Mike Borschow was instrumental in pioneering live video in the auction industry, leading the strategic planning, development, and execution of the technology behind the first-ever satellite broadcast of a livestock auction in 1985 for Amarillo Livestock Video Auction (ALVA). In 1987, when ALVA and Odle Auctions merged to form Superior Livestock Auction, Mike was responsible for all the technology and video broadcast operations for the company at the Fort Worth Stockyards. Over the years, through his companies USDBS and Vway Innovations, he continued to provide critical services to Superior, ultimately completing his work as an executive advisor in December 2023. Mike then served as VP of Engineering at RFD-TV before joining LiveAg during its startup phase. Mike’s expertise in business, operations, and innovation is focused on supporting the growth and development of LiveAg, contributing to its long-term strategy and success. In addition to his work in the auction industry, Mike founded USDBS, a successful satellite television distribution company, and has provided services to all major television networks, the FAA, the Dallas Cowboys, and numerous other broadcast and video production companies.

Some folks just have cattle in their blood. That’s CJ Page – raised in southern Colorado sale barns, learning the trade from his order buyer grandpa. Now he’s carrying on that legacy in Ranger, Texas, running stockers with his dad and raising the next generation of stockmen with his wife and three kids. At LiveAg, he’s your go-to guy for blending old-school know-how with new-school marketing. Because the best innovations are built on solid foundations!

Mitch Hickey brings over three decades of invaluable experience in consignment and purchase contracts management to our team. With deep roots in the livestock industry, Mitch was raised on the Hinman Ranch in Kremmling, CO, where her family bred registered and commercial Herefords and showcased feeder calves across the western and central United States. Her extensive knowledge of business practices for cattle producers, backgrounders, and feeders is complemented by her expertise in data management, query operations, and reports analysis. Mitch played a crucial role in Superior Livestock’s startup, contributing to strategic planning and business workflow management. Her 33-year tenure at Superior Livestock Auction, where she managed accounting, has earned her the respect of livestock auction representatives throughout the central and western regions. Mitch resides in Brush, CO with her family, bringing a wealth of experience along with her personal passion for the livestock industry to our organization.

From show rings to sale rings, Margo has lived and breathed agriculture her whole life. Born on a commercial operation in southern Ohio, she grew up showing club calves and quarter horses. These days, you’ll find her in Springfield, Missouri, where she and her husband Matt Owen are raising the next generation of cattlemen with their son Maverick. Between managing their weaned calf operation, running an embryo recipient program, and raising Simmental cattle, Margo’s still found time to spend 16 years helping fellow producers market their livestock through live auctions.

Whitney’s roots in agriculture run four generations deep in the Hereford industry. A Montana native and proud Oklahoma State University graduate, Whitney’s connection to the cattle industry was strengthened early on through showing Hereford cattle and serving as the National Hereford Queen.

Drawing from her extensive cattle industry background and over five years of experience as a senior operator with CCi.Live, Whitney has developed valuable expertise traveling to sales across the country. In her current role, she combines her operational knowledge and cattle management experience to support LiveAg’s growth initiatives.

Whitney’s approach to her work reflects her agricultural upbringing – combining practical experience with a genuine commitment to advancing the industry. She continues to build on her family’s legacy while contributing to the future of agricultural operations.

Katy Holdener’s journey in agricultural communications began on her family’s row crop farm in California’s Central Valley, where she developed a deep appreciation for the industry. After earning a degree in Agricultural Communications and Economics from Oklahoma State University, Katy has been fortunate to work with respected organizations such as the American Hereford Association, American Angus Association, Superior Livestock Auction and BioZyme, Inc. These experiences have provided her with valuable insights into seedstock and commercial livestock marketing. Katy strives to create effective marketing strategies that support the company and its consignors.

Chance Ludwick, located in Fort Worth, Texas, offers a unique blend of IT expertise and hands-on cattle industry experience. With over a decade in the IT field, including service in the U.S. Army specializing in information security and network engineering, Chance transitioned to software development to craft technology solutions for industry needs. His five-year tenure at Superior Livestock Auction provided invaluable insights into the critical role of technology in connecting ranchers and buyers efficiently. At LiveAg, Chance’s dedication to integrating innovative software solutions with agricultural needs ensures that cattle producers and buyers have access to seamless, user-friendly tools, supporting the industry’s growth in a modern marketplace.