Known as the "heart of black cattle", Euroa agents are working to promote the selling centre as a stage for elite Hereford and Euro cattle.
The annual combined agents Blue Ribbon weaner sale is on Wednesday, January 12, at 10:30am, and will feature 2500 winter-drop mixed-breed weaners.
Nutrien Ag Solutions Euroa manager Russell Mawson said early weaner sales indicated "phenomenal demand" for local breeders' progeny.
"The industry is on a wonderful journey," Mr Mawson said.
"There is feed and confidence everywhere - and after a number of years of drought, people are still restocking.
"There is green feed from Gippsland to the Queensland border - there is feed and confidence everywhere - and after a number of years of drought, people are still restocking."
He said while ongoing Chinese export orders were adding a significant floor in the market, "they've had to raise their hand to keep up with rates".
"There is confidence in all direction because everyone wants their share," Mr Mawson said.
"Buyers confidence in our local genetics is enormous so cattle will go in all directions, as they always do.
"It is a very good time to be in the industry. For someone who has 50 cows, that is a $100,000 income."
Elders Euroa stock agent Joe Allen said the sale was to shine a light on coloured weaners with Hereford and Charolais.
"We want to open our doors for coloured weaners with Hereford and Charolais," he said.
"If people are in the market for a genuine 9-10 month-old weaner, that will be either side of 350 kilograms, then they can get some of the top drafts of British bred cattle in the region."
He said the recent weaner sales in December reflected the buying strength of the selling centre, with the location and quality of cattle the major draw card.
"We didn't have one particular dominant buyer - there were feedlot inquiry, backgrounders, bullock fatteners, northern interest and southern strength," Mr Allen said.
"The area is no sloucher for well-bred cattle."