A frequently asked question by visitors concerns the marketing of livestock, and in particular cattle. It is therefore apt to publish a brief summary on the web site on how the system works.

The farmer (producer or seller) can sell his product direct to the public, butcher or abbatoir. However, because he feels often vulnerable with the direct marketing of his product, he prefers to use an intermediary or agent. Usually it is done through the more orderly means of auctions where the farmer offers his product, and the prospective buyer makes a bid. Normally the farmer sells to the highest bidder.

The process is facilitated by an agent or auctioneer, who presents the product to the prospective buyers  present. Cattle are brought into a weigh ring enabling seller and buyer alike to immediately calculate the value at current price/kilogram. If the farmer accepts the product goes to the buyer who bids the highest.

By using an registered agent, farmers can be assured that their interests are best served by an accredited person. The agent earns a commission for services rendered. Agents are required to register with the Agricultural Produce Agents Council (APAC).

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