RINGSIDE ISSUE 6

IN THIS ISSUE

Rebrand, Rebuild, Rejoice

Stories from the Harvie Crest ranch, and how they include their kids in their everyday operations.

The Junior Show Effect

Evan Patriquin shares his story and gives advice for junior showmen and young producers.

Essential Service

How an unrealistic idea turned into a sale day staple in modern cattle marketing.

The

It is easy to get caught up in the competition of cattle showing. However, no matter where we have gotten, or or how far we have come, it is always important to remember where we began and why we do it. We all started somewhere, we were all new at this once, and we all have the ability to continue to learn and grow.

A message from the girl behind the keyboard and camera of Seven D Media.

Why.

This issue of Ringside is not about discussing the current state of the show world, it is about encouraging the readers of Ringside to take a step back and reflect on what showing cattle means to them, and maybe even rekindle some joy for the sport we love so dearly. I hope you close this issue inspired, and continue to make a conscious effort to leave the shows and programs we know and love better than we found them.

Let me introduce you to Quinn. Quinn is five years old, and the product of two very competitive show families… But Quinn doesn’t know that. She knows she enjoys winning buckles and she knows she wants to be competitive. However, that isn’t why she chooses to go to shows. (And no, her parents do not force her.) She is excited about showing cattle because she loves it, she loves her heifer (Twinkle Twinkle Little Star), and she loves her friends and family that she gets to do it with. But don’t just take my word for it, here is what her mom Jocelyn had to say, “Kyle and I both grew up showing and have always loved it. We truly value and enjoy the time spent with our cattle, our family, and our friends. Our little girl just turned five, and she has already fallen in love with showing. When she finished her skating lessons this year and we asked what she wanted to do next, her answer was, ‘Go to more shows!’

Quinn loves her cattle with all her heart, and we love watching her do what she loves. Is she learning a lot about cattle? Absolutely. But more importantly, she’s learning about life. The values reinforced through showing cattle will stay with her forever and play a big role in shaping who she becomes.

We also deeply appreciate the people she is surrounded by at shows. She has incredible mentors to look up to, kids we want her to learn from not just in the ring, but in life. They are salt-of-the-earth kids who demonstrate strong work ethic, push themselves to be their best, treat others with respect, and still find time to have fun. We’re equally grateful for the parents and adults who take time for her. Show kids gain something special – kind of like ‘bonus parents,’ who are always there to lend a hand, give advice and cheer them on.

This is about so much more than showing cattle. It’s about time spent together as a family. It’s about the people we choose to surround ourselves and our daughter with. It’s about how we want to raise her and the values we hope to further nurture. It is about a little girl who loves cattle, loves showing, and is learning so much about life along the way.”

May we all be a little more like Quinn as we move into the summer show run.

I recently said in an interview that this career has given me the opportunity to speak and interact with people so completely out of my league; Brent Stewart was one of those people. This past summer I was incredibly fortunate to share the show ring with Brent on three different occasions.

At a stock show, only a handful of people actually listen to the show from start to finish; the announcer, the ring men, and the photographer. Although show days can be long, I am so grateful to have been able to listen to Brent evaluate cattle and capture the interactions between him and exhibitors. Brent truly was a legend like no other, and he played a large role in the show community, achieving goals that are only dreams to most.

Ken Stanley was someone I looked up to for as long as I can remember. When I was a child, people would ask, “what do you want to be when you grow up?”, to which I would respond, “I just want to sell cows.” It is what my dad and his friends did, and I thought it was the coolest job in the world. Spending days in auction barns, seeing all breeds, weights, and types of cattle go through the sale ring, interacting with other producers, and of course, eating the VJV Westlock lunch specials seemed so appealing to younger me... oh what am I saying, it still is my dream job.

When I was old enough to start my own herd and sell calves off of my personal cows, there was a great sense of pride that came when “Jub” bought my calves. Jub was also a partner on the first steer we exhibited at the Calgary Stampede Junior Steer Classic. There are so many memories of Jube that I will cherish, and I know wholeheartedly that the auction barn won’t be the same without his billowing voice, quick wit, and welcoming attitude.

Rod Chizawsky Memorial Fund Recipients

In the fall of 2025, the Simmental and commercial cattle industry tragically lost a respected cattleman in a farming accident. Rod Chizawsky was not only known for filling every sale barn he entered with his contagious belly laugh, jokes,witty one-liners and remarkable work ethic, but also for his eagerness to lend a helping hand to anyone in need. He had a deep love for cattle and the agricultural way of life, often reminding others that “it’s not work when you love what you do.”

Rod dedicated his life to the agriculture industry, establishing his own operation in Vegreville, Alberta, where he began as a heavy duty mechanic for John Deere and later evolving into sales for many years while also farming and raising a commercial cattle herd alongside purebred red and black Simmentals before he retired to farm full time.

The Rod Chizawsky Memorial Fund was created to honor his legacy—ensuring that Rod could continue helping others and remain deeply connected to the cattle industry for years to come. This year’s memorial funds were raised through ticket sales for a heifer raffle, with the heifer generously donated by Black Gold Simmental of Hillmond, Saskatchewan.

Thanks to the overwhelming support, a $10,000 and a $5,000 bursary were established to be awarded to Canadian youth aged 15–25, with funds designated to support the start or growth of their own cow herds. The successful applicants were announced and recognized at the Black Gold Simmental Bull Sale held on March 14, 2026.

The selection committee would like to congratulate Tanner Abraham (22) of Innisfail, AB on being named the $10,000 recipient, and Rylan Jackson (15) of Mannville, AB on receiving the $5,000 award.

