Ruaview select potential young sires on their ability to pass on genes that ensure progeny are highly productive and have great reproductive cycles.
While market demand for angus is strong, I do believe there is a swing back to simmental.
"We select on physical attributes," John Hammond said.
"Facts, figures and statistics are great, but our stock also need to look the part for the job they are designed to do.
"The entire focus is on quality, to breed bulls for stud and commercial breeders to enhance the profitability of their operation, on production and reproduction.
"Emphasis is placed on docility, structural soundness, carcass qualities and moderate EBVs across all traits. Nothing extreme in either direction, to produce functional cattle. Structural soundness is measured by use of the Beef Class system.
"The stock are all fed well without excessive feeding. Carcass qualities and ease of fleshing is paramount. Only the females that can produce these criteria are retained in the herd."
Hammond is the current vice-president of the New Zealand Simmental Association and while the breed has been the main focus of the family operation since 1992, angus were added to the equation to cater for a market hungry for the big, black beasts.
"Market pressure prompted us to add angus to the equation in 2008 and we are now calving 35 stud simmental cows a year and around 50 stud angus cows," Hammond said.
"While market demand for angus is strong, I do believe there is a swing back to simmental. I think that has been driven to a degree by some under-performing angus in the market place. Simmental are so quick to finish compared with other breeds."
Other commercial bull sales in the region include Puke-Nui Angus on Wednesday, May 30 at 4pm River Rd, SH43, Taumarunui, Pine Park in Marton on Thursday, June 7 at 11.30am and Ranui and Ranui.W Angus at Kai Iwi on June 7 at 3pm.
