| 41 A brand that is gaining real traction The focus is firmly on producing genetics that deliver calving ease and strong growth. Karen Phelps Rolling Heights Farm’s brand is gaining real traction with the completion of its third bull sale in 2025. The farm, owned by a family trust that includes Cory Norman and his parents Charlie and Marie Norman, has seen a notable rise in both interest and confidence from buyers across the country. “We’ve seen a huge uplift in our two year old bulls,” says Cory. “We almost doubled our average sale price on those from the previous year. A lot of people told me not to muck around with two year old bulls in our region in the spring market but I’ve proved there is a market for them. We put a big emphasis on our breeding programme and have invested heavily into it. Now we have a bit more history behind us people are realising who we are and what we do. We’re having return clients, new clients and an agent turned up from another agency to buy so the brand is definitely growing.” The farm, based on 420 hectares between Huntly and the west coast, has undergone a remarkable transformation over the past eleven years. It is in its tenth season breeding Herefords and now runs 142 breeding cows. The focus is firmly on producing genetics that deliver calving ease and strong growth while maintaining medium to low birth weights and carcass traits. Cory, who manages the day-to-day running of the farm and owns the cattle, has brought experience from the trucking industry and time spent farming Angus. RURAL PEOPLE » Rolling Heights Farm The legacy of his grandfather, Seal Norman, provides personal motivation. “We’ve farmed commercial Hereford since 2015 and started from scratch,” Cory explains. “Forming our own stud is the logical step.” This year’s sale marks a significant leap forward from the highly successful inaugural sale in 2023. “We had 100% clearance on the two-year-olds under the hammer and sold 30 of 38 yearlings, who were 50kgs lighter than normal, which was indicative of the tough season we had had,” says Cory adding that he will not compromise on production integrity. “I don’t pump up my bulls with anything else. I want to be known for a grass-fed programme and build honesty and trust.” Buyers came from across the Waikato, with dairy farmers making up the bulk of purchasers, alongside Hereford breeders such as Arabica Hereford Stud. The sale day itself has become an event in its own right. Chef Marc Soper from The Hermitage created an on-farm dining experience showcasing sustainable meat including beef and mutton from the farm, along with line-caught tuna. Local suppliers exhibited tractors, farm bikes, and equipment, transforming the day into a community showcase. An important feature of the event is its charity auction, which raised more than $26,000 last year for the Waikato Hospital Newborn Intensive Care Unit, with past support also given to the Child Cancer Foundation. Cory explains that the cause is deeply personal: he lost his daughter Kelly in 2018 after she was born prematurely. “It’s a great opportunity for local businesses to connect with farmers,” he says. “We put on a heck of a day. I’d like to thank our client base and all the people and businesses that support our charity day. It doesn’t happen without them.” Cory’s next goal by 2027 is to have a small offering of two year old and yearling stud bulls. SILAGE - ROUND BALES • MCHALE V660 • MULTI-CUT BALER WITH VARIABLE CHAMBER HAY ROUNDS - ALSO MOWING, RAKING AND WRAPPING OF SILAGE AND HAY BULK FERTILISER - SPREADING OF LIME, FERT AND UREA GROUND WORK - CULTIVATION POWER HARROW • SEEDBOX DISCING ROLLER TILLING • DIRECT DRILLING • ROLLER DRILLING CONTACT: Nelson Beckett - 0274 878 018 or 07 826 6777 Beckett Contracting Your agricultural contracting solution , , “With our prime steers the Whiteface are first out the gate.” - Patrick Henderson HINAU STATION 2ND JUNE 2026 Stuart Robbie 027 8484408 James Robbie 027 5263727 FULLY GUARANTEED FREE DELIVERY PROUDLY SUPPORTING ROLLING HEIGHTS FARM WITH QUALITY HEREFORD BULLS Bulls born and bred on the top of the Coromandel. Calving ease, growth & temperament. James & Nicole Ward - 021 511 626 | jamesandnicoleward@gmail.com “I will continual with the commercial bull sale as well, it will coincide, to offer clients more options. Because we do single sire mating it gives traceability of who the sires are for our commercial calves. But if I can put that same sire over a stud cow and clients can look at his true brother commercially I hope in time that will offer more confidence to those purchasing a commercial bull by having that stud base there as well.”
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