Livestock Improvement has plans to tap into farmers' knowledge and gather product ideas using the internet.
Ideas to Implementation (i2i) brings new sophistication to a communication process which has taken place since the early 1900s, says Janneke van Wagtendonk, Livestock Improvement innovation group general manager.
"We've always had close links
with our farmer customers, but the internet provides a tool they can use from home when it suits them."
Wagtendonk said the new system developed a process of idea-sharing which had been focused on staff and farmer representatives.
"Farmers now have a direct line to us which enables them to talk about what they'd like to see in our product and service range."
The co-operative's operations include herd testing, artificial breeding, consultancy, biotechnology and maintenance of one of the world's largest bovine databases, with more than 16 million records.
The possibility of tapping into the 12,500-strong farmer ownership to find new ideas was echoed by communication manager Clare Bayly.
"There's nothing like actually doing the job on a daily basis to know what you need in terms of products and services."
Livestock Improvement typically reinvests a quarter of its turnover. Revenue last year was $102 million.
Farmers who come up with winning ideas can expect some financial reward but it won't be enough to make them rich. At least not directly.
Said Bayly: "It is a farmer co-operative, it belongs to all the farmers. If [the idea] became a commercial success they're going to enjoy it in the value of their investment shares and the value of their co-operative."