The Rod Chizawsky Memorial Fund will begin accepting applications for 2027 late this fall.

The Junior Show Effect

Life after juniors shows, representing a minority breed, and finding momentum as a young purebred producer.

The beauty in junior shows is that you can start when you are 9 years old or 20 years old, and still have a chance to be successful. Whether it is jackpot steer and heifer shows, 4-H programs, or junior breed associations, you can get involved with any level of experience, or any kind of background (before the age of 21) and still benefit from the environment and the culture created through interacting with likeminded youth.

Although you would never know it, Evan Patriquin of Thorhild, AB did not begin his show career until he was 13 years old. “In 2016, we bought our first purebred Shorthorn. I was looking for a heifer for 4-H and to take to junior shows. I really didn’t care what breed or color, I just wanted to find a good one.”, commented Evan. The founding female of Double Arrow Stock Farm was purchased from Baehr Acres Shorthorns, and acted as a catalyst for his Shorthorn herd. After attending the Junior National Shorthorn Show in Red Deer, AB the following summer, Evan was hooked.

The Double Arrow name came from the Patriquin’s brand, “I would be the fourth generation of our brand. As it reads, it is ‘lazy left arrow over lazy left arrow’, and it sits on the left hip of cattle.” Evan’s parents Andre and Jenny Patriquin were no strangers to cattle, having been involved in purebred Simmental cattle in the 1990’s. Today, with Evan’s help they calve 40 purebred Shorthorn calves annually, approximately one third of which are the result of embryo transplant technology. They also manage a 120 head commercial cowherd.

Despite his parents’ involvement in the Simmental breed, Evan chose to pursue a path with Shorthorn cattle. “The people in the breed are really good. They are easy to get along with and really supportive of me being a young breeder. Ultimately, we saw an opportunity for growth within the breed.” As with all breeds, some producers place a higher value on EPD’s than phenotypic traits. Evan has always been eager to find matings that resulted in more modern phenotypes, while maintaining the necessary number profiles for the Shorthorn breed standards. “We are trying to improve them from a phenotype standpoint, and not chase a bunch of numbers. The numbers are a bonus when all those things line up.”, added Evan. “We try to make them practical to where we can sell bulls to commercial producers, but also be very competitive in a show ring setting.”

As a young producer, Evan understands the importance of parting with some “good ones” in order to grow your reputation, build your brand, and market your genetics. In 2023, Evan campaigned DASF Valentine FB 19L as a heifer calf, receiving Reserve Champion Shorthorn Female honours at Farmfair International. She went on to sell for $50,000, which put her among the highest selling Shorthorn females in the country. (Sold to Sweetgrass Ranch of Medicine Hat, AB) “(19L) was one my parents didn’t want to sell, but I was pretty dead set on selling her.”

After chasing the Grand Champion Shorthorn Female title at Farmfair International for 3 years and coming up as reserve champion, Evan was able to accomplish this dream with DASF Billie Jean BF 27M ET in 2025. “That particular female holds a very special place in my heart…The 27M heifer was just unique; I think that would be the right word to describe her.”, Evan commented. “Finally getting it done with one that was reserve the year before was pretty cool.”

27M was the Reserve Champion Shorthorn Female at Farmfair as a calf in 2024, and returned to the show ring in 2025 to win the AOB (Any Other Breeds) show at the Barrhead Beef Bash, the Shorthorn show at Olds Fall Classic, as well as the Shorthorn Show at Farmfair International. 27M was sold to Peckover Shorthorns and First Class Shorthorns as a heifer calf.

Land limitations can be a handicap when it comes to the growth of any operation, especially for one of a young producer like Evan. Because of this constraint, Evan and his family have taken a “quality over quantity” approach to their purebred Shorthorns. At the heart of their program are three main donor females: 30C, 102H, and 53H.

KMS Billie Jean 370Z 30C is the dam of Double Arrow’s Farmfair Grand Champion Female, DASF 27M. The Patriquin’s have begun utilizing one of 30C’s daughters as a donor female for their program, proving not only that the 30C progeny are productive, but also elite.

Also in the donor pen is Sweetgrass Valentine 102H. “Her progeny are really commercially accepted from a bull sale standpoint, but the females are still good enough to compete in the show ring.” Evan’s $50,000 heifer calf, DASF 19L was a direct daughter of the 102H female.

One of their newest additions is the Six S Lady 53H female. “We thought she was an awfully nice one, but didn’t know how special she would be at the time. Since then, we have a couple daughters in the herd now, but it is the bulls that she has been producing. The previous two years, the high selling bulls at our bull sale have been sons out of her. This is the first year we have a set of embryo calves out of her on the ground and they look really good too.”

Although Evan’s fitting career began with mentorship from his father Andre, he appreciates the guidance he has received from peers in the show industry. “Kyle Dodgson taught me a lot when I was pretty young, and showed me the ropes. I (also) had the opportunity to spend half my summer with Justin Carvey out in Manitoba working on cattle there. Just watching him and learning things from him took my clipping and fitting to the next level.” The people he identifies as mentors are now some of Evan’s closest friends. In the cattle business, relationships are incredibly important, and Evan places a large emphasis on that. “Following high school, I went on the road working for DLMS, and leaned on my parents pretty heavily to do a lot of the day to day work while I was gone. But, through (DLMS) I was able to make a lot of connections in the industry.”, mentioned Evan. “Most of my best friends don’t live anywhere near me, but I talk to them almost daily. It’s one of those things where the more connections you can make as you get older, the more successful you are going to be in the future.”

