Having worked with many fantastic brands over 2021, the team at Birnie Consultancy were ecstatic to receive their most important commission to date, with one of their most well-known customers!

Since he began working with his reindeer many years ago, Santa and his helpers have found it hard to keep up with current best practice, instead opting to keep doing what they’ve always done. Over recent years they’ve noticed a loss of vitality in the herd which they were keen to address before it got worse and so gave the team at Birnie Consultancy a call.

The project was managed by our PRINCE 2 qualified Business Development Manager Owen Lucas who was supported by team member Ashley Hassin (Santa doesn’t need a Communications Manager!). The first thing they addressed was the diet, which was handled by Senior Consultant Dr. Ryan Law, who also owns and operates his own animal nutrition company, Anupro.

Ryan spent some time looking at their current feed rations, and developed a customised diet that will help Rudolph and friends get exactly what they need to be at their best come, Christmas Eve! While this was happening, Managing Director Dr. Jonathan Birnie was looking at the specific genetic lines used to develop the herd, and how introducing genetic diversity can have a real impact.

Speaking after the work was completed, Santa had nothing but praise for the team “We nearly didn’t make it around the world last year in time because my reindeer weren’t looking as fresh as they usually do. With the changes in the diet, they’re already looking brighter and stronger - so much so that I’m predicting getting all the presents delivered in record time!”