Herefords Australia

What Herefords Australia does

Herefords Australia Limited is the peak national breed association for Hereford cattle breeders in Australia, headquartered in Armidale, NSW under ABN 86 121 714 332. The organization is member-owned and operates with a small staff of 1-10 employees, providing breed registration, genetic evaluation, DNA testing, and member services to commercial beef producers and stud breeders across Australia. Its operational footprint spans regional sales events at Wodonga, Dubbo and Glen Innes, interfaced online auctions via AuctionsPlus, and a youth development pipeline including the National Youth Committee, National Youth Expo, scholarships and regional youth camps.

The organization's core technology is the BREEDPLAN genetic evaluation system, supplemented by the Super Sires program, which together generate Estimated Breeding Values (EBVs), sire summaries and performance records that underpin Hereford breeding decisions in Australia. Supporting infrastructure includes a searchable animal, member, sale catalogue and semen catalogue database hosted via ABRI/UNE online query URLs, a DNA services portfolio, and a Member Services Portal covering registrations, forms, fact sheets, regulations and the strategic plan. Marketing channels extend to a website, Facebook, e-newsletters and the HAL Annual Magazine, while corporate partners including Zoetis, Neogen Australasia, AuctionsPlus and Bendigo Bank Agribusiness provide sponsorship and technical resources.

The business model is membership-based, monetizing through registration fees, membership dues, DNA services, event participation, online store merchandise (breed uniform, DNA consumables) and corporate sponsorship. Pricing is governed by a Schedule of Fees available to members but is not publicly disclosed. The entity marked 200 years since Captain Hawley introduced Herefords to Australia on 4 May 2026, anchoring its brand around heritage, breed improvement and community engagement within the Australian beef industry.

Name

Herefords Australia

Legal name

Herefords Australia Limited

Website

https://herefordsaustralia.com.au

Company type

Private

Founded year

1826

Operating status

Operating

Headcount range

1–10 employees

Short description

Herefords Australia is the national breed association for Hereford cattle breeders, providing registration, BREEDPLAN genetic evaluation, DNA services, national shows and youth development to stud and commercial beef producers across Australia.

Ownership category

akta.pro rank

Product category

Livestock breed association services

NAICS

Cattle Ranching and Farming (1121)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Seedstock/Purebred Beef Cattle Breeding (AFAEABAD)

akta.pro secondary industries

Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing) (AFACAEAE), Genetic Trait Selection (e.g., polled, disease resistance) Services (AFAEAJAJ)

Keywords

• Beef cattle breeding
• Livestock breed association
• Genetic evaluation services
• Animal registration
• Cattle stud sales

Headquarters

HQ city

Armidale

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Distribution channels3 records

Marketing channels5 records

Core offering

Herefords Australia is the peak national breed association for Hereford cattle in Australia, providing breed registration, BREEDPLAN genetic evaluation, DNA testing, national and regional show and sale events, an online animal and member database, youth development programs, and a merchandise and DNA consumable online store for its members.

Product overview

Herefords Australia is the breed organization for Hereford cattle in Australia, operating as a membership-based association. The organization provides a portfolio of integrated services centered around breed registration, genetic improvement, and member support. Core offerings include a Database Search platform for animal and member records, DNA Services for genetic verification, the BREEDPLAN genetic evaluation system with Super Sires program for breeding optimization, and a Sales & Events platform organizing national and regional bull sales and shows. Supporting services include a Member Services Portal (membership, registrations, forms), Media & Marketing Services (publications, EU beef market access, MSA certification), Youth Programs for breeder development, and an Online Store for merchandise and DNA consumables. The organization connects members with marketplace platforms like AuctionsPlus for live cattle sales.

