Annual Sale History

The catalogue consisted of 16 Santa Gertrudis/Shorthorn cross bulls aged 12-16 months and one purebred Shorthorn bull. Private sales of 5 bulls to Mr Jim Fea from Goondiwindi and 7 bulls to a cattleman from Roma took place prior to the sale.

By arrangement with King Ranch, Mr Fea’s bulls were taken to ’Risdon’ for display at the 6th King Ranch Sale on November 15, 1957. Our agent, George’s cousin and long-time family friend, Mr Geoff Bassingthwaighte of Jandowae, talked about the bulls and advertised the Rosevale Sale for the following Monday.

George remembered staying in Toowoomba that night on the way home. The following morning he got talking to an obvious cattleman who had been at the Risdon Sale and asked him which way he was heading. He replied, “to Jandowae where people named Greenup are having a sale.”

George introduced himself to none other than Peter Atkinson of ’Coorumburra’, Marlborough and explained that he bred the bulls that were on display at Risdon. Mr Atkinson remarked, “If the ones at your sale are as good as those, I will buy.”

Buy he certainly did – three bulls in total, including two for the top price of $840. The first sale was a modest affair. Iron gates were wired across the horse-yard to make a ring, while 400 visitors found positions on yard fences and stools borrowed from the local hall.

Prior to the sale the buyer from Roma had decided not to take his seven bulls. These bulls were held in reserve behind the hill in case the sale was good. After a few lots, Jenny Greenup (aged 11) and an old drover, Bob Kay, went to get the reserves in. A total of 23 bulls sold to average $533. By comparison, a good roan Shorthorn bull sold on the same day for $73.

Following the first sale, a friend of George’s commented, “You lucky b…….! You should take a ticket in the casket.” Geoff Bassingthwaighte, referring to the purchase of Elation, replied “He took the ticket four years ago and it will pay every year.”

The Santa Gertrudis Stud Farm was born.

The success of this first sale convinced George and Heather to commence a stud – something they had not previously intended.

Geoff Bassingthwaighte presided over the first twelve sales as chief auctioneer and agent. His input was invaluable and his close relationship with George and Heather made the experience a fruitful and enjoyable one for all concerned.

KRT Elation 35(Imp.) died in 1969 aged 16 years. He sired 575 calves, all by natural service. Because few purebred cows were available, he only sired 20 purebred bull calves and 15 purebred heifers. Most notable of these was Rosevale Elation 17 who was judged Junior and Grand Champion at the 1967 Brisbane Royal Show.

Due to Elation’s fertility, longevity and breeding consistency, his influence was evident for decades in the herd and was instrumental in shaping the “Rosevale type” – well muscled, easy doing, early maturing cattle.

The success of the early sales was very gratifying for the family. Much of the enjoyment would have been fuelled by comments of the many doubters in the early days of the breed – especially those aligned to British breeds. History shows that even the crossbred bulls improved calving percentages and growth rates in the herds they were used in.

The 9th Annual Sale, held in 1965, saw the first two purebred, classified ‘S’ bulls sold at Rosevale. Both were graded-up descendants of the Shorthorn cows and sold for $1,890 and $1,995. The top price was the highest price achieved at Rosevale at the time and was paid by Mr Jack Mulholland.

The 12th Sale in 1968 was a record breaker for the Stud. A total of 41 bulls sold to average $1,556 and topped at $8,000. The top priced bull, a son of Elation, was purchased by Mr Arthur Daniells from Gayndah.

A new sales complex was erected for the 13th Rosevale Sale on October 16, 1969. Founder of the Santa Gertrudis breed, Mr Robert J. Kleberg Jnr, officially opened the sale. Upon departing he wrote in the visitor’s book: “Probably no one enjoyed seeing a herd of cattle improve so much as I in the 13 years which have elapsed since I was here. A time for success or failure – I have seen success.”

George remembered Mr Kleberg sitting in a lounge chair the night following the sale, armed with a whiskey bottle and talking cattle. Someone said to Heather: “Do you know that old b……. has had a full bottle of your scotch?” Heather replied: “Yes, and there is nobody I would rather give it to.”

With the Beef Industry booming, the 17th Sale in 1973 saw 71 bulls set a record average of $1,766. Rosevale Elation 384 became the highest priced bull sold at Rosevale to date when purchased by Mr Jack Mulholland for $10,000.

The buoyant market displayed in the results of the 1973 sale gave no indication of what was to come. A combination of a number of market forces from overseas countries caused a decline in demand for Australian beef resulting in what was termed the ’Beef Slump’. The market for commercial cattle was severely depressed which resulted in low bull prices. The sale average bull price at Rosevale in 1974 was $529 and continued to drop until the 21st Sale in 1977 when 72 bulls sold to average $314. With an additional 73 heifers sold on that day, the entire draft grossed $28,320!

The sale results prior to, and including the 1977 Sale could have been worse if it wasn’t for the bulk buying support of King Ranch subsidiary companies Queensland and Northern Territory Past Co. (QNTP) and King Ranch Past. Co. (Brunette Downs). Under the direction of Mr Arthur Bassingthwaighte, the companies purchased a total of 586 Rosevale bulls over a period of eighteen years, both privately and at the annual sales.

In 1978 the sale average price rose to $901 and further increased to $1,547 the following year. Of interest is the ages of the bulls sold through the years. Yearlings were sold up until 1962 when two-year-olds were offered. By the early 1970’s three-year-olds began to be offered with bulls as old as four years being offered between 1974 and 1978 – possibly due to a lack of demand through this period. From this point on, three-year-olds dominated the catalogues until 1989. In the early 1990’s a few more two-year-olds were included and it wasn’t until 1996 that the entire offering were two-year-olds (apart from those three-year-old bulls used as sires the previous year).