Market-leading IVF company backs new competition to strengthen stud cattle participation
Adelaide, SA – Vytelle, global bovine in vitro fertilisation (IVF) company, today announced its sponsorship of the inaugural Heifer Challenge at the 2025 Royal Adelaide Show.
The new competition, on 4 September, is open to all exhibitors and aims to keep the stud cattle section strong by creating more opportunities for exhibitors to get their cattle in the ring. While created to appeal to those who take part in the SA Junior Heifer Expo, which reached capacity within an hour of entries opening with nearly 200 participants aged 8-25 years, the competition welcomes exhibitors of all ages.
“We’re thrilled to support this exciting new competition that will strengthen participation in stud cattle showing,” said Andrew Donoghue, director for Vytelle Australia/New Zealand. “The Heifer Challenge perfectly aligns with our commitment to education and development in the Australian beef industry.”
The competition will allow exhibitors to showcase their heifers across all breed classes based on age categories, providing opportunities for breeds that have experienced declining numbers in recent years to compete against other breeds.
Vytelle’s sponsorship reflects the company’s position as market makers in bovine IVF in Australia, where they have established majority market share and doubled the market within 12 months of launching operations.
“Exhibitors coming through programs like the junior heifer expo are extremely talented, and we believe in rewarding their success with meaningful opportunities,” Mr Donoghue said. “This competition gives them additional pathways to showcase their cattle at the Royal Adelaide Show.”
The company’s hormone-free IVF process and outcome-based pricing model have revolutionised cattle breeding accessibility across Australia’s vast landscapes. With strategic lab placement and a “just bring the cow” approach, Vytelle has made advanced reproductive technologies available to producers regardless of location.
Royal Adelaide & Horticultural Society beef cattle committee chairman Chris Thompson welcomed Vytelle’s support for the new competition.
“The commitment from companies like Vytelle to invest in competitions like this is exactly what we need to maintain strong participation in our stud cattle section,” Mr Thompson said.
The day will also feature another new competition, the Herdsperson Competition, which will round out the day and further engage younger participants. Together with the Heifer Challenge, this will complement Adelaide’s hosting of the national finals of the Young Judges competitions, including beef junior paraders and beef young judges, making 2025 a landmark year for development at the Royal Adelaide Show.
Vytelle’s sponsorship includes prize vouchers to use in the production of embryos and educational resources to support participants in understanding modern reproductive technologies and their applications in commercial cattle breeding.
The 2025 Royal Adelaide Show runs from 30 August to 7 September at the Adelaide Showground.