WHEN physicist Albert Einstein said the definition of insanity was doing the same thing over and over again and expecting different results, he could have been referring to any number of agricultural pursuits.
With this philosophy in mind, Central Queensland cattle producers Clinton and Philippa Rea, set about creating major change in their Braford breeding operation at Hillview, Kunwarara, and are starting to reap the benefits as a result.
Since the young family officially took over the property in 2009 as part of a family succession plan, they have transitioned from stud cattle and bullock producers to commercially focused EU-accredited weaner producers.
The Reas run about 1100 head comprising some 500 breeders and sell their weaners at six to eight months of age in the 200 to 220kg weight range.
"We made the decision after looking at the operation in a very business-like manner, analysing our strengths and weaknesses, and removing the emotional side of things," Philippa, who is also a microbiologist and secondary school maths teacher, said.
Clinton sees their strength as being able to sell quality weaner steers.
"So they put on weight and go ahead quickly when they are sold to producers with better country, rather than us holding on to them for a couple of years and trying to fatten them ourselves," he said.
"When they go off the phosphorous-deficient coastal country on to different country, they just explode."
While most of their weaners are sold locally to other producers including Lawson and Linda Geddes, Couti Outi, the Reas were keen to know how their cattle finished over the hook.
In 2011 they took the plunge and entered steers in the Central Queensland Carcase Classic Competition.
While they would have been happy with a place, the Brafords exceeded their expectations and snagged a champion trophy.
The Reas won the highly coveted Virbac champion grassfed carcase prize and perpetual Redbank Trophy for a two-tooth Braford steer, with a hot standard carcase weight (HSCW) of 359.5kg.
The same carcase won class three, the Acatak single grassfed steer or heifer (maximum four teeth, 300-420kg carcase weight), while another of their Braford steers claimed third place in the same class.
"It was a big surprise for us to win in our first time entering the competition," Clinton said.
"We really just went in it to benchmark ourselves because when we sell our cattle as weaners, we don't see the end product, so we wanted to know what they grew out to and how they performed over the hook.
"The steers we entered were here until they were weaned then they spent two years on agistment up at my sister and brother-in-law's place, Trudy and Lachlan Mace, at Stanage.
"We can breed the article but can't fatten them efficiently on this country.
"We like the competition because the results are all based on facts and figures, not one person's opinion, whereas on the hoof in a show ring the result that can depend on one person's opinion on one day.
"We're trying to evolve and improve and we found the whole process and the results very educational," Philippa said.
"I think it certainly helps promote professional discussion about how you go about breeding cattle that perform over the hook," Clinton said.
"It also helped reinforce that we have made the right decision in the direction we're taking."
The Reas said benchmarking in competitions like CQCC prompted more analysis of selecting for specific traits.
"We look for medium-framed cows that are more functional as opposed to bigger animals, and we buy one or two bulls a year as well as keeping some of our own bulls," Clinton said.
"Fertility, length, bone and particularly temperament are all important.
"I can shift all the cattle myself because of temperament."
Having EU-accreditation has also proved a benefit for the Reas
"We send some cows and heifers to market ourselves and get a premium of about 10c/kg for the females, and as weaners it's worth an extra 20c/kg to us," Clinton said.
At Hillview the Reas also practice rotation grazing and have introduced legumes such as butterfly pea to boost the native grasses including Queensland bluegrass.
* Nominations for this year's Central Queensland Carcase Classic close on May 25, with steers to be on feed by March 26 and heifers to be on feed by April 23. Kill dates are July 2 to 4. The presentation dinner is on July 20 at Frenchville Sports Club, Rockhampton. Contact Richard Brosnan, 0400 361 114; Dawn Huntly, (07) 4928 3726; and for dinner inquiries, Fiona Noakes, (07) 4935 6062.
