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At the end of 1999, the Santa Gertrudis Breeders' (Australia) Association launched an ambitious new marketing concept aimed at driving the breed into the 21st century, built around an in-house stud and commercial livestock agency marketing division.

The concept to be known as Santa Gertrudis Marketing Australia (SGMA) will form part of the SGBAA and will be managed by Mr Tony Speer a well known stud stock auctioneer in Australia. Tony has been contracted to fill the role as Marketing Manager of SGMA, he will manage the new concept through his company Tony Speer Auctions & Marketing Pty Ltd.

At a stud stock level, SGMA will work with the mainstream commercial agents on behalf of the members of SGB(A)A in a sale management role. SGMA will be another link in the chain of Santa Gertrudis from "Paddock to Plate". It will give members greater control in the success of the breed through improved marketing. SGMA will be able to devote its marketing skills and energies to one breed; this will further enhance the already powerful image of Santa Gertrudis.

President of the SGB(A)A, George Dent said "SGB(A)A Councillors have been aware that to survive in the future they would need to introduce new and innovative services for their members and this is the first of those services being investigated by Council. We believe it is time to employ or contract a full time marketing specialist to market Santa Gertrudis cattle throughout Australia."

The appointment of Tony Speer to the position of SGMA, Marketing Manager will be welcomed by members throughout Australia. Tony who is well recognised as one of Australia's leading stud stock auctioneers was appointed to the position due to his great knowledge and dedication to Santa Gertrudis cattle, as well as his rapport with Santa Gertrudis breeders throughout Australia.

Tony Speer said "One of the aims of SGMA was to give Santa Gertrudis a higher profile and apply some innovations and efficiencies in the marketing of Santa Gertrudis cattle. We want to try to streamline some of the marketing, but at the same time we are very keen to work with the current agency industry."

Tony Speer's role will include an extension / advisory capacity.

"Producers are facing a new era in the food industry where increasingly the customer is demanding quality assurance, accurate description and consistent supply of product. With the resultant growth in the formation of food alliances, the timing of SGMA could not have been better," Tony said.

The programme is designed to be self funding, with standard agency commissions being charged. In addition to stud stock marketing in both the auction ring and paddock, SGMA will cover other livestock marketing functions including:
Store cattle, both through saleyard and paddock marketing.

Prime cattle including direct consignment negotiation on behalf of clients and establishing more commercial accredited sales beyond existing venues. Live export, considered a major potential growth area for Santa Gertrudis.

Already SGMA has aligned with one live export company with guarantees of regular shipments from Townsville and or Darwin, By the time this edition goes to print, a series of regional meetings will be conducted in New South Wales and Queensland selling the concept of SGMA to our members.

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