Where did the idea for Herdwatch come from?

I could see that farmers were burdened by the weight of increasing record-keeping requirements. We did some research and it showed that farmers did not have a solution to manage compliance easily. Farmers wanted something that was easy to use, value for money and truly mobile.

What was the biggest obstacle to setting up Herdwatch?

Finance and time were the biggest obstacles but we were very lucky to secure the backing of Farm Relief Services from an early stage. They provided us with the necessary finances as well as giving me the mandate and freedom to investigate, design and build Herdwatch. We also received valuable support from the North Tipperary Leader Partnership and the Tipperary Local Enterprise Office.

Is there potential for Herdwatch abroad?

Managing animals in any country in the world is the same – you need to look after them, feed them and abide by whatever rules are in operation. Therefore, the concept of Herdwatch is applicable to every market in the world. We are already present in the UK market and we are currently working on a Northern Ireland version.

Is agri technology a solution to the farm labour crisis?

There is a serious shortage of skilled farm labour in Ireland, even if farmers are willing to pay for it. The only remaining option for farmers is to find efficiencies inside the farm gate. Technology such as Herdwatch allows farmers to do that.

Have farmers too many record keeping requirements?

People hate paperwork in all walks of life and farming is no different. However, I think farmers do recognise the advantages of standards like Bord Bia which allows our farming industry to compete and win on international markets. If record keeping is the price to pay for this then I think farmers are OK with that.

Are farmers willing to adapt new technologies?

About 40% of our users are over 45 while some are over 70. The general perception is that farmers are not tech savvy – I think that’s factually incorrect. We forget that farmers have been innovating for thousands of years. Herdwatch also has 6,000 customers within three years and we were told that would not happen. Farmers are willing to use technology where it makes business sense.

Do you think every farmer should have a smartphone?

Yes, because nine out of 10 farmers tell us the smartphone is the most important tool on the farm. Once you have tasted the power of the smartphone, you are very unlikely to go back.

Is poor internet a problem in rural Ireland?

There is a rural/urban divide with internet quality which is leaving rural businesses behind. I am a very strong believer that internet access should be a citizen’s right. The only thing that will fix it is advances in technology, such as 5G internet. Thankfully, Herdwatch will work without internet, so poor coverage doesn’t affect it.

Title: CEO and co-founder of Herdwatch

Business sector: Agri Technology – Farm management app

Number of customers: 6,000

2016 growth: 150%