In short:
Herefords were once the most popular cattle breed in Australia until they were overtaken by Angus.
asserted
they → overtake → Angus
That shift has been driven by a strong identity, a picky export market and McDonald's menus.
What's next?
It's unlikely any cattle breed will dominate like Herefords once did, with a mix of different breeds growing in popularity.
asserted
mix → drive → popularity
It may seem like a fickle fashion trend, but as far as the Australian cattle industry is concerned, brown is out and black is in.
uncertain
black → seem → trend
Just ask Stephen and Jodi Peake, who, after six decades of breeding Hereford cattle in north-west New South Wales, are selling off their entire herd.
asserted
who → ask → herd
The two have spent years perfecting their stock and genetics, broken weight-gain records with their steers and even once sold a prize bull for more than $60,000.
asserted
two → spend → 60,000
But as the Peakes near retirement, they have decided to focus on two of their other breeds: Angus and Wagyu.
asserted
they → near → breeds
They tick a lot of boxes for the end consumer as well as the producer," Mr Peake said.
asserted
Peake → tick → consumer
"Every breed has their day in the sun."
asserted
breed → have → sun
An Angus boom
Hereford cattle were first brought to Australia 200 years ago and have historically dominated its beef industry.
asserted
cattle → bring → industry
In 1990, farm survey data from the Australian Bureau of Agricultural and Resource Economics and Sciences showed the breed was the country's most popular, making up just over a quarter of the national herd.
asserted
breed → show → herd
Fast forward 35 years and the black cattle breed has surged in popularity through savvy marketing, fast-food branding and export markets.
According to a recent Meat & Livestock Australia (MLA) survey, Angus led national herd growth between 2023 and 2025, gaining 1.76 million head.
uncertain
Angus → fast → head
Market analyst Charles Boog said it was difficult to accurately study long-term breed preferences in Australia because there is no mandate to record cattle breeds at saleyards.
asserted
it → say → saleyards
But looking at a "patchwork of information", one thing is clear: Angus has taken the lead.
asserted
Angus → look → lead
"As one indicator of current breeding demand, [trade publication] Beef Central recorded 11,328 Angus bulls sold at auction in 2025 compared with 1,780 Herefords," he said.
asserted
he → record → Herefords
More money, more marketing
Brad Hine from peak body Angus Australia said the breed's success was partly a marketing story.
The Angus name strengthened in 1995 when the association established guidelines for a verified label.
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association → say → label
Beef exports to Japan also grew significantly through the 90s, with the foreign market offering a premium for black cattle.
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market → grow → cattle
McDonald's premium-branded Angus products, marketed globally from 2009 until June this year, also helped establish the breed as a known commodity.
asserted
products → brand → commodity
Dr Hine said sale data from AuctionsPlus showed farmers now made more money per head on Angus cattle.
asserted
farmers → say → cattle
A mixed cattle future
Herefords Australia chief executive Hamish Chandler said despite a historical departure from the breed, the association's membership numbers have stabilised over the past five years.
asserted
numbers → say → years
He said he was confident the breed would play a critical role into the future, as genetic research improved.
asserted
research → say → future
"Over the last two to three years, the number of Hereford cows in the national breeding herd has increased by around 26 per cent," he said.
asserted
he → increase → cent
Agriculture consultant Alastair Rayner said Australia's cattle breed mix would likely stabilise around where it is today, with a possible "increase in tropically infused cattle" in the future.
asserted
it → say → future
The MLA survey pointed to a similar trend, with Santa Gertrudis and Droughtmasters the second and third fastest growing herds, respectively.
asserted
Gertrudis → point → trend
Mr Rayner said unlike in the past, "there's never going to be just one breed" dominating the industry, as different environments call for different types of cattle.
asserted
environments → say → cattle
"Rather than choosing a breed and trying to make everything fit, work out what you need and find the breed that best fits you," he said.
asserted
he → choose → you
The Aporia