They achieved prices in Hexham Mart at the centre’s 2003 anniversary sale with 25 Charolais crosses which reflected previous successes and certainly positioned them in that top bracket. Steers averaging 11.5 months and 450kg sold to average £603, while same age heifers averaging 420kg levelled at £510. What’s more these calves sold to repeat buyers.

That’s not all. The Longlands were declared the overall winners of the Border Charolais Pfizer Suckler Herd of the Year Award. Judge, Donald MacDougall, Wigton and formerly of Nether Linkins, commented: "Their Charolais cross calves were extremely consistent in demonstrating the breed’s true characteristics - they had that tremendous growth and quality conformation, the type sought by discerning finishers who keep coming back for more. These calves had well muscled back ends, length, a good spring of rib and a noticeable bold eye and head. And the cows were consistent and able to carry and nurse a big calf. Furthermore, the Longlands were paying particular attention to detail among their herd to achieve these results."

Quality suckled calf production is the backbone to the Longlands’ farming business based at Rusheylaw, Wark, near Hexham. It comprises a mix of owner occupied and tenanted LFA land in four units amounting to almost 1,000 acres carrying 145 suckler cows split between spring and autumn calving, and a complementary flock of 1,000 ewes to produce Mule gimmer lambs and crossbred finished lambs. Angus Murray makes up the four strong team and has worked for the family ever since school 18 years ago.

"We take great pride in producing added value stock to the highest standard to meet with buyers demands," Willie explains. Nigel Dods who finishes 500 heifers a year at Brandon White House, Powburn, near Alnwick is among the Longlands’ repeat customers. "I like to buy Rusheylaw beasts if I can," he says. "They perform well and can be grown on to our target 400kg deadweight without getting fat, grading in the U, R 4L bracket."

Willie continues: "We also don’t lose sight of the fact this unit is totally profit driven. We’re focused on maximizing output from minimal bought in inputs, and as far as the suckler enterprise is concerned, we’ve found we can depend on Charolais to produce those much sought after consistent crops of fast maturing quality calves. And in future, we believe they’ll find an even bigger demand from finishers.

"Why? Following CAP Reform and the abolition of BSP payments, suckled calf buyers will be seeking the most efficient cattle to reach target finishing weight in the shortest time period and we believe our Charolais crosses will come into their own having that ability to finish faster than any other Continental crosses and grade within the specification."

Charolais arrived at Rusheylaw with the Longlands when they secured the property 24 years ago. They introduced the breed as terminal sire to their cow suckler herd which has since gradually expanded together with the area farmed and total stock carried to present day numbers. Mark explains: "We continue to buy in beef bred suckler replacements with calves at foot, and then we put them all to the Charolais bull carefully selected for length and hind quarters. More recently we’ve started to take his Estimated Breeding Values into account as a back up. Over the years, Charolais has consistently left calves with that unbeatable weight for age – between 30kg and 50kg ahead of other same age Continental crosses – and without a doubt, that weight pays. In addition, they’re quiet and easy to manage."

As far as the unit’s future post CAP Reform is concerned, he says the family is planning a flexible approach. "We’ll either continue to sell in the store ring, or consider finishing. We have accommodation and have in the past taken some of our Charolais cross heifers through to target finishing at 16 to 17 months and grading U, R 4L. However, we’ll wait and see how the market for suckled calves pans out and then we’ll react accordingly."