To ensure Munster is positioned correctly for the future, the company has undergone a rebranding project.
Extensive employee and customer research conducted unearthed a number of key insights and gave rise to a new name - Munster Bovine.
Speaking about the re-brand, Kevin Coffey - Chief Executive commented said: “We believe in continuous improvement through the use of fully integrated farm services. When our customers think of us, we will be recognised for collectively improving farm life.”
“We want our customers to feel like they belong to something that not only improves their herd but their quality of life and overall work-life balance.”
Fully integrated farm services
The name ‘Munster Cattle Breeding Group’ was viewed as being overly long and often shortened to just ‘Munster’, according to the company.
It believes that ‘cattle breeding’ does not accurately reflect the fully integrated services provided.
The brand’s greatest strength is in the word ‘Munster’; ‘Cattle Breeding Group’ was replaced with ‘Bovine’ - a word that unifies what is common across the three integrated services was required.
“Each service offered is centered around the bull (for genetics) and the cow (for milk recording & herd health).”
Together, the cow and bull are scientifically classified as ‘Bos Taurus’ (‘Cow Bull’ in Latin) which translates to ‘Bovine’ in English.
“Munster Bovine will consistently remind the market that, at its core, the business is focussed on fully integrated farm services around the bovine animal.”
The new brand identity required an independent symbol that can be used across all key brand touch points.
The symbol begins with a circle; representing the Bovine Animal - the core focus of the business.
Around this circle forms a DNA strand, representing the superior genetics produced to conceive the best bovine progeny in Ireland.
Next comes the circular encapsulation, which illustrates the fully integrated nature of the services including AI Services, Milk Recording and Herd Health.
“Used together, these complementary services maximise farmers’ herd performance.”
“Munster pioneered AI in Ireland and strives to remain at the cutting edge of innovation in farming.”
These two data points represent units of herd information that is captured.
Guided by insights, Munster Bovine supports herd owners’ to make the best possible farming decisions by using data acquired through the use of integrated services.
“Customers choose Munster Bovine because it is a farmer-owned collective, working together for the betterment of herd owners.” The company said.
“This is an exciting time for our company. The rebranding effort builds on the many improvements we have made to our business in recent years.”
“We are very confident that this change will make a positive impact on our ability to effectively communicate our integrated farm services to our customers.” The CEO concluded.