Upcoming technology hitting the beef industry is about more than tracking cattle and measuring performance metrics; it's about continuing the American ranching legacy. "Our job as CERES TAG is to help future generations continue to increase profit so they can return to the ranch," explains Shane White, national sales manager for CERES TAG, which is a direct to satellite animal behaviour automation platform. 

Bridging that generational gap looks a lot like combining cowboy logic and data for confident decision-making at the ranch level. "We automate phenotypes including pasture feed intake, grazing behaviour, eating behaviour and drinking behaviour," White says. Measuring these and providing data to rancher by integrating with multiple platforms they already use greatly impacts profitability.