Did the $6000 baseline price strategy pay off at the National Braford Sale?

The decision to raise the starting price of bulls to $6000 at this year's National Braford Sale has been declared a win by vendors, studstock agents, and the Australian Braford Society, after a strong sale result on Monday, September 8.

This year's sale, held at the CQLX in Gracemere marked the first time in at least around five years that the base price was lifted from $5000.

The move, which was agreed upon by most vendors, was driven by rising production costs, growing buyer demand, and improved seasonal conditions across much of the country.

Australian Braford Society president Steven Donovan said the price lift made "no difference at all" to buyer confidence, noting the sale enjoyed a lifted clearance rate, average and set a new record twice on the day.

"We just felt with the strength of the cattle market and the general good season in most areas, the time was right to increase the starting price of the bulls from $5000 to $6000," Mr Donovan said.

"It was a fantastic achievement. We had a 90 per cent clearance, nearly a $14,000 average, and bulls went everywhere, right down south, across central Queensland and up north. It was a good spread."

The top end of the sale reflected surging demand, with commercial buyers paying up to $40,000 and stud breeders pushing the top price to $60,000, a strong signal, Mr Donovan said, that producers were willing to pay for quality.

"When you've got commercial operators prepared to pay $40,000, it means the seedstock guys probably need to push that barrier a bit higher," he said.

Mr Donovan also attributed the momentum behind the sale to the breed's strong showing at Beef Australia 2024.

"The strength of last year's sale and this year's can be directly attributed to that hugely successful promotion,' he said.

"The lineup of seedstock is improving, the genetics are improving, and we're now offering buyers more in terms of genetic testing, which does come at a cost, but also adds value."

GDL studstock agent Mark Duthie echoed Mr Donovan's sentiment, saying the new starting price better reflected the realities of producing quality genetics.

"With the rising cost of production to breed bulls, vaccinate, register, and DNA testing, you're not breaking even at $5000 anymore," Mr Duthie said.

"Buyers don't just turn up with $5000 in their pocket anymore; they come looking for the bull they want and are prepared to pay for it."

Mr Duthie noted that a $6000 starting price had long been standard in parts of NSW and Victoria, and it was positive to see Queensland sales now reaching that benchmark.

"The Braford Society is becoming more progressive, and it was a good decision to lift the starting price," he said.

"Hopefully, that also pushes producers to prepare better bulls, and we certainly saw that this year."

With solid commercial and stud interest, a near-total clearance rate, and continued breed promotion on the national stage, Mr Donovan said the Braford breed was enjoying a resurgence.

"I'd like to think that with the promotions we've had at Beef 2024, we've really highlighted to people the advantages of using Brafords, whether in a purebred or crossbreeding operation," Mr Donovan said.

"This year's sale just proves the momentum is with us."