Col Thexton celebrates 34 years of Australia’s longest-running online cattle sale

More than three decades ago, Col Thexton became the first Western Australian livestock agent to list cattle online through AuctionsPlus, then known as CALM - a move that was met with widespread scepticism from industry peers who questioned the viability of online trading. That decision would go on to define Mr Thexton’s career and cement his reputation as a pioneer of digital livestock marketing.

In 2025, his annual sale reached a remarkable milestone, marking 34 consecutive years online, making it Australia’s longest-running online livestock sale.

Mr Thexton’s journey in the livestock industry began in 1988, assessing cattle across the South West.

Two years later, he co-founded Independent Rural Agents (IRA) alongside Peter Milton at Pemberton, WA. Launching the agency without an established client base was a significant leap of faith, but one that has since paid dividends.

Today, IRA celebrates 34 years of involvement in the Annual Pemberton Elite Vealer, Weaner and Breeder Sale - a cornerstone event for the region and a fixture on the AuctionsPlus calendar.

This year’s sale offered 69 lots, with a total of 1,649 head presented. The auction achieved full clearance, underpinned by strong buyer confidence and competitive bidding. There were 31 active online bidders, with 21 successful purchasers placing a total of 664 bids throughout the sale.

While the majority of buyers were based in Western Australia, the sale also attracted interstate interest, including one volume purchaser from South Australia.

The top-priced lot was a line of PTIC heifers, which sold for $3,275, with their sisters close behind at $3,250. Notably, one vendor has supported the sale since its inception, consigning cattle every year for the past 34 years.

The top priced lot of the day, 10 PTIC Heifers offered by G & B BENDOTTI, which averaged 597 kg and were purchased for $3,275. Pic: Supplied via AuctionsPlus

Mr Thexton said both he and his clients were pleased with the overall result, with strong competition across all classes of cattle offered.

“We got really good money on sale day, and that’s a testament to the vendors who have stayed disciplined and continued to breed the type of animal we’ve been focused on for years,” he said. “That’s my job - to help them get the best possible result.”

Reflecting on what it takes to sustain a sale over more than three decades, Mr Thexton believes consistency, quality and adaptability are key.

“You’ve got to have vendors who support you,” he said. “Don’t chop and change. Stay focused and disciplined, keep the cattle healthy and meet what the market wants. In a way, you create your own demand.”

Over the 34-year history of the sale, Mr Thexton said the most significant shift he has observed has been a growing emphasis on quality.

“There’s been a real lift in quality across the board,” he said.

"You’ve got to keep improving, stay on top of your genetics and back what you believe in. Stick at it and don’t chase fads.”