A whole lotta bull — and that’s no fooling

By Lethbridge Herald on April 2, 2026.

Herald photo by JOE MANIO One Red Angus Open Replacement Heifer pokes her head above the herd at the 53rd Annual Rodgers Red Angus Bull Auction at Perlich Bros on Tuesday. Buyers and onlookers filled the stands and alleys as the auctioneer’s rapid-fire chant carried numbers through the auction house. The annual auction showcased not only top-quality cattle but also a community coming together for something bigger.

By Joe Manio

Lethbridge Herald

There was no shortage of big numbers at Tuesday’s 53rd Annual Rodgers Red Angus Bull Sale at Perlich Bros.—and that’s no April Fool’s joke. Dropping $50,000 or $30,000 on a bull is nothing out of the ordinary, but what happened at the end of the sale was something else entirely.

Inside the sale barn, the atmosphere carried a steady rhythm: boots on packed dirt, low conversations between bidders, and the rapid-fire cadence of an auctioneer who rarely seems to come up for air. At times, the chant slips into another language, yet somehow lands clearly with those who matter most.

By all accounts, it was a strong turnout. Stands were full, the cafeteria buzzing, and alleys crowded with buyers examining top-end cattle.

For those new to the scene, the process takes a moment to decode.

Early in the sale, young bulls entered the “in alley” in pairs, circling long enough for bidders to assess their build, movement, and temperament. These were Purebred Yearling Red Angus Bulls (12–18 months old), considered prime breeding stock.

At the back of the ring, Perlich Bros. staff stood ready, canes in hand. A raised cane might acknowledge a bid from the gallery; a gentle tap or outstretched arm guided the animals when youthful energy threatened to take over. After their time in the ring, the bulls exited via the “out alley,” keeping the flow smooth.

As the day progressed, the pace picked up. Groups grew larger—three at a time—until later runs saw clusters moving quickly, sometimes 20 or more in a pass. It can look like chaos, but it isn’t. There’s a rhythm: buyers tracking lot numbers with precision, spotters scanning for the slightest nod, and decisions worth thousands of dollars made in seconds.

The sale included 70 Purebred Red Angus Bulls from Rodgers Red Angus, along with 317 Red Angus and Red Angus X females—including Open Replacement Heifers and Cow/Calf Pairs—for a total of 387 head. Totals weren’t measured by weight (all were breeding animals sold per head), but the stakes were high.

Then, near the end, two open replacement heifers donated by the Rodgers family entered the ring—not just as livestock, but as part of a fundraising effort for the Chinook Regional Hospital Foundation’s Bringing Hearts Home cardiac campaign.

Bidding opened quickly and didn’t let up: $55,000 for the first, $30,000 for the second. With additional contributions factored in, that segment of the auction raised $135,605 to support cardiac care in southern Alberta.

“This marked the second year the Rodgers family incorporated a fundraising component into the sale,” said Maureen Perlich.

“They generously offered a few of their Red Angus open replacement heifers to be auctioned off during the annual bull sale, with proceeds going to the cardiac campaign.”

“We’ve now worked with three generations of the Rodgers family. They’re always supportive and put their community first. An incredible family that we’re honoured to work with.”

“Absolutely incredible! But not surprising. Our community really rallies when there’s a cause as important as this one. To know that a Cardiac Centre in your community will provide faster care when time is of the essence—and keep families together when things seem uncertain—is very important to all of us.”

According to Lana Walsh, specialist for events and volunteers with the foundation, the generosity of the Rodgers family and the turnout at the sale speak volumes about community spirit.

“The Bringing Hearts Home campaign relies on supporters who understand the importance of accessible cardiac care,” Walsh said.

“To see people step up—whether they’re bidding on cattle or making additional donations—is inspiring. Every dollar raised helps ensure patients in southern Alberta receive faster care closer to home.”

“The response from buyers and the community reflects that ethos. Since day one, this has been very important to all of us. The total donations in such a short time reflect the support this facility has received,” Perlich added.

“The agricultural community works hard every day and are raised to never back down from a challenge. They know the importance of community and lending a helping hand. They’re humble, kind, and just nice to people.”

While bull sales are rooted in agriculture—genetics, herd-building, and long-standing relationships—they’ve also become gathering points where something bigger can take shape.

That was evident as the final bids closed and the crowd began to thin, conversations shifting from sale results to handshakes and the road ahead.

On a day filled with cattle, commerce, and a whole lot of bull, the most meaningful numbers had nothing to do with weight, lineage, or price per head. They were measured instead in something a little harder to quantify… and far more important. And that’s no fooling.