Marketing into chaos: manufacturers and purveyors of animal identification technology and services are using collaboration and good old-fashioned competition to get the ball rolling.(MARKETING TO LIVESTOCK/DAIRY PRODUCERS)(Cover Story)

Agri Marketing,  September, 2005  by Ishmael, Wes

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Herding cats. Herding wild-eyed cats through a cactus patch at midnight. That's what development and adoption of a national animal identification program in this nation has been like. Marketing the products and services for such a program, one that likely will be mandated by the government, can be worse.

"We've said for many years in our business that our biggest challenge in marketing is inertia, getting that stationary object to start moving," explains Glenn Smith, USA country manager for AgInfoLink. The company provides hardware, software, data management ...

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