Focus on maximising returns, supply alliances at Weebolla’s 50th anniversary field day + VIDEO

Georgina Poole, 08/08/2017

Field Day speakers included Tom Bull, Lambpro, Jen Jeffreys, Weebollabolla, Sarah Strachan, MLA and Sam Newsome, Newsome Ag.


MAXIMISING returns and capitalising on collaborations were key themes explored at a recent field day held at Weebollabolla Shorthorns near Moree.

Marking 50 years of bull sales this year, Weebollabolla organised the event as an opportunity for producers to network and gain valuable industry insights.

“It’s a bit of a golden era of beef at the moment and we really wanted to bring industry heads together to see how we can all make gains and stay at the top of the game,” Weebollabolla’s Jen Jeffreys said.

Held as a pre-cursor to the stud’s historic 50th on-farm bull sale next month, the line-up of speakers included Sarah Strachan, MSA operations manager with MLA, Andrew McDonald from NH Foods, Sam Newsome of Newsome Ag and Tom Bull of Lambpro.

Visitors to the field day had the opportunity to view Weebollabolla’s promotional video (click on link here, or access at base of page), marking its half century of operations and outlining current opportunities for clients in terms of markets and genetics, and its relevance to each speaker’s presentation.

“It’s a big year for Weebollabolla as we celebrate our 50th on-farm bull sale and a recent collaboration with NH Foods, we wanted to share this experience with other producers,” Mrs Jeffreys said.

“The Shorthorn market is re-positioning in the industry and there are currently a number of opportunities in red meat production that can be further explored.”

Shorthorn branded beef into China

NH Foods export sales manager Andrew McDonald has been collaborating with Weebollabolla, providing branded beef into the Chinese market.

Speaker Andrew McDonald from NH Foods with Jen Jeffreys.

“We began exporting Australian Shorthorn branded beef into China about five months ago and it’s had a very positive reception in China,” Mr McDonald said.

“While traditionally branded beef products such as Angus and Wagyu have always been popular in the marketplace, we feel Australian Shorthorn will provide a point of difference that will prove popular with Chinese consumers.”

He said the field day provided a rare opportunity to incorporate the whole supply chain, from the farm consultants to producers, processors and exporters.

“To be able to talk about what is achievable from a production side and a supply side, everyone goes home a little wiser.”

In light of the recent NH Foods branding venture, MLA’s Sarah Strachan discussed the tools available at a producer level to help interpret carcase quality feedback.

She used a consignment processed on July 20 out of Weebollabolla feedlot to give an actual example in the real-world.

“Weebollabolla has always had a focus on marbling and weight for age and will continue to strive for improvement to benefit the brand,” she said.

“Compliance with the brand and specifications can be controlled by producers, and by taking this feedback on board they’re putting profits directly into their pockets.”

“The new myMSA benchmarking program was able to demonstrate that the entire lot of Weebollabolla cattle recently processed by NH Foods performed in the top 50 percent for grainfed beef eating quality when compared to the rest of the country, and the same region in NSW.”

“This new tool allows for more meaningful feedback, particularly considering non-compliance can equate to a potential cost of $400-$500 per head.”

Focus on profit drivers

Tom Bull of Lambpro spoke on the need to accurately identify profit.

“Producers need to understand what facilitates profitability in genetics and what’s driving market demands, then they can actively select that in their genetics programs,” he said.

“A breeding program that can identify and understand these key factors will always be at the forefront of the game,” he said.

Sam Newsome of Newsome Ag also discussed imperative drivers of profits in a beef operation, using the top 20pc of producers, as an example.

“Kilos of beef per hectare is the key to income, so I look at where to focus expenditure in terms of growing feed to convert into beef,” Mr Newsome said.

“I also explore how producers should be resourcing their business using labour and plant and how their overheads and debt servicing reflect the scale of their business.”

“The variations in farm performance can be vast – a 3pc return compared to a 6pc return on a $10 million dollar asset equates to $300,000.

“That’s $300,000 up for grabs that could cover education or succession, so the opportunity cost of under-performing is quite alarming.”

Mr Newsome congratulated the Munro family on the field day initiative, and said that while anyone can ‘google’ information these days, nothing compared to traditional networking opportunities.

“Field days like this are a great way to get everyone off farm and offset some of the professional isolation farmers can experience.

“There is a lot to be said for getting everyone together, meeting new people and really digging deeper into some of the issues currently facing the beef industry.”

  • Weebollabolla hosts its 50th on-farm bull sale on Friday 22 September.
  • Click this link to access Weebollabolla’s 50th anniversary video.


Source: Weebollabolla Shorthorns




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