MARKETING CENTRE ROTHOLZ. More than 100 years of marketing experience. 5 pledges for a confident purchase

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1 MARKETING CENTRE ROTHOLZ More than 100 years of marketing experience 5 pledges for a confident purchase

2 Beginnings of the auctions outdoors 1st breeders association show in 1906 Breeders association market at the Graus-field 50 year anniversary breeders association show 1956 A partner to Tyrolean farmers for more than 100 years Rotholz market square has been used to sell cattle for more than 100 years. Even in the year it was founded, 1906, the association was very much concerned about the sale of cattle which was why the association held its own market in Rotholz. To begin with buyers were only from the local area; trading then later progressed to eastern provinces and to other countries. In the interim, % of the animals were sold for export. The marketing of breeder animals brings in an important additional source of income for farmers for the production of milk and meat. The first association stall (Stall III) was built in Rotholz in Before then all the markets were held outdoors. The first auction in 1940 was also held outdoors. In 1953 construction of the auction hall then started. In 1969 a significant step towards modernisation took place in Rotholz. As well as the construction of the main stall (Stall I), with 200 stands, the auction hall was rebuilt and extended. Owing to problems with space, in 1982 Stall II, with 105 stands, was built. An attractive trading venue for breeding cattle from Tyrol Continued further developments have made Rotholz marketing centre one of the most attractive trading venues for breeding cattle in Central Europe. The quality of the animals, their ability to work and great looks, combined with the excellent health status and the advantages associated with animals kept on pastures and who enjoy an alpine sojourn, are aspects which buyers particularly appreciate. There are no longer many other markets in Europe who are able to offer this package. Quality is to the

3 fore. This is also evident in the fact that Rotholz has already been awarded the Milchgütesiegel several times. The award is all the more remarkable since every year some 2000 dairy cows are brought to market via Rotholz. The marketing centre in Rotholz is also popular for holding large shows. Thanks to its central location and professional operation, numerous large-scale events such as Formel , the 1 st Gesamttiroler Fleckvieh- Landesschau, the Bundes-Jungzüchterchampionat, the Dairy Grand Prix Austria, the Bundesfleischrinderschau and the Braunvieh-Europaschau shows have been held in Rotholz. Modernisation Between 2009 and 2011 Rotholz marketing centre was refurbished. Modernisation included, in building stage 1, the purchasing of land and the extension of the car parking area, while in building stage 2 there was a complete regeneration and extension of the large milking stall area (Stall I) to provide a new roof, store area, washing area for lorries, washing area for animals and the construction of a new buffet. In 2011 modernisation was completed with a 3rd building stage, re-building of the quarantine stall (Stall III), roofing the courtyard area at the auction hall and the structuring of the exterior areas. During this period Rotholz marketing centre has also become one of the most important and powerful marketing areas in Central Europe. Continued increases in volumes are proof of this. Every year more than 10,000 animals of all species (cattle, horses, sheep and goats) are marketed via Rotholz marketing centre.

4 IMPRESSIONS

5 5 PLEDGES from the Rotholz marketing centre PLEDGE 1: Guaranteed milk quantity PLEDGE 2: Guaranteed udder health PLEDGE 3: Guaranteed pregnancy PLEDGE 4: Guaranteed veterinary status All animals come from herds officially free of tuberculosis, Bang s disease, leucosis and IBR/IBV. The Rotholz marketing centre plays a pioneering role in Europe in the BVD prevention programme. PLEDGE 5: Guaranteed fitness of sale animals thanks to their pasture land and alpine sojourn

6 MARKETING CENTRE ROTHOLZ FIGURES - DATA - FACTS + More than 100 years of marketing expertise in Rotholz breeding cattle auctions held to date + 14 auctions held every year Dates at + More than 250,000 marketed cattle + 5,000 breeding Fleckvieh, Holstein and Brown-Swiss marketed every year + Every year more than 10,000 animals of all general marketed (cattle, horses, sheep and goats) + 11 million annual net value to Tyrolean farmers + Multi-award winner of the Milchgütesiegel (an award for top-quality milk) Vermarktungszentrum Rotholz Rotholz 362a, 6220 Buch in Tirol Rinderzucht Tirol Brixner Straße 1, 6020 Innsbruck Tel: Fax: DW rinderzucht@lk-tirol.at