The Dealer notes with interest the rebranding of Munster Cattle Breeding Group to Munster Bovine.

It’s shorter, sounds more scientific and gets away from a “breeding only” tag line.

I understand this is the objective of the rebrand as Munster provides animal health solutions, milk recording and breeding decision support.

I’d love to be a fly on the wall of the ICBF tea room as it discussed the rebrand and strategy of its board members.

Interacting with farmer clients, until now, has mainly been the preserve of ICBF.

However, if Munster is now moving into decision support for farmers around breeding, animal health and data recording, then it effectively keeps ICBF in the background – where many breeders and breeding companies want to keep it.