Western Video Market Reorganizes to Better Serve the Livestock Industry
May 01, 2024
Cottonwood, Calif. (May 1, 2024)—The shareholders of Western Video Market, Inc. (WVM) have recently made the decision to restructure the company to ensure its longevity and cement the company’s role as the marketing outlet of choice for livestock producers. This change has been a long time in the making, but both the previous and new shareholders felt the time was right to make this transition.
“Everyone involved in this change has been a key part of the company—some from the very beginning—and some in more recent years,” said John Rodgers, Co-founder of WVM. “All of the participants share the same goal of providing the same personal customer service to our consignors and buyers that is the trademark of who Western Video Market always has been, and will continue to be.”
The new ownership group includes members who have been part of Western Video Market since its beginning in 1989, including founders Ellington Peek and John Rodgers. As part of this restructure, Ellington Peek has been named Chairman Emeritus in recognition of his significant contributions to livestock marketing and the formation of Western Video Market.
Ellington, along with his son Andy, who passed away in 2008 after a battle with pancreatic cancer, and John Rodgers, formed Western Video Market to help their auction market consignors reach a national buyer base. The company grew with the support of an affiliation of auction markets and reps throughout the country to become the second largest livestock video marketing company in the nation.
The emphasis on providing the best service possible to customers helped drive the decision to reorganize Western Video Market. Part of the goal is to involve the next generation of livestock marketers who have contributed to the company.
“This is an exciting time for WVM as we create a succession plan for the next generation,” said Rick Machado, lead auctioneer for WVM. “It means that our customers can be assured that the company and people they know and trust will be right there alongside them marketing their cattle with the same personal attention they have always received.”
Callie Peek Wood, also announced her retirement as Controller of Western Video Market, after serving the company in that role since its founding. Michelle Birt, long-time accountant for WVM has been named as her successor, and Holly Foster will continue as WVM Operations Manager.
“We are indebted to the groundwork that has been laid by the founders and core participants of WVM,” said Jake Parnell, President and Chairman of the Board. “2024 marks the 35th year that Western Video Market has been in business. The founders, staff and reps that created WVM were innovators in their time. We’re excited to have a group that is committed to bringing new ideas and seeing the company continue to grow. Our goal is to offer our consignors a marquee platform to sell their product and serve our buyers to the very best of our ability.”
Western Video Market Owners
Ellington Peek, Co-founder John Rodgers,* Co-founder Rick Machado*
Brad Peek* Donald Doverspike* Holly Foster*
Justin Niesen* Matt Norene JC Niesen
Todd Muller Laurie Peek Norene Betty Peek
Cattlemen’s Livestock Market (Jake Parnell*)
Turlock Livestock Auction Yard (Max Olvera*)
Ogallala Livestock Auction Market (Jay Nordhausen and Lance Van Winkle)
Crawford Livestock Market (Alicia Hunter-Robertson and Rich Robertson*)
*2024 WVM Board Members are indicated with an asterisk
The company will be kicking off the marketing season and this new chapter with a video sale to be broadcast live from Harris Ranch Resort in Coalinga, CA on May 2, 2024. The sale will get started at 9:00 am Pacific and can be viewed on www.wvmcattle.com or Dish 998.
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Founded in 1989, Western Video Market is the largest livestock video auction company in the western United States and provides internet and video marketing services for commercial and purebred cattle and sheep producers. Licensed and bonded, WVM provides central clearing for livestock shipments. For more information, visit www.wvmcattle.com. Western Video Market’s mission is to provide its customers and buyers with innovative marketing opportunities coupled with the personal attention that is the company’s hallmark.