A JUNIOR Champion Illawarra heifer broke the breed record, and topped the sale, at International Dairy Week (IDW) at Shepparton, Victoria, when sold for $21,000 via online selling platform, Elite Livestock Auctions (ELA), last week. 

 

Hosted by Dairy Livestock Services (DLS), IDW is the nation’s premier dairy events. This year marked the internationally renowned showcase’s 33rd year of promoting the best in Australian dairy with the event regularly attracting 4,000 exhibitors and visitors from all states of the country, as well as the United States, Canada, Italy, Germany, New Zealand, Japan, Korea, Taiwan, China, Mexico, Argentina and Brazil. 

 

A significant feature of the week-long event is the ‘Create the Future Sale’, offering the top-echelon of heifers and semen across all breeds to producers seeking to secure elite genetics. This year, 210 bidders registered online through the Elite platform — almost three times more than those registered on the ground. 

 

DLS Auctioneer, Brian Leslie, said while the organisation was delighted to see number of attendees and exhibitors return to the show post-COVID, the pandemic had motivated the company to integrate online bidding. 

 

“When COVID came, it brought a lot of bad things, but one good thing it did was encourage DLS Director, Scott Lord, and me to make a decision to use the services of Elite for every single sale we do,” Mr Leslie said. 

 

“Elite’s online platform is nothing short of brilliant. It gives us a worldwide audience, and we receive a lot of bidding online. We haven’t done a sale for the last three years without it.” 

 

One of the of top prices of the sale was secured by online bidder, Leo McGrath, who purchased Illawarra 2022 heifer, Eagle Park Theo Pamela 6157, for $21,000. Theo Pamela was among 40 of the Australian dairy industry’s best stud females, and one lot of sexed semen, that went under the hammer at this year at IDW to average $9,812.50. 

Offered by Jambaroo-based vendor Natalie Shierlaw, Theo Pamela is a 49.23% 2022 Illawarra heifer, from sire Springvale Theo and dam, Eagle Park Anticipation Pamela 4221. 

 

New owner, Mr McGrath, is part of his family’s dairy operation at Wootanga Park, Orford, Victoria, which runs around 300 head, including a predominantly certified Jersey stud herd. He said he first thought of adding Illawarra to the operation around three years ago. 

 

“Our plan is to focus on our certified Jersey herd. We also have a separate certified Brown Swiss herd, with 20 head -  more for fun and to do something different. We plan to do the same with Theo Pamela,” he said. 

 

“Our Illawarra herd most likely won’t grow beyond more than two or three head, but I am very interested in elite genetics and I wanted to invest in a premium Illawarra female to show and promote the breed. 

 

“We started seriously looking for an Illawarra at IDW2021, and I knew when we saw Theo Pamela’s awards and lineage that she was worth bidding for. I was impressed with her age at which she won first place and reserve at the Junior Champion Illawarra Show, as well as the accomplishments of her second dam.” 

 

Theo Pamela is the granddaughter of Bluechip Absolute Pamela, who has won a number of accolades, including Junior Champion and Supreme Champion All Breeds at the Melbourne Show 2012 and All Australian Four-Year-Old in 2016. 

 

A long-time user of Elite, Mr McGarth said he was delighted to be able to return home after showing cattle at the IDW and to secure Theo Pamela remotely. 

 

“We had had a big few days showing cattle at IDW and we had neighbours helping with the milking while we were away. It was wonderful to be able to return home knowing that we wouldn’t miss out on any of the bidding action using Elite.” 

 

The elite advantage 

 

Outside of IDW, DLS conducts 50 to 60 auctions per year and Mr Lord said the business was committed to using Elite to meet market demand for remote bidding and to assist vendors to achieve outstanding results for their livestock.  

 

“We’re very focused on providing any prospective buyer the ability to view and bid from any location, and we do that with Elite,” Mr Lord said. 

 

“Thirty-seven out of 41 lots received online bids and, in almost all instances, online bidding kicked off the sale. Often the start price has already increased 20 to 30 per cent from online bidding action before our auctioneer has offered the animal. 

 

“Not only does Elite allow us to achieve outstanding results for vendors, it is also another way we can showcase the Australian dairy industry to an international audience. We know there were more than 350 people viewing the International Dairy Week sale, including viewers from the US. 

 

“With livestock selling in today’s market, the question isn’t ‘can I afford to use online for the sale?’ — I know I can’t afford not to have online selling capability.” 

Founder of the online platform Elite Livestock Auctions (Elite), Chris Norris, will sign off from the business after eight years and 500,000km to shift focus to further developing his online business focused on the machinery and equipment market.

 

Chris built Elite to become one of Australia’s leading online auction platforms, broadcasting cattle, sheep and stud stock sales with live video and sound, allowing buyers and sellers to connect in real- time.

 

Despite being at the forefront of an online revolution when he founded the company in 2014, Chris said he “could barely turn on the computer” at the time.

 

“When Elite started, we needed IT gurus to be at the auctions with us to help with the technology,” he said.

