The History of 3R Angus

It all began in 2018, when 3R took its first step with the successful purchase of donor females from the renowned Texas and Clunie Range herds. With years of experience in the industry, we had honed a clear vision—our foundation stock had to come from proven genetics, with the versatility and balance that would appeal to the commercial cattleman.

Ironically, it was the historic drought that played a pivotal role in helping us secure these elite donors. As the conditions shifted, we saw a once-in-a-lifetime opportunity and ran at it. This set the stage for us to launch our embryo transplant programs, using top-tier sires from around the globe. It was the beginning of a journey that would shape the future of 3R and our commitment to breeding cattle with exceptional genetics and performance.

In August of 2022, 3R marked a historic milestone with its very first Production Sale. We offered 35 Angus bulls, and to our delight, every single one sold—achieving a 100% clearance rate. The event took place at Goonoo Goonoo Station, the property of our partner Tony Haggarty.

Goonoo Goonoo’s history runs deep, dating all the way back to the 1830s, and for nearly 170 years, it was owned by AACo, Australia’s oldest company. It was a significant moment not only for 3R but for the entire region—our bulls were stepping into the AACo selling ring, marking the end of a 40-year absence of seedstock sales at Goonoo Goonoo.

The support from leading commercial and seedstock breeders was overwhelming, and we were truly humbled by their trust in us. That first sale was more than just a success—it was the start of something special, and we knew we were on the right path.

In 2023, the 2nd Annual 3R Bull Sale took place at Goonoo Goonoo Station, and despite the challenging drought conditions and a tough cattle market, the event proved to be a resounding success. The unwavering support of commercial and stud breeders across the country played a key role in this achievement. One of the standout moments of the sale was setting a new top price for a bull, along with expanding the reach of 3R genetics into some of the leading herds in Western Australia—a significant milestone for our growing reputation.

Fast forward to Spring 2023, when 3R took another exciting step forward with the launch of our on-farm IVF satellite service in partnership with Vytelle. This monthly service has been a game-changer, rapidly growing to produce over 2,000 IVF embryos per year. The ability to collect and implant these embryos has significantly accelerated 3R's genetic program, allowing us to implant around 600 embryos annually. This expansion has helped us push the boundaries of genetic improvement, further solidifying our position as a leading source of elite Angus genetics for the industry.

2023 was also a significant milestone in the 3R business with the move to Lloma, a 2,000 acres property 15km south-east of Tamworth. On Lloma the 3R stud herd is grazed along with cropping and fodder production (irrigated and dryland). 

The year 2024 marked a time of remarkable growth and achievement for 3R, with several significant milestones that further cemented our position in the industry. One of the highlights was the successful hosting of our 3rd Annual Sale at Goonoo Goonoo Station. The event once again broke records, with a new top-priced bull setting the bar even higher. It was an incredible testament to the trust and continued support of leading commercial and stud breeders from across Australia.

But 2024 wasn’t just about pushing the boundaries on sale prices. We expanded our offering by incorporating new genetics into the mix, including a special lot sold on behalf of the Angus Youth Foundation. This lot raised an impressive $17,500, with all proceeds going to support the program and the next generation of beef industry leaders.

In addition to our Annual Sale, we launched the inaugural 3R Commercial Angus Sale in Tamworth, held the day before the main event. The sale featured around 700 head of top-quality commercial cattle, primarily sourced from 3R clients. This new annual event has quickly become a must-attend for breeders using 3R genetics, and we look forward to growing its influence in the years to come.

Not stopping there, 3R took a significant step in broadening its footprint by investing in the South Australian Cattle Co (SACC). This partnership granted us equity in their farms and a 300+ strong commercial herd in the South East of South Australia. This not only provides geographical diversification but also adds over 300 recipient cows to expand our already robust embryo transplant program, which now exceeds 600 embryos per year.

As part of our investment in SACC, we’re also excited to have acquired a share in Kings + Queens, a premium dry-aged beef business supplying top-tier Australian beef to leading restaurants both locally and internationally. Their products are even available on grocer shelves, and we’re thrilled to be part of their journey as they continue to set the standard in the beef industry.

Looking back, 2024 was a year of expansion and innovation for 3R—one that reflects our commitment to growth, quality, and creating lasting value for our clients and partners.

At 3R, we truly believe the best is yet to come—not just for us, but for the entire Australian beef industry. Reflecting on the incredible journey we've had since 2018, we’re more certain than ever that Angus genetics are leading the charge as the most sought-after and superior in the entire beef supply chain.

Looking ahead to 2025, we're thrilled to announce the commissioning of our on-farm feedlot at 3R. With a capacity of 1,000 head, this state-of-the-art facility will provide invaluable insights into how 3R genetics perform in a real-world production environment. Most importantly, it will create new marketing opportunities for our customers, offering a unique selling point when they choose to sell 3R genetics. Our pursuit of excellence never stops—it only grows stronger!

In the year ahead, we’re also setting our sights on an even more ambitious goal: producing and implanting more embryos than ever before. We see IVF technology as a powerful tool for maximizing the production of top-tier genetics, and we’re fully committed to ensuring that only the best Angus genetics thrive in the 3R herd. 

As we look toward the future with great optimism, we invite you to join us on this exciting journey. Together, we’ll continue to push the boundaries of what’s possible, bringing you the very best in Angus genetics and driving success across the industry.

From day one, identifying and sourcing exceptional Angus genetics has been at the heart of the 3R breeding program. We’re committed to finding genetics that have proven themselves as elite within the Angus breed, and we’ve invested heavily in bringing these top-tier sires and donors into our herd.

Over the years, we’ve been fortunate to import some truly standout sires into Australia—each with a record of excellence and backed by generations of proven genetics. Among them are legends like Mill Brae Benchmark 9016, Connealy Dry Valley, LT Chiefton 1440, Square B Atlantis 8060, Montana Judgement 1038, Mohnen Hollywood, and, more recently, the $400,000 generational sire, Spring Cove Grant 200K. These sires don’t just meet the standard; they set it.

But it’s not just about the sires. We've also assembled an incredible group of Angus donors in the USA, bringing their elite genetics into the 3R program. Donors like Coleman Donna 9309, EA Emblynette 6279, Coleman Donna 4356, and Coleman Donna 8292 are the backbone of our breeding strategy, helping us produce cattle that consistently excel in performance and quality.

At 3R, we leave no stone unturned in our quest to bring the very best genetics to our herd. Proven excellence is not just our goal—it’s our foundation.