Objective Livestock Marketing (OLM) is a family owned business that provides professional marketing and management services to Australian livestock producers. Our core business is understanding market specifications and then assessing livestock to hit target markets.
Our business constantly receives market updates and price movements and with our very good understanding of our clients’ needs, we are proactive in putting marketing decisions in front of clients. This allows us to manage the marketing risk associated with your livestock while you concentrate on production.
Communication is the key to the success of the relationship between OLM and your business. We communicate regularly and often instantaneously with our clients, and also distribute a monthly e-newsletter called The Bullsheet. Clients also communicate with OLM by sending regular livestock weight and condition updates, giving OLM staff critical marketing data.
OLM Clients are:
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- positive & progressive
- willing to communicate the needs of their livestock business to their marketer
- receptive to advice and willing to evolve to take advantage of changing environments
- passionate about working with their livestock and are seeking continual improvements
- proud to be producing quality beef and lamb for Australia and the world
We have found that with our clients, the size of their livestock business is not as important as their attitude and professionalism as producers.
OLM services clients in a large number of diverse rural districts in Southern Queensland and North West New South Wales.
These clients receive as part of our cost-effective marketing service:
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- regular on-farm visits with livestock weighing and assessment
- marketing newsletters and market rate updates
- the development of marketing plans for both BREEDING and TRADING livestock operations
- our experience with EU, slaughter, store, and feeder markets
- access to major and minor feedlots and processors for cattle and lambs/sheep
- access to the AuctionsPlus system (both Danny and Andrew are accredited Level 1 assessors).
- a network of store contacts built up over many years to market store stock
- a payment insurance program that allows us to safely explore new markets on our clients’ behalf
- access to a reliable team of livestock buyers who fill regular buying orders at all major selling yards
“OLM strives to create market access on behalf of the client, providing them with the information to achieve the long-term goal of high market accessibility, acceptability, and reward.” – Danny Wilkie –
The origins of Objective Livestock Marketing are tied to the emergence of Computer-Aided Livestock Marketing (CALM) in the Australian beef industry in the late 1980s. Co-founder of OLM, Danny Wilkie, was the first CALM assessor in Queensland to hold both Level 1 accreditations for sheep and cattle, and he continues to develop his live animals assessment skills by working with a wide range of livestock agents and individual producers throughout Queensland and NSW. In 1992, Danny and Janelle Wilkie recognised the importance of objective, reliable, and relevant information to allow producers to achieve improved returns for their livestock. OLM was established to provide this information in a fully integrated beef marketing service.
In 1999, their son, Andrew, joined the family business, taking over responsibility for the strategic development of OLM to ensure it continued to meet growing demand from producers for innovative marketing solutions.
In 2026, Danny and Janelle Wilkie retired from the business marking the end of an era. Under Andrew and Vanessa’s leadership, OLM continues to provide the trusted advice, market insight and personalised livestock marketing service that has been the cornerstone of the business for the past 40 years.
The OLM vision for the future is simple. As a business that is fully committed to livestock marketing, we will continue to provide clear, concise advice without the distractions of trying to provide other non-related services. OLM has a reputation for discretion and confidentiality, and we pride ourselves on delivering a service that adds value to our clients’ livestock businesses.
