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20/09/2024
The Sykes family
The Sykes family has been embedded in the Gippsland farming community for six generations, yet Peter and Deanne Sykes are not afraid to break tradition for the ongoing strength of their Longford-based beef operation.
A focus on continual improvement has helped distinguish the couple’s Mawarra Genetics as one of Australia’s leading Hereford and Poll Hereford seed stock operations, with the business recently named the 2024 Gippsland Agribusiness of the Year at The 2024 Gippsland Food and Fibre Awards.
As childhood sweethearts growing up on neighbouring farms in the Gelantipy region, cattle breeding was their destined future.
“Peter’s passion has always been the Hereford breed, his parents, Helen and the late Robert Sykes, established Mawarra Herefords not long before he was born, so he and the stud grew together.”
Today, the family’s affection for the breed remains unwavering, and Deanne champions the adaptability, efficiency, and overall quality Herefords can afford.
“The Herefords suit grass-fed grazing, particularly in the mountainous areas where we first started,” Deanne explained. “They can value add in a paddock as they’re efficient feeders, their MSA grade scores help ensure they’re excellent eating, and they’re easy going.”
The Sykes Family at the 2024 Herefords Australia National Show & Sale in Wodonga
Mawarra’s lengthy list of accolades includes 51 consecutive annual on-farm property sales, genetics exported globally, breeding the only Australian Hereford sire to have multiple progeny sell for over $100,000, multiple national Grand Champion and Most Successful Exhibitor titles, and receiving the record top price at the Herefords Australia National Show and Sale.
It’s success that Deanne believes has been achieved thanks to a focus on surrounding themselves with good people, strategic goal setting – and a few bold decisions along the way.
Fortune favours the brave
While steadfast in their commitment to Herefords, Peter and Deanne embrace change, acknowledging that the most successful businesses evolve fluidly.
Upon taking over the Hereford stud in 2002 their first major decision was to relocate from the family farm at Gelantipy to their current property at Longford.
“Gelantipy was so good to us, however we knew the isolation could limit our business growth, and opportunities for our children, so with the blessing of Peter’s parents we started afresh here in Longford,” she explained.
“We had a clear vision to take the business forward, and while it was a move we didn’t take lightly, it was exciting.
“Being flexible to change opens the door to opportunity, we like to keep an open mind, and this has encouraged us seize initiatives we wouldn’t have otherwise.”
In 2018, a rebrand to Mawarra Genetics and the establishment of an Angus herd under the Mawarra banner marked the beginning of a strategic expansion, complemented by the purchase of an additional 479-hectares at Traralgon East in 2020.
“Buying more land was a big decision for us, however with our three children all showing an interest in being part of Mawarra, and wanting to achieve additional business strength, we knew it was a well-calculated risk.”
And it’s proven a move that’s paid dividends for them, providing economies of scale and financial results well beyond their expectation.
“We achieved in three years what we thought would take at least five – despite the challenging wet seasons,” Deanne acknowledged.
“The expansion unlocked financial potential for us by leveraging existing equity to strengthen Mawarra’s position, and increased capacity allowed for optimised cash flow and resource allocation.”
“We found that lower variable costs can be achieved by reducing reliance on external inputs, and diversification and expansion can provide resilience against market fluctuations and a changing climate, while facilitating future succession plans.”
The expansion has also been a literal cash cow in terms of the platform it provides to retain Hereford stock not in the registered stud herd.
“Previously we would have to sell this stock in store condition regardless of the market, now we have the flexibility to grow them on, keeping them until the market is right, which value adds the bottom percentage of the herd and maximises our commercial operation for a more robust business – and very welcomed additional cash flow.”
The family, including matriarch, Helen Sykes.
Eldest son Brandon, 29, together his wife Brittany and young son Carter, is principal of his own Hereford stud, Mawarra B, and a livestock photographer, while 28 year-old son Logan is home on the farm full-time.
Daughter Taylah, 25, works in the business part-time whilst caring for her first child, nine-month-old son Kayce.
“We’ll continue to look for opportunities to expand and increase our efficiencies, and it’s exciting that it’s not just our drive and vision now, but that of our children – we’re looking forward to seeing where they take the business.”
