The Sinnamon family have been stalwarts of the Queensland beef industry for generations; a love of the Santa Gertrudis breed running strong.

Rob Sinnamon hasn't missed a Beef Australia event since it's inception and could possibly win the prize for being one of the event's most passionate fans.

Now as the General Manager Yugilbar Pastoral Company, he is lucky enough to not only breed cattle as his day job, but as a hobby too, as his wife Lorraine and son Andrew run Robbenlea Santa Gertrudis.