“If you don’t know how to get into it, my advice would be to find a family that is already doing it. That is exactly what I did. My parents supported me 100%, but hadn’t been involved in showing cattle in a lot of years, since their Simmentals in the 1990’s. It was the Brandl family that took me under their wing.”

With the Shorthorn Junior National Show returning to Alberta this summer July 1-4, 2026, Evan advises juniors, “Don’t be afraid to put yourself out there. I know it is something you hear often, but now that I am a little older and looking back at my junior career, take those opportunities when you get them, don’t be afraid to talk to new people at the show, don’t be afraid if you are not a breeder of the Shorthorns, reach out to somebody.”

What would take most programs a lifetime to build, Evan Patriquin has done in a decade with resilience, an openness to ask questions, and a progressive mindset when it comes to the Shorthorn breed. He has hung banners, sold cattle, and grown his operation to include a variety of genetics from several different breeders. But at the root of it all is his passion for cattle, livestock shows, and the agriculture industry. “I don’t think it matters what it is in life, you find your passion and what drives you, and you work towards succeeding at that. I guess that was my ‘why’. I love showing cattle…The opportunities that junior shows have given me over the years, looking back on it now, is extraordinary.”

Rebrand, Rebuild, Rejoice

Stories from the Harvie Crest ranch, and how they include their kids in everyday operations.

When you arrive at Harvie Crest Cattle Company, you’re immediately greeted by one dog, three kids, and a whirlwind of excitement. If you can make it past the welcoming committee, junior herdsmen, and built-in predator control, you’ll meet Scott and Kerrie Harvie—proud parents of Chick, Gentry, and Tel, and the owners of Harvie Crest Cattle Company.

Established in 2018 just outside of Olds, AB, the Harvie Crest Cattle Company name may be relatively new, however, it is a family-first operation, built on generations of experience, rooted in the Canadian beef industry. While the Harvie Crest name is less than a decade old, it carries with it a lifetime of knowledge and cattle industry heritage.

Scott’s roots trace back to his grandparents, Louis and Jean Latimer of Remitall Cattle Company, whose commitment to consistency, disciplined selection, and long-term genetic improvement continues to influence the Harvie Crest program today. That foundation was further strengthened by Scott’s parents, Ian and Marlene Harvie, who spent more than 45 years building Harvie Ranching into a respected name in the Polled Hereford, Charolais, and later Simmental breeds.

Kerrie’s background and lifelong passion for Simmental cattle has played an important role in the success of Harvie Crest Cattle Company. She grew up around both purebred and commercial Simmental cattle, with her family being involved in the industry for over forty years. Kerrie’s father, Barry Bennett, former General Manager of the Canadian Simmental Association has been a significant source of knowledge and guidance, assisting with pedigree research and helping them understand EPDs to make informed breeding decisions.

When Scott and Kerrie parted ways with Harvie Ranching to establish Harvie Crest Cattle Company, they were fortunate to step forward with the Harvie Ranching Simmental division in tow, along with their three young kids. What began as a fresh start for the family of five quickly became the opportunity to build a program of their own— together.

After building their operation from the ground up, the Harvie family constructed their barn and surrounding infrastructure that stands on the ranch today. Their first major cattle investment came in the fall of 2020 with the purchase of 120 commercial bred heifers. While the goal was to grow a commercial cow base and produce replacement females, the group came with challenges—including disposition, calving difficulties, and a steep learning curve. However, those early experiences became a turning point, giving the Harvie family a deeper understanding of calving ease sires and the importance of selecting for functionality. Over time, these commercial females transitioned into embryo recipients.

Around the same time, Scott and Kerrie’s children began displaying interest in showing cattle. Together they began sourcing purebred heifers for them to exhibit. In an effort to generate a return on their investment, those show females were later flushed, with their embryos being implanted back into the original recipient group. What followed was a natural shift back into the purebred side of the business.

“Lo and behold, we were back in the purebred side of things raising bulls, and we really did miss it,” Scott said. “We love selling bulls to our commercial customers. It was a quick transition back into the purebred deal.”

Among those early donor females was Red Six Mile Frado 344J, a Red Angus heifer affectionately known as “Baby Shark.” Purchased in the 2021 Six Mile Ranch Genetic Focus Production Sale, she would go on to become Gentry’s first show heifer and one of the most influential females for the Harvie family.

Not only was Baby Shark an important breeding piece for Harvie Crest, she was also a catalyst in Gentry’s love for cattle, showing, and the Red Angus breed. Together, this partnership earned Gentry her first belt buckle at the 2022 Chinook Junior Stock Show, winning Grand Champion Purebred Heifer under judge Russ Sibbald. She continued to find success at various shows, however, her most notable accomplishment came in the fall of 2023 when she was selected as the Grand Champion Red Angus Female at the Canadian Western Agribition in Regina, SK.

The Baby Shark donor has produced 48 progeny and continues to be seen throughout both the bull and female pens at Harvie Crest. At the 2025 Summer Synergy show in Olds, Gentry exhibited Baby Shark’s natural calf, “Sharkie 4091M,” where she was named Supreme Champion Commercial Female. The 344J cow family also produced Harvie Crest’s 2026 high-selling half-blood bull, Harvie Crest Long Game 5012N, which sold for $40,000 and drew attention from breeders across the country.

In selecting herd sires, Scott summed up their philosophy in the 2026 sale catalogue: “Investing in high quality bulls remains one of the most cost-effective ways to add profitability, efficiency, and longevity to your operation.” That mindset has guided their family’s approach to sourcing outcross genetics and creating unique mating opportunities for their customers. While introducing new genetics can be intimidating, Scott spends a lot of time studying pedigrees, evaluating cow families, and analyzing traits such as birth weight, weaning weight, docility, and overall productivity to help make educated risks. As a family, they remain focused on proven cow families, while continually bringing fresh genetics into their bull program in Olds, Alberta.

