Inaugural online bull sale

September 1st, 2021

Gippsland PERFORMANCE Herefords



‘To sell young Hereford bulls with structural soundness and above average genetic merit.’

The Concept

The concept for a performance based bull sale was first considered when five like minded Gippsland Hereford breeders met over a cup of coffee to discuss their breeding programs and breeding objectives and how they proposed to promote their Hereford Studs and sell their cattle, particularly their bulls, into the future.

Point of Difference

Interestingly they were all long time supporters of BREEDPLAN and the various technologies and science available to the stud cattle industry to support them in their breeding decisions and pursuing their breeding objectives.

It was considered important to have a point of difference and they therefore decided on the concept of having a performance based online bull sale.

Conditions of Entry

Conditions of entry were set to ensure each lot was structurally sound and fertile, not carrying any known adverse genetic conditions or Pestivirus, be sire verified and above average for various BREEDPLAN EBV’s, Indexes and the traits they considered were the profit drivers for the beef industry. They are confident the genetic merit of each lot will offer purchasers the prospect of genetic gain within their herds to meet their breeding objectives.

Sept 1st, 2021


18 Young Hereford Bulls



All Herdbook Registered, Sire Verified, Poll Status, DNA tested free of all known adverse genetic condition and Pestivirus




Charellen Poll Herefords – Stan Walker – 0428 919 691

Mundook Herefords – Gary Mc Ainch – 0418 514 440

Tarwin Poll Herefords – David Meikle – 0429 800 756

Warringa Herefords – Bill Kee – 0407 825 555

Willack Poll Herefords – Bill Lack – 0459 777 474

Selection Criteria that each entry must:


  • All Herdbook Registered, Sire Verified, Poll Status, DNA tested free of all known adverse genetic condition and Pestivirus

  • All have full Hereford BREEDPLAN EBV’s and Market Selection Index Values


  • All above Hereford Breed Average for IMF(Marbling) and all four Market Selection Index Values

  • All have passed an independent structural assessment and fertility/semen test conducted by Qualified Assessor, Ian Moreland of Studcare Genetics.

  • Assessments are available upon request to the Vendor

Ross Milne: 0408 057 558
Jenni O’Sullivan: 0428 222 080
Ryan Bajada: 0435 411 536


Online Sale – Helmsman Sale System


Peter Godbolt: 0457 591 929
Ray Attwell: 0428 836 136


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Look great and plenty of feed. Amazing season.

What a magnificent season in East Gippsland! Fancy being able to calve cows onto this amount of feed, unbelievable! ... See MoreSee Less

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Think you need more cows

Yearling Bulls enjoying a magnificent Autumn day! ... See MoreSee Less

After a further 78 mls of rain this week it's hard to find the new calves in the grass! This lovely day old bull calf is by Churchill Broadway 858F. ... See MoreSee Less

This March, in partnership with SBTS & TBTS, AGBU and Holbrook Vet Centre, Riverina Local Land Services will be presenting an Autumn Beef Webinar Series on Better Bull Buying. This on-line series is your guide to selecting and buying bulls that best suit your breeding objectives, region and target markets.

First up is #SBTSTBTS Technical Officer Catriona Millen, who will be discussing Making Bull Selection Decisions for Heifer Matings from 7.30 pm (AEDT) on Wednesday 9 March. Register here:
Links to register for the next two webinars are also available via this link.
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