The British Charolais Cattle Society has elected William Palmer, from Ruan High Lanes, near Truro, to join its council of management, representing Southern England.
Mr Palmer, who has been chairman for the South West region twice, commented: "I want to encourage Charolais breeders to prioritise the demands of the modern market with particular attention to calving ease, while not losing the Charolais weight-gain for age advantage.
Bolstering support of breed classes at county and local shows is also a priority."
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Breeders should prioritise the demands of the modern market with particular attention to calving ease, says William Palmer, of Ruan High Lanes
His Trenestrall Herd consists of 80 homebred pedigree cows, established in 1993, plus 60 crossbred cows, over which his home-bred Charolais bulls are used.
"My father was impressed by Charolais cattle at the Royal Show in the 1960s and it has been our terminal sire of choice ever since, favouring the superior growth rates and conformation in their calves, which always leave us within the top five per cent of prices at market," he said.
Surplus bulls are mainly sold privately, Mr Palmer explained: "Local commercial suckler-herd farmers return to us for bulls which they know will leave calves on the ground with unrivalled levels of growth."
Trenestrall has met success in both local and county shows, including male champion and reserve breed champion at the Royal Cornwall Show last year and Trenestrall Fossil taking the championship at Charolais South West region's annual show and sale at Holsworthy last month.
Trenestrall is a 600-acre family-run farm with the eldest son, Will, taken into the partnership on leaving school.
"He has a keen eye for quality cattle and developing our cows to satisfy modern trends," said his father.
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