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.
Use the arrows to explore our history...
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1895
Hayes fencing founded in New Zealand, Datamars' oldest brand.
1930
NJ Philips animal health equipment founded in Australia.
1938
Speedrite electric fencing founded in New Zealand.
1964
Tru-Test was founded following invention of the Tru-Test Milk Meter.
1988
Datamars was formed through the merger of Datalogic and Audermars.
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
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
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
Released the XRS, Tru-Test's first portable EID stick reader.
Acquired a number of leading local livestock identification businesses, broadening scope and expertise.
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.
2020
Launched the Datamars Tissue Sampling Tag and Applicator.
Introduced Datamars' first connected smart energizer.
Launched Active Tag, Datamars' wearable heat and health monitoring platform.
Introduced RFAID™ technology, enabling a new generation of intelligent RFID systems.
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.
Launched STORM, a platform for remote RFID device management.
Acquired Kippy, expanding into GPS pet tracking and connected pet technology.
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.