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Featuring insightful opinions, the latest news from around the Angus cattle world and conversations with industry leaders, newsmakers and breeders – from the well-known to the not so well-known. Keep it Underground with your host, David Brown.
Featuring insightful opinions, the latest news from around the Angus cattle world and conversations with industry leaders, newsmakers and breeders – from the well-known to the not so well-known. Keep it Underground with your host, David Brown.
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Here's a quick summary of the last 5 episodes on Angus Underground.
Hosts
David Brown
Previous Guests
Dave Mullins
Dave Mullins is a seasoned expert in agricultural marketing with extensive experience in the cattle industry. He has worked with various agricultural organizations to develop effective marketing strategies that enhance brand visibility and customer engagement. His insights into market trends and consumer behavior have made him a sought-after speaker and consultant in the field.
Dave Mullins is a seasoned expert in agricultural marketing with extensive experience in the cattle industry. He has worked with various agricultural organizations to develop effective marketing strategies that enhance brand visibility and customer engagement. His insights into market trends and consumer behavior have made him a sought-after speaker and consultant in the field.
Seana
Seana is a producer with a strong background in agricultural communications and marketing. She specializes in creating content that resonates with farmers and ranchers, helping them to effectively communicate their brand stories. With a focus on digital platforms, Seana has been instrumental in guiding agricultural businesses through the evolving landscape of online marketing.
Seana is a producer with a strong background in agricultural communications and marketing. She specializes in creating content that resonates with farmers and ranchers, helping them to effectively communicate their brand stories. With a focus on digital platforms, Seana has been instrumental in guiding agricultural businesses through the evolving landscape of online marketing.
Brent Thiel
Brent Thiel is a seasoned cattle breeder based in Isabel, South Dakota, with extensive experience in breeding both Charolais and Angus cattle. He has built a reputation for his commitment to quality and customer relationships in the cattle industry. Brent emphasizes the importance of family values and early agricultural influences in his work. His breeding philosophy focuses on selecting influential sires and maintaining quality across generations, while also adapting to the evolving dynamics of the cattle market. Brent's partnership with Les Lindskov has further enhanced his insights into breeding practices and the future of the seed stock industry.
Brent Thiel is a seasoned cattle breeder based in Isabel, South Dakota, with extensive experience in breeding both Charolais and Angus cattle. He has built a reputation for his commitment to quality and customer relationships in the cattle industry. Brent emphasizes the importance of family values and early agricultural influences in his work. His breeding philosophy focuses on selecting influential sires and maintaining quality across generations, while also adapting to the evolving dynamics of the cattle market. Brent's partnership with Les Lindskov has further enhanced his insights into breeding practices and the future of the seed stock industry.
Matt Thompson
Matt Thompson is a cattle rancher who, along with his family, has recently ventured into non-traditional bull sales. He has been involved in the cattle business for several years, focusing on innovative marketing strategies to enhance their breeding program.
Matt Thompson is a cattle rancher who, along with his family, has recently ventured into non-traditional bull sales. He has been involved in the cattle business for several years, focusing on innovative marketing strategies to enhance their breeding program.
Sarah Thompson
Sarah Thompson is a rancher and partner in the family cattle business. She has played a significant role in organizing their first non-traditional bull sale, contributing insights on the challenges and strategies involved in marketing their bulls.
Sarah Thompson is a rancher and partner in the family cattle business. She has played a significant role in organizing their first non-traditional bull sale, contributing insights on the challenges and strategies involved in marketing their bulls.
Erica Halliday
Erica Halliday is the Chairperson of the World Angus Forum committee. She is involved in planning and coordinating events for Angus producers, focusing on community engagement and collaboration within the livestock industry.
Erica Halliday is the Chairperson of the World Angus Forum committee. She is involved in planning and coordinating events for Angus producers, focusing on community engagement and collaboration within the livestock industry.
Jake Phillips
Jake Phillips serves as the AngusExpo Coordinator, responsible for organizing events that showcase Angus cattle and facilitate networking among breeders and producers in the industry.
Jake Phillips serves as the AngusExpo Coordinator, responsible for organizing events that showcase Angus cattle and facilitate networking among breeders and producers in the industry.
Geoff Birchnell
Geoff Birchnell is the co-owner of 3R Livestock in Tamworth, NSW. He has extensive experience in the livestock industry and contributes to discussions on logistics and planning for events like the World Angus Forum.
Geoff Birchnell is the co-owner of 3R Livestock in Tamworth, NSW. He has extensive experience in the livestock industry and contributes to discussions on logistics and planning for events like the World Angus Forum.
