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Breedr’s virtual supply chain ensures meat quality, supply and supports net zero targets

15 May 2020

A virtual value-chain for livestock production that ensures quality and supply has been developed by Breedr and has the support of the National Farmers Union, major livestock producers, processors and leading supermarkets.

Ian Wheal, founder of Breedr, comments: “Breedr aims to revolutionise the way that livestock is produced and traded. Our vision is to radically change livestock production, so the industry can deliver meat of consistently high eating quality for consumers, with less waste and higher returns for farmers. All producers need to do is share their weight data.”

Breedr is a sophisticated livestock app that makes it easy to collect and interpret animal data. It gives immediate access to information about health and weight and the powerful analytics tools will boost the herd’s productivity and profitability. It connects to a secure trading network in the cloud so contracts can be made online.

The precision livestock network will drive up meat eating quality, help producers to increase productivity and profitability and enable others to source high quality meat online.

John Royle, Chief Livestock adviser at the NFU, comments: “The recent crisis has shown the urgency of upgrading meat value-chains so they are fit for the 21st century. The industry needs to deliver produce of high meat eating quality, consistently, with minimal waste and environmental impacts and to do so in a way that is profitable and sustainable.

“The online network developed by Breedr supports the NFU’s target to reach net zero by 2040. It is creating a virtual supply chain that builds confidence and trust between producers and processors. It will remove the need for buyers to see the animals and ensure that producers are rewarded for meat that meets high welfare and quality standards.”

Ian Sturmer, UK Beef Farmer of the Year, and one of the first to trial the Breedr app, explains: “With Breedr we are able to have a more powerful complete supply chain analysis, from the dairy farm right the way through to consumption. If we are going to have a vibrant beef sector in the UK and take advantage of the many export opportunities, I think it’s of paramount importance that we try to reshape the industry.”

Data collated through the Breedr app about live weight gain, feed, health and parentage is used to make predictions about the animal’s performance and optimum date of sale for peak-profit for the farmer. The app creates a digital profile for each animal that can be matched with a contract and traded online, meaning producers have an assured sale and buyers can easily source prime beef to order.

To achieve this, data needs to follow the animal throughout the value chain, so Breedr has made it easy to connect to the BCMS and then link all of the information gathered about that animal throughout its lifetime – from weigh-heads to veterinary records – to a digital record.

Breedr has been trialling its app with top beef producers and has been in consultation with processors, retailers and other stakeholders across the industry. Achieving consistency with minimal waste was the key demand.

Latest figures show a drop in meat sales, both in terms of volume and value, so Breedr is making its powerful precision livestock app free of charge to drive productivity improvements across the whole value chain.

Click here for more information and to sign up to Breedr's free performance and trading platform


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