Fast Tracking the Future of Farming

CRV Ambreed are a global livestock genetics provider to the dairy industry. In New Zealand, CRV have a strong history of innovation and many of the company’s initiatives are projected around the world.

PAN have partnered with CRV Ambreed since 2015 and developed a national brand establishment program alongside an innovation launch platform, dubbed LowN Sires.

First in the world to identify nitrogen leaching from the herd’s urine patch, CRV Ambreed found a genetic pathway to countering the volume of nitrogen occurring in the herd. This is big news for farming both here and around the world with intensive farming coming under close scrutiny.

CRV Ambreed required a platform to project the news of this world-wide discovery. PAN designed a national radio program platform aligned with a new website, establishing CRV Ambreed as the thought leaders in animal husbandry.

Through a combination of traditional media - easily accessed by the rural community and a digital platform to establish the facts - PAN helped CRV Ambreed create product awareness, and a desire for farmers to change from traditional breeding to a breakthrough model of Low Nitrogen Genetics in the national herd.

Setting the challenge to change farming practice now to deliver a desired outcome twenty years hence is no mean feat. PAN, partnering with the CRV Ambreed sales and marketing team, managed to launch the initiative and achieve sales results significantly higher than predicted, with over 2 million ‘straws’ ordered from returning and new customers alike.

“Our push into the market took considerable care around the positioning of the message and timing”, said Oceania Sales and Marketing Director Matthew MacFie. “With PAN’s help we were able to craft the message, project our story perfectly and not only establish the concept of Low Nitrogen geneticsm, but make great headway into initial sales of the new genetic product”.

When you have a great story to tell your sector and you need a partner who understands how to position your brand to maximum advantage, call; Sam, Kelli or Morgan at PAN.