Munster Bovine uses Dairy Show sponsorship to launch breeding catalogue

Munster Bovine has confirmed it will continue as Platinum Sponsor of the FBD National Dairy Show 2026 in Millstreet, extending a long-standing association and using the event as a launch platform for its 2027 Production and Type Catalogue and an early look at FarmOps Web, which shows how a farmer-owned breeding services provider converts sponsorship into product launches and customer contact.

Visitors will find the Munster Bovine stand in front of the livestock ring, where the company will offer exclusive show discounts on selected bulls alongside the catalogue launch, while FarmOps returns with a dedicated space separate from the main stand following its standalone debut last year.

Munster Bovine is Ireland's largest artificial insemination service provider, based in Mallow, Co Cork, and 100% farmer owned through shareholder co-ops Dairygold, Kerry and Bandon Co-op. It offers breeding, milk recording and herd health services alongside its FarmOps platform.

The FBD National Dairy Show is an annual dairy cattle show in Millstreet, Co Cork, organised by the Irish Holstein Friesian Association and sponsored at title level by FBD Insurance. It brings together dairy farmers, breeders and industry experts from across the country.

The platform effect is the point: Munster Bovine is pairing a sponsorship that places it beside the livestock ring with two launches aimed at the same audience, a 2027 sire catalogue and an early look at FarmOps Web, which will be available to all users in 2027.

FarmOps, which Munster Bovine developed to integrate all of its services into one platform, according to Agriland, gains a web version designed to help farmers sort and interpret growing volumes of herd data across breeding, herd health and milk recording on a desktop.

As a business owned by farmer co-ops, Munster Bovine uses the show to put its sales team directly in front of the herd owners it serves, with the catalogue discounts and early-access registrations giving each conversation a commercial outcome.

For the sector, the example shows how a breeding services provider can stack product launches onto a long-running platinum sponsorship, giving a dairy show sponsor a route from visibility to sales leads rather than branding alone.

Source: Agriland.ie / Munster Bovine / Irish Farmers Journal