Improving milk protein concentration at farm level can add fifty pounds per cow to milk sales annually. The benefit for processors is an increase in protein supply by ten percent and improved milk processability. The farm changes needed to improve milk protein content can also lead to a reduction in milk production costs of at least fifty pounds per cow. The objective of the Kerry Agribusiness/Teagasc “Focus on Profit” project was to adopt current technology in relation to improving milk protein at farm level to enable farmers to improve their income. Specifically to improve milk value by 0.85 p/litre by increasing milk protein content from 32 g/kg, the Kerry average for 1994, to 34 g/kg by the year end 2000. Thirty five farmers were selected to represent each category of milk supplier to Kerry Agribusiness in relation to scale of production, size of holding, soil type, farm management practices and farm location. Herds were milk recorded. Milk volume, protein and butterfat concentration, production costs, farm characteristics and management practices were monitored. Current information/technology from research on improving milk protein content and reducing costs was communicated to monitor farms by means of farm visits, farm walks, demonstrations, discussion groups, clinics, seminars, newsletters, booklet, press articles and the radio by advisors and research personnel from Kerry Agribusiness, Teagasc, Munster Cattle Breeding Society, Department of Agriculture and New Zealand. From 1994, milk protein concentration has increased by 1.1 g/kg from 31.7 to 32.8, butterfat concentration has increased by 2.4 g/kg from 35.2 to 37.6 g/kg and milk value has increased by 0.97 p/litre from 20.23 to 21.20 p/litre. The best improvement in milk protein was observed during January, February and March — 0.27 g/kg, 0.36 g/kg and 0.24 g/kg respectively. Twelve monitor farmers had protein content in their milk greater than 32.0 g/kg in 1994. This increased to 33 farmers by 1998 of which 14 had milk protein content greater than 33.0 g/kg. Thirty two (91%) of monitor farmers improved milk protein by over 0.1 g/kg, six increased milk protein by over 2.0 g/kg. Milk costs were reduced by 0.7 p/litre by monitor farmers when 1995 was compared to 1998. This reduction was 1.74 p/litre from 4.66 p/litre to 2.92 p/litre when 1995 was compared with 1997. By applying current information/technology, Kerry Agribusiness monitor farmers increased milk protein content and reduced milk production costs.