“Baby Shark” 344J after being selected Grand Champion Red Angus Female at the 2023 Canadian Western Agribition

This spring, the Harvie family added two new herd sires to their bull battery: a black heifer bull from Circle G Simmentals and an ES Right Time son from the CK Cattle program in South Dakota. They have also expanded their female base with purchases south of the border, including a direct daughter of WS Miss Sugar C4 from Lazy C Diamond Simmental Ranch. “(WS Miss Sugar C4) would probably be one of the most prolific cows in the United States,” Scott noted. “She has multiple sons working that were high-selling bulls, and they have an unbelievable number profile. I really like the predictability.”

Docility remains a top priority at Harvie Crest, largely because of the role their children play in the operation. “They’re not our hired hands, but they work side by side with us,” Kerrie said. “They take customers through the bull pen, they run our HerdTrax program—we ask them to do a lot. We live and breathe cows around here, and they like it and are naturally interested in it.” “When we were starting from scratch, we had no money to hire anybody else to help us, so our kids got thrown into the mix,” Scott added. “They enjoy their responsibilities, and we try to make sure each kid has a role and a purpose.”

Each of the three children brings something different to the operation. Chick, the oldest, is a natural cattleman with strong skills in judging, public speaking, and marketing. He also plays a key role in promotions and customer relations, along with a growing interest in hunting and predator control. In one unique example, Chick marketed and sold a Hereford-Plus bull in the 2026 Harvie Crest bull sale named “Coyote Sniper,” the result of a trade with his uncle, Cole Harvie, exchanging coyote hunting services for Hereford semen.

Gentry, the lone daughter of Scott and Kerrie, brings a level of organization and hospitality to the operation, a natural presence in the show ring, and is the driving force behind their Red Angus division.

The youngest, Tel, is wise beyond his years and loves to be involved in all aspects of cattle production. He helps catch ears in the picture pen, sort cows, and is eager to build his herd. “Tel wanted to buy his show heifer, so we agreed to a price of $10,000, and we paid him $10 an hour. He had to write down his hours in a log book,” Scott mentioned. “He tracked all his hours, and he didn’t give me any free hours.” Scott and Kerrie have instilled a strong work ethic in their kids by helping them set and achieve goals such as owning their show animals.

Although the kids have their own animals to buy and sell, they remain focused on the success of Harvie Crest as a whole. Prior to their bull sale this year, Scott and the three kids attended the Medicine Hat Pen Show. While they were there, Scott provided the kids with the incentive of $10 for every potential customer they brought to the stall, registered on the mailing list, and engaged in conversation about their bulls. Needless to say, this was a successful venture and an excellent opportunity for the kids to practice their marketing skills in a real-world setting.

The Harvie family purchased a custom painting from a benefit auction in 2025. Scott worked with artist, Tamsin Bieber to create the “Legacy in the Lineup” piece. The piece features all three Harvie children with their first steer projects infront of the Harvie Crest barn.

Harvie Crest is also known for giving their kids hands-on learning opportunities at major fall shows such as Olds Fall Classic and Farmfair International, where they fit and show their own cattle, rather than outsourcing the work. Many other operations hire experienced fitters or showmen to increase their chances of success in the show ring; however, the Harvie family believes the experience the kids gain working and competing at that level is worth potentially losing a placing or two in class. “The kids love doing it, and the only way they get to do it is if you let them,” added Scott.

The kids have also gravitated towards their own mentors within the show cattle community. “They just had to be willing to ask,” mentioned Kerrie. “And it wasn’t me asking people to help them—the kids had to go ask themselves if they wanted it,” added Scott. Chick has learned a lot from talking with and watching Mark Piller fit cattle, while Gentry has found mentorship through Baby Shark’s breeders at Six Mile Ranch. “Tyson Hertz and the Six Mile crew have been awesome. He came and helped Gentry fit a back leg, and she gained a lot of confidence from that one day.” Tel may be the youngest of the three, but he is just as kean. At this stage, Tel identifies Mitch McCrady as a fitter he looks up to.

Scott has encouraged his kids to seek advice and expertise from industry leaders, just as he did growing up. “Back in my day, you didn’t have videos or YouTube to watch. Dennis Serhienko was one of my favourite guys to go watch fit, and I would ask him questions. He never didn’t answer one. He always took the time, even while fitting, to explain what he was doing so I could learn. I’ve always appreciated that.”

Scott and Kerrie Harvie are a testament for what is possible when you believe in your kids, support them unconditionally, and give them the opportunities to build experience and confidence. Chick, Gentry, and Tel are living examples of what the ranching lifestyle is all about: the next generation. Everything Scott and Kerrie do is focused on building a strong foundation for their family, and the greatest reward is watching their kids build it right alongside them.

Key-Lix lick tubs deliver essential vitamins and minerals that are crucial to the health, performance, and longevity of your cattle. What truly sets Key-Lix apart is the use of chelated trace minerals, which dramatically improve mineral absorption—up to six times higher than nonchelated alternatives. Better absorption means better utilization, helping you lower feed costs without sacrificing performance.

If you follow us on Facebook, you’ve probably seen the many ways we rely on Key-Lix tubs throughout the year. Below are a few of our go-to options and how we use them on the ranch:

1) Pre-Calving 20% Tub: Scott’s go-to tub and our best-seller.

