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Business View Australia - July 2015 135

them and breaking into the market

that is already set up.”

DSK Angus and Charolais actively

markets i tsel f and i ts annual

bull sale which is held at Borah

Station is acknowledged as a

major event .

Speaking about the ways in which

the farm is promoted, Chris Knox

says, “We have always had a strong

history of doing well in carcass

competitions and feed trials.

“We market ourselves through our

website and we do a lot of showing.

The bull market industry is based

on word of mouth and you have to

establish yourself so that people

start talking about you. Basically,

that’s the way we do it. We advertise

through the rural media and a little

bit on TV leading up to the bull sale.

We just let the cattle do the job for

us.”

DSK Angus and Charolais sells 80

bulls at its annual sale. It is also

a large carcase producer and sells

regularly to supermarket chains.

The decades old establishment has

strong foundations and ambitious

plans to expand its operations.

Speaking about the type of cattle

that he wants to raise, Chris Knox

says, “We always want to maintain

high growth rates with finishing

ability, muscle content and we are

excited by the new bloodlines that

we have imported from overseas.”

We just let

the cattle do

the job for us

FOOD & BEVERAGE