There has been a substantial increase in knowledge of the genetics underlying profit traits in Australian beef cattle. Implementation of such knowledge in breeding programs presents a significant opportunity to increase the rate of genetic gain. Current rates of genetic gain vary greatly between seedstock breeders, both within and between breeds. Commercial producers’ preparedness to pay more for bulls with higher genetic merit is an important factor influencing the rate of genetic gain in seedstock herds. Meat and Livestock Australia commissioned the development of a beef genetics extension strategy focused on effective extension to various segments within the beef industry. The strategy is to focus on 1) improving knowledge amongst commercial producers to enable them to appropriately assess the value of genetic merit, thereby increasing the demand for genetically superior bulls; and 2) providing bull breeders with information to assist them in increasing the rate of genetic gain in their herds to meet the projected increased commercial demand.