Celebrating the life of Bill Broadie

The livestock industry recently said farewell to a hero. Today, we honor the life of Bill Broadie-- a decorated Vietnam veteran, esteemed cattle marketer, and cowboy with a heart of gold.

“Everything from rural America makes this country better!”

Known for his warm smile and uncanny ability to call it like it is, fourth generation cattleman Bill Broadie leaves a resounding mark on the livestock industry.

Before his 32 year career with Superior Livestock, Bill answered the call to serve his country. He enlisted in the United States Marine Corps and went off to war in Vietnam, but he would not come back the same.

“I came home on a stretcher on the 10th of December 1967,” he states. “I lost a leg over there.”

After returning home with two purple hearts and a prosthetic leg, Bill made the choice not to let his disability define him. Instead, he led by example, showing others how to get up when life knocks you down.

“The one advantage I have over those two-legged guys, when I get to feeling bad about myself I can pull my leg off, kick myself in the butt and get going.”

In the late 80s, Bill took a job with a young Superior Livestock, where he helped revolutionize the industry with the traditional marketing of cattle through televised auctions. Without face-to-face transactions, trust in cattle representatives became paramount.

According to Tom Odle with Superior Livestock, “Everybody that dealt with Bill loved him, and they were family to him. When he marketed cattle for people, he knew it could be their yearly income... When he was shipping cattle, selling cattle, writing up contracts, everything he did was as though he owned the cattle going on the truck and then he also owned the cattle coming off the truck. That’s just how he treated it and that’s why he was so successful.”

In 2008, Bill found a way to merge his two passions: the cattle industry and supporting veterans. He founded the All-American Beef Battalion, offering troops and their families a chance to break bread together over a delicious steak dinner. He worked tireless hours to make each event a success.

“We’re trying to thank these young men and women and they’re thanking us,” he stated. “It’s just very emotional for me because a lot of people are putting a lot of faith in me, and I appreciate and guard that trust very closely.”

Since 2008, the Battalion has served over 418,000 service men, women, and families in 28 states, and as for his career as a cattleman, Bill fulfilled his tallest order.

“My last and biggest goal with Superior was to go over half a million head sold and delivered,” he adds. “You now it’s been quite a ride.”