It's all go at Manfeild Park in Feilding, where Beef + Lamb New Zealand's annual AgInnovation event is in full swing.
The four day programme pulls together what used to be a range of separate activities, culminating in the bull beef sales on Wednesday.
Beef genetics and breeding were the initial focus of the AgInnovation conference which opened on Sunday.
But more than 40 speakers will be covering sheep as well as beef issues over the two days.
Beef + Lamb regional co-odinator Erica Kinder said there's been a bigger turnout than last year and the number of farmers and agricultural industry people registering for conference sessions is higher than expected.
"Well we had just under 200 people who had pre-registered and 40 who have just walked up and registered on the day so we up to 240 now. If we get many more people walking up today we'll have to move it to a bigger venue."
Ms Kinder said there's a particularly strong demand for tickets to the closing session of the conference, featuring Sir Graham Henry. He'll be talking about the culture of winning.
In a farmers' debate on Sunday night, on the topic of family farms versus corporating farming, the family farming team came out the winner.
And winners will be named on Monday night in another contest, the annual Steak of Origin competition to find the country's tastiest and most tender steaks.