Companies connect face-to-face with customers at World Dairy Expo.
The number of international companies looking to introduce products and services to dairy producers in the U.S. and around the globe by taking part in World Dairy Expo’s (WDE) renowned Trade Show continues to grow. Here’s a look at two such companies who exhibited at WDE for the first time in 2013:
Expanding marketing territory for dairy-related products and services beyond a traditional customer base in Mexico has been a three-year effort for Madero Dairy Systems. Exhibiting at WDE was a logical part of that effort, says Arturo Gallardo, Madero’s general manager.
"We have been to other shows in the western U.S.," Gallardo says. "But this event is truly a dairy expo for the world. There are so many people coming here from so many different places. And they all have one thing in common: They’re interested in the dairy business. For a company like ours, it’s the most important show there is."
Madero has a long history of successfully installing its flagship rotary milking parlors in Mexico. In the late 1990s, the company entered the U.S. market for the first time installing two parlors, one in Texas; the other in New Mexico. "Both of those parlors are still in use 21 hours a day," Gallardo says.
Deciding it was time to think again about positioning itself as an international company, Madero opened an office in Houston, Texas, in 2011. "Houston isn’t known for being a dairy area," says Gallardo, noting that the company has since opened a second U.S. office in Loveland, Colo. "But it has an excellent transportation network. That fit in well with what we wanted to do."
"During Expo last year, we were able to meet face to face with dairy producers from throughout the U.S. and let them know more about us and what we can do for them. We will be coming back."
Ask the farmer
A desire to learn more about the experiences of U.S. dairy producers in battling mastitis was the motivation for CID Lines to take part in the WDE Trade Show.
The Belgium-based company is a leading manufacturer of hygiene and cleaning products used in dairy, beef and hog operations. More recently, though, CID Lines has developed a new mastitis management program.
"Our company strongly believes that you really have to understand the needs of farmers if you hope to make a contribution in helping them grow their businesses," says Ronny Schelfhout, worldwide division manager/animal health care for CID Lines.
"Because so many dairy farmers come to this show, it seemed like a great place for us to get firsthand about the problems and concerns they have when dealing with mastitis," he adds
The CID Lines mastitis program is about working closely with producers to pinpoint the causes of mastitis on their individual farms. "In some cases, it might be a problem with the milking equipment cleaning or in the bedding environment," explains Josephine Verhaeghe, a DVM who focuses on technical support for CID Lines.
"It’s much more than just selling a product or a product-based solution," Schelfhout adds. "It’s a complete concept involving a daily mastitis management program."
WDE’s worldwide reputation as the largest dairy show also played a big role in the company’s decision to take part in the Trade Show.
"We have customers throughout Asia who know very well this show," Verhaeghe says. "They told us that this was a show for the world. From our experience here last year, we can see they were definitely right."