Mr Pearce, of YavenVale Herefords and Poll Herefords Adelong, was elected by the board of directors at the Herefords Australia annual general meeting held in Wodonga last Tuesday night.

He replaces outgoing chairman Steve Reid of Talbalba Herefords, Millmerran, QLD. Mr Reid retired at the annual general meeting after a three-year term as chairman.

Andrew Bell of Red Gum Herefords, Millicent, South Australia was elected as vice-chairman and Hilary O’Leary of Remolea Poll Herefords, Clifton, Queensland was re-elected as treasurer. Two new directors are Bruce Gunning of Emu Holes Herefords, Quirindi, NSW and Steve Crowley of Tycolah Poll Herefords, Barraba, NSW.

Previously vice-chairman and technical committee chairman, Mr Pearce has served 11 years as a director and takes the chair at a significant time in the history of the breed.

Herefords Australia has launched a branded beef program, Hereford True Beef and Hereford Classic Beef, in an alliance with Atron Enterprises, and initiated a black baldy research trial.

Pat, 65, farms with his wife Helen, son James and daughter-in-law Nikki at Adelong, near Tumut.

The family run the YavenVale Hereford and Poll Hereford stud of more than 1,000 registered females across four properties totalling 1,900 hectares.

“I’ve always had my heart in the breed,’’ Mr Pearce said.

“We have exciting times ahead – we will see a lot more changes in the breed if we are to survive, including carcass quality with marbling. 

We’ve got to identify what makes steers grade 62 or above on the MSA Index – that is our challenge.’’

Mr Pearce paid tribute to the three-year term served by former chairman Steve Reid.

“Under Steve’s leadership, the board focused on the important issues that will take the breed forward,’’ he said.

“These issues are the branded product, the sire progeny trial and the black baldy trial…no other chairman in my time on the board has ticked off so many important projects.’’

Steve Reid said the projects had the potential to change the course of the breed.

“We have been seen in the marketplace as a breed on the move,’’ he said.

“While this is encouraging, it is just the beginning and the momentum created over the past few years has to be more than maintained.

“In partnership with Atron Enterprises, we are killing, boxing and marketing Hereford True Beef in Sydney and Brisbane.

“We’ve started the process of growing the Hereford brand in the marketplace…and will continue to work on attaining a southern (processor). Hereford Classic Beef is close to production – branding is critical to the future of the Hereford breed. 

We are excited to see companies such as NH Foods and some of our own members producing Hereford brands for the domestic and export markets.’’

Mr Reid said Hereford True Beef had its first public taste test at Beef Australia 2015 against Angus, Shorthorn and Speckle Park brands.

“The product was tender, full of flavour and overwhelmingly chosen by the crowd as the highest quality of the four brands,’’ he said.

Mr Reid said industry research would become a key responsibility of breed societies in the future.

He said the progeny test program was critical in achieving genetic gain and increased marbling within the Hereford breed.

The board has initiated a new feedlot health program and aims to foster strong relationships with the feedlot industry.

“Herefords Australia continually watches how the corporate sector structures its boards in an effort to modernise our organisation, and improve efficiencies,’’ Mr Reid said.

“Members have a unified board concentrating on commercially relevant programs.

“We have seen strong prices for Hereford weaners and we are entering a period of sustained high prices for the beef industry.’’

The 50th annual Merial Eprinex Herefords Australia National Show and Sale was also held at Wodonga Last Tuesday, Wednesday and Thursday, with a number of Hereford studs exhibiting for the first time including the Cloverlee Stud from Bannister near Goulburn, Kylo Stud at Cooma, Ravensdale Stud at Holbrook, Tummel Stud of Walcha and the Supple Stud from Guyra in the Northern Tablelands.

Herefords Australia CEO John Mc Kew was pleased at the results from the Wodonga sale which had increased from last year’s results.

“The Wodonga sale has been a terrific success with 134 out of the 144 bulls on offer sold,” he said.

“The gross for the sale was just over $1 million, and the top price for one of the bulls was $40,000 with a sale average of $7,496, up $590 from last year’s average.

This is an excellent average, result and clearance rate. It speaks volumes about the resurgence of the Hereford breed in Australia.

We have a very strong Australian beef industry again, with renewed confidence overall.”