20 years strong: North East Victorian lamb sale thrives as premier producer event

The 20th Annual North East Victorian Lamb, Backgrounder & Finisher Sale has grown into a well-recognised event, establishing a trusted brand for lamb producers and buyers alike.

Founded by Nutrien Benalla agents, David Welsh and Colin Broughton in 2004, the pair saw a gap in the market to respond to the growing demand for producers with high volumes of quality spring lambs to trade, linking keen buyers in prospective regions to the North East Victorian market.

Over two decades, Mr Welsh and Mr Broughton’s commitment to quality has cemented the sale as a staple for lamb producers across Victoria, providing a reliable market that goes beyond traditional saleyards.

Mr Welsh credits the sale’s long-standing success to the solid relationships between vendors, agents, and buyers, which have created lasting partnerships and added value for returning participants.

"This approach benefits both by offering a consistent brand for farmers and a reliable source for buyers," Mr Welsh said, adding that the sale has encouraged many producers to align their breeding operations with the event.

This consistency has bolstered the reputation of the North East Victorian sale as a key seasonal benchmark for buyers.

The sale’s interface through AuctionsPlus has been another catalyst for growth, with clients from across eastern Australia participating online.

Since its inception, the sale has been interfaced through AuctionsPlus, which Mr Welsh said has provided the vendors with an opportunity to establish themselves in front of a wide audience, as well as benefits the livestock offered.

“The lambs go from one farm to another without stress, and we can provide more detail about the animals than we would in a weekly saleyard,” he said.

By linking producers to a broader, national market, the platform has enhanced sale results, with lambs finding new homes from southeast South Australia all the way to Gunnedah in northern New South Wales.

In addition to its reputation for premium stock, the sale has adapted to industry shifts, offering producers an alternative after the closure of many local saleyards and supporting specialised breeding programs.

“Many of our clients have adjusted their breeding cycles around this sale, aligning their operations with buyer expectations and trusting the quality we offer each year,” Mr Welsh said.

Reflecting on the sale’s success, Mr Welsh emphasised the importance of its roots: “It’s been incredible to see how the market and breeding practices have evolved. This year’s sale is shaping up to be one of the best yet.”

As lamb prices remain strong and consumer demand continues to rise, the sale offers an opportunity for producers to expand their operations with quality stock.

Beyond the numbers, Mr Welsh said the relationships built over these years are a cornerstone of the event’s identity, adding, “Despite market fluctuations, there is a collective effort among the producers to achieve the best results each year."