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Event Held in the Interior of São Paulo Moves Millions and Highlights the Strength of FIV Genetics in National Cattle Farming, Gathering Investors, Renowned Breeders, and Strategic Partnerships in a Historic Night for Nelore JOY.
The Sertanejo singer Zé Neto, known for performing in a duet with Cristiano, stood out as the protagonist of one of the most talked-about events in Brazilian agribusiness.
On the evening of last Wednesday (30), Zé Neto and his father, Eurides Toscano Martins — known as Joy — led the 1st Elite Auction “Cheiro de Terra” – Nelore JOY, held at Elago Eventos, in Cedral, interior of São Paulo.
The auction was broadcast live by the Canal do Criador and generated R$ 10 million in sales, consolidating the family’s name among the giants of national cattle farming.
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The auction marked the beginning of a new phase for the Martins family, which has invested in Nelore genetic selection for nearly a decade.
The event gathered investors, experienced breeders, specialists, and representatives from the cattle industry, showcasing the growth of the Nelore JOY project and its rise to the level of national reference.
According to official information, the debut consecrated an eight-year effort focused on the careful selection of animals with high performance, hardiness, and racial standards.
The 1st Nelore JOY Auction featured a special appearance by the CEO of the Compre Rural portal, Marcio Peruchi, reinforcing the event’s credibility.
During the night, attendees witnessed significant negotiations involving FIV Genetics (In Vitro Fertilization), a technology that allows for accelerated genetic improvement and an increase in the number of superior animals in less time.
FIV Genetics Drives the Valuation of Lots
Right at the opening, the sale of 50% of Zathiri-V FIV CGAL, for 30 installments of R$ 75 thousand, caught the audience’s attention.
The lot was acquired by Agropecuária Império, consolidating the strategy of using advanced genetics as a competitive differentiator.
Other highlights included strategic partnerships with key names in the sector, such as the sale of 50% of the donor Galaxia FIV Perboni, in addition to examples in collaboration with breeding farms like Nelore H&J, Fazenda Eldorado of Ronaldo Alves, and Nelore Cris.
The lots offered presented elite genetics, the result of the application of reproduction biotechnology.
Among the animals presented were FIV females born in the breeding farm, such as Daitona, Damalha, Dalini, Elegance, Endiva, and Estrangeira FIV JOY, produced through in vitro fertilization.
This technique, which involves reproducing animals outside their natural environment, allows for the accelerated multiplication of matrices and bulls with superior characteristics, optimizing the standard of the national herd.
Family Trajectory and Consolidation of Nelore JOY
Nelore JOY did not come about by chance.
It has been eight years of dedication and constant improvement, led by Zé Neto and Joy.
The project was born from the long-held dream of building a standout herd amidst the family’s rural tradition.
The singer himself recalled, emotionally, the humble origins and the difficulties faced at the beginning of the journey.
“We sold lunch to buy dinner, but we dreamed of one day being able to hold the lead of an elite Nelore. Today, we realize that together,” said Zé Neto during the event.
The choice of the breeding farm’s name, Nelore JOY, is a direct tribute to his father, who always encouraged his son to maintain their roots in the countryside.
The presence of notable personalities and heavyweight investors added even more relevance to the historic night.
Partnerships with names like Henrique & Juliano and joint projects with renowned breeding farms strengthened Nelore JOY’s image as a reference for innovation and genetic quality in cattle farming.
Strategic Partnerships and Expansion in Agribusiness
In addition to Nelore genetics, Zé Neto recently expanded his investments in the agribusiness sector.
The singer purchased 100% of the mare Whiz So Much, daughter of the champion So Much, during the Haras Frange Auction, held at Palácio Tangará, in São Paulo, reinforcing his presence in the Quarter Horse universe, a horse that excels in speed and working events in the field.
These actions highlight the artist’s positioning as a new protagonist in Brazilian agribusiness.
The search for top-tier genetics, combined with partnerships with traditional breeders and the adoption of biotechnologies, has driven the appreciation of the family’s assets, attracting the attention of investors and enthusiasts in the segment.
Impact on Brazilian Agribusiness
The fallout from the 1st Nelore JOY Auction was immediate, not only due to the transaction values but also because of the ability to gather the latest advancements in genetics and management.
According to sector specialists, the entry of public personalities into agribusiness helps to increase interest in technology, innovation, and the appreciation of Brazilian breeds.
“The Nelore is our past, the present we live, and the future we are building with our own hands,” declared Zé Neto, reinforcing his commitment to the evolution of the national herd.
The success of the event places Nelore JOY among the main names in elite cattle farming, with expectations of participation in new auctions and events that move billions of reais annually in the country.
With an increasingly strategic approach, the Martins family intends to maintain rural tradition and invest in sustainable development, contributing to the technological and productive advancement of the sector.
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