INNOVATIVE Tasmanian Angus breeders the Archer family are well known across the state for their herd's genetics.

Each autumn, they sell more than 100 bulls, they hold a spring sale in Queensland and also sell females and weaner calves.

Family patriarch Gerald is the guiding hand for Landfall, at Dilston, just north of Launceston.

He, wife Lou and their five children - Frank, Ed, Will, Ellie and Mimi - are all deeply involved with what is fast becoming a large family business.

Landfall Angus has built a reputation for its genetics and the stud has an undeniably commercial focus to its operation.

These strengths have led to the rise of two more aspects to the flourishing business.

In December, Will, Ellie and Mimi opened Landfall Farm Fresh, a retail outlet to sell the lamb and beef they have bred.

"The key is communication," Ed said.

Ed is developing a strategy to create a new online sale next month, which has been "a couple of years in the making".

A month ago, he was hopeful of getting 750 cattle into the auction catalogue; however, by last week, that number had swelled to 1250.

All of the cattle to be sold must have genetics leading back to a Landfall sire and all pregnant females, feeder steers and weaner calves will have information available including weight, breeding and genetic lineage.

"Traditionally, markets have been a bit limited in Tasmania and we are always trying to build the (Landfall) brand," Ed said.

"The majority of people who sell weaners in Tasmania sell through the saleyards.

"We had considered hosting a physical sale, but selling (online) offers greater exposure and we can get our genetics on to the mainland."

Ed believes selling through the saleyards is becoming "a bit old-fashioned" - hence the need to try something different to market their genetics.

Ordinarily, the Archers sell about 200 APR females on the same day as their autumn bull sale, but, this year, these will be sold through the AuctionsPlus online system.

"There are the obvious animal health benefits to the cattle remaining on-farm," Ed said.

He said the family had set up a committee of agents and clients to run the sale.

"We want to give clients some ownership of this and involve them from day one," Ed said.

"We want to get it right before we expand."

The auction will be held on April 9 through Angus Plus.