This versatile tub contains live yeast, supporting rumen and digestive health when cows need it most. It’s our favourite pasture tub, especially on lower-protein grass. It helps balance protein levels, adds pounds to both cows and calves, and extends grass utilization. This is hands down a very economical way to add pounds and stretch your grazing season.

2) Weaning 16% Tub

This is an excellent tub for calves pre-weaning and throughout the entire weaning process. It helps keep calves healthy during one of the most stressful periods of their lives. We like placing the weaning tub in calf shelters, where it encourages intake and helps reduce scours and ulcers—two of the biggest health risks to young calves.

3) Platinum 15% Tub – NEW for 2026

This is a tub we’ve been excited about for over two years. We worked closely with Georges at Heartland Feeds to design a tub specifically for show cattle and bull development, but its versatility goes far beyond the show ring. This high fat tub has added flax for Omega 3, 6, & amp; 9 and biotin to support in hoof health.

SHOW RESULTS

Peace Country Beef Congress

SHOW RESULTS

Maximum

“Best in the Peace” Supreme Champion: MMWK Maximum 354N Exhibited by: Willowcreek Simmentals

JUNIOR SHOW JUDGE: RILEY PASHULKA

SHOW RESULTS Heartland

Cattlemen’s Classic

Grand Champion Open Heifer: NGDB/GW Image 92N Exhibited by: Renegade Farms and Kay-R Land & Cattle

Grand Champion Yearling Bull: KG/SOS Keystone Ice ET 148N Exhibited by: KG Land & Cattle

CATTLEMEN’S CLASSIC

SHOW RESULTS Crossroads Beef Expo

FEBRUARY 14 & 15, 2026 OYEN, AB

SHOW RESULTS

Little Royal Steer & Heifer Show

SHOW RESULTS

Lloydminster Progress Steer & Heifer Show

MARCH 7 & 8, 2026

PHOTOGRAPHER:

JUDGE: WILL MEADOWS

SHOW RESULTS Spring 4 Ward

Grand Champion Bull: KBCC Ranger 203N

Exhibited by: Ethan Passow

Reserve Champion Bull: COB Wide Range 219N Exhibited by: Corbin Reid

SPRING 4 WARD

PHOTOGRAPHER: INNOVATION MEDIA

Summer Issue: July 15 Advertising deadline: July 12

Fall Issue: September 15 Advertising deadline: September 12

SHOW RESULTS Rising Stars Clinic & Junior Show

SHOW RESULTS Olds Spring Classic

SHOW RESULTS

CONFIRMATION JUDGE: JAY SIBBALD PHOTOGRAPHER: CATTLEVIDS

Chinook Junior Stock Show

CONFIRMATION JUDGE: SHANNON & KIM EATON

SHOW RESULTS Prospect 2000 Cattle Show

APRIL 10-12, 2026

SHOW RESULTSSaskatchewan Beef Expo

APRIL 10-12, 2026

SASKATOON, SK

Essential Service

How an unrealistic idea turned into a sale day staple in modern cattle marketing.

In 2007, the very first iPhone was released. Canada was three years away from the first mobile banking app, four years away from complimentary wifi in McDonald’s restaurants, and eight years away from the initial launch of Uber Eats. In 2007, it was reported that just over 50% of rural households had internet access… and yet, Mark Shologan had a vision to sell cattle virtually via the internet.

Although Mark was not the first person to think of this idea, or even the first person to act on it, he was one of the first to truly believe in it. After 18 years of dedication to the Direct Livestock Marketing Systems (DLMS) brand, many livestock producers recognize Mark as the face of online cattle sales. Mark’s impact on the purebred cattle industry encompasses the trifecta of livestock marketing: DLMS, Farmgate Timed Auctions, and Cattlevids, serving buyers and sellers with platforms to watch and bid on live sales and timed auctions, as well as view sale videos in a comprehensive manner. Mark and his wife, Joanne and the entire DLMS team have shaped how purebred and commercial cattle are bought, sold and marketed across Canada, and the world.

The name, DLMS and initial platform was developed by Fort Macleod-Highwood Auction Company from High River, AB, and hosted their first sale May 13, 2005. DLMS was originally created as a weekly, commercial livestock marketing platform to sell cattle directly off the farm. Although there was a desire to introduce a video feed component for live sales, the implementation was years ahead, as many farmers and ranchers still relied on dial-up internet services that would not support a reliable video.

Around the same time, the Nilson Bros Inc.(NBI) auction markets were developing a similar system referred to as, Online Market Master Pro. In the early stages, both companies were competing in this new space of internet marketing, promoting direct off-farm livestock sales. It wasn’t long until the DLMS name and platform was purchased by NBI. This sale combined the companies, keeping the DLMS name and utilizing the Online Market Master Pro technology. Some of the original technology and systems continue to be used today to host the notorious “Thursday Sale”; a weekly direct off-farm sale.

Meanwhile, as DLMS was gaining momentum, Mark Shologan was developing an online auction platform tailored towards the purebred livestock market; Western Livestock Exchange (WLEX). At the time, Mark was highly involved with his family’s Simmental operation, after returning home from four years of working in the sale management and genetic marketing industry for Bouchard Livestock International. With WLEX, Mark was able to couple his understanding of the purebred cattle industry with his knowledge of livestock sales to successfully implement an online sale broadcasting system. The first few sales WLEX hosted included a purebred bull sale in Fort Mcleod, AB and a warmblood horse sale in Red Deer, AB.

