Ross and Melainie McNiven, dairy farmers in Co Wexford, opted for a unique business model by supplying ready-to-go heifers-in-milk instead of milking cows. This strategic shift allowed them to differentiate themselves in the market and reduce the need for extensive investments in infrastructure like milking parlours. Their decision highlights a growing trend among dairy farmers to innovate and adapt in response to market demands, ultimately leading to a more sustainable and profitable farming operation.
Ross and Melainie McNiven decided to invest wisely in infrastructure rather than increasing cow numbers, positioning their dairy farm uniquely in the market.
By focusing on heifers-in-milk, the McNivens differentiated their dairy business from conventional farms, ensuring consistent demand and operational stability.
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