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This page was last updated: January 25, 2010

The Superior Auction Process

Marketing "THE SUPERIOR WAY" begins with contact being made between the seller and a Superior representative. The representative views the cattle in their natural surroundings and completes a consignment contract that describes the cattle and the terms and conditions of the sale. The representative also photographs a fair representation of the cattle with a video or digital camera. The consignment contract is forwarded to the Brush, Colorado office where the information is entered into a computer database and a catalog is prepared. The video auction catalog can be viewed on the Internet one week prior to the auction and the Internet auction catalog can be viewed one day prior to the auction. Private Treaty Internet listings can be viewed on the Internet at any time. The videotape is sent to Superiors' office at Fort Worth, Texas where it is edited into a short segment to be aired on the preview and on the auction. Photographs for the Internet auction are sent to the Brush office and are put on the website along with information on the lot. On auction day, buyers and sellers can either be present at the auction site or view the auction via a nationwide satellite broadcast on RFD TV (which broadcasts on Dish Network & DirecTV) from the comfort of their office or home. The video auction is conducted with an auctioneer as cattle are sold to buyers bidding at the auction site or via telephone. Buyers on the Internet auction place their bids online, while watching the auction on their computer. After the cattle are sold, a livestock contract stating the terms and conditions of the sale is prepared. Following the auction, the Superior representative contacts all parties to arrange the delivery. On the day of delivery, the Superior representative is present to oversee the sorting & loading of the cattle. At delivery, the seller is issued a check drawn on Superior's bonded custodial account and payment is due from the buyer upon receipt of the cattle. The cattle are shipped directly from the seller's farm or ranch to the buyer's destination. This greatly reduces stress and potential health problems. From the time the Superior representative completes the consignment contract with the seller until the time the cattle are loaded onto the buyer's truck, personal hands-on attention is given to make sure the sales contract is followed completely.