Nz Herefords

Name

Nz Herefords

Legal name

New Zealand Herefords Association

Website

https://herefords.co.nz

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Livestock Breed Association Services

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Seedstock/Purebred Beef Cattle Breeding (AFAEABAD)

akta.pro secondary industries

Genetic Trait Selection (e.g., polled, disease resistance) Services (AFAEAJAJ), Livestock Showing, Training & Performance Support Services (Non-veterinary) (AFAEALAM)

Keywords

• Hereford cattle breeding
• BREEDPLAN genetic evaluation
• Beef cattle registration
• Branded beef program
• Stud breeder services

Headquarters

HQ city

Feilding

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership subscriptions for breeders and commercial farmers to access NZHA services, registration, and breed programs.
2. Animal Registration: Fees for registering calves, transfer of ownership, and maintaining pedigree records in the herd book.
3. DNA/Genomic Testing: SNP DNA testing services through Performance Beef Breeders for parentage, genetic conditions, horn/poll status, and genomic evaluations.
4. Advertising & Publications: Revenue from advertising in the NZ Herefords Magazine, sale catalogues, and the Hooked on Herefords newsletter.
5. Bull Sale Services: National and regional bull sale coordination, catalogue advertising, and event management.
6. Semen Sales: facilitation of semen purchases from AI-approved sires through the Buy Semen platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

NZ Herefords is a member-based breed association that registers purebred Hereford cattle, runs BREEDPLAN-based genetic evaluation and Single-Step genomic testing for members, coordinates bull sales and semen access, and operates the Hereford Prime branded beef programme. The association also publishes the annual NZ Hereford Magazine and bi-monthly Hooked on Herefords newsletter, runs youth development programmes (Future Beef NZ and NZ Hereford Youth), and maintains the Miniature Herefords Club and 9 regional clubs across New Zealand.

Product overview

NZ Herefords operates as a breed association offering a comprehensive portfolio of services centered on Hereford cattle breeding, registration, and promotion. The core offerings include the Hereford Prime branded beef program, the annual NZ Hereford Magazine publication, the bi-monthly Hooked on Herefords newsletter, and bull sale services (calendar, catalogues, and results). Supporting services include genomic testing through Neogen and Zoetis, the Breedplan genetic evaluation system, AI Approved Sires directory, and youth development programmes (Future Beef NZ and NZ Hereford Youth). Additional services include ear tag ordering systems (HPid tags and True Blue H-Tags), regional club networks, and online search tools for animal and EBV enquiries.

Differentiator

Problem solved

Functional benefit

Brands

• Hereford Prime: Premium branded beef program - 'consistency & unrivalled quality guaranteed' for grass-fed New Zealand beef
• HerefordX
• Miniature Herefords Club
• NZ Hereford Youth

Products and services

• Hereford Prime Branded Beef Programme Premium branded beef program marketed as 'consistency & unrivalled quality guaranteed,' delivering 100% naturally aged grass-fed beef to consumers and restaurants via processors including Alliance Group and Silver Fern Farms. Creates demand pull-through for NZ-registered Hereford cattle.
• Bull Sale Services Comprehensive bull sale platform covering Bull Sale Calendar, Catalogues, Catalogue Builder, Bull Sale Results, and AI Approved Sires listings, including the National Seed Stock Sale hybrid livestream helmsman auction (launched 2021).
• Genomic Testing Services DNA and genomic testing services for members including SNP DNA testing, parentage verification, and genetic condition screening through service providers Neogen and Zoetis. Priced per test (e.g., Hereford Bundle $51+GST; Hereford Bundle + BVD $58+GST).
• BREEDPLAN Genetic Evaluation Performance recording and genetic evaluation system providing EBVs (Estimated Breeding Values), Single-Step genomic evaluation, selection indexes, and BREEDPLAN averages for registered Hereford cattle. Powered by 50K/100K SNP profiling combined with phenotypic data.
• AI Approved Sires Directory and Buy Semen Platform Directory of artificial insemination approved bulls including AI Approved, Restricted, and Miniature AI Sires categories, with an online Buy Semen platform for ordering semen from AI-approved sires.
• NZ Hereford Magazine Annual magazine published by NZ Herefords featuring breed news, breeder profiles, sale results, and technical information. Editions available 2016-2026 as eBook or complimentary print copy.
• Hooked on Herefords Newsletter Bi-monthly member newsletter of the NZ Hereford Association, covering presidential updates, council communications, registry reports, and industry news. 185 issues published since 2001.
• Animal Registration and Herd Book Services Member-facing registration services for calves, transfers of ownership, and maintenance of pedigree records in the NZ Hereford herd book.
• Ear Tag Ordering Service Order system for cattle identification tags including Hereford Prime HPid tags (sourced via Performance Beef Breeders) and Hereford True Blue H-Tags for registered performance-recorded animals.
• Future Beef NZ Youth Programme Youth programme developed jointly by PBBNZ Ltd and Beef + Lamb New Zealand for 8-24 year olds, aimed at inspiring and supporting emerging farmers through education about the beef industry.
• NZ Hereford Youth Programme Youth development programme including the Young Breeders Competition and the NZ Hereford Youth Development Forum for young members of the association.

