This Australian-developed DNA marker is one of several products developed for livestock since the first sequencing of the bovine genome in 2006. It was launched jointly by the Beef CRC, MLA and CSIRO in Brisbane in August 2010 in an industry test phase, with the aim of recruiting producers of different cattle breeds to participate in a three-month trial to validate the research findings in commercial cattle populations. I was involved in developing a coordinated suite of technical and marketing materials; developing a media and organising media coverage; and supporting Beef CRC communication to stakeholders. The launch was very successful, with 1150
seedstock and commercial breeders participating in the testing by submitting DNA samples to the University of Queensland Animal Genetics Laboratory for testing. 1350 industry sires also submitted. Summary of media outcomes:  POLL GENE MEDIA SUMMARY_August 2010

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