Ohio Beef Expo Virtual Livestock Sale Moves 21,000 Cattle

New online marketing tools help producers reach a broader pool of buyers.

Apr. 2, 2026 at 9:03am

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A recent virtual livestock sale organized by United Producers Inc. (UPI) in partnership with LiveAg sold more than 21,000 feeder cattle, marking a significant shift in how livestock is marketed and sold. The sale, held in conjunction with the Ohio Beef Expo, allowed buyers to bid on cattle through video footage, expanding the reach for producers and streamlining the sale process.

Why it matters

The virtual livestock sale highlights the growing demand for innovative marketing solutions in the agriculture industry as producers seek to adapt to an evolving marketplace. The partnership between UPI and LiveAg aims to provide producers with a competitive edge by enhancing visibility, attracting a broader pool of buyers, and streamlining the sale process.

The details

The sale featured 23,000 head of cattle, with over 21,000 feeder cattle sold. The virtual format allowed buyers to bid on cattle through video footage, and representatives worked directly with buyers to manage the sorting, loading, and transportation of the cattle after the sale.

  • The virtual livestock sale was held in conjunction with the Ohio Beef Expo in Columbus.
  • The sale was conducted entirely online on April 2, 2026.

The players

United Producers Inc. (UPI)

A cooperative that serves 30,000 members in Ohio, Kentucky, Illinois, Indiana, Michigan, and Tennessee, handling approximately 2.7 million head of livestock per year. UPI offers risk management services, marketing agreements, brokerage services, and lending products for real estate, farm, operating, and livestock financing.

LiveAg

A platform specializing in online video sales for livestock and equipment, which partnered with UPI to host the virtual livestock sale.

Andy Pinnick

The senior director of livestock operations at United Producers Inc.

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What they’re saying

“By partnering with LiveAg, we're able to expand our reach and create more value for our members. It's about making sure producers have every opportunity to succeed in today's evolving marketplace.”

— Andy Pinnick, Senior Director of Livestock Operations, United Producers Inc.

What’s next

UPI and LiveAg plan to continue their partnership, exploring additional opportunities to leverage online marketing tools and expand the reach of livestock sales for producers.

The takeaway

The success of the virtual livestock sale at the Ohio Beef Expo demonstrates the livestock industry's growing embrace of digital marketing solutions. By partnering with specialized platforms like LiveAg, cooperatives like UPI are able to provide their members with innovative tools to stay competitive in an evolving agricultural landscape.