SANTA
VOLUME 8
AUGUST 2025
EXPRESS
TV CAMPAIGN DIALS UP
INSIDE THIS ISSUE The Royal Queensland Show (the Ekka) starts this week with 105 head of Santa Gertrudis stud cattle set to parade before judge Jason Wolff on Friday, August 8.
Youth Camp dates for 2026 have been announced with a new process introduced to register.
Spring bull sales start in NSW this month, coinciding with AgQuip where we'll be serving genuine grainfed Santa steaks thanks to Teys Australia.
The new Santa Gertrudis television campaign powers on, now seen on more TV screens and racking up 20,000 views on Facebook.
Santa Gertrudis stars set to shine at the Ekka Emerald-based Santa Gertrudis breeder Jason Wolff — vendor of the breed’s top- Jason Wolff, with last year’s top-selling Santa Gertrudis bull, Canowindra Excellence X87, sold to selling bull in 2024 — will step into the Ian Walker, Strathmore, Blackall for $115,000. spotlight this week as judge in the Santa Picture: Kent Ward. Gertrudis stud ring at the Royal Queensland Show. Santa Gertrudis Field Director Russell Yeates will conduct final inspections of Co-principal of Canowindra stud the cattle on Tuesday. He says the alongside wife Joanne, Jason told Santa numbers reflect the breed’s depth of Express he was “excited, but nervous” quality and the pride members take in about the assignment, which marks his their stud progeny. debut judging appearance at a Royal Show. Also making his Ekka debut is Gus
Hutchinson, appointed Santa Gertrudis shed captain to oversee operations in the cattle pavilion. Principal of Ribbleton Santa Gertrudis stud, Clifton, Gus said his “I’m feeling a bit nervous but mostly thrilled to bits. I love the Santas — they’ve focus was on supporting exhibitors and ensuring a calm, well-organised been such a big part of my life.” On Friday, 18 studs will parade 105 head environment. in the centre ring from 8am, showcasing “We want a tidy, well-presented site so another impressive draft of Santa city visitors can see the value of our Gertrudis genetics. The strong turnout breed and the benefits it brings to the follows a standout Feature Breed Show beef industry,” he said. at Sydney Royal in April. “It’s a real honour and privilege to be trusted with this role,” he said.
Beyond the ring: Santa Gertrudis events at the Ekka
📸 Livestock photographer Kent Ward
has been engaged by the Association to capture winners in the ring and individual animal portraits post-judging.
🍻 The Santa Gertrudis Breeders’
(Australia) Association will host a postjudging function at the Jubilee Hotel on Friday evening. Limited places remain.
🎓 The event will feature the
announcement of the 2025 RJ Kleberg Scholarship winner and a live auction conducted by GDL Dalby, interfaced online via AuctionsPlus. Items include: Premium ad placements in next year’s Santa Journal A $2000 embryo service from Vytelle and Repro Insight
🎉 The function is proudly sponsored by Vytelle and Repro Insight, with support from GDL Dalby and AuctionsPlus.
🗳️ The Association’s AGM will be held at
Rydges, Fortitude Valley (Podium Rooms 2&3) on Saturday, August 9 at 9am, followed by morning tea for members.
Around the Grounds
📅 On Tuesday, August 5, ballots will be counted at Santa Gertrudis House, Geebung, to determine the 2025–26 Council. Results will be posted to the Santa Gertrudis Facebook page and published in the next Santa Express.
👥 Councillors and staff will be active across Ekka events, with General Manager Brad Cooper attending:
ALPA Young Auctioneers Dinner (Wednesday) Queensland Country Life 90th Birthday (Thursday afternoon) Australian Registered Cattle Breeders Association AGM (Thursday night) Rural Press Club Ekka Breakfast (Friday morning, as guest of Australian Community Media)
Next Stop: AgQuip 2025
Feeding the masses with genuine Santa beef
As the dust settles on the Ekka, the spotlight shifts south to AgQuip, Australia’s largest farm machinery field day, held in Gunnedah, NSW from August 19–21.
Our AgQuip presence is always a crowd-puller — thanks in no small part to the mouthwatering Santa Gertrudis steaks we serve up to thousands of hungry visitors.
The event coincides with the Spring auction sales of leading Santa Gertrudis studs — Glenalbyn Munnabah, Hardigreen Park, Brookside, Watasanta, and Benelkay (see separate report).
This year, we’re proud to partner with Teys Australia, who have grain-fed a specially selected line of Santa Gertrudis and Santa-infused cattle at their Condamine feedlot, west of Toowoomba, exclusively for the event. Special thanks to Matt Pavey of Teys Australia, Biloela, for his continued support.