Topics Discussed
Angus Expo
World Angus Forum
Tamworth
Australia
Montana Ranch
marketing
agricultural products
cattle
branding
digital sales
customer engagement
social media
networking
cattle market
bull sales
breeding strategies
Charolais
Angus
family values
customer relationships
breeding practices
sire and cow lines
cattle quality
influential sires
seed stock industry
young breeders
non-traditional marketing
World Angus Forum 2025
bull sale
cattle business
livestock industry
community support
marketing strategies
Angus producers
YouTube Channel
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Episodes
Here's the recent few episodes on Angus Underground.
This episode features a marketing roundtable discussion focusing on the challenges and opportunities in marketing agricultural products, particularly cattle. The conversation highlights the importance of effective marketing strategies, the need for intentionality in branding, and the shift towards digital sales platforms. David and guests emphasize the significance of establishing a strong brand identity, effective communication with customers, and finding a niche in the market to succeed in the competitive agricultural landscape. In this conversation, David Brown and guests, Dave Mullins and Producer Seana, discuss the importance of intentional marketing strategies in the cattle industry. They emphasize the need for long-term planning, effective communication, and the use of technology to engage customers. The discussion also covers the significance of maintaining an updated online presence, being consistent in social media marketing, understanding the target audience, budgeting for marketing efforts, and the value of networking to build relationships within the industry. The conversation concludes with insights on future-proofing marketing strategies to ensure ongoing success for your operation.
Chapters
00:00Introduction to the Marketing Roundtable
03:08Current Market Trends and Opportunities
06:02The Importance of Marketing in Agriculture
09:00Intentionality in Marketing Strategies
11:50Establishing Your Brand Identity
15:05Effective Communication and Customer Engagement
17:56The Shift to Digital Sales Platforms
21:13Finding Your Niche in the Market
24:07Evaluating Marketing Mediums
26:59Personalized Marketing Approaches
33:44The Value of Intentional Marketing
35:05Building a Long-Term Identity
37:51Effective Communication Strategies
40:34Leveraging Technology for Customer Engagement
43:31The Importance of an Updated Online Presence
45:28Consistency in Social Media Marketing
52:04Understanding Your Audience
55:27Budgeting for Marketing Success
01:00:20Networking and Building Relationships
01:02:14Future-Proofing Your Marketing Strategy
Episode Links -
SaleRing.live
InsureMyBull.com
Learn more about our sponsor, Montana Ranch, by visiting MontanaRanchAngus.com.
This episode features a marketing roundtable discussion focusing on the challenges and opportunities in marketing agricultural products, particularly cattle. The conversation highlights the importance of effective marketing strategies, the need for intentionality in branding, and the shift towards digital sales platforms. David and guests emphasize the significance of establishing a strong brand identity, effective communication with customers, and finding a niche in the market to succeed in the competitive agricultural landscape. In this conversation, David Brown and guests, Dave Mullins and Producer Seana, discuss the importance of intentional marketing strategies in the cattle industry. They emphasize the need for long-term planning, effective communication, and the use of technology to engage customers. The discussion also covers the significance of maintaining an updated online presence, being consistent in social media marketing, understanding the target audience, budgeting for marketing efforts, and the value of networking to build relationships within the industry. The conversation concludes with insights on future-proofing marketing strategies to ensure ongoing success for your operation.
Chapters
00:00Introduction to the Marketing Roundtable
03:08Current Market Trends and Opportunities
06:02The Importance of Marketing in Agriculture
09:00Intentionality in Marketing Strategies
11:50Establishing Your Brand Identity
15:05Effective Communication and Customer Engagement
17:56The Shift to Digital Sales Platforms
21:13Finding Your Niche in the Market
24:07Evaluating Marketing Mediums
26:59Personalized Marketing Approaches
33:44The Value of Intentional Marketing
35:05Building a Long-Term Identity
37:51Effective Communication Strategies
40:34Leveraging Technology for Customer Engagement
43:31The Importance of an Updated Online Presence
45:28Consistency in Social Media Marketing
52:04Understanding Your Audience
55:27Budgeting for Marketing Success
01:00:20Networking and Building Relationships
01:02:14Future-Proofing Your Marketing Strategy
Episode Links -
SaleRing.live
InsureMyBull.com
Learn more about our sponsor, Montana Ranch, by visiting MontanaRanchAngus.com.
The conversation explores the current enthusiasm in the cattle market, particularly focusing on the bull sales and strategies employed by producers. David Brown introduces the latest episode in the Master Breeder series, featuring Brent Thiel, Isabel, South Dakota, who shares insights from his extensive career in breeding Charolais and Angus cattle. The discussion highlights the importance of family values, early influences in agriculture, and the evolution of the Charolais breed. Brent emphasizes the significance of customer relationships and the balance between sire and cow lines in breeding practices. In this conversation, David and Brent discuss the intricacies of cattle breeding, focusing on the Angus breed and the challenges of maintaining quality across generations. Brent shares insights on the importance of selecting influential sires, understanding customer expectations, and the significance of consistency in cattle quality. He reflects on his breeding philosophy, the impact of recent sires, and the dynamics of his partnership with Les Lindskov. The discussion also touches on the future of the seed stock industry, advice for young breeders, and the rewarding experiences that come from building relationships within the cattle community.
