Angus Australia
Angus Australia is the official breed society for Angus cattle in Australia, operating the Angus.Tech platform for pedigree registration, genetic evaluations (EBVs), DNA testing, and sale catalogues, and serving over 2,000 stud breeders, commercial producers, and youth members across Australia and New Zealand.
- Company typePrivate
- Founded1919
- HeadquartersArmidale, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Angus Australia does
Angus Australia (legal entity: The Angus Society of Australia Ltd) is the official breed society for Angus cattle in Australia, headquartered in Armidale, NSW. Founded in 1919 and operating as a member-owned organization, it serves registered Angus stud breeders, commercial beef producers, Angus Youth participants, and international Angus genetics buyers, primarily across Australia and New Zealand with additional international export engagement.
The organization's core product is the Angus.Tech platform, a member portal supporting animal database search, pedigree registration, sale catalogues (animals, semen, embryos), Angus SELECT selection tools, a Mating Predictor, and Sire Benchmarking. Genetic Evaluations deliver Estimated Breeding Values (EBVs) across growth, fertility, maternal, carcase, and functional traits. A 2026 product launch extended this stack with DNA Direct, a member-facing DNA testing platform built in partnership with Helical, and the Angus GenetiQ EBV Extended CSV files broadened data distribution to third parties. The Angus Verified and Verified Black Angus Beef programs extend the society's role downstream into supply-chain certification of Angus genetics.
Revenue is generated from five streams: annual membership and society services fees (subscription), DNA testing services (usage-based), sale catalogue data extract services for breeders (professional services), branded merchandise through an online shop (DTC apparel, accessories, publications, DNA hair collector kits), and print/digital advertising sold via an annual media kit. Go-to-market combines digital member services (website and Angus.Tech portal), in-person events (annual bull sales, field days, the biennial World Angus Forum), and a network of accredited graphic designers producing sale catalogues in Australia and New Zealand. Angus cattle commanded a 2025 average registered bull price of AUD $11,985, with individual sales reaching up to $360,000 for top genetics.
Angus Australia firmographics
Firmographics- Name
- Angus Australia
- Legal name
- The Angus Society of Australia Ltd
- Website
- https://angusaustralia.com.au
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Angus Australia is the official breed society for Angus cattle in Australia, operating the Angus.Tech platform for pedigree registration, genetic evaluations (EBVs), DNA testing, and sale catalogues, and serving over 2,000 stud breeders, commercial producers, and youth members across Australia and New Zealand.
- Ownership category
- akta.pro rank
Angus Australia industry classification
Industry- Product category
- Livestock Breed Society Services
- SIC
- Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD)
- akta.pro secondary industries
- Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing) (AFACAEAE), Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Animal Husbandry, Dairy & Livestock Management (EDAOAOAD)
Keywords
Where Angus Australia is headquartered
LocationHeadquarters
- HQ city
- Armidale
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Angus Australia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Society Services - Membership: Annual membership fees and society services payments. Members pay invoices for society services through the website's eCommerce facilities.
- Product Merchandise Sales: Sale of branded merchandise including apparel, accessories, and publications through the online shop. All prices displayed in Australian Dollars (AUD $) with GST included for Australian customers.
- DNA Testing Services: DNA testing services for parentage verification and genetic evaluation, including DNA hair collectors sold in packs.
- Catalogue Services: Sale catalogue extract services for members preparing cattle for sale, including data extraction from the Angus Australia database.
- Advertising and Marketing: Print and digital advertising opportunities targeting Angus breed enthusiasts and the broader cattle industry, with pricing in the annual media kit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Angus Australia Shop Merchandise |
| Subscription | Annual | Society Services and Membership |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Angus Australia product offering
Product offeringCore offering
Angus Australia is the official breed society for Angus cattle in Australia, providing pedigree registration, standardized genetic evaluations (EBVs), DNA testing and parentage verification, and sale catalogue services to its members. Its core digital product, Angus.Tech, is an integrated online platform that combines the national Angus pedigree and performance database with selection, mating predictor, and sire benchmarking tools, and supports catalogue extracts for members preparing animals for sale.
Product overview
Angus Australia operates as a breed society offering a unified platform-plus-services model. The core product is Angus.Tech, an integrated online portal providing database search, animal registration, Angus SELECT selection tools, member services, and various catalogues (animals, semen, embryos for sale). Supporting services include DNA testing (DNA Direct, powered by Helical), Genetic Evaluations with Estimated Breeding Values (EBVs), Sire Benchmarking, Mating Predictor, Angus Verified certification, and Sale Catalogue Data Extract Services. The organization also sells branded merchandise including clothing, accessories, and publications.
Differentiator
Problem solved
Functional benefit
Products and services
- Angus.Tech
- DNA Direct
- Genetic Evaluations
- Angus Verified / Verified Black Angus Beef
- Sale Catalogue Data Extract Services
- DNA Hair Collectors
- Angus Australia Merchandise (Clothing & Accessories)
Quantifiable outcome
- 239 registered bull sales with 11,997 bulls sold in 2025
- +1 more outcomes
Companies that use Angus Australia
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Angus Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Angus Australia partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- NeogenflagshipNeogen is the naming sponsor of the 2025 World Angus Forum, an international Angus cattle event bringing together breeders from around the world.