 

“No-one in Australia had ever broadcast a saleyard auction from selling pens with live video of the cattle and live audio from the auctioneer.

 

“But we gained confidence in it pretty quickly and completed 53 successful auctions in the first year with just me on the ground.

 

“I wasn’t reinventing the wheel – I could see how well this technology was working overseas and in other industries and modified the systems to apply to livestock auctions.”

 

Like most new technologies, uptake was not immediate, but with transformation and acceptance it is now expected at all credible sales.

 

“A lot of people told me the industry wasn’t ready, and that internet connectivity in the bush couldn’t handle it.

 

“I looked at the big picture – I told them it was getting better, and that people wanted to be connected to the live auctions and see what they were bidding on to get a genuine feel for the market.

 

“They don’t want to read about sale results a week after the fact, they want to participate in them no matter where they are in Australia or the world.

 

“At one of our early auctions, we sold 700 head to an online bidder in regional New South Wales whose client was in Greece at the time – both watching and bidding on the sale live.

 

“I was fortunate to have a lot of connections in the livestock sector from my time at an ALPA (Australian Livestock and Property Agents Association) young auctioneer school, and working with the great team at GDL, so when I came back to the livestock industry, they trusted me and were willing to give the platform a go.

 

“We’ve definitely had our challenges – mainly with telecommunications services – but that’s been probably the biggest area of development too. It’s becoming easier and cheaper for people in rural areas to access technologies, that has enabled the platform to be so successful.

 

“It’s created a lot more transparency by exposing the market to everyone. Gone are the days you’d hear ‘gee those cattle were cheap’ – online platforms have helped to put a floor in the market and eliminated sales that fall through the cracks.”

In 2017, Elite was purchased by privately Australian-owned AAM Investment Group (AAM) and has since formed part of the StockLive Group (StockLive).

 

Today, StockLive delivers services to all sectors of the livestock and agricultural industry from the largest commercial sales, equine and working dogs’ auctions, while Elite, which focuses on the seedstock industry, has expanded its operations to all states.

 

Libby Tyrell (Hufton) has been the operations manager of StockLive since January 2020, working with Chris and the broader team to achieve significant growth and to expand the company’s service offerings including growing and enhancing its technology.

 

Libby said in 2022, StockLive simulcast nearly 900 auctions Australia-wide in 2022 with that number set to expand in the coming year.

 

“Chris is a performer on sale day, the ultimate showman, and someone I have learnt a lot from, and I sincerely thank him for his continued support, determination, and ongoing passion for enhancing live simulcast sales,” Libby said.

 

“Chris has changed an industry in just eight years and should be extremely proud of his achievements in the livestock technology space. It just goes to show what one person with genuine passion and knowledge can do in this industry.”

 

Chris will now turn his attention to his new venture, the ‘Auction Exchange’, an online service provider tailored to the machinery and equipment market.

 

“The markets are booming and there’s a lot of demand out there for second-hand machinery,” he said.

 

“I’m leaving Elite on a high. My last sale had over $1 million worth of stock transacted online, and when I got on the plane afterwards, I said to myself ‘it’s time’. I am leaving the business in very capable hands; the team is stronger than ever and extremely passionate about providing a quality service to our current customers and new clients. Tammie Robinson will do a fantastic job servicing Elite’s clients as she has a genuine passion and unique knowledge of what we do and why we do it.

 

“As technology has enhanced, the team has introduced new features including the ability to sell stud stock through a selling ring complex providing multiple camera angles and shots to ensure buyers have an all-encompassing view of livestock, enhancing their online experience.

 

“The ability to provide a genuine real time, live, experience is why the platform outshines alternate service offerings in the industry today.

 

“Clients often refer to the unique ability to buy online with a real-time experience , including the superior audio, live video as the reasons to keep returning to Elite and StockLive.

 

“I want to thank everyone who’s utilised our services over the years, particularly those in the early days who were taking a bit of a punt.

 

“AAM is a business which is passionate about improving the agricultural industry and invests a lot into agriculture around Australia, so they’ll definitely take the business to new levels.”

Tammie Robinson brings a lifelong enthusiasm to her new role as Livestock Sales Manager for Queensland and the Northern Territory at StockLive. 

 

Born and raised on a property at Toogoolawah in Southeast Queensland, Tammie was breaking in and showing cattle from her early school years. 

 

“The beef industry has been part of who I am from childhood, and I am passionate about helping young people discover their own love for cattle,” she said. 

 

“In this role, I am looking at new business opportunities and ways to drive business growth. I am travelling within Queensland and will branch out as the year goes on. 

 

“The StockLive platform is so easy to use and understand and we pride ourselves on client service and relationships. If you contact us, you will always reach someone from the team who will go above and beyond to achieve the outcome the client needs. 

 

“When I’m at a sale it is extremely full on and fast-paced, working with agents and vendors to get them the absolute best outcome that we can. 

