From growing up around the Ogallala Livestock Auction Market to becoming a prominent leader in the region, Jay Nordhausen’s journey has been shaped by generational mentorship, business acumen and a passion for live auctions.
Born and raised in Ogallala, NE, Jay was immersed in the livestock business from a young age. His father, Errol, worked at Ogallala Livestock for 36 years and Jay spent much of his childhood tagging along to sales and absorbing the intricacies of the auction ring. His upbringing included time spent at the family ranch north of Imperial.
“I didn’t come from a wealthy upbringing by any means, but we got by,” Jay told WLJ. “My dad always wanted me to do something better, but the auction market was in my blood.”
Jay’s academic and competitive pursuits led him to Colby Community College and the University of Nebraska, where he excelled in livestock judging.
“I judged competitively for 10 years, from 4-H to college,” Jay said. “That experience taught me to think fast and defend my decisions, which helps me every day in the auction business.”
His success in livestock judging eventually led to coaching, and working for the American Angus Association after he graduated from the University of Nebraska.
“Working for the Angus Association was an incredible experience. I got to travel across the country, meet producers from all walks of life and gain insight into the challenges and opportunities in the purebred cattle business,” Jay said.
His role involved marketing, sales and producer relations, allowing him to see firsthand how genetics, branding and consumer demand shaped the cattle market. Although his time there was valuable, Jay always knew he wanted to return home.
“I wanted to be back in Ogallala, but I don’t think I’d be as effective in my role today if I hadn’t spent those years with the association,” Jay said. “It gave me a broader perspective on the industry.”
Two figures played a crucial role in shaping Jay’s skills and mindset: Matt Ellicott and Dean Schow. “Matt Ellicott was my judging coach, pushing me to be better every day. He taught me to think critically and never settle for being average.”
Schow, an auctioneer and cattleman, also left a lasting impression. “Dean was a guy I looked up to in the ring,” Jay said. “He knew the flow of an auction like no one else, and I learned a lot just by watching him.”
Today, Jay and his wife, Abbie, are raising three daughters, all born on the same day in different years. “That’s my one claim to fame,” he said with a laugh. “Aug. 27 is a big day in our house.”
His family remains his greatest source of motivation and support, particularly as he has taken on ambitious business ventures over the past five years.
Business ventures
Jay’s return to Ogallala Livestock was driven by an aspiration to be part of the auction market. In 2020, that dream became a reality when he partnered with Lance Van Winkle to purchase Ogallala Livestock Auction. Just as they were stepping into ownership, the COVID-19 pandemic struck, sending markets into turmoil.
“It gave me a few gray hairs,” Jay recalled. “The market was crashing, we didn’t know if we could have crowds, and everything was uncertain. Thankfully, Dwayne and Scott stayed on to help us through it.”
Dwayne Mays and Scott VanWinkle, who started their careers at Ogallala Livestock in the ’70s, have been integral to the company for decades.
“Dwayne and Scott were pillars of the barn,” Jay said. “They knew this business inside and out, and their leadership kept things running smoothly for years.”
Jay explained that Dwayne was known for his sharp business sense and deep understanding of market trends. Scott, the father of Jay’s business partner, Lance Van Winkle, brought a lifetime of hands-on experience and dedication.
“Buying them out was a big moment for us,” Jay said. “They were ready to retire, and we wanted to carry on what they had built.”
Despite the rocky start, Jay and Lance pressed forward, also acquiring North Platte Stockyards in 2022. Located 50 miles east of Ogallala along I-80, the North Platte yards complemented their operations by providing greater flexibility for customers.
“Having both locations allows us to serve producers in a broader region, and it all ties together with our logistics,” Jay explained. “We’re pulling cattle from Utah, Idaho, Nevada, Wyoming, Colorado and Kansas. It’s a big footprint.”
In 2024, Jay and Lance expanded their footprint in the livestock marketing world by becoming a stakeholder in Western Video Market. “Ogallala has repped cattle on Western Video Market since 1992,” he said. “We’ve been with them for over 30 years, and we’ve always been loyal. When the Peek family was looking to transition ownership, it made sense to keep it within the industry.”
Jay said the investment brought a group of like-minded cattlemen. “There are a lot of us in our 30s involved, and we’re all forward-thinkers. We’ll be in this business for the next three decades, and it’s good to be aligned with people who want to see the industry thrive.”
Commitment to auctions
Despite the rise of video sales, Jay remains a staunch advocate for live auctions.
“There’s nothing better than a live auction,” he said. “It’s the communion of the livestock business—fellowship with neighbors and old friends. I hope we never lose that.”
As Jay continues to build upon Ogallala’s storied history—dating back to the cattle drives of the 1880s—he is mindful of the responsibility he carries.
“Ogallala still moves about the same number of cattle each year as it did 150 years ago. That’s pretty amazing,” he reflected. “I never thought I’d own this barn. I just wanted to prove to Dwayne that I was serious about coming back. Now, I want to make sure we keep it strong for the next generation.”
Looking ahead, Jay’s goals include expanding the reach of their auctions, continuing to modernize marketing strategies and ensuring that both large and small producers feel valued. “We want to grow, but not at the expense of losing who we are,” he said. “Customer service is at the core of what we do, and I want to make sure we never lose sight of that.”
Jay is also focused on fostering young talent in the industry. “The next generation is crucial to keeping this business thriving. I want to mentor and support young people who have the same passion for livestock that I do.”
His commitment to leadership, innovation and maintaining the integrity of live auctions ensures that Ogallala Livestock and its affiliated businesses will continue to thrive for years to come. — Charles Wallace, WLJ contributing editor