Although DLMS was originally designed with the c ommercial cattleman in mind, and focused on the feeder concentration, they began pursuing a few purebred sales. It wasn’t long until DLMS and WLEX began competing with one another for sales and events. WLEX was successfully booking the same purebred sales that DLMS was pursuing, which led to a meeting between Mark and Lee Nilsson, the owner of NBI. “In a phone conversation with Lee Nilsson, I joked ‘One day, you guys will get tired of me getting the sales, and you will buy me out and I will come run the DLMS purebred division.’”, Mark shared. “At the time I really didn’t know who Lee Nilsson was or the size of the company.” Shortly after that call, discussions began, leading to WLEX merging with DLMS to become what we know it as today. Through this consolidation, Mark began his role as Purebred Sales Director, giving DLMS the presence it has in the purebred market today.

At the time, there was LiveAuctions.tv and Cattle In Motion serving the Canada purebred market, as well as DV Auctions and a few others in the United States. However, there was no platform (in Canada) that was serving both the commercial and the purebred markets. The initial goal in combining the two markets was to help drive commercial acquisition of purebred genetics. “Our mindset was to piggyback on selling some purebred cattle to the commercial world and give us a better way to expose producers’ bulls to more people.”, expressed Mark.

The internet was still in its early stages and was very limited in what it was capable of hosting; especially in rural areas. “In the early days, it was just ‘can we make this work?’... Technology was the hard part, and I think that one of the things that set us apart at the time, and has all the way through, is that we have always tried to build and make it work for the common cattleman, realizing that our major demographic was people with poor internet connections.” This humanizing approach to their customer base allowed for a level of trust to form between man and machine, because the clients knew there was someone who genuinely cared behind the screen. “I don’t see myself as an (IT specialist), I am just a cattle guy who understands computers. We were running purebred and commercial cows at home, and in the start, I never really thought of myself as a computer guy. I was the guy who was going to go to sales and help people bid on cattle… Then as we got into things, the advantage that we have had is that I know enough about computers to talk with the tech guys and understand them. I always try to be able to visit and help the farmers and people who don’t understand (computers). We all had dads who hated (technology) at some point. I hoped if we could help them to make it work, they would buy cattle.”

In the early days of DLMS, not only were the internet dependencies a huge factor on the road, but also the accessibility of equipment. “When we started we couldn’t just go to Amazon or the local store and buy this stuff. Whether it be cables we needed, computer hardware or technology… We were trying to find things and modify them to what would work for us.” When he started his venture into online sales marketing, Mark was 24 years old and involved with managing 250 head of cattle at home alongside his family. “I was constantly trying things, but it is no different than what a farmer does with trying new genetics, trying a new tractor, trying new seed technology, whatever it is. We had to do the same thing with the computer side of it. That is the fun in building anything, and it never stops. In eighteen years of doing this stuff, we are always trying to figure out what is possible, can we do it a different way, maybe a better way, or what is next. There are some things you try that you think are going to be better, and it is, but not for our application.”

“There are always three sides of any internet sale: there is the internet connection we have on site, the technology and the server side of things, and there is the person’s internet at home. You have to have all three pieces for it to work.” Understanding they are at the mercy of the internet and technology, Mark has tried to instill as many options as possible to prevent any major failures on the two sides DLMS controls in the mix.

Not everyone was accepting of the new technology at purebred auctions in the early days of internet sales, “Any time you go to change something there will always be some pushback. Some of it is warranted, and some of that is just human nature in the unknown that comes with change. Some people embraced it, and some people were negative against it because it was changing the way of doing things.” Mark expanded that most of the initial concerns came from sales staff and auctioneers. Implementing DLMS meant sacrificing some control of not being able to see the bidders in front of you sitting in the stands. The sales staff also presented concerns about the speed at which the internet could operate.

“I remember going into one dispersal sale and I had an auctioneer that was prepared to make a statement that the internet could not keep up to the flow this sale needed to have. He told me we are going to sell cattle fast. Well in the first hour of the dispersal sale, we sold at 46-47 seconds per lot; we were flying. DLMS bidders had bid on ¾ of the cattle in that first hour, and had bought ¼ of them. We were also able to keep up and in some cases, bidding faster than the people bidding on the phone. Thinking back, it was a little bit of a turning point.”

“As our industry and business has grown, (DLMS) has turned into a weather insurance policy. When a storm hits, you might not be able to take the entire day to come and buy a bull, but in most cases you are able to get chores done and cows fed, and be in the house for 1pm… you can get inside and spend your two hours at the sale in front of a computer, then go back and deal with cows.” Every idea and change that DLMS has made has been with the customers in mind; both the buyers and the sellers. “That is what is going to help the industry, and that is what is going to help our customers, and our friends.”

“I remember in the early days, we were at a Double Bar D Farms sale, a bull came in the ring, and I saw one of the ringmen on the phone with a buyer. He was bidding away, and all of a sudden you could tell the call dropped and he was trying to dial out to get his bidder back on the phone. They were ready to sell the bull because he couldn't get through. He was trying, it was not working, and all of a sudden the buyer lit up on the internet. They were ready to say sold and sure enough, we got $17,000, $18,000… $20,000, $21,000. The buyer and another guy were bidding on it, and the ringman was still trying to get ahold of him, but it wasn’t connecting. I don’t know if it was his cell phone, or just the building, or what, but he could not get through… the buyer ended up buying the bull on the internet instead of the phone as planned. The ringman walked over to me and said ‘Well that was good, I could not get him back on the phone!’ The good part about that story is he got the bull, and he had back up methods in place to get that bull. In that case the buyer had one bull picked out he needed to buy. It didn't matter how the rest of the sale went, he was a purebred breeder, he had one bull picked out, and because he had the internet as his back up, ready when the phone went down, he was able to click that bid button, and was still able to buy that bull. That bull would have sold to someone else without him being ready with his bid button and the internet.”, Mark shared. “From the start of internet bidding I always had a comment I tried to tell people I visited with. If you have one animal that is very important to your program, and you have made a commitment that you are going to buy the animal, I believe you should be set up in multiple positions to get that animal if you are not at the sale… be on the internet, have a bid button in front of you, but also, if he is the one you have to have, make sure you have someone you can be on the phone with in case. Have back up plans; phones, internet, computers, we are still dealing with technology and things can happen.”

