The ALS Beefmaster group’s 17th production sale, held on 16 July at Maarmanshoek near Memel, was a great success, with all 144 animals on offer selling for a total turnover of R4,763 million. This achievement testifies to the outstanding quality and dedication that characterise ALS Beefmaster.
By Salomé van den Berg
The ALS Beefmaster group originated in 1989 with the establishment of the Afrikaanse Landbousentrum (ALS), and it later expanded to various agricultural enterprises, including their Beefmaster stud farm in KwaZulu-Natal.
The Beefmaster programme only gained momentum in 2012 with the acquisition of their initial breeding stud from 4×4 Beefmasters in KwaZulu-Natal.
This strategic decision was part of an effort to develop the Beefmaster breed in South Africa and adapt it to local conditions. Today, the ALS Beefmaster stud is a well-established breeding operation that utilises advanced reproductive and genetic methodologies.
The ALS Beefmaster programme has three core objectives:
1. Adaptability: Developing a breed of cattle suitable for South African grazing systems and climate conditions.
2. Productivity improvement: Increasing fertility, feeding efficiency and carcass quality through strategic selection.
3. Scientific approach: The introduction of performance testing and data-driven breeding to accelerate genetic improvement.
The programme highlights the six core traits originally defined for improved survival and productivity: weight, milk, fertility, toughness, nature, conformation and structural correctness, and meat production.
The market’s confidence in the ALS Beefmaster programme is reflected in the enthusiasm of buyers like Dantus Theron of Vryheid, who places his full confidence in the breed. The great interest, among other online bidders, testifies to the national recognition enjoyed by the programme.
Jacques Odendaal of the Vrede district paid the highest price of the day for lot 6, ALS 22-045, which he acquired for R260 000. Bulls were sold for an average price of R74 428,57 and pregnant cows for an average of R19 798,17.
BKB auctioneer Billy Lyons emphasised the quality of the animals and the professional standard of the auction, noting that excellent animals without any shortages were offered.
According to Gerrit Joubert of ALS Beefmasters, they are extremely satisfied with the results of the auction, and the praise by the auctioneer reflects the true character of ALS Beefmasters: Top-quality animals that possess all the qualities that a modern cattle farmer pursues.
“The momentum being built is tangible, and we look forward to what the future holds. It is a privilege to be part of this dynamic journey with ALS Beefmasters and all those involved.”
