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By now, most cattle producers have at least heard the "buzz words" PI and BVDV. If you've picked up just about any trade publication, been to an industry meeting or talked to a Noble Research Institute livestock specialist, you've probably seen or heard the terms before - persistently infected (PI) bovine viral diarrhea virus (BVDV). Yet, there are still some who have not received, or don't fully comprehend, the message.