Executive Summary: The Social Value of Sale Barns

There is growing interest worldwide in understanding how social connections translate into actions with tangible outcomes, both economic and non-economic, that impact individual livelihoods and community well-being. This pilot project adapted and expanded on a research project developed by BlueWren Connections for the Australian Livestock Markets Association and applied it to Nebraska livestock sale barns—a key rural economic entity. Using a variety of research tools, the team assessed the initial social value of these sale barns and explored their implications for individual and community well-being and resiliency.  The findings from the Nebraska pilot study found that in-person livestock sales highlight the broader contributions of rural businesses and organizations beyond traditional economic metrics. The findings also identify social connections that foster a sense of belonging and connectivity, offer pathways to enhance educational program delivery, specifically Extension delivery, and strengthen community engagement.

Key Findings:

• Each livestock sale barn has a culture that is unique to their location. It is shaped by its history and the people who work at and attend the sale barn auctions. In the sale barn environment, people build social connections by sharing stories, finding common ground, and establishing social norms. This culture can also affect how individuals become part of a community outside the sale barn. 
   
• Besides buying and selling livestock, 60 percent of the study participants at sale barns said that socializing, such as building relationships and offering support to others, was a reason they attended livestock auctions. Additionally, 63 percent said they have made new friendships as a result. 
   
• Sale barns offer spaces that support mental health through social interactions that foster a sense of community and belonging. These encounters provide an outlet to help individuals cope with industry challenges, which range from simple recognition for their hard work in producing quality cattle to more in-depth, one-on-one conversations about personal life. 
   
• The sale barn environment offers a wealth of knowledge, often passed down through generations, from interactions between buyers and sellers, and from sale barn owners and auctioneers. People learn by watching and evaluating cattle in the ring and then sharing insights about cattle and range management at the lunch counter. Livestock sales offer an opportunity to learn about current market trends, animal health, and feeding practices.
   
• Sale barn interactions help producers gain marketing skills that are used to develop future marketing plans for livestock. Learning is also translated into daily operational decision-making, such as how to manage the impacts of weather and drought, and increased business opportunities gained through referrals. 
   
• Additionally, the sale barn plays a vital role in supporting the local economy. Many attendees often visit other nearby establishments to purchase supplies and conduct personal business. Without a sale barn, participants observed community changes such as the disappearance of local businesses, the loss of a gathering place for people to socialize, and the erosion of community identity.

Aldrich, D.P. & Meyer, M.A. (2015). Social capital and community resilience. American Behavioral Scientist, 59:2, 254-269. 

Ellis, H. S. & BlueWren Connections Pty Ltd. (2022). Social Value of Saleyard: Research Report 2022 Australian Livestock Markets Association Initiative. Retrieved from: https://ncq.org.au/wp-content/uploads/ALMA_BlueWren_Social_Value_of_ Saleyards_Full_Report.pdf 

Rural Health Information Hub. (2025, March 17). Challenges and opportunities for mental health services in rural areas. Rural Health Information Hub. Retrieved August 19, 2025, from https://www.ruralhealthinfo.org/toolkits/mental-health/1/barriers. 

Social Value International. (n.d.). The principles of social value. Social Value International. Retrieved August 19, 2025, from https://www.socialvalueint.org/principles. 

Unknown author. (n.d.). BRIEFING FOR MEMBERS: Measuring social value — What do we mean by measuring social value? [Briefing document]. Retrieved from Studylib website: https://studylib.net/doc/8423773/measuring-social-value.