Connecting Buyers, Sellers and Policy: The Alberta Auction Market Association

“We’ve got a fine set of calves here. What are you gonna bid for them?”

So begins the rhythmic chant of numbers, the crisp acknowledgements of bids, the sounds of animals on the move, and the tension in the air as the ranch income for an entire year hangs in the balance. Buyers compete for numbers, and sellers watch to see what the product of their efforts is worth. It’s a cattle commerce scene that plays out continually at auction markets across the province.

These markets play an integral role in the livestock business, and as such, have a big stake in its future. They form a collective voice in the Alberta Auction Markets Association (AAMA), which represents 19 member markets, covering both live and online livestock auction sales. The provincial group is also an active member of the Livestock Markets Association of Canada (LMAC), which speaks on national issues.

“In the last few years there has been quite a bit of change coming in the beef industry,” says Patrick Cassidy, President of the Alberta Auction Markets Association, and LMAC Director. “So we get to voice our opinions and ideas.”

Markets sit squarely in the middle of the complex chain that runs from cow-calf producers to the end user. Figures from 2025 show more than one million head of cattle sold through Alberta market entities.

“As an auction market we have due diligence,” explains Sharon Bergevin, Secretary of the Association. “We need to get the cattle, we need to get the buyers, and put these people together, and then do our best at marketing those cattle, and that’s what we do.”

“We have always been the go-to for government organizations,” says Bergevin. “If they’re implementing some kind of a new policy, the first place they come to is the auction markets. The auction markets then have to pass it on to the producers, or the buyers. We’re a hub of policies that do affect our producers and buyers,” states Bergevin, who is also the office manager at Foothills Auctioneers.

As a hub, markets receive direct comments from both sides of the transaction on those policies and regulations.

“I feel like the auction markets are definitely our consignor’s voice out there,” adds Cassidy, co-owner of the Olds Auction Mart. “Past presidents have repaired some relationships within the industry between groups.”

Cassidy points out the invitation for their association to sit in on Alberta Beef Producers board meetings, as one of the key players in the industry, has been welcomed by the AAMA. It’s a place to share market owners’ concerns as well as customers’ feedback, and to listen.

“We’ve got every angle (of the industry) at those meetings,” Cassidy shares. “It’s quite unique to sit in on those and hear where everybody is coming from. In our industry we can all see what we each want, but we don’t really see the repercussions of our aspirations within that. So when you sit at the table (together), you can understand and recognize the downfalls and the big wins.”

Auction markets have their own high-stakes accountability to both buyers and sellers, especially on complex matters like pre-weighing sale cattle and shrink.

“We have to dot our i’s and cross our t’s quite well, to make sure we’re safe with the buyers,” says Bergevin.

“When we’re wrong, we don’t go back to the consignors—we pay for it,” says Cassidy. “It’s a slippery slope to find that middle ground where it’s fair for everybody.”

The transaction numbers can be mind-boggling on big sale days as markets ride the risk for the long hours between paying out and getting paid.

“It’s probably what drew us all to this business. It’s still ‘look someone in the eye, shake their hand, and your word is good’. There’s not too many businesses that still work like that. It’s what I love about the business—it’s so unique that way. You make these deals with producers out in the country. You don’t find that anymore,” says Cassidy.

Bergevin hopes the strong prices encourage more young people to participate in the industry. But both she and Cassidy still have vivid memories of the not-too-distant past of the BSE era, when handing cheques to consignors was not so fun.

“To see it come full circle like this has just been fabulous,” says Cassidy.

But auction marts also face the challenging side of the strong prices caused by the reduced size of the cattle herd.

“It’s a struggle for us,” acknowledges Cassidy.

“Our numbers are diminishing as well. It’s still a very competitive world out there, and we have to keep commissions to a spot where we can all try and make a living, but we’re not gouging each other. It’s a challenge to keep cattle coming into the auction markets.”

Markets were on the front line of the recent traceability debates, before the pause on regulatory changes. Questions were raised about the potential role of markets in tracking cattle movement, but Cassidy points out that’s really not feasible without foolproof scanning and reading technology which could be effectively integrated into their own market computer systems. It would also add time to the process for cattle at the market, which could cost consignors through shrink.

“There’s got to be an ease of commerce here to keep cattle rolling through. And that’s just not possible with current gaps in technology and compliance,” says Cassidy. “I think in time, with technology, there will be different things, and it will be a totally different conversation on traceability in another 10 years.”

In the meantime, members of the Alberta Auction Markets Association will continue to work hard marketing cattle.

“We are trying to make both parties happy in the transaction,” emphasizes Cassidy, who recently provided some sage advice to a young auctioneer.

“I said whatever number comes to mind to ask for what a calf is worth…ask more, because they’re worth more than you think. That’s the beautiful part about true price discovery. When you don’t know, put it out to everybody—put it out to the world to find out what it’s worth. For a small fee, you get top dollar.”

The current never-before-seen prices for cattle certainly magnify the pressure on percentages, but it’s also satisfying for market owners to see their customers rewarded for the hard work at home.

“It’s awesome,” shares Cassidy. “From my standpoint, you’ve got consignors out there you’ve worked with for 20 to 25 years, and all of a sudden you hand them a cheque that’s unfathomable. It’s life-changing for them.”

“I always make people guess at their cheque before I hand it to them, and they’re always low,” he chuckles.

This was first published in Volume 6 Issue 2 of ABP Magazine (June 2026). Watch for more digital content from the magazine on ABP Daily.