Success Stories - How Merinos Can Improve Your Bottom Line


Merinos … the most versatile breed for all environments

Many Merino producers are achieving outstanding financial returns through best practice flock management and business planning. 

Read the Case studies at the end of this page from a variety of producers from across the country.



In an evolving agricultural environment that often demands multiple income streams, research and field trials show the modern Merino is the leading breed when it comes to producing a variety of options across a range of markets and production systems.

In all states of Australia and in all environments, Merinos are proving more profitable results compared to other sheep breeds.

Through genetic advancement within the industry, Merinos are now strong competitors against terminal breeds, continually producing better lambing percentages and an improved ability to raise lambs with accelerated growth rates.

Because of the dramatic genetic improvement, the Merino wether has also become the ‘unlikely hero’ in sheep enterprises, now receiving some of the hottest competition at saleyards across the country.

With a lot more emphasis on body structure, size and quicker growth rates, wethers are now turned off at a much younger age than traditionally seen, being sold at six-months

By having this option to turn Merinos off at a much earlier age, they create the opportunity of a steadier income stream.

The ‘Breed More Merino Ewes’ campaign successfully highlights what Merinos are achieving not only as a sheep that produces the world’s most natural, sustainable fibre and great tasting protein, but a breed that can produce outstanding financial returns.

The word most used in the most recent case studies when producers are asked ‘“why Merino?” is versatility.

Read more below about what Merinos are doing for enterprises across Australia…….



A recent overhaul of their Merino flock to produce an article with the right balance of fat, muscle and carcase Merino producer Ricky Luhrs believes protein is where the consistent money is made, while wool is viewed as an opportunity cost.

“They outperform Dohnes that we have run in the past, we can run more of them and get more kilograms of lambs per hectare,” he said.

He describes the Merino wether lamb as his “flexibility in the system”.  In a good season he holds them to get a fleece prior to selling and in a tough season, they are sold as lambs.

Read the full case study in the Merino Sucess Stories below.



Unlike many of his neighbours who have opted for full cropping programs over the years, South Australian farmer Greg Hayes has never wavered from Merinos which fit perfectly into his production system.

He knows Merios will produce a premium wool clip as well as presenting a truly ‘dual-purpose’ animal.

Read the full case study in the Merino Sucess Stories below.


WAGIN (WA) farmer Andrew Scanlon doesn’t mince his words, farming is his business and he runs Merinos because they are the most profitable breed.

“I’m not here for lifestyle reasons, I’m here to earn a quid so it comes down to functionality and what earns the most money,” Andrew said.

“I’ve not seen any WA benchmarking information that says anything beats a Merino.

Read the full case study in the Merino Sucess Stories below.



Livestock consultant, Andrew Calvert, Tasmania, strongly believes the Merino breed provides more options compared to a straight composite-types operation.

He wants to inspire the next generation to become involved in such a promising industry.

“I have some clients that are focused on benchmarking their various operations and the advice they are getting is to reduce breeding cow numbers, increase breeding ewes and where the country allows, run a wether flock,” Mr Clavert said.

Read the full case study in the Merino Sucess Stories below.



For David and Debbie Mullins in Manildra, New South Wales, the hardiness and the versatility of the Merino has got them through the tough seasons.

“Merinos will always play a major part in our farm business; I don’t believe any other breed could do as well as they do out here.”

Read the full case study in the Merino Sucess Stories below.


Merino Success Stories

Many Merino producers are achieving outstanding financial returns through best practice flock management and business planning.

Here’s a snapshot of what producers from across Australia are saying about Merinos …

rod taylor

Merino Success Story – Rod Taylor (WA)

LOOKING back over his 37 years of farming, Rod Taylor can recall a time when wool prices were just $2.40/kg. Such memories make it all the sweeter now his clip averages $15/kg plus, and when you’re running 51,000 Merinos, it’s a rather comfortable position to be in.

mike sue pratt

Merino Success Story – Michael Pratt (QLD)

WHEN Mike Pratt looks at his Merinos, all he can see is growth. Growth of flock numbers, growth in genetic advances, physical growth of meat and wool, growth in his local community and growth of the entire Merino industry across Queensland and Australia.

rob o connor

Merino Success Story – Rob O’Connor (TAS)

WHEN the figures started stacking up, Tasmanian farmer Rob O’Connor figured it was time to breed more Merino ewes. Six years ago, after extensive analysis of his mixed sheep enterprise, Rob decided to sideline his crossbreeding program and shift his focus back to refining his Merino genetics and boosting his flock numbers.

dean wheaton

Merino Success Story – Dean Wheaton (VIC)

DEAN Wheaton didn’t think his Merinos could perform any better than the 2017 season. Then along came 2018. Wool prices increased by 30 per cent, sheep values continued to climb and his lambing rates were also heading higher, making for a perfect storm of Merino magic.

Ben Banks P1

Merino Success Story – Ben and Oona Banks (QLD)

WESTERN Queensland grazier Ben Banks has long known the value of a Merino ewe. So much so, that even throughout the last 20 years of unpredictable and extreme weather patterns of northern Australia, Ben and his family have done everything within their power to hold onto their core breeding ewes.

ian shippen

Merino Success Story – Ian and Camilla Shippen (NSW)

WHEN Moulamein farmer Ian Shippen drifts off to sleep each night, he rests easy, knowing his sheep will have grown him seven more bales of wool by the morning.

craig hickman

Merino Success Story – Craig Hickman (SA)

MERINOS are a vital part of the enterprise mix at Craig and Abigail Hickman’s Curramulka property Seaview, on the Yorke Peninsula, South Australia, producing $130 per winter grazed hectare per 100mm of growing season rainfall in 2016.

Daniel Schuppan

Merino Success Story – Daniel Schuppan (SA)

Merinos offer farmers a profitable option with the ability to produce a gross margin of up to $60 per dry sheep equivalent for self-replacing Merino flocks in the cereal zone according to 2016-17 Sheep’s Back Benchmarking Program figures, says Landmark Animal Production Specialist Daniel Schuppan.

simon fowler

Merino Success Story – Simon Fowler (WA)

The Fowler family are a force to be reckoned with in an era where big corporate businesses are slowly nudging out family-owned and operated farming systems.


Merino Success Story – Sam Lyne (TAS)

MERINOS consistently return profits of up to $60 per dry sheep equivalent and $40/DSE for lambs at Sam Lyne’s Riccarton property at Campbell Town, Tasmania.