The internet of cows


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In livestock production from pigs to chickens to salmon, consistency drives the market. If Ralph’s Supermarket wants chicken thighs at a specific weight, that’s what farmers produce for Ralph’s.

In almost all the world’s leading proteins – chicken, pork, and salmon – there has been major breeding programs over the last 50 years for consistency in product size and more importantly, giving consumers what they want.

But not so with beef, which seems stuck in a 10,000-year-old rut. Changing customer tastes means that almost half of prime beef now fails to meet idea market specifications.

In this episode of Meat Talk, we’ll be meeting Ian Wheal, CEO of Breedr, who says he is out to change how the world produces livestock, starting with cattle and a process that he calls “precision-rearing.”

“Growing up on the family farm in South Australia I always found it frustrating that after rearing the very best animals, we had limited influence over the marketing and often no feedback as to the quality,” says Ian.

“I started Breedr because I passionately believe that better informed farmers – coupled with a direct and transparent supply chain – can revolutionize the productivity, quality and sustainability of the entire livestock industry.”


Ian Wheal, CEO of Breedr