Agricultural research using case studies / AgTech
Brief: The client, Lely, is a leading multinational manufacturer of robotic milking systems. Even though AMS (automatic milking systems) have been mainstream in Europe for many years, it was still seen as a disrupter in the Irish market. Therefore, the client was looking for independent verification of the impact of AMS on grass-based Irish farms. After consulting with the client, the focus of the agricultural research was on Milk kg/cow, SCC and Herd Fertility.
Solution: A series of case studies, where the only change in the previous 5 years was conversion to AMS, were undertaken. At all stages, the client was kept at arms length to preserve independence. A comprehensive audit was completed on-farm to establish the baseline history prior to conversion and the subsequent changes after conversion. External data sources were used such as ICBF and milk processor data.
Result: The client was provided with a comprehensive report outlining the changes on six farms since conversion to AMS. The report was independently verified and would stand up to academic scrutiny. The results fed directly into the client’s marketing plan and have helped form their strategy for their continued growth in the Irish AgTech market.