Alex McLaughlin
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After 24 Hereford sales with Injemira, stud principal Marc Greening says the next step for the Holbrook-based seedstock operation is about strengthening relationships and creating scale for clients.
From 2027, Injemira will host two dedicated Injemira Blood Commercial Client Online Sales on AuctionsPlus, bringing together large lines of verified Injemira-blood cattle in coordinated national events.
“We’re returning to old school values and old school marketing techniques, along with utilising a modern selling system,” Mr Greening said.
The modern system is AuctionsPlus. The old-school element is direct involvement - backing the cattle, maintaining year-round contact with buyers and vendors, and building long-term supply relationships.
Mr Greening said the concept has grown from clear buyer demand.
“There is significant demand for larger lines of Hereford cattle to be purchased in one place, particularly for people finishing cattle into branded programs and different production systems,” he said.
“It also comes from demand specifically for Injemira blood cattle. Having those available all in one place certainly helps buyers.”
Performance data underpins that demand. Mr Greening said Injemira-blood cattle have, over a number of years, graded in the top 10% of MSA index rankings in large lines - results that have built confidence with grass and grain finishers seeking predictability in carcase outcomes.
“The commercial sale will become a genuine one-stop shop for Injemira blood cattle", Mr Greening said.
With Injemira genetics sold into all states and territories, vendors nationwide will be eligible to participate, provided they are existing bull-buying clients.
That places added significance on next week’s Injemira Poll Hereford Bull & Commercial PTIC Female Sale on February 24, interfaced with AuctionsPlus.
It will be the final opportunity for first-time buyers to secure eligibility to participate in the 2027 Commercial Bloodline Sales.
“First-time buyers in the bull sale next week have the opportunity to participate in the commercial cattle sales moving forward,” Mr Greening said.
“We’ve got the first of the Mountain Valley Scooby Doo sons, which was a $70,000 purchase a couple of years ago. They’re modern, functional cattle with tremendous carcase and suited to all regions of Australia."
The sale will also include sons of New Zealand sire Matariki Navigator, used exclusively at Injemira in Australia and sire of New Zealand’s all-time record-priced Hereford bull in 2025.
For Mr Greening, the commercial sales initiative and next week’s bull offering are closely linked - genetics backed by data, aligned with a coordinated marketing pathway.
“It’s about backing the cattle and backing our clients,” he said.
View the Injemira Poll Hereford Bull & Commercial PTIC Female Sale here.
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