Over time, DLMS has become an outstanding buying option for bidders that are more adaptable, or have multiple bulls picked out in a sale to bid on. For example, some buyers that need to own one bull will have a list of twenty bulls to bid on. Being on the phone with sales staff in this instance may not be as practical for the bidder in comparison to the flexibility online bidding provides. The internet is a great option that provides buyers with the control to bid as they feel comfortable, and easily transition to other options if an animal goes beyond their budget. DLMS has seen an increase in online bidders as buyers become more confident in the internet bidding system.

DLMS truly has interest in both parties; the buyer and the seller. Although they work to ensure customers have accessible means to buy cattle, they are also there to add value to the sale. “If we can have a successful sale, and we can be runner up on a ton of cattle, it has made the producer money, and that is all I care about. It’s great when we buy the cattle, but being able to help the sale is as much or more important for me.”, noted Mark.

It is said time and time again that the cattle business is a people business. Although DLMS values their relationships with the stakeholders of a sale, it is apparent that their interactions with every guest -bidder or not- is important to them, and a part of the professionalism that comes with the DLMS brand. “There have been some crazy stories of people being able to participate in sales via DLMS. Back in about 2010, Alberta got hit with a blizzard as Joanne and I were going from Edmonton to Calgary for the Calgary Bull Sale. Highway 2 was closed and the whiteout was so bad we did not even realize we had missed some of the roadblocks. We finally got to Calgary at about 4 o’clock in the morning….. We got a phone call at about 7:00 am from an 80 year old lady that needed some help to keep her husband’s attendance record of over 65 consecutive Calgary Bull Sales alive. The storm had caused some major problems for this lady. The storm had knocked out their power, so their son had gotten a generator going. Her husband had just had hip surgery and in the storm their kids would not let them drive to Calgary in case something happened. This lady at the time could barely turn on the computer, but Joanne and I were able to talk her through getting on the internet and watching the bull sale so her husband could still keep the streak alive and say ‘I was there’ and part of the sale. It sure made us feel proud to be part of the cattle industry, and that gentleman was still able to be a part of the Calgary Bull Sale and keep a 65 year legacy going.”

As internet broadcast sales continued to grow for DLMS in the late 2010’s, a need presented itself for customers with smaller sales who could not justify the expenses or logistics associated with hosting a live sale. Farmgate Timed Auctions was introduced in 2019 by Mark and Joanne. The progressive thinking couple believed in the future of timed auctions, while some of the executives at DLMS did not see the same value in this sales option. Being declined by DLMS for their support, Mark and Joanne sought out the programing and funded the building and development of Farmgate personally. The racehorse style timed auctions provided producers with a virtual option to market cattle, removing the auctioneer and sale order to allow buyers to bid and view all lots selling simultaneously. Although some buyers do not like the close out style, for other buyers it is the perfect option. “We have had a lot of different feedback, but the buyers who love it, really love it. (The bidders) get to pick which bulls they buy, without someone else telling them what order they have to pick in. They can go in and bid on the bulls they want, and when they get outbid, they can bid on other bulls.” Although implementing a timed auction system may seem contradictory to what DLMS was doing with the live sales, it has proved to be a complimentary platform. The timed auction system gave sellers an alternate option if they did not have the volume to justify hosting a live sale.

“Initially, I thought that the timed sale was perfect for the (producer) that had 5-20 head, and having a full live (sale) was better designed for someone that had 50 plus head to sell… Through Covid, I would say those numbers have changed. Right now on the live sale system we have people that have 25 lots, up to 1000. On the timed system, we have people from 5 lots, up to 200 lots… It is really driven by what your customer base is telling you, and what you as a seller prefer. There are advantages to both ways, and there are disadvantages to both ways.” Many online genetic sales have transitioned to using a timed auction format, as well, to increase the efficiency and ease for buyers. The Farmgate system was designed with a real-time feature to notify bidders if they had been “out-bid”. It also utilizes a proxy bid system so buyers can set their maximum bid and allow the server to automatically bid on their behalf, up to the value they set. Despite being a separate entity from DLMS, the purebred team representatives act as support for Farmgate as well. “Farmgate is trying their best to combine the internet world with the personal touch of the DLMS purebred team.”, concluded Mark.

No one could have predicted the extremes that would be encountered during Covid-19, however, throughout the pandemic, DLMS and Farmgate were able to bring a sense of normalcy to producers homes by continuing to host live and timed sales. Fortunately, in the years leading up to the pandemic, the world saw advancements in technology, improvement to cell phone coverage, and faster, more reliable internet sources in rural households. Although some sales lost their public facilities to host live events, they had the option to move to a timed system on Farmgate, while other operations were able to have a live sale broadcasted online through DLMS, meeting the Covid-19 restrictions. “Covid was the explosion in the internet sale world.”, stated Mark, “We went from having 5-10% of sales, prior to Covid, to having 40-60% during Covid.” Viewership doubled quite literally overnight to give DLMS numbers they had never seen before. “We saw sales that normally had 300 people watching, going to 600-1000 viewers. There was no rhyme or reason to it, other than people did not have the ability to attend… They wanted to go to a sale, but they couldn’t.” Not only was expanding bidder and view capacities a challenge, but travelling during the pandemic was a major concern and inconvenience for DLMS representatives and all sales staff. “I have to give such a major thank you and full credit to our exceptional team for getting through such a crazy time. They had to live without normal options for food and restaurants, hotels and travel was upside down. It made living on the road a lot crazier than normal and it showed how awesome of a team we really have.”

