Markets bullish and cows over moon about mobile app

INTERNET dating for bovines, cattle be the day! Actually, from early next week, it’ll be closer to reality than most of us would have imagined.

Kerry agri-technology company Dairymaster is about to launch MooMonitor, a mobile phone app that lets dairy farmers remotely monitor the amorous highs and lows of their cattle. Worn around the cow’s neck, the monitor follows their passions and gives the farmer a unique window into what has traditionally been a very! labour-intensive activity for farmers, watching for signs of what we shall politely call bovine bonhomie.

Dairymaster already has monitoring products which have been globally successful. This latest app-driven breeding breakthrough follows recent US-based pilot studies by Dairymaster signalling that many cattle have a very narrow fertility window — less than four hours for 15% of cattle, and less than eight hours for 30%.

Hitting the mark is a big problem in cattle- breeding, so Dairymaster’s breakthrough could be a significant development for the sector globally, as well as for the company.

The 220 staff at Dairymaster’s Kingdom HG are upbeat about what the app could do for the company’s bottom line.

Two weeks ago the company, which already has bases in New Zealand, Australia, Japan and Germany, opened a facility in Cincinnati to capitalise on rapidly-growing opportunities for its products.

Dairymaster technical director Dr Edmond Harty said: “We are launching the MooMonitor next week, but we have already been running trials on American farms and it has been very successful.”

It may not be love as we knew it in the old days, but, with even the folks at Lisdoonvarna bringing their matchmaking online, perhaps the time is right.

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