Rabobank
TRACK 'N TRACE
FOR CATTLE
Background
In the Australian outback, locating cattle often meant hours of flying in helicopters across rangeland the size of countries. Costly, inefficient and stressful. Especially when an animal was sick or calving.
Rabobank’s InnoHub spotted this as a business opportunity. As their innovation partner, we worked alongside them to turn sparks of ideas into new ventures with real market potential. Moovement was one of those sparks.
WORK
The challenge was not just about building technology, but making sure it lined up across three critical fits:
Problem fit – Farmers were spending huge amounts of time and money just to locate their cattle. The pain was obvious, the need urgent.
Solution fit – Together with Moovement, we shaped solar-powered GPS ear tags, a simple mobile app and a data platform that allowed farmers to track their herds in real time. No more helicopter round-ups but insight at their fingertips.
Market fit – By testing with farmers in the outback, we proved adoption would stick. The system was affordable, easy to use and delivered measurable returns in time and efficiency. Making it commercially viable.
By validating each of these steps, we transformed a fragile prototype into a business ready to stand on its own.
Impact
Moovement launched commercially in 2020, raised seed funding, and expanded globally.
Today, their platform spans 23 countries, powers carbon programs, supports wildlife research, and enables advanced ranching techniques—even in the US with Ramos Land & Cattle.
What started in the InnoHub is now a scalable, sustainable business driving real change for agriculture.
