Fort Worth auction adapts to ever-changing business

By MINDY POEHL | Central Texas Edition

At the “auction room,” this is a familiar position for longtime auction marketer Paul Branch. As business manager with Superior Livestock Auction in Fort Worth, Branch has seen the satellite cattle, and other animal, auction business progress over the years. Branch plans to retire at the end of the year. � Photo by Mindy Poehl

Nov. 3, 2005 - Superior Livestock Auction, located in Fort Worth, is the nations' leader in marketing load-lots of cattle by satellite and the Internet. Paul Branch, business manager with Superior Livestock Auction since 1988, has added to the success and growth of Superior Livestock Auction over his years of working with the company.

Superior Livestock started in 1987 when Jim Odle, of Brush, Colo., and Buddy Jeffers, of Ennis, merged their two companies.

"Video marketing started in the 1970's when the buyer had to be there and the cattle didn't," Branch said. 'Big Dish' (satellite) was not introduced until 1982 or 1983. Buddy was the first person to utilize it," explained Branch. Buddy's business was very seasonal. Jim's business was primarily a fall business. They said they needed to merge the two companies. The first Superior auction was held in January 1987. The business was growing so fast that Jim called me to be the business manager." 

Branch has been working with Superior Livestock Auction since January 1988, and he will retire at the end of 2005, after seeing many changes in the cattle marketing business.

Branch was raised on a farm in Overton where he had a purebred Yorkshire hog farm. He participated in FFA and 4-H clubs. Branch then received his B.A. in animal science at Texas A&M University and then served four years in the Air Force during Vietnam. 

"When I was in the Air Force I got into the veterinarian corps where I continued studying animals," Branch said. 

When Branch returned from Vietnam he moved to Mason, Texas, and started a commercial hog operation. He then worked for Livestock Marketing Association (LMA) until he got the call to work for Superior Livestock Auction. 

During his first year with Superior, 335,000 head of cattle were sold. The sales this past July reached 560,000 head in one month.

"We leveled off at 1.2 to 1.3 million for a while. We just plateaued," said Branch. "Three years ago we went from the big dish to the small dish - Direct T.V. Our sales shot up like a rocket. We plan to sell 1.7 million head this year, and we continue to grow."

Small dish uses a C  Band Satellite that has a 1.5 second delay. 

"Big dish has a five or six second delay. It makes it tough with the auctioneer six seconds ahead," said Branch.

Over the years, Branch has seen the number of representatives increase.

"We started out with 50 reps. Now we have over 400 reps," explained Branch. "The reps are located where there are large numbers of cattle. We don't have reps in Virginia, Wisconsin or Indiana. Our strength is in those states that have the largest cattle herds."

The representatives are independent contractors that work on a commission.

"They must solicit and describe the cattle and be with the seller," Branch said. "They set up the delivery and they must be there for the delivery."

Branch has seen Superior Livestock Auction sell "a little bit of everything over the years," he said. "We sold sheep when we first started, but the number of sheep raisers had decreased in size. We used to have an exotic animal auction where we sold ostriches and emus. We rode that wave for a year or two. We used to sell ostriches for $60,000 a pair, but that bubble burst in a hurry."

Superior Livestock Auction has even opened a subsidiary company called Superior Productions, which is specialized for purebred breeders. Superior Productions films, edits and creates a preview DVD of what the seller has to offer.

"It has proved effective for breeders and exposed lesser known breeders," said Branch.

This month, Superior will have a PBR sale as well as a Camp Cooley sale. And, nine purebred auctions will be held next month.

Superior holds a sale every week and averages 45,000 head sold a day. But Branch can remember back to 1988 when 13 auctions were held the entire year.

"Now, we have around 125 to 135 buyers a day," added Branch.

Superior Livestock Auction advertises with an 800 number and representatives, but most of the advertising is performed by word of mouth, said Branch. Superior also has an extremely detailed website that can be found at www.superiorlivestock.com.

"We have a catalog on the website that allows you to do an advanced search," explained Branch. "We need to stay abreast of technology and we are working on letting you see a selected video online." 

Anyone who is qualified can buy from Superior. Callers must first call in, give out some information and tell where the cattle are financed. After visiting with that person's bank, Superior will decide if they will give that person a buyer's number or not.

"We have 65,000 registered buyers," Branch said. "We sell to what I call the 'professional cattleman' - not just someone who works with cattle on the weekend. And, not all of our buyers are in the cow/calf business. Many are dealing in load lots - buying and selling."

Branch said the major buyers of calves are individuals and yearlings all go one way - to feed lots.

"The strength of Superior is not just the great big consignors," said Branch.

Superior Livestock Auction can be found on RFD T.V., a rural network that also televises polka shows, cooking and campfire shows and animal training shows. On Direct T.V., it can be found on Channel 379 and on Dish Network it will be found on 9409.

Branch has seen many changes in the livestock marketing industry over his years of working with Superior.

"There will continue to be changes in the industry, but it will remain strong" he explained. "You don't hear people say, 'Let's go out and celebrate by eating a chicken breast.' Things have happened in the industry that cattlemen don't have control over, but the pendulum always swings and doesn't stop in the middle."

Branch remembers when the grand champion bulls were "little dumpy things," he said. "Now, you can't even see the people's heads behind the giant grand champions. English breeds are the most popular and bring in the top prices. People aren't sticking to straight exotic cattle like they did 10 years ago. We want to see good marbling in our cattle."

Branch will retire on Dec. 31, 2005 and he is looking forward to spending time on his ranch in Mason.

"We're still dealing with a perishable commodity. I had fun in it, but every company needs some new blood," Branch said. 

Jim Kelley will take over as business manager for Superior Livestock Auction.

"I've had more fun getting to know these people I talk to over the phone. The vast majority of people I deal with are salt of the earth and the greatest people to deal with. Their word is their bond," said Branch. "And it certainly has never been boring. I cherish those friendships I've made and I enjoy watching our young reps start out and eventually come into their own."