Superior Livestock Auction Teams Up With Digital BLOCKYARD™ Platform From Zoetis

BLOCKYARD makes it easy for cattle producers to securely share and access cattle records

PARSIPPANY, N.J., [July 14, 2022] – Superior Livestock Auction and Zoetis are collaborating to offer BLOCKYARD technology to cattle producers, providing a central, consistent digital source of information for every animal. For cattle buyers and sellers, that means an easy way to access and share cattle records in real time.

BLOCKYARD provides access to a digital copy of an animal, so wherever an animal goes, its data can follow. The platform securely transfers and validates cattle records, like management data and genomic predictions, on individual animals or groups via a permission-based system. This helps producers understand the value of animals and securely share accurate production, health and genomic information.

“BLOCKYARD creates a true win-win scenario. Producers selling cattle have a new way to document and socialize the quality of their calves, and prospective buyers have access to key genetic and health information to inform purchase decisions,” says Jason Osterstock, vice president, Precision Animal Health, Zoetis. “It’s like a digital wallet, providing a secure and convenient way to let quality feeder cattle speak for themselves, all tied directly to Superior video auction catalog listings.”

BLOCKYARD allows registered users to:

  • Share genomic insights to inform price discovery, management, selection and breeding decisions
  • Communicate genetic merit for feedlot and carcass traits and share related expressed performance
  • Help increase potential returns when marketing feeder and fed cattle for specific programs
  • More accurately predict break-even points when buying cattle

Customers of Superior Livestock Auction can benefit from BLOCKYARD by having access to accurate animal insights, showing the value of every enrolled animal. The digital platform can showcase the full investment sellers made into their calves and can help communicate that information to potential buyers. Simultaneously, buyers can have more complete information about sale calves, removing the guesswork and giving them a clear starting point.

“At Superior Livestock, we take great pride in the established relationships we have with our industry partners,” says Danny Jones, president, Superior Livestock Auction. “These relationships are ultimately mutually beneficial for all involved and work together to help our customers provide added value in their cattle. The launch of the Zoetis BLOCKYARD platform is an example of one of these relationships, and we look forward to continuing to work together.”

It’s free to register and add cattle into the digital platform. Enroll animals for parentage and breed composition or order individual or group-level genetic predictions for a per-head fee. Data can be automatically synced with management systems like Performance Beef or added manually.

Learn more at

About Zoetis

As the world’s leading animal health company, Zoetis is driven by a singular purpose: to nurture our world and humankind by advancing care for animals. After 70 years innovating ways to predict, prevent, detect and treat animal illness, Zoetis continues to stand by those raising and caring for animals worldwide, from livestock farmers to veterinarians and pet owners. The company’s leading portfolio and pipeline of medicines, vaccines, diagnostics and technologies make a difference in over 100 countries. A Fortune 500 company, Zoetis generated revenue of

$7.8 billion in 2021 with approximately 12,100 employees. For more information, visit

About Superior Livestock Auction

Superior Livestock Auction is the largest livestock auction in the United State and markets well over 1 million head of cattle annually. With over 400 representatives located throughout the United States, Superior provides a complete national marketing network that serves both buyers and sellers. Learn more at



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