It's an uncertain time to be announcing big moves in the stock and station agency world but it doesn't faze Beau and Emily Frame, who have opened a shopfront in Blackall and are about to join the Blackall Saleyards selling group.
"Our game comes in waves all the time," Mr Frame said. "There might be a short term hold in the market with all the coronavirus fears but producers have still got feed, cattle are short, and people want to eat beef."
The couple first came to town in 2008 when Mr Frame was with Landmark. After a stint in Longreach as the company's livestock manager, they returned to Blackall in 2014 and started Frame Rural with Beau's father Philip Frame.
Based in Inverell, Mr Frame senior has been an agent for 30 years, always with his own privately-owned business and his son is keen to be known as the only locally owned, locally operated agent at the saleyards.
"I think any business has got to be run more on a personal basis these days," he said. "You can put money back through sporting events and so on, and locals can see we want to help them improve.
He added that with a young family - they have three daughters, Amelia, Georgia and Genevieve - they wanted to make something a bit permanent for themselves.
"We love the town but to stay, we had to run a bit more," he explained.
As the business expands, they have plans to employ someone who would be able to work between both Inverell and Blackall.
It was towards the end of last year that Mr Frame spoke to the Blackall-Tambo Regional Council about buying into the yards, saying it would be a valuable part of the business that he wanted to grow.
Mr Frame said he thought more cattle would be sold through the yards going forward, even with the restrictions currently in place to combat the spread of coronavirus.
"We booked a lot in through other agents before this but I like to make sure the pens are right," he said. "I think people will say, standing your cattle up in the yards is giving a broader range of options."
He was pleased to see the thorough attention given to observing social distancing limits and hygiene measures at last week's sale, saying that without sales, restocker options would be greatly limited, and will be selling 180 head at this Thursday's sale, the last before a mini Easter shutdown.
Frame Rural has moved into the vacant Blackall Post Office building, where renovations are planned.