Primeherd is an AI-powered livestock monitoring platform for beef cattle. On-farm edge AI and cameras identify individual animals, track body condition, and predict finishing readiness — without manual data entry or crush-based weighing.
The platform is currently in pilot at a beef finishing unit in Leicestershire, with SRUC as academic partner and Foyle’s Food Group as supply chain partner. A formal two-farm pilot is planned under ADOPT Round 7.
Primeherd is founded by George Holroyd, a digital product and growth leader with fifteen years at PayPal and Deliveroo and an MSc in Strategic Innovation Management from the University of Sussex.
