Jim Santomaso started working for Bud Van Berg at Sterling Livestock Commission Co. in 1971. He taught himself to auctioneer by listening to Bud Van Berg, Damon Koch and Wayne Kruse as well as many others. He was working full time at the auction and would come in at night for extra practice time behind the microphone in the auction ring.

Jim worked outside unloading trailers and sorting cattle and eventually worked his way up to lead auctioneer. Jim also worked the country visiting with customers and learning how to market their cattle in the best way possible.

In 1973 he married Becky Van Berg. In 1974 their daughter Jenny was born. In 1977 their son Jason was born. Both children grew up in the livestock market learning the family business from their dad.

Jim has served on numerous committees for the Livestock Marketing Association. Jim also served as the President of the Livestock Marketing Association form 2007-2008.

Jim served on the Colorado Beef Council for 2 terms and is presently serving on the Colorado Cattlemen's Association Board.