- HelicalcoreHelical powers the DNA Direct online DNA testing platform, which streamlines the member experience for genetic testing and parentage verification services.
- Connect StudiominorAngus Australia Accredited Graphic Designer providing sale catalogue design services for members. Portfolio includes Angus Beef Marketing Agency services.
- Doodah Graphic DesignminorAngus Australia Accredited Graphic Designer (Sam Hamilton) providing sale catalogue design services to members in Armidale, NSW.
- Eight Pointer Creative AgencyminorAngus Australia Accredited Graphic Designer providing sale catalogue and publication design services in Wallabadah, NSW.
- Megan Scrivener DesignminorAngus Australia Accredited Graphic Designer providing sale catalogue design services, with portfolio including work for The Station Angus.
- Pivot DesignminorAngus Australia Accredited Graphic Designer based in New Zealand (+64 6 323 0740), providing Australia and New Zealand sale catalogue design services.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Angus Australia competitors and assessment
Company assessmentDirect peers
- American Angus Association: The official US Angus breed registry, providing pedigree recording, genetic evaluation (EPDs analogous to EBVs), and member services. Direct structural counterpart to Angus Australia in the largest global Angus market.
- Canadian Angus Association: Canadian national Angus breed society offering registration, performance data, and genetic evaluation services. Directly comparable in scope and member-service model to Angus Australia.
- Red Angus Association of America: US breed society for Red Angus cattle offering registration, EPDs, and member marketing services. Comparable in mission and platform to Angus Australia, though serving a different color variant of the Angus breed.
Broad incumbents
- Hereford Australia: Australian breed society for Hereford cattle, providing registration, genetic evaluation, and member services within the same domestic market. Comparable as a competing Australian breed society, but for a different breed.
- Holstein Association USA: Largest US dairy breed registry, operating a sophisticated database, genomic evaluation platform, and member services model. Highly comparable structurally to Angus Australia as a breed society, though serving dairy rather than beef.
Others
- ABRI (Agricultural Business Research Institute): Co-located with Angus Australia in Armidale, ABRI provides breed society software (ILR2) and database services powering multiple breed registries globally. Key technology/infrastructure peer and likely Angus.Tech backend provider.
- National Association of Animal Breeders (NAAB): US trade association for animal breeding and artificial insemination organizations. Comparable as an industry-body peer in the broader livestock genetics value chain that overlaps with Angus Australia's members and DNA testing ecosystem.
- Meat & Livestock Australia (MLA): Australian industry research body for red meat, including the National Livestock Genetics Consortium. Tangentially related as the broader ecosystem service provider whose programs intersect with Angus Australia's genetic evaluation work.
Emerging players
- International Genetics Solutions (IGS): Multi-breed collaborative offering genomic evaluation across several US beef breeds. Comparable as a genetic evaluation platform peer to Angus Australia's EBV engine, though currently focused on US breeds.
Regional players
- Angus New Zealand: Trans-Tasman Angus breed peer serving New Zealand breeders with comparable registration and evaluation services. Geographic peer operating across the same trans-Tasman market Angus Australia already tracks.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Angus Australia social profiles
Digital presenceAngus Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Angus Australia leadership team
Management profileNumber of profiles
Profiles2 records
Angus Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Angus Australia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Angus Australia
What does Angus Australia do?
Angus Australia is the official breed society for Angus cattle in Australia, providing pedigree registration, standardized genetic evaluations (EBVs), DNA testing and parentage verification, and sale catalogue services to its members. Its core digital product, Angus.Tech, is an integrated online platform that combines the national Angus pedigree and performance database with selection, mating predictor, and sire benchmarking tools, and supports catalogue extracts for members preparing animals for sale.
Is Angus Australia a public or private company?
Angus Australia is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Angus Australia founded?
Angus Australia was founded in 1919. It employs 11 to 50 people.
Where is Angus Australia based?
Angus Australia is headquartered in Armidale, Australia, in the Oceania region.
How does Angus Australia make money?
Five revenue lines are on record. Society Services - Membership is the primary driver. The others are product Merchandise Sales, DNA Testing Services, catalogue Services and advertising and Marketing.
Who are Angus Australia's main competitors?
Direct peers on record are American Angus Association, Canadian Angus Association and Red Angus Association of America. Broad incumbents are Hereford Australia and Holstein Association USA. Others are ABRI (Agricultural Business Research Institute), National Association of Animal Breeders (NAAB) and Meat & Livestock Australia (MLA). International Genetics Solutions (IGS) is listed as an emerging player. Angus New Zealand is listed as a regional player.
Does Angus Australia have an API?
No public API is recorded for Angus Australia.
What industry is Angus Australia in?
Angus Australia's product category is Livestock Breed Society Services. Its primary akta.pro industry code is AFACAEAD, Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection), with a secondary code of AFACAEAE, Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing). Its SIC code is 700.