Quality genetics drive three-fold increase to premier Merino sale

What started as a modest on-property circuit sale with 5,000 head has grown into one of Australia’s premier online livestock auctions for Merino genetics.

The Butt Livestock & Property Annual Breeders Sheep Sale has earned its reputation for delivering premium genetics, with buyers returning year after year to secure top-performing sheep.

Director of Livestock Sales and Marketing, Mr Butt, reflected on the sale’s evolution over the past decade.

“When we started, it was a smaller, local event. People were interested in the sheep, but they weren’t traveling for 5,000 head from places like Victoria. That’s when I decided to move the sale online. It was more work for our team, but I knew it would deliver better results for our clients,” he said.

Since transitioning to the AuctionsPlus platform five years ago, the sale has grown three-fold, with this year’s catalogue featuring 15,000 head of low micron, heavy-cutting sheep.

Bogo-blood Merino ewes, one and half years and January-shorn sold for $372 in the 2022 Butt Livestock & Property Annual  Breeders Sheep Sale. Pic: Supplied

Mr Butt believes the sale’s growth is a testament to the quality of the genetics on offer. Many of the vendors, primarily based around Young, Yass, and surrounding areas in New South Wales, have been involved since the online format began, ensuring consistency in the sheep’s breeding and performance.

“This sale has become synonymous with premium genetics,” Mr Butt said.

“Buyers keep coming back because they see the results. The sheep perform well in their environments, whether they stay local or head to places like Victoria or South Australia.”

Repeat buyers have been a key driver of the sale’s success. One notable client from the Coolac area has purchased large runs of one-and-a-half-year-old sheep nearly every year for the past decade.

“That kind of loyalty speaks volumes about the value of the genetics we’re offering,” Mr Butt said.

The success of the sale also owes much to the platform’s transparency and detailed information, which allows buyers to make informed decisions.

“The AuctionsPlus format gives purchasers everything they need to know about the livestock. It’s a key part of what has made this sale a premium event,” Mr Butt said.

Over the years, the sale has grown not just in size but also in reputation. From its first online auction of 6,000 head to this year’s 15,000-strong catalogue, the event continues to attract new buyers while retaining loyal clients.

“This sale has never stagnated,” Mr Butt said. “Every year, we see growth in numbers and interest. That’s because of the consistent results buyers are getting from the genetics. It’s a sale built on quality, and that’s what keeps it moving forward.”

With the 2025 sale just around the corner, Mr Butt is confident it will attract the same strong following as seen in previous years.

“We’ve worked hard to make this a premier event, and the results speak for themselves. Buyers know they’re getting genetics that deliver real value, and that’s why they keep coming back.”