Differentiator

Problem solved

Functional benefit

Products and services

• BREEDPLAN Genetic Evaluation Genetic evaluation and genomics service providing performance recording, estimated breeding values (EBVs) and sire summaries for Hereford cattle breeders, supporting breeding decisions and sale marketing.
• DNA Testing Services DNA testing and genetic verification services for Hereford cattle covering parentage verification, breed identification and genetic analysis.
• Breed Registration Services Online breed registration services maintaining the official Hereford herd book for stud breeders in Australia.
• Animal, Member, Sale and Semen Catalogue Database Search Searchable online database providing access to Hereford animal records, member listings, sale catalogues and semen catalogues for members and buyers.
• National and Regional Show and Sale Events Organised industry events including the Wodonga National Show and Sale, Dubbo National Poll Hereford Show and Sale, Glen Innes Hereford Bull Show and Sale and Breed Forums serving as premier sales and exhibition venues for Hereford genetics.
• Super Sires Program Identification and promotion of elite Hereford sires based on genetic merit and BREEDPLAN performance data, providing premium marketing exposure to member stud breeders.
• Online Store (Breed Uniform, Merchandise and DNA Consumables) E-commerce store offering breed uniform, Herefords Australia branded merchandise and DNA consumables for members and supporters.
• Membership Services Membership program providing stud and commercial breeders with access to registration, BREEDPLAN, DNA, marketing, publications, shows and sales, youth programs and member resources under a published Schedule of Fees.
• Youth Development Programs Youth engagement initiatives including National Youth Committee, National Youth Expo, Herefords Northern NSW Youth Camp, QLD Youth Affiliation Show, scholarships and photo competitions for young Hereford breeders.

Quantifiable outcome

• Reduced production costs through superior feed conversion efficiency and docile temperament
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered major sponsor, corporate partner and media partner.

• Zoetismajor sponsorGTM or Marketing PartnerMajor sponsor and corporate partner of Herefords Australia. Zoetis provides livestock solutions and has collaborated on webinars about pestivirus management with Pestigard.
• Neogen Australasiacorporate partnerTechnology or IntegrationCorporate partner providing pestivirus management resources and technical information for Hereford breeders.
• AuctionsPlusmedia partnerChannel Partner/ Reseller/ DistributorAustralia's largest agricultural marketplace serving as Media Partner for Herefords Australia National Show & Sale Wodonga. Provides online auction platform for interfaced bull sales.
• Bendigo Bank Agribusinessmajor sponsorGTM or Marketing PartnerMajor sponsor of 2025 Future Leaders & Breeders Study Tour. Provides agricultural banking and farm finance services to members.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hereford Cattle Society (UK): United Kingdom registry and breed society for Hereford cattle, offering herd registration, classification, sales events and breed promotion. Closely comparable operating model to Herefords Australia, although serving a different geographic market.
• Australian Brahman Breeders' Association: National breed society for Brahman cattle in Australia, particularly relevant to northern beef producers. Comparable operating model (registration, genetics, sales, youth) and competes with Herefords Australia for tropically-adapted crossbreeding programs.
• Australian Lowline Cattle Association: Australian registry for Lowline (small-frame Angus-derived) cattle, providing pedigree, genetic evaluation and sales events. Smaller but structurally similar member-owned breed society competing for stud breeder attention.
• American Hereford Association: U.S. national Hereford breed association providing registration, genetic evaluation (similar BREEDPLAN-style EBVs), the Hereford World publication, and national shows. Sister organisation to Herefords Australia with comparable services, products and member-based operating model.
• Canadian Hereford Association: National Hereford breed body in Canada providing pedigree registration, genetic evaluation, national shows and youth development. Mirrors Herefords Australia's service mix and member-owned structure, focused on the North American market.
• Australian Red Angus Society: Australian breed association for Red Angus cattle, providing registration, EBV evaluation and sales events. Competes head-to-head with Herefords Australia for stud breeders and commercial bull buyers in the southern Australian beef market.
• Angus Australia: Peak breed body for Angus cattle in Australia, offering registration, genetic evaluation (TACE/EBVs), national show and sale events, and youth programs. Directly competes with Herefords Australia for stud breeder memberships, commercial bull market share and member services revenue.

Others

• Zoetis Australia: Major animal-health sponsor and partner of Herefords Australia, providing pestivirus and genomic solutions such as Pestigard. Comparable only as an ecosystem participant; not a breed registry competitor.
• Agricultural Business Research Institute (ABRI): Operator of the BREEDPLAN genetic evaluation platform and the database search/registration infrastructure (abri.une.edu.au) that Herefords Australia relies on for member services. Acts as enabling technology provider rather than direct competitor.

Broad incumbents

• Meat & Livestock Australia: Australian red meat industry marketing and research body that delivers MSA grading, EU market access programs and R&D referenced by Herefords Australia. Operates broadly across all breeds rather than as a single-breed registry.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/herefords.australia
• Xx.com/HerefordsAust
• LinkedInlinkedin.com/company/herefords-australia-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Herefords Australia