If you're in the centre ring at the Ekka on the opening day of stud cattle judging, chances are you've heard the authoritative voice of Keith McRobert over the loudspeaker.
The long-time stud stock agent and auctioneer was recognised last Thursday for the 30 years he's given to be a steward for the Royal National Association.
Much of it has been as the announcer in ring two, where Santa Gertrudis cattle show off their wares, and breed society president David Greenup acknowledged that while judging was in progress.
"You know where the Santa Gertrudis are on a Thursday because you follow Keith's voice," he said. "We'll have him for as long as he wants us."
In return, Mr McRobert said he would be there for as long as he could walk and talk.
He described his days at the Ekka as his sport, saying the once-yearly opportunity to meet up with people was good fun.
It was a feeling that was reciprocated around the ring, with some in the crowd reciting the former auctioneer's trademark phrase.
"Stop the sale," he would exclaim, "Call the stock squad, they're stealing these bulls."
Mr McRobert started work at 16 with Australian Estates, firstly in Brisbane before being transferred to Roma and all round the south west.
He was at Charleville when he got his auctioneer's licence at the age of 21.
He transferred to Dalgety while at Charleville then moved to Toogoolawah before selling at Cannon Hill alongside the well-known Stan Wallace.
He got out of the agency game in 1999 but it didn't stop him fronting up to the microphone for stud cattle duties at Ekka time.
He'll be reprising his sales pitch for another 30-year honour in September - Ben Adams has invited him to sell a bull at his Dangarfield Santa Gertrudis sale as he was the auctioneer at their first sale 30 years ago.
"I said, it would be an honour," Mr McRobert said.