Site refresh: A brand that pops In preparation for AgQuip, we’ve given our site a facelift with refreshed signage to boost visibility and showcase the Santa Gertrudis brand.
Old signage on the left, alongside a mockup of the new signage on the right and below.
“We have a fabulous asset at AgQuip,” said General Manager Brad Cooper. “The facilities we use to promote our cattle and our brand are a credit to the former Northern Breeders Sale Group, whose vision brought this to life.
A mockup of the new signage.
“But like any outdoor infrastructure, the signage needed a touch-up — so we brought in a signwriter during the off-season to give it a fresh look.
Powered by volunteers AgQuip runs on the energy of our NSW members and a dedicated team of student volunteers from: McCarthy Catholic College Farrer Memorial Agricultural High School Quirindi High School These students — mostly from ag and rural business programs — help flip steaks, take orders, and serve drinks. In appreciation, the Association donates $1000 to each school from food sale proceeds after the event.
“With the aroma of Santa steaks sizzling and our bold new signage, there’s no missing us at AgQuip or the NSW Santa sales.”
What’s new at the Santa site?
🥩 New Santa Gertrudis BBQ aprons will
debut at AgQuip and soon be available via our Shopify store.
🎥 Big-screen classification videos will run throughout the event.
🐂 Visitors can scan a QR code to guess the weight of the bull for a chance to win a Santa Gertrudis Summer BBQ Pack, including Santa hats, BBQ aprons, stubby coolers and more Santa beef thanks to Teys Australia.
Santa Youth Camp 2026: Registration Made Easy We’re thrilled to announce that the Santa Youth Camp will return from January 13–17, 2026 at Morgan Park, Warwick — a week of hands-on learning, friendships, and unforgettable experiences for the next generation of Santa Gertrudis enthusiasts. After last year’s registration rush via Facebook, which caused confusion and disappointment for some families, we’ve listened to your feedback and made important changes to ensure a smoother, fairer process this year. NEW REGISTRATION PROCESS To make things easier and more transparent, registrations will now be handled via a dedicated form on our website. Here’s how it will work: STEP-BY-STEP TIMELINE
Early September
We’ll announce the official registration opening date via our newsletter, website, and social media channels.
MidSeptember
The online registration form will go live on the Santa Gertrudis Breeders’ (Australia) Association website.
Ongoing
Registrations will be accepted until all places are filled. A waitlist will be activated once capacity is reached.
Santa Youth Camp at Warwick in January is a popular destination for young folk to learn the ropes about cattle management.
HOW TO REGISTER Visit our website: A direct link to the registration form will be provided in the September newsletter and posted on our homepage. Fill out the form: Provide participant details, emergency contacts, medical info, and any dietary requirements. Submit and confirm: You’ll receive a confirmation email once your registration is successfully submitted. Payment details: Instructions for payment will be included in the confirmation email. WHY THIS MATTERS This new system ensures: Fair access for all families with advance notice Reduced stress and no last-minute surprises Accurate participant information for better planning and safety We’re committed to making Santa Youth Camp 2026 the best yet — and that starts with a registration process that works for everyone.
New series of TV commercials launched After months in the making, a new campaign is screening on regional television to amplify the message that Santa Gertrudis is the natural fit for Australia. The 30-second and 15-second spots went to air for the first time in NSW and Queensland on July 9, highlighting the versatility, resilience, and market alignment of Santa Gertrudis cattle, underscoring their proven performance across diverse Australian landscapes and conditions since 1952. However, SGB(A)A General Manager Brad Cooper said this was no look in the rearview mirror, but a powerful pitch to future-focused beef producers. “The message is clear,” he said. “Santa Gertrudis cattle have the phenotype, temperament, and adaptability to meet today’s most pressing challenges, whether it’s climate resilience, labour efficiency, or production costs.
Filming of the new commercial series.
With further TV spots to follow, and different commercials in the works emphasising other beneficial traits of the breed, such as their crossbreeding advantages, Brad said the campaign seamlessly blended the breed’s legacy with a forward-facing narrative, one of innovation, efficiency, and environmental relevance. “With Australian producers increasingly seeking cattle that tick all the boxes, this campaign makes the case that Santas deliver on those expectations, on-farm and through the supply chain,” he said.
A special 90-second feature version of the commercial, which has so far racked “In all respects, those who know and love up nearly 20,000 views on Facebook, can our breed know Santa Gertrudis is the be viewed here. natural fit for Australia and now we want more people to appreciate that fact too. “As the ad says, ‘from the sun-baked plains up north, to the chilly winters down south’ and everywhere else in between, Santas offer true flexibility based on their genetics and proven generational improvement since 1952.”
