More than 50 bulls have been offered for sale in what's thought to be New Zealand's biggest on-line bull sale.
The auction is being run by Focus Genetics, an amalgamation of Rissington Breedline and Landcorp's Genetics Division.
After checking out the internet auction services available, Focus Genetics opted for a US based system, Saleday Global.
Farmers have been able to view video footage of the bulls online before the sale.
Focus Genetics cattle breeding specialist Daniel Absolom said on Wednesday there had been plenty of activity, with 55 beef breed bulls up for auction and 32 registered buyers bidding.
The 24-hour auction was running until midday on Thursday.
Mr Absolom said a private treaty sale will be held after the auction, with 90 bulls on offer.