Breedr, a productivity and marketing platform that’s transforming the livestock supply-chain has raised £2.2 million (€2.6 million approx) in a seed funding round led by London-based LocalGlobe, along with participation from Mons Investment and a number of angel investors including Ian Hogarth, Darren Shapland and Jonathan McKay.
In addition to the funding, Breedr has been given a reward from Innovate UK, the U.K.’s innovation agency, to lead a consortium developing a “Smart Contracts” system for the meat and livestock sector.
According, Ian Wheal, Founder of Breedr, “I started Breedr because I passionately believe that better-informed farmers – coupled with a direct and transparent supply chain – can revolutionise the productivity, quality and sustainability of the entire livestock industry.”
Ian comes from pedigree farming stock, growing up on a 2,000-hectare farm in South Australia.
App that turns animal data into farmer’s profit
Based out of Itchenor, UK, Breedr uses data to help farmers maximise the yield, quality and profitability of every animal on their farm. Ian Wheal reportedly calls Breedr app the ‘Internet of cows’ and has noted in various online media reports before that data provided by Breedr helps farmers predict when it is the best time to sell their animals for the maximum money.
Using the Breedr app and ear tagging system, farmers will be able to monitor individual animals from birth to sale, recording everything from lineage to feed and animal health records, before listing livestock on the Breedr marketplace.
With the app, farmers can benefit from “measurable increase in profitability,” thereby reducing environmental impact and other waste caused by poor breeding and much more.
Uses blockchain or distributed ledger technology to capture data
Working in collaboration with the farming group, Imperial College London and Dunbia, the company is planning to use blockchain or distributed ledger technology (DLT) to capture the flows of data and transactions between multiple parties within the livestock industry.
In an interview with TechCrunch, Wheal said, “The current market for livestock operates the same way it has for centuries. Most trading is completed with manual processes and at the last minute, with very little visibility for retailers, processors and buyers up and down the supply chain.”
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