About Us

Herd Advance

The future sustainability of the UK beef sector is under pressure, despite having some of the strongest global meat brands and the highest animal welfare and quality standards globally, it faces a crisis point due to a mix of challenges: downward pressure on farmgate pricing; market uncertainty over export tariffs due to Brexit; reduced consumer demand; an ageing labour force; threats from vegan activists alongside the environmental impacts of beef production on the global climate
emergency.

 

While these high-level pressures are important the critical issue at farm level is how to manage large numbers of livestock to a high level of welfare and individual performance, with less labour in a sustainable and profitable way. Key to the sectors future will be the ability to change and adapt to improve efficiency at farm level and meet climate change targets.

 

Herd Advance is a start-up company entering the digital agriculture sector, established in 2018 by co-founders Murdoch Duncan and Jilly Grant. As beef farmers in the heart of Aberdeenshire, the company understands the challenges that cattle farmers face on a daily basis. This understanding leads us to develop innovative on-farm tech and systems to improve herd management in support of the beef sectors drive to improve efficiencies and profitability.

 

The business mission is to power users business efficiencies, where digitising the herd to drive growth performance, increase health identification and improve labour efficiency is at the core. Improving results and reducing costs via automation and data analytics is key to this success.

The future sustainability of the UK beef sector is under pressure, despite having some of the strongest global meat brands and the highest animal welfare and quality standards globally, it faces a crisis point due to a mix of challenges: downward pressure on farmgate pricing; market uncertainty over export tariffs due to Brexit; reduced consumer demand; an ageing labour force; threats from vegan activists alongside the environmental impacts of beef production on the global climate
emergency.

 

While these high-level pressures are important the critical issue at farm level is how to manage large numbers of livestock to a high level of welfare and individual performance, with less labour in a sustainable and profitable way. Key to the sectors future will be the ability to change and adapt to improve efficiency at farm level and meet climate change targets.

 

Herd Advance is a start-up company entering the digital agriculture sector, established in 2018 by co-founders Murdoch Duncan and Jilly Grant. As beef farmers in the heart of Aberdeenshire, the company understands the challenges that cattle farmers face on a daily basis. This understanding leads us to develop innovative on-farm tech and systems to improve herd management in support of the beef sectors drive to improve efficiencies and profitability.

 

The business mission is to power users business efficiencies, where digitising the herd to drive growth performance, increase health identification and improve labour efficiency is at the core. Improving results and reducing costs via automation and data analytics is key to this success.

Meet The Team

Murdoch Duncan

Murdoch has over 20 years’ experience studying and working within agriculture at home and overseas. As well as developing Herd Advance he manages the family beef and arable farm in Aberdeenshire.

 

Murdoch is the real ‘brain’ behind our technologies and loves nothing more than being in the workshop coming up with another new idea! Murdoch is involved in all aspects of the business providing a general management overview.

 

When he is not working on the farm or coming up with new technologies you will find Murdoch on the ski slope or drooling over fast cars!

Jilly Grant

Jilly an alumni of Aberdeen University and SRUC has undertaken her studies to Masters level in Agri-Business and has since worked the last 20 years within the Agriculture, Oil & Gas and Offshore Wind Industries. Jilly’s previous roles include rural business consultancy with Scottish Agricultural College, marketing management with Grampian Country Food Group and strategic analysis with Subsea 7.

 

Jilly brings a wealth of industry knowledge to Herd Advance but specifically supports the business in the day to day management, sales and marketing, provision of on-farm training of Stockman system and App and the data management. You can also find Jilly lecturing the next generation of Business and Agricultural students at SRUC Craibstone campus. She along with Murdoch enjoys the ski slopes but you are more likely to find her running on our local hill, Bennachie or along the beaches of the Moray coast.

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