Merial, partnering with Sullivan Higdon & Sink, has announced a new communications effort — radio broadcasting. The duo will broadcast on the frequency 90.5 FM during the World Dairy Expo. Merial Radio will give listeners a chance to learn about the company’s “Best-in-Class” dairy initiative.

To catch the breaking news, Expo attendees shouldn’t stray far from the Expo, and shouldn’t try to tune in after Oct, 2. The reach of the station will be small but targeted to industry insiders.

Listeners can tune in wherever they have radio access at the events, from their cars, the barns or while walking around exhibits in the parking lot.