Probreed's client-focused model designed to boost profits

The stud is based on the edge of the western district of southern Victoria at Inverleigh, and the operation is run on 1200 hectares over five properties - Murnong, Waverley, Yallambie and Shelleys, as well as leased property Waterlands.

While the main enterprise is the genetic development of composite breeds designed to boost profitability, the business also includes cropping, fodder production and commercial prime lamb production.

"Ewe efficiency was the main reason for the Highlander breed," managing director Brad Swadesir said.

"Having a lower adult ewe weight means our clients can run more ewes per hectare, producing lambs more efficiently."

The Primera is an easy-lambing, fast-growing sheep which has ideal carcase traits, and is designed for quick turnover in a lamb production system.

The Highlander Plus breed is the stud's all-rounder, which has meat and wool production traits, with a 22-micron fleece.

"We embarked on the task of breeding the Highlander Plus three years ago after identifying a need in the industry," Mr Swadesir said.

"We've partnered with Mark Ferguson who is our geneticist with neXtgen Agri to make this happen and we are excited about the future."

Probreed has a strong emphasis on data, which is critical to finding the most productive, efficient and profitable animals.

Monitoring and recording every aspect of sheep production has led to high-performing sheep which are achieving a 190 per cent weaning rate across the mature-aged flock.

"Accurately measuring data means an ideal outcome that takes emotion out of farming, so that decisions made by facts, not gut-feel," Mr Swadesir said.

"The data is there to provide confidence in the consumer, so we can back our product to perform.

"We have all worked hard for many years to produce and this can be seen with our data uploaded to the Sheep Genetics Australia website where we are consistently in to 5pc or 10pc in many traits.

"This allows us to guarantee our clients genetic gain."

Probreed has a customer service model that differs from traditional studs, with clients able to shop by breed and ram traits and also use the stud's online capital gain calculator to determine potential profits by switching to a Highlander production.

The tool factors in ewe bodyweight, flock numbers and the current lambing percentages to show clients the profitability of a Probreed-style production, which is based on low to moderate ewe size, which allows for a higher carrying capacity, as well as the high lambing percentages.

"The search function we have built and the calculator enables buyers to target their exact ram requirements and traits, and see what the financial gains would be on their business," Mr Swadesir said.

The stud's online selling platform allows clients to register their interest for each breed and search for rams based on tiers and traits, then add rams to the cart and checkout - just like a traditional online shopping experience.

Probreed's 2021 sale rams will be available to purchase on September 28, with the entire draft able to be inspected on-farm on September 23.

"We're tailor-making a production unit to best fit our clients' farms, and providing an alternative breed which can be suited to different farming systems," Mr Swadesir said.

"We felt that there was a need with our business to sell when we needed and have greater control of the process."

Probreed guarantees year-on-year genetic gain for clients, and the stud has the after-sales service to back up its genetics.

"We partner with out clients and take time to understand their businesses and breeding objectives first so we can tailor our process, advise them on ram selection and provide ongoing support to their farm and flock," Mr Swadesir said.

"Our approach covers the whole process of getting our clients rams that perform well with their ewes and delivers against their business objectives."