Red Angus Recognizes Livestock Auctions for Creating Advantageous Marketing Opportunities

Posted December 23, 2021

DENVER – The Red Angus Association of America and its marketing team strive to assist cattle producers in identifying and capitalizing on demand for Red Angus genetics through value-added marketing programs. Profitability goals are not achieved alone and RAAA works closely with forward-thinking livestock auction markets to best represent Red Angus producers and their cattle.

In October, two auction markets were recognized for their significant role in supporting Red Angus producers through tactical marketing and strategic partnerships. These market owners and managers have taken steps to ensure their customers ample marketing options and have worked intensely to foster profitable relationships for their customers and clients. Hosting a special Red Angus sale once or twice annually, the number of calves sold in these sales, as well as promotion of the cattle and the breed were all considered when determining which markets would receive the honor. Producers and RAAA are greatly appreciative of the efforts put forth by these auction markets, which give buyers access to superior Red Angus genetics while supporting ranchers seeking premiums for their high-quality Red Angus and Red Angus-influenced feeder cattle and calves.

• Torrington Livestock Markets – Torrington, WY – Lex Madden
• Sheridan Livestock Auction Company – Rushville, NE – Dan Otte

“We greatly appreciate the hard work all of our partnered auction markets do to provide successful Red Angus feeder calf sales throughout the year,” said RAAA commercial marketing specialist Rachael Oliver. “By providing these Red Angus sales, auction markets expose their commercial producers to greater opportunity in marketing their calves successfully. It is always tough choosing which barns to award, as all do a tremendous job in promoting the breed, but the Torrington and Sheridan auction markets went above and beyond for their commercial Red Angus producers this year. The role auction markets play is very important to us, and this is our way of showing our gratitude for those who continually believe in Red Angus genetics and their consignors."

For those who would like additional information on added-value Red Angus programs such as FCCP or Allied Access, or to learn more about Red Angus-specific marketing sales and grids, please contact Rachael Oliver at


The Red Angus Association of America serves the beef industry by enhancing and promoting the measurable advantages of Red Angus and Red Angus-influenced cattle. The RAAA provides commercial producers with objectively described cattle by implementing new technologies and utilizing scientifically sound principles that quantify traits of economic importance to beef producers in all segments of the beef industry. For more information, visit


December 20, 2021

For more information, contact:
Brandi Buzzard Frobose, Director of Communications 
(785) 448-0239 •


High-resolution photos are available at the following links:

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Torrington Livestock Market (pictured) was honored as an outstanding auction market partner for the Red Angus Association of America for their commitment to supporting Red Angus producers. Sheridan Livestock Auction Company was also honored.