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John Rodgers
Western Video Market
John Rodgers is a prominent figure in the livestock marketing industry, with a career that spans over five decades. Growing up on his family’s farm in Visalia CA from a very young age John enjoyed the cattle business, owning his own black angus herd as a young boy in 4-H. He started his auction career at age 14 and kicked off his lengthy career first selling drop calves for Art Martella in 1966. This was just what he needed to get the ball rolling in the auction business, from there working for and beside numerous influential livestock auctioneers. He worked hard on his cattle marketing and auctioneer skills and went on to win the prestigious title of World Champion Livestock Auctioneer in 1986.
John’s expertise and passion for the cattle business led him to purchase and operate The Stockman’s Market auction yard in Visalia from 1978 to 1994, and he continues to trade cattle under that name to this day.
In the early 1980s, John ventured into video marketing, collaborating with renowned auctioneer Skinner Hardy in 1982. This innovation continued in 1988, when he helped pioneer satellite broadcasts for livestock auctions, with the help of Russel Cyplicki, Leroy Pimentel, and Richard Stober.
These efforts laid the foundation for the creation of Western Video Market in 1989, alongside business partners Ellington and Andy Peek. Western Video Market revolutionized the industry by connecting sellers and buyers nationwide through satellite and internet broadcasts. Today it remains the second-largest livestock video auction company in the United States selling over 400,000 head of cattle and sheep annually.
Getting his pilot’s license shortly after he was old enough to drive John has logged over 10,000 hours and thousands of miles on his airplane flying to cattle sales and events across the western United States. The journeys he has made in his plane with fellow auctioneers and ring men have been some of his most joyful adventures.
John Rodgers’ commitment to the livestock industry is widely recognized. He has been honored multiple times for his contributions, including being named Cattleman of the Year twice by the Tulare County Cattlemen's Association, California Livestock Marketing Association Friend of the Industry and being inducted into the California Angus Hall of Fame for his work promoting purebred Angus sales and keeping angus calves at the forefront of the Video. Although John has retired from auctioneering, he remains actively involved in the Western Video Market and continues to contribute to the industry mentoring young auctioneers with his work with fellow World Champion Livestock Auctioneers Max Olvera and Ralph Wade through their Champions Chant Bid Calling Seminar each year. Focusing on his family’s alfalfa farming operation and mentoring his grandson, Cole, in the ways of cattle, agriculture, and the western lifestyle are some of his most recent joys.