Our story

Founded in 1988, Datamars has grown from an RFID pioneer into a global technology company.

We have proven capability in leveraging asset identification into valuable insights that customers can act on. From pioneering RFID for companion animals, to combining RFID with data collection devices and software for livestock performance management, to groundbreaking RFID technology to enable circularity in global textiles - we've expanded our expertise to better serve customers around the world.

Trusted brands and world-leading products come together under the Datamars name, leveraging the strength of our R&D, manufacturing, supply chain, sales and marketing depth globally.

While our business has evolved, our focus remains unchanged: helping customers make better decisions through better information.

Our timeline

Use the arrows to explore our history...

Year 2

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Year 3

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1800s

1895

Hayes fencing founded in New Zealand, Datamars' oldest brand.

1930s

1930

NJ Philips animal health equipment founded in Australia.

1938

Speedrite electric fencing founded in New Zealand.

1960s

1964

Tru-Test was founded following invention of the Tru-Test Milk Meter.

1980s

1988

Datamars was formed through the merger of Datalogic and Audermars.

1990s

1990

Datamars' LaundryChip launched - the world's first RFID chip designed for industrial laundries.

1991

Z Tags was founded in New Zealand.

1991

Lead the ISO standard for global animal identification, transforming companion animal ID

2000-2005

2001

World leading Tru-Test XR3000 livestock weigh scale launched

2003

Tru-Test Electronic Milk Meter launched

2005

World's first Walk Over Weighing technology for dairy released.

2006-2010

2006

Datamars' PetLink, leading pet identification software launched in the USA.

2007

Unigizer™, a three-in-one mains, battery and solar energizer released.

2008

Launched SEKURUS™, the world's first self-testing animal health treatment injector.

2010

Launched the world's most powerful electric fence energizer.

2011-2015

2011

Released the XRS, Tru-Test's first portable EID stick reader.

Acquired a number of leading local livestock identification businesses, broadening scope and expertise.

2016-2018

2017

Launched livestock management cloud software, now Datamars Livestock.

Introduced fourth generation LaundryChip technology.

Acquired leading agri-tech businesses, Tru-Test, Simcro and Precision Pastoral, helping advance livestock productivity by bringing RFID, data capture and insights technologies together.

2019-2020

2020

Launched the Datamars Tissue Sampling Tag and Applicator.

Introduced Datamars' first connected smart energizer.

2021

Launched Active Tag, Datamars' wearable heat and health monitoring platform.

Introduced RFAID™ technology, enabling a new generation of intelligent RFID systems.

2022

Launched Tru-Test Fence Monitoring, extending connected farm management capabilities.

Partnered with agri-tech AI businesses, Serket and Connecterra, further advancing livestock productivity data insight capabilities and AI-powered solutions.

2023

Launched STORM, a platform for remote RFID device management.

Acquired Kippy, expanding into GPS pet tracking and connected pet technology.

2024-2025

2024

Datamars establishes 'Datamars Sustainability Foundation', a  charitable organisation working to accelerate regenerative agriculture  globally.

Acquired Pulse  NeedleFree Systems, advanced animal health treatment technology.

2025

First SBTI aligned  climate target reached, achieving 85% certified renewable energy globally.