It was meant to be about clear sales with full traceability, but the doors have suddenly closed on the pilot project PDL Marketplace.
Opinion: National Farmers' Federation President Fiona Simson says an entire supply chain is watching the actions of live sheep exporters.
Well bred first-cross ewes are fetching top dollar, but in 12 months time will they be "off the charts"?
Industry could have acted five years ago to head-off controversy that currently threatens the trade's future.
Live sheep exporters have imposed a three-month moratorium on sheep shipments to the Middle East during the Northern Hemisphere summer.