On-farm investment for productivity, and sustainability
Since their expansion the Sykes have further invested in on-farm efficiencies for even greater business resilience.
“A fully integrated irrigation system has helped us boost fodder output, increase return from premium grass-fed cattle, reduce labour inputs, and has provided relief from cost pressures associated with outsourced fodder.”
“It will also reduce our vulnerability to drought and changing climate conditions.”
Solar-powered bore pumps now deliver clean drinking water via a trough system reticulated throughout their properties, with environmental advantages including the improved management of pasture species and the elimination of cattle accessing the river, protecting valuable riparian zones.
For best-practice low-stress cattle handling, the farm employs a laneway system leading to a high-capacity, state-of-the-art cattle yard creating a safe and efficient workspace for the team.
“Stockbook software and Gallagher hardware enables efficient on-site animal data collection and recording, which can be extremely valuable, and established DNA testing procedures have been increased to include all animals born since 2022.”
Nurtured, authentic relationships the key to success
For the Sykes family, a successful cattle operation and strong relationships are interdependent.
“We believe strong relationships are the foundation of a thriving business,” Deanne said. “The Mawarra community extends beyond our immediate team to include our clients, industry partners, consultants, and advisors.”
“It’s a network that allows for the sharing of knowledge, resources, and experiences - creating a supportive environment that fosters continuous improvement and growth.”
She believes much of Mawarra’s reputation had been earned on the back of their clients’ success, and the brand’s collaborative spirit.
“Our genetics are just one link in the chain towards a great piece of beef on the consumer’s plate,” she smiled.
“Cow-calf producers can be confident that our Mawarra cattle not only boast structural integrity, fertility, efficiency, and performance but also possess traits valued further down the supply chain such as intramuscular fat (IMF), yield, and Eye Muscle Area (EMA).
“This comprehensive approach ensures our clients select seed stock suited for their operations while contributing to valuable outcomes further down the supply path.”
This strong relationship-led approach applies to their relationship with Rabobank, and they credit Ron Masin, Senior Rural Manager in the Sale branch, as an integral part of their success story.
“Ron’s been such a valuable member of our team for a very long time, he truly understands our business – he has knowledge on every aspect of what we’re doing and most importantly, he’s taken the time to get to know us personally and share our vision – and our farm expansion process was eased enormously thanks to this dedication.”
Building a collaborative community
Proud and engaged members of the Gippsland community, the Sykes’ dedication to building strong connections applies to their contribution to the community.
Having recently joined the Southern Vic/Tas Rabo Client Council, Deanne said she’s excited, and honoured, to be helping Rabobank ensure support is well-aligned with where it’s needed most in rural and regional Australia.
“I was invited to join the Rabo Client Council by the Sale branch, and it’s a wonderful thing to be able to give back to the community,” she said.
Rabobank’s Ron Masin with Logan and Peter Sykes.
The Southern Vic/Tas Rabo Client Council consists of client volunteers who work with the bank to develop and deliver grassroots initiatives and prioritise where funding can make the greatest impact within the community.
Across Australia there are seven Rabo Client Councils, all ensuring that Rabobank’s community support is delivered where it should be.
“Before joining the Rabo Client Council, I had little idea about the extent of Rabobank’s contribution to community, and it’s extremely honourable that Rabobank has formed this council to give back and help the ongoing vitality of our regions.”
Farm business-specific Financial Skills Workshops, which their daughter Taylah participated in, are just one of the Rabo Client Council initiatives aimed at upskilling the community for stronger farm businesses.
“We measure our success by the success of our Mawarra clients, we want our business to be the best it can be so they too benefit – if our clients are succeeding this then trickles down to the community and enhances vibrancy.”
“This aligns with the Rabo Client Council’s ambition to share knowledge and upskill our local producers, for strong farm businesses and strong communities, and I’m very excited to help identify and deliver opportunities that will bolster our region.”
“By focusing on high-quality, performance-driven genetics, fostering a collaborative community, and investing in our future, Mawarra Genetics is proud to be a driver of change for Gippsland's agricultural sector.”