Beef cattle farmers to benefit from new Morrisons app
Published:  07 July, 2014

Morrisons has launched a new mobile app for beef cattle farmers, which it hopes will help with livestock management.

The app allows beef farmers live updates from their herd through the British Cattle Movement Service, as well as enabling the registering of cattle births, deaths and movements and allowing farmers to arrange animals by pen or field for easy reference.

Beef farmers supplying Morrisons Woodland facilities can also use the app automatically generate the Food Chain Information Declaration required by all farmers sending livestock to slaughter.

Andrew Loftus, Morrisons agriculture manager, said: “We want to help ease the burden on farmers by ensuring better information is available at the touch of a button to aid them when making decisions about their businesses.

The supermarket app comes after a string of similar initiatives involving mobile apps for farmers – for instance by McDonald’s, Eblex, Bpex and the National Farmers’ Union (NFU). Morrisons’ agriculture department has worked with the NFU to help promote the need for new technologies to ease farmers’ workload.

Meurig Raymond, president of the NFU, is encouraged by the app: “The launch of the app builds on the website we’ve also created to provide suppliers of beef, pork and lamb with unrivalled and immediate feedback on their consignments.

“Adopting technology like this new app is key to farming’s future and I’m delighted that Morrisons is making sure it’s available to all beef producers.”

Morrisons said it would continue to develop and add features to the app and extend the its use to pork and lamb producers.