 

“I love working for a company that is 100% Australian, from shareholder to investors and is all about Australian agriculture.”

 

Tammie runs a Brangus stud with her two sisters, as well as a commercial Brangus and Santa Gertrudis herd in the Brisbane Valley in South East Queensland. 

 

After realising a teaching degree wasn’t for her, she spent 10 years as a merchandise manager with CRT, before turning her hand to sales and moving into the agtech space. Her extensive cattle knowledge has also been recognised by the Beef Australia Board through her appointment to the Stud Cattle Championship Committee for Beef2024. 

 

Tammie said since joining StockLive in November 2022, no two days had been the same. 

 

“Currently it’s very much about learning for me - I am new to the team and absorbing everything I can from all the amazing people I work with. 

 

“At StockLive we all have a passion for the industry, you can pick up the phone anytime and call anyone within our team and they are more than happy to help and support you any way they can. I really value that.” 

 

Tammie said she was looking forward to continuing to build strong relationships with StockLive’s clients.  

 

“First and foremost, strong relationships are formed off trust and this is built from listening to your client and their needs, understanding what they want to achieve and executing it to the best of your ability,” she said. 

 

“Be honest, shoot straight, keep your word and follow through with what you have promised. Essentially just be a good person and love what you do”. 

 

“I am very excited for what the next 12 months will bring.” 

AT the height of the COVID-19 pandemic, when social distancing restrictions meant vendors, unregistered buyers and spectators could not attend the saleyards, South-West Victoria Livestock Exchange (SWVLX) Saleyard Manager, Paul White, knew he needed to move the sale online to keep the flow of cattle moving.

After speaking to StockLive Manager, Libby Hufton, on a Tuesday, the online-bidding platform and live simulcast was up and running by that Friday’s Store Sale. 

“StockLive fit like a glove,” Mr White said. 

"From the very first sale the partnership has run smoothly and gave us great peace of mind during the pandemic.

“We have continued on with StockLive as it means buyers can have confidence to bid and secure cattle regardless of where they are based. It’s also important for vendors, who work long hours and extremely hard to produce excellent cattle, to watch their stock being sold.”

In the past two years, a total of 3184 viewers have tuned in to watch the auction simulcast. 

“Particularly during our weaner auctions, which are held in December and January, we sell cattle to buyers right across the country,” he said.

Established in 1883, and previously known as the Warrnambool Saleyards, SWVLX moved from the centre of town to its current location at Caramut Road in 1970 and is a vital link in Victoria and Australia’s livestock supply chains.

In 2020, a $969,000 upgrade to the facility was finalised, including the development of a 3500 square-metre roof over 40 holding pens. Tenders are also now open for construction of roofing across all selling pens, as part of a multi-million-dollar project to optimise animal welfare and ensure sale days run smoothly. 

“The buyers’ walkways, auctioneer platforms and our water treatment infrastructure will also soon be upgraded,” Mr White said. 

Rapid uptake of technology

The introduction of StockLive has aligned with the major upgrades modernising the saleyards and has been utilised across 27 sales. 

On average, auctions with StockLive operating receive approximately 20 per cent of bids from online buyers and more than 2,500 head of cattle have been purchased via the platform, which equates to $3.8 million in value.

Jack Kelly, JJ Kelly Stock Agency, has been marketing his clients’ stock at SWVLX for close to 30 years, and said vendors and buyers were swift to embrace online selling during an uncertain time for the industry. 

“We have never had to cancel a sale at SWVLX during all my years at the saleyard, but we were forced to do so when the pandemic hit,” Mr Kelly said. 

“It wasn’t a good time, and there was huge uncertainty for buyers and vendors. 

“With StockLive, not only could our vendors watch their stock being sold, but our buyers could bid from any location.

“When the platform was first up and running I would ring my clients to let them know where the prices were sitting and they would tell me they already knew as they had been watching the sale online.”

Since COVID-19 restrictions have eased, Mr Kelly said some vendors and buyers had chosen to watch and bid on the auctions in person, while others still prefer StockLive’s flexibility. 

“There is no doubt, online selling has helped grow our buying pool, and we have increased bidding competition across sales, as StockLive buyers bid strongly,” he said. 

“It was certainly a strange sensation when we first started selling and the buyers from the front of the pen would walk off, as it was only StockLive buyers left bidding.”

Modern buyers’ demands 

Kieran Johnstone, Nutrien Ag Solutions Warrnambool, said StockLive had paved way for improved pre-sale marketing, which modern buyers were now expecting. 

“The information provided is extremely important to buyers, and Stocklive has cattle weights, their breeding, vendor details and vaccination history clearly displayed,” Mr Johnstone said.  

The access Stocklive delivers to both buyers and vendors has also allowed Mr Johnstone to provide outstanding service to the most diverse and widespread of clients. This includes a producer who owns farms and cattle in south-west Victoria, but spends half of the year in the United States. 

“He has never had to miss out on watching his cattle sold, as he can tune in from his home in Virginia Beach in the U.S,” he said.