ONLINE cattle marketing platform AuctionsPlus has introduced a new innovation designed to reinforce claims around bloodlines included in commercial livestock listings on the platform.

It claims the new product, A+ Bloodlines, will officially connect commercial livestock listings to the stud genetics behind them.

As recently as a fortnight ago, a participant in the Ballarat Feeder Steer MasterClass event in Victoria raised the issue of inaccurate information in bloodline claims on AuctionsPlus cattle listings, citing a case where investigation into a vendor’s claim showed he “had not bought genetics from the claimed stud in 20 years.”

The new product would give both stud producers and commercial cattle vendors the tools to verify, protect and leverage quality genetics, while giving agents and buyers greater confidence and transparency in every transaction, AuctionsPlus said in a statement.

A+ Bloodlines was developed over 18 months with input from bull breeders, commercial vendors, agents and buyers across the industry.

How A+ Bloodlines works

Under the new format, a drop-down bloodline selection can appear in commercial assessments where the feature is raised, replacing the free-text comment entry about bloodlines that appeared previously.

Studs are notified when their genetics appear in a commercial listing claim, with the ability for studs to verify those genetics claims directly on the AuctionsPlus app. The cattle vendor remains on the approved list until removed by the stud providing the genetics. More than one stud can be listed. Once verified, a small notation appears in the top left of the listing (see example images).

A verified bloodline filter is available for AuctionsPlus bidders to use when searching listings, which can also be set as a notification when cattle carrying specific genetics are listed.

Angus bull breeder Ross Thompson from Millah Murrah said the product addressed a long-standing gap in how genetics are represented in the commercial market.

“The A+ Bloodline verification product ensures market premiums go where they should, instilling buyer confidence and rewarding vendors who invest in our program,” he said. “At the same time, it sorts out tenuous or illegitimate claims. It is long overdue and a fantastic innovation for the industry,” Mr Thompson said.

AuctionsPlus business development manager Hugh Courts said the product delivered value for every participant in the transaction. “Studs gain visibility and influence well beyond their immediate client base, reinforcing the strength of their breeding programs in real market conditions,” he said.

Angus bull breeder Ross Thompson from Millah Murrah and AuctionsPlus business development manager Hugh Courts

“Sellers benefit from stronger catalogues and increased buyer confidence, with verified genetics adding tangible commercial appeal at sale time. Agents are better equipped to tell the story behind the stock and market listings more effectively.

“For buyers, it creates a more informed and trusted purchasing environment, where genetics are verified and clear, and decisions can be made with greater certainty. In a market increasingly driven by data and trust, A+ Bloodlines lifts confidence, competition and, ultimately, value across the entire industry,” Mr Courts said.

Level 1 assessor Tom Boyle said A+ Bloodlines added a new layer of credibility to commercial catalogues while recognising the vendors who invest in stud genetics.

“I believe A+ Bloodlines verification adds great value, not only by giving vendors the backing and recognition of the stud behind their genetics, but also by rewarding the ongoing support and loyalty they have shown to that stud.

“It provides buyers with greater confidence in the genetics on offer. It adds another level of credibility to the cattle, gives buyers greater confidence in what they’re purchasing, and ultimately improves the stock’s marketability,” Mr Boyle said. “As a Level 1 Assessor, I’m always looking for ways to improve the service I provide and continue raising the standard of my assessments. A+ Bloodlines verification is another valuable tool that helps deliver a more professional service for vendors, while giving buyers greater confidence in the cattle being offered.”

Click here to view more about A+ bloodlines

Source: AuctionsPlus