-mail us at: wvm@wvmcattle.com
or call us at: (530) 347-3793

Market with the Professionals

Copyright Western Video Market.