Quantifiable outcome

• Hereford bulls ranked first and second for IMF (marbling) and EMA, and first for rump fat and rib fat in B+LNZ Genetics Beef Progeny Test Report (October 2020)
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered premier sponsor, core partner and sponsor.

• PGG Wrightson Livestockpremier sponsorChannel Partner/ Reseller/ DistributorMajor sponsor and livestock company partner providing support for NZHA activities, bull sales, and breeder services. Listed as premier association sponsor in annual publications.
• Boehringer Ingelheimpremier sponsorStrategic or Co-development PartnerMajor pharmaceutical company and premier sponsor of NZHA, including the Boehringer Ingelheim World Hereford Conference and Benchmark Awards programme.
• Performance Beef Breeders (PBB)core partnerTechnology or IntegrationNZ distributor for Neogen genomics services, providing SNP DNA testing, parentage verification, and genetic condition screening for Hereford breeders. Also developed Stockbook farm management software.
• AllflexsponsorTechnology or IntegrationLivestock identification and monitoring technology partner providing ear tag systems including HPid tags for Hereford Prime and True Blue H Tags for registered animals.
• Neogen Australasiacore partnerTechnology or IntegrationProvider of 100K SNP genomic testing technology used for Hereford genetic evaluations, parentage verification, and horn/poll status determination.
• Beef + Lamb New Zealand Geneticscore partnerStrategic or Co-development PartnerCo-development partner for Beef Progeny Tests comparing Hereford and other breed genetics under commercial farming conditions. Joint initiative with government funding for genetic research.
• GoldpinesponsorOthersFencing and farm building products sponsor supporting NZHA activities and member benefits.
• DatamarssponsorTechnology or IntegrationLivestock technology sponsor providing identification and data management solutions for Hereford breeders.
• World Hereford Councilcore partnerStrategic or Co-development PartnerInternational body coordinating global Hereford breed activities, including World Hereford Conference hosting rotation across member countries.
• Future Beef NZcore partnerStrategic or Co-development PartnerJoint initiative with Beef + Lamb NZ and PBBNZ to develop youth involvement in the beef industry, targeting 8-24 year olds.
• Alliance Groupcore partnerChannel Partner/ Reseller/ DistributorMeat processor and marketing partner for Hereford Prime branded beef programme, handling Pure South Handpicked premium beef products.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• American Hereford Association: US national Hereford breed registry and member association running its own genetic evaluation (Pan American Cattle Evaluation) and branded beef marketing; directly comparable business model of registration, performance recording and breeder services for the same breed.
• Canadian Hereford Association: National Hereford registry in Canada offering registration, genetic evaluation, branded beef (Canadian Hereford Advantage) and youth programmes; same breed, same service stack, trans-Pacific genetic trade partner of NZ.
• NZ Angus Association: Competing beef breed society in New Zealand; runs the same BREEDPLAN-based genetic evaluation, breed registration and bull sale platform and directly contests the dairy-beef crossbreeding opportunity.
• Herefords Australia: Australian Hereford breed society providing herd registration, Group BREEDPLAN EBVs, bull sales and youth programmes; nearly identical operating model and a major trading partner for NZ genetics.

Others

• Australian Agricultural Business Research Institute (ABRI): Provider of the BREEDPLAN genetic evaluation platform and online animal enquiry tools used by NZ Herefords; an infrastructure and technology enabler rather than a competitor.
• World Hereford Council: International umbrella coordinating global Hereford activities and rotating the World Hereford Conference; not a commercial peer but the body that frames NZ Herefords' international reach.
• Performance Beef Breeders NZ (PBB): Core technology partner supplying SNP DNA testing, parentage verification and Stockbook software to NZ Herefords; an enabler rather than competitor, but materially shapes the association's genomic service economics.

Broad incumbents

• American Angus Association: Largest US beef breed registry with deep Angus-on-dairy penetration; competes for the same dairy-beef wallet NZ Herefords targets and offers a comparable registration + branded beef (CAB) service stack.
• Beef + Lamb New Zealand Genetics: Industry body co-developing progeny tests and genetic research used by NZ Herefords; broader industry incumbent spanning all beef breeds and not a direct competitor to Hereford's registration services.

Regional players

• UK Hereford Cattle Society: UK Hereford registry with similar breed society structure but limited overlap in NZ; included as a regional peer in the global Hereford network referenced in NZ Herefords' international export channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/nzherefords
• Facebookfacebook.com/NZHerefords
• LinkedInlinkedin.com/company/nz-herefords

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 Nz Herefords