Santa Gertrudis figure large in two CQ carcase competitions Mother and daughter team and commercial Santa Gertrudis breeders, Kay Bochmann and Robyn Sawtell, Bellbird Pastoral Co, Nanango, captured a haul of ribbons and trophies from this year's Callide Dawson Carcase Competition. The pair who operate in concert with Ross Sawtell, were the biggest Santa Gertrudis winners at the Biloela presentation, among a field of outstanding producers with animals illustrating the strong commercial relevance of our breed. Bellbird Pastoral Co’s results included: Best Liveweight Gain, Trade Heifers, 2.40kg, Santa Gertrudis Champion Grainfed Steer Carcase, Santa Gertrudis Reserve Champion Grainfed Trade Steer, Santa Gertrudis 1st All Round Grainfed Carcase, Santa Charbray X 3rd All Round Grainfed Carcase, Santa Gertrudis 1st Pen of Grainfed Steers, Santa Gertrudis 1st Single Grainfed Steers, Santa Charbray X 1st Single Grainfed Trade Steers, Santa Angus X (4th Gyranda, Santa Gertrudis; 5th Spring Creek, Santa Gertrudis)
Kay Bochmann and Robyn Sawtell, Bellbird Pastoral Co, Nanango, at this year's Callide Dawson Carcase Competition.
Gyranda, Theodore also claimed fifth position with a pure Santa Gertrudis entry in the Single Grainfed Trade Heifers class. At the end of July, Santa Gertrudis producers were also in the headlines following the announcement of results from the Central Queensland Carcase Competition. Congratulations to: Andrew and Kate Chapman, stud and commercial Santa Gertrudis breeders, Rowanlea Cattle Co, Calliope: Champion Grassfed Carcase Champion Carcase Highest Lean Meat Yield Tony and Louise Prentice, stud and commercial Santa Gertrudis breeders, Jamar, Emerald: Champion Grainfed Carcase Champion Feed-On Steer Highest MSA Index
Yulgilbar buys Hardigreen Park herd Ownership of the Hardigreen Park Santa Gertrudis herd will transfer to Yulgilbar in northern NSW after a private negotiated settlement was closed for undisclosed sum.
The sale inventory includes all breeding sires, the entire female herd and young rising sires, but not the Hardigreen prefix. Brett Ellem said the acquisition reflected Yulgilbar’s commitment to genetic excellence and the long-term future of the breed.
“Hardigreen Park has been the cornerstone of Santa Gertrudis breeding in Australia for decades, and we have The deal means expansion for the utmost respect for what the late Australia’s third oldest Santa Gertrudis Moreton and Frances Rolfe family has stud and NSW’s largest Santa herd, while built,” he said. closing a chapter on the legacy established 50 years ago by the late “Their bulls are known for their Supreme Court Justice Moreton Rolfe consistency, structure and performance and his wife Frances, who died earlier in both stud and commercial this year. environments. This month’s Hardigreen Park Bull and Female Sale at Wallabadah, NSW with guest vendor, Brookside, Armidale will mark the last under the Hardigreen Park prefix, with the genetic assets of the stud due to move north to Yulgilbar’s base at Baryulgil under the ownership of the Myer family and management of Brett and Lucy Ellem.
“We’re honoured to bring these genetics into the Yulgilbar program and carry forward their legacy with the same care and integrity they’ve always shown.” Hardigreen Park stud manager, Col Patterson, said he had confidence in Yulgilbar’s respect and vision for the breed. “We know these genetics are in the best of hands,” he said.
Northern Genetics Field Day Santa Gertrudis will have a site at the Meat & Livestock Australia Northern Genetics Field Day at Spyglass Research Station, Charters Towers on August 27. The day will feature a packed program, plus displays, demonstrations and beef tasting. Our own data analyst, Carita Holden, will be attending, along with President Liz Allen and head of our technical committee, Rick Greenup, to answer any questions about the breed’s progress in genetic research.
Kaylene Mann announces retirement The long-serving Office Manager and Registrar of the Santa Gertrudis Breeders’ (Australia) Association, Kaylene Mann, has announced her retirement, with her last day scheduled as 19 September 2025. Kaylene’s commitment over more than three decades has helped guide and shape this Association — and influenced the livelihoods of countless members. In the coming weeks, we’ll share how members can express their appreciation and wish her all the best for the future.
