mOOvement Company Profile
Background
Overview
mOOvement is an innovative technology company specializing in livestock management solutions, particularly focusing on cattle tracking through GPS-enabled ear tags. Founded in 2018, the company is headquartered in Utrecht, Netherlands, with additional offices in Brisbane, Australia, and operations in the United States, Mexico, and South America. mOOvement's mission is to transform data into actionable insights for every part of the global food supply chain, aiming to produce food in a smart, productive, and sustainable manner.
Mission and Vision
The company's mission is to provide live location visibility and behavioral insights across cattle operations, enabling producers to manage their herds more efficiently and sustainably. Their vision encompasses a world where food is produced intelligently, productively, and sustainably, leveraging technology to enhance agricultural practices.
Primary Area of Focus
mOOvement's primary focus is on developing and deploying GPS-enabled ear tags for cattle, offering real-time tracking and monitoring capabilities. This technology addresses critical challenges in the beef industry, such as preventing theft, improving mustering efficiency, and promoting sustainable grazing practices.
Industry Significance
In the context of the global beef industry, mOOvement's solutions are significant as they provide producers with tools to enhance herd management, optimize grazing patterns, and contribute to carbon neutrality efforts. By offering affordable and efficient tracking solutions, mOOvement plays a pivotal role in modernizing cattle management and promoting sustainable farming practices.
Key Strategic Focus
Core Objectives
mOOvement aims to revolutionize cattle management by providing producers with real-time location tracking and behavioral insights, thereby enhancing operational efficiency and sustainability. The company focuses on delivering actionable data that empowers producers to make informed decisions regarding herd management and land use.
Specific Areas of Specialization
The company specializes in GPS-based cattle tracking solutions, offering features such as hourly location updates, movement alerts, grazing pattern analysis, and remote cattle counting. These capabilities are designed to improve farm management and animal welfare, leading to better quality beef production.
Key Technologies Utilized
mOOvement employs solar-powered GPS ear tags that communicate via a local LoRa radio network, eliminating the need for cellular or internet coverage. This technology is particularly beneficial for remote and extensive pastoral properties, providing reliable tracking and monitoring capabilities without the constraints of traditional connectivity.
Primary Markets or Conditions Targeted
The company's solutions are tailored for beef producers operating in remote and extensive grazing environments, where traditional herd management methods are less effective. By addressing the challenges faced in these conditions, mOOvement aims to enhance productivity and sustainability in the beef industry.
Financials and Funding
Funding History
mOOvement has secured significant funding to support its growth and technological development. In April 2021, the company raised €1.1 million from Future Food Fund, an investment aimed at broadening their customer offering and accelerating growth.
Total Funds Raised
As of the latest available information, mOOvement has raised a total of €1.1 million in funding.
Notable Investors
Future Food Fund, a €12 million seed capital fund focused on agricultural and food technologies, is a notable investor in mOOvement.
Intended Utilization of Capital
The funds raised are intended to enhance the current customer platform and accelerate customer growth. Specifically, the investment will be used to expand the customer platform with new insights into animal behavior and to accelerate growth in Australia, the United States, Africa, and South America.
Pipeline Development
Key Pipeline Candidates
mOOvement's primary product is the GPS-enabled ear tag for cattle, which has been developed and tested over three years in partnership with over 20 pilot farms in Australia. The product is designed to provide real-time tracking and monitoring of individual animals, offering valuable insights for beef producers.
Stages of Clinical Trials or Product Development
The GPS ear tags have completed extensive field testing and are now commercially available. The company continues to refine and enhance the product based on user feedback and technological advancements.
Target Conditions
The technology addresses challenges such as cattle theft, inefficient mustering, and the need for sustainable grazing practices. By providing real-time location data and behavioral insights, mOOvement aims to improve herd management and promote sustainable farming practices.
Relevant Timelines for Anticipated Milestones
While specific timelines for future product developments are not detailed, mOOvement continues to expand its market presence and enhance its product offerings to meet the evolving needs of cattle producers.
Technological Platform and Innovation
Proprietary Technologies
mOOvement's proprietary technology includes solar-powered GPS ear tags that communicate via a local LoRa radio network. This design ensures reliable tracking and monitoring capabilities without the need for cellular or internet coverage, making it ideal for remote and extensive pastoral properties.
Significant Scientific Methods
The company employs advanced data analytics to process the location and behavioral data collected from the GPS ear tags. This analysis provides actionable insights into herd movement patterns, grazing behaviors, and overall herd health, enabling producers to make informed decisions.
AI-Driven Capabilities
While specific AI-driven capabilities are not detailed, mOOvement's focus on data-driven decision-making suggests the potential integration of machine learning algorithms to further enhance predictive analytics and operational efficiency.
Leadership Team
Key Executive Profiles
- Pieter Vogels: Co-CEO of mOOvement, Pieter has a background in corporate finance and investment banking, with over 20 years of experience at Rabobank in senior and executive roles within the Global Food & Agri sector.
- Luuk Heuskes: Co-CEO of mOOvement, Luuk brings extensive experience in corporate finance and investment banking, having held senior and executive positions at Rabobank's Global Food & Agri division for over 20 years.
- Thomas Boer: CTO of mOOvement, Thomas leads the company's technological development, overseeing the design and implementation of the GPS ear tag system and associated software platforms.
- Juan Alfonso Ramos: Country Director for the USA & Mexico, Juan Alfonso manages mOOvement's operations and strategic partnerships in North America, focusing on expanding the company's market presence and customer base.
- Daniel Rieder: Sales Director for South America, Daniel oversees sales strategies and customer relationships in South American markets, driving growth and adoption of mOOvement's solutions.
Leadership Changes
As of the latest available information, there are no specific details regarding recent significant changes or appointments within mOOvement's leadership team.
Competitor Profile
Market Insights and Dynamics
The global cattle management technology market is experiencing growth, driven by the increasing adoption of IoT solutions in agriculture. Producers are seeking technologies that enhance operational efficiency, improve animal welfare, and promote sustainable practices. mOOvement's GPS ear tags address these needs by providing real-time tracking and behavioral insights.
Competitor Analysis
Key competitors in the livestock tracking and management space include:
- Milk Moovement: A cloud-based dairy supply chain software company that provides real-time tracking and quality insights for dairy producers.
- Moocall: An ag-tech startup focused on building IoT products for livestock monitoring, including calving alerts and health monitoring devices.
- FlockLock: A company offering solutions for pasture livestock management, including GPS tracking and health monitoring.
- Kraal: Provides livestock management solutions connecting farmers and their cattle through IoT devices and data analytics.
These competitors offer various technologies aimed at improving livestock management, each with unique features and market approaches.
Strategic Collaborations and Partnerships
mOOvement has formed strategic partnerships to enhance its market presence and technological capabilities:
- Ramos Land and Cattle Co