Currently, DLMS operations are divided into two areas; the purebred & specialty sale division and the commercial division. The commercial division handles the Thursday DLMS Direct Off Farm sale and the presort sales from the office in Edmonton, AB. The purebred division handles all other purebred and specialty sales, bred cow and commercial sales that occur off-site, as well as any shows and events broadcast via the DLMS website. The DLMS purebred team is primarily composed of Mark and Joanne Shologan, Dacie Przekop, Keegan Blehm and Cheyenne Klepper who work on the management, implementation and daily operations of the DLMS, Farmgate & Cattlevids websites. Extended staff are referred to by Mark as, “the DLMS family: a dedicated crew of sale day representatives and support people that include full time staff, major contractors and representatives who assist with a few sales a year.” Many of these contractors are the representatives you see at sales behind the computer, while others work in the background to aid in hosting these sales. “We are fortunate to have assembled a very talented group of people from the Canadian livestock industry that have passion for the industry and some computer sense. It’s not always easy, but this capable group sure does a great job pulling it off. We have people who have been with us for a long time, some that do a ton of sales a year all the way down to just a handful… Carter, Karlin, Melissa, Mackenzie, Nathan, John, Jodi, Sarah, Emily, Stacy, Vicky, Whitney, Wyatt, Jay, Cheyenne, Shelby, Tacee and Keith are an outstanding group that help us pull off the sale season… I am so proud of the team and honored to have them as part of the DLMS family…In one day this spring we hosted 21 sales: 17 live auctions and 4 timed sales. This is the team that pulls it off. They are outstanding to work with and represent DLMS.”

In March alone, DLMS hosted 204 live sales, with 701 average viewers. 3912 lots were sold online, crediting $50,187,250 in sales through the DLMS platform. “It’s actually kind of scary to see as we put it all together,” says Mark. “We get to promote some great cattle, and it sure is awesome to see that DLMS can be a part of creating value for the producers in this industry.” “DLMS by the Numbers” is a new project -led by Dacie- that provides a sales summary to allow DLMS to review and share some of the success they had throughout the sale season. They are still in the process of compiling the spring summary, however the January, February and March reports are available on the “DLMS - Direct Livestock Marketing Systems”

Videos have become an important part of marketing cattle, especially for online auction platforms. “We see a big advantage for people buying online to have videos to watch ahead of the sale. Producers can spend hours watching those videos and that has a big part in evaluating the sale offerings prior to sale day.”, Mark notes. “As we have all gotten busier, and with more sales to look at, bidders can now see how the cattle move and get more of a three dimensional look on the cattle that you just can't see from a picture. The best part is, they can do it right from their computer or phone when they have time.”

Today we recognize Cattlevids.ca as an online platform to locate and access sale videos, as well as a service provider to help capture and edit these videos. When Mark started Cattlevids (prior to DLMS), sale videos were not online for viewing, but rather sent as a DVD disc inside an envelope, attached to the inside cover of sale catalogues. “Cattlevids has morphed into a video hosting and promotion service as much as a video production service. I think it is the video promotion arm of DLMS. It is where people come to watch videos. Not only do we put our own videos that our team produces online, but we also put videos online that other companies and individuals produce.”

The way Cattlevids is designed allows for prospective buyers to view all the videos of one sale, ad free. The player is also reassuring to the producers and sellers because those videos will be watched without distractions, free of “click bait” advertisements, and the player will not prompt for any competing sales. In fact, the videos are tied in with the sale listing through DLMS. When people are watching your sale videos, they are only watching your sale. The details of Mark’s business exemplify his care for all stakeholders, as well as his attention to the little things.

DLMS and Cattlevids also play a large role in broadcasting livestock shows across the country. Although it does not promote one specific operation, shows are an important marketing tool for producers in the purebred industry. Mark credits show broadcasting as one of the satisfying parts of the DLMS business because they get to share these shows with those who don’t get to attend. “There is a very important side of the family livestock operation that stays at home to do the chores during the fall show season. They don't get to be in the barns and see what their family is doing. One of the cool sides of DLMS is being able to broadcast shows so they can be at home and know what is going on, and see some of the value.”

Through the fall show season in Canada, DLMS is the premier location for producers to watch shows live, or view the post-show coverage on Cattlevids. The playback options provided by publishing the live DLMS feed to Cattlevids allows, review judges comments, or watch the classes they may have missed while preparing their own cattle. “For our DLMS crew, broadcasting shows is a lot of work. It is a lot more equipment, very long days of watching shows, and sitting in one place, but when you get to hear some of the cool stories it makes it all worth it.”

In 2026, iPhone is expected to release their 18 Pro Max model. Over 96% of Canadian households have internet access, and most Gen-Z’s do not remember the days of dial-up internet. Although most places you go have free wifi, cell phones are now operating with strong enough networks to watch shows and bid on cow sales wherever you are. Through the implementation and evolution of DLMS, Farmgate Timed Auctions, and Cattlevids, Mark and Joanne Shologan revolutionized how cattle are marketed and sold in the purebred industry. Mark has taken an idea that would have been deemed impossible and made it the new normal for how cattle are sold. There was a time when people could not fathom selling online, and now, they can’t imagine buying and selling without DLMS.

OIL COUNTRY Classic Classic

MAY 16TH, 2026 AT