Santa Journal out this week The Spring edition of Santa Journal is in the mail, packed with news and insights heading into peak bull selling season. AuctionsPlus Business Development Manager, Hugh Courts, has penned another exclusive for the publication, drawing on more than five years of data showing why Santa Gertrudis has topped clearance rates since 2020 – not by accident, but through sheer consistency of the product and the trust buyers have in the breed’s genetic depth and performance. Santa Journal also has a big wrap-up of the Feature Breed Show at Sydney Royal in April and a heartwarming story about a high school near Melbourne with big
ambitions to include Santa Gertrudis as part of their show team to teach ag students about the breed’s significant influence on the Australian beef industry.
Santa Gertrudis spring bull sales heat up The energy of the spring selling season is well underway for Santa Gertrudis breeders on the east coast, beginning in NSW this August before rolling north into Queensland later in the month. Vendors from multiple studs are reporting strong momentum, standout sale teams, and early results that suggest the breed HARDIGREEN PARK AND BROOKSIDE continues to thrive in a competitive beef GENETICS HIT THE RING market. Stud manager Col Patterson (pictured GLENALBYN-MUNNABAH BULLS IN HIGH above) is eager to introduce the first DEMAND release sons of Yarrawonga Longbow S156, purchased for $180,000 in 2022 at Held jointly by Jack Courts and Tom what will be the last stud sale for the Dunlop, the Glenalbyn-Munnabah sale on Tuesday, August 19 in Wellington will prefix on August 20. showcase 40 paddock-prepared bulls drawn from a robust sire lineup.
Joint vendor Toby Anderson of Brookside Santa Gertrudis, Armidale (pictured below with his dad Bill), brings a lineup of Tom said the draft was selected for 22 bulls and 10 heifers to the draft, structural soundness, muscle, breed reinforcing the stud’s long-held focus on character, and sire strength, qualities that have translated directly into market dark coat colour, breed character, bone, and quiet temperament. success. Glenalbyn recently topped the Dubbo market with cows selling at 416c/kg for $3463 per head. And Munnabah’s Santa heifers, all milk teeth, hit a high of 480c/kg, averaging $2645. “It's clear the Santas are in demand and performing well across varied environments,” he said.
“Bulls are currently returning up to $4000 for meat value, offering a compelling reason to upgrade your sire team this season,” Toby said.
Santa Gertrudis spring bull sales heat up continued...
WATASANTA’S ‘STERLING’ EFFORT Watasanta’s Neil Watson is also keen to bring the first sons of Glenn Oaks Sterling to his sale at Tamworth on August 20, after purchasing the PP bull at the Santa Central Sale in 2022 for an Australian record price at the time of $175,000. MOONGANA MARKS 20TH ANNUAL SALE IN ROLLESTON “Sterling has provided some gameThe second week of spring bull sales will changing progeny, and this is your see Cyril Gauld (pictured above) fire up opportunity to obtain your own slice of Moongana’s landmark 20th annual sale his excellence,” Neil said. on August 27, offering 55 bulls —52 of BENELKAY BULLS DELIVER ON DATA them polled — that reflect the stud’s hallmark qualities of growth, bone, Benelkay’s Andrew Orman (pictured thickness, and temperament. below) remains optimistic about this year’s results at their August 21 sale, supported by loyal clients and strong cattle market conditions.
“The team is fit and ready to work, with bulls prepared on oats,” Cyril said.
He is further buoyed by data showing Benelkay cattle consistently achieve high MSA compliance and are known to excel in feedlots and pasture systems, while excess heifers from their operation have topped their categories annually via AuctionsPlus.
FULL SALES CALENDAR Head to our website to see the full list of upcoming sales: santagertrudis.com.au/cattlesales/
Sept 1st 2025
Next Issue
2025 Upcoming Events
8 Aug
Santas at the Ekka post-judging function, Jubilee Hotel, Brisbane, Qld
9 Aug
SGB(A)A AGM, Rydges, Fortitude Valley, Qld
19-21 Aug
AgQuip, Gunnedah, NSW
27 Aug
Northen Genetics Field Day, Charters Towers, Qld
Promote your stud, business or upcoming event Nobody ever sold a secret so if you have something to promote to the Santa Gertrudis community across Australia, then why not advertise in Santa Express or Santa Journal. The next Santa Express will be uploaded on Monday, September 1.
Key deadlines for the upcoming edition of Santa Journal are: Editorial submissions: Nov 1 Advertising booking: Nov 7 Advertising artwork deadline: Nov 14 Distributed: w/c December 8 Call Sheree Kershaw to book your advertising campaign ahead of Spring bull sales – 0447 429 693 or sheree@aligndigitalmarketing.com.au
Santa Gertrudis Breeders’ (Australia) Association www.santagertrudis.com.au PO Box 57, Geebung QLD 4034