It was the Herefords' day at the AgInnovation bull sales in Feilding on Tuesday.
Auctioneer Bruce Orr of PGG Wrightson said the Hereford breed had the biggest turnout of the seven beef cattle breeds represented and achieved the highest prices by far.
The top Hereford bull, Okahu Sonny Bill , bred by the O'Neill family at Raetihi, fetched $40,000 and was also judged the champion of champions.
Meanwhile, Persistence has paid off for a Waikato farmer who has won the top award in the Steak of Origin competition after being a finalist for the past six years.
Colin Brown of Cambridge took the grand champion title with an Angus sirloin steak.