Farmers Support

What Farmers Support does

Farmers Support (ファーマーズサポート株式会社) is a Kagoshima, Japan-based venture founded in 2015 and incorporated as a corporation in June 2018, with a team of 1-10 employees. The company develops and sells MOOVIE (モービー), a smart livestock management system purpose-built for Japanese Black cattle (Wagyu) breeder farms. Its customer base is concentrated in Japanese SMB beef-cattle operations facing chronic labor shortages, aging workforces, and the burden