New online sales option for Australian producers - Elders Rural Services
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New online sales option for Australian producers

Livestock producers across Australia are taking advantage of a new cost effective sales platform, launched online this week. offers producers the ability to sell or buy single lots at auction, online, in a real-time, secure way, with payments held in trust until a successful delivery is completed. has already seen take-up from key breeders across Australia with bull and genetics listings from Shorthorn Beef, Trojon, Te Mania, and Allendale already available in live auctions. spokesperson Chris Howie said the platform was designed to provide market access to vendors who want flexibility and control in the sale of each individual animal.

“ is a simple solution for producers wanting to sell single high-end animals or genetics, or those who may not have sufficient scale to run their own auction,” Mr Howie said.

“The vendor has full control of their sale, from listing through to delivery, and they have the ability to set a minimum price and a buy-now function on their animal,” he said.

“Buyers can browse listings on the site free-of-charge, and can bid on animals at a time and place that suits them.

“This method of sale has expanded rapidly in the United States and Europe and so the opportunity to offer a similar option to Australian producers is truly exciting.

Tom Gubbins from Te Mania in Mortlake VIC posted the first 30 listings on, and said it was an effective way to market stock on an ongoing basis.

“We will often have animals standing in a paddock which are in fact for sale, so this platform allows us to advertise our stock at any time, without waiting for an auction or sale event,” Mr Gubbins said.

President of Shorthorn Beef and owner of Futurity Shorthorns in Baradine NSW, Jason Catts said the industry has been waiting for a platform like, which gives flexibility to both vendors and buyers.

“Shorthorn Beef is very excited about what brings to the table for seed stock producers across Australia,” Mr Catts said.

“We are using to run an elite genetics auction for our members with many leading seed stock producers taking the opportunity to be part of the sale,” he said.

Trent Johnstone from Trojon Shorthorns in Lyndhurst NSW, is listing on and believes there is a big future in online trading of livestock.

“A large network of people are already going online to search for livestock, so now to have the ability to buy and pay for individual stock and genetics online is a great step for the industry,” Mr Johnstone said.

All available listings can be viewed free-of-charge at