Learn more about our sponsor, Montana Ranch, by visiting MontanaRanchAngus.com.
The conversation explores the current enthusiasm in the cattle market, particularly focusing on the bull sales and strategies employed by producers. David Brown introduces the latest episode in the Master Breeder series, featuring Brent Thiel, Isabel, South Dakota, who shares insights from his extensive career in breeding Charolais and Angus cattle. The discussion highlights the importance of family values, early influences in agriculture, and the evolution of the Charolais breed. Brent emphasizes the significance of customer relationships and the balance between sire and cow lines in breeding practices. In this conversation, David and Brent discuss the intricacies of cattle breeding, focusing on the Angus breed and the challenges of maintaining quality across generations. Brent shares insights on the importance of selecting influential sires, understanding customer expectations, and the significance of consistency in cattle quality. He reflects on his breeding philosophy, the impact of recent sires, and the dynamics of his partnership with Les Lindskov. The discussion also touches on the future of the seed stock industry, advice for young breeders, and the rewarding experiences that come from building relationships within the cattle community.
In this episode of Angus Underground, host David Brown reflects on the busy March season in Montana, discussing the successful delivery of bulls and the importance of building a strong network in the ranching community. The episode features an interview with Matt and Sarah Thompson, who recently held their first non-traditional bull sale, sharing insights on their journey in the cattle business, the challenges they faced, and the strategies they employed to market their bulls effectively. The conversation also highlights the upcoming World Angus Forum and the significance of community and collaboration in the livestock industry. In this conversation, David is joined by Erica Halliday, Chairperson of the World Angus Forum committee; Jake Phillips, AngusExpo Coordinator; and Geoff Birchnell, co-owner of 3R Livestock in Tamworth, NSW. The discussion also touches on the logistics of planning and hosting Angus producers from around the world, as well as the planned schedule of events over 3 weeks.
Takeaways
Building a network is essential for success in ranching.
The Thompson family has made significant strides in their breeding program.
Marketing strategies can greatly impact the success of a bull sale.
Community support plays a vital role in the livestock industry.
Preparation and presentation are key for successful sales.
Flexibility on sale day can lead to better outcomes.
The importance of learning from both successes and failures.
Family dynamics can influence ranch operations.
Engaging with customers can enhance relationships and sales.
The World Angus Forum is a valuable opportunity for breeders.
A strong crowd presence boosts enthusiasm.
Effective communication is key during sales.
Setting a base price establishes value.
Creating a welcoming atmosphere is essential.
Food logistics can impact guest experience.
Networking is crucial for success in agriculture.
Continuous improvement is necessary for future events.
A well-structured catalog aids in sales.
Community support fosters growth and collaboration.
Learn more about our sponsor, Montana Ranch, by visiting MontanaRanchAngus.com.
In this episode of Angus Underground, host David Brown reflects on the busy March season in Montana, discussing the successful delivery of bulls and the importance of building a strong network in the ranching community. The episode features an interview with Matt and Sarah Thompson, who recently held their first non-traditional bull sale, sharing insights on their journey in the cattle business, the challenges they faced, and the strategies they employed to market their bulls effectively. The conversation also highlights the upcoming World Angus Forum and the significance of community and collaboration in the livestock industry. In this conversation, David is joined by Erica Halliday, Chairperson of the World Angus Forum committee; Jake Phillips, AngusExpo Coordinator; and Geoff Birchnell, co-owner of 3R Livestock in Tamworth, NSW. The discussion also touches on the logistics of planning and hosting Angus producers from around the world, as well as the planned schedule of events over 3 weeks.
Takeaways
Building a network is essential for success in ranching.
The Thompson family has made significant strides in their breeding program.
Marketing strategies can greatly impact the success of a bull sale.
Community support plays a vital role in the livestock industry.
Preparation and presentation are key for successful sales.
Flexibility on sale day can lead to better outcomes.
The importance of learning from both successes and failures.
Family dynamics can influence ranch operations.
Engaging with customers can enhance relationships and sales.
The World Angus Forum is a valuable opportunity for breeders.
A strong crowd presence boosts enthusiasm.
Effective communication is key during sales.
Setting a base price establishes value.
Creating a welcoming atmosphere is essential.
Food logistics can impact guest experience.
Networking is crucial for success in agriculture.
Continuous improvement is necessary for future events.
A well-structured catalog aids in sales.
Community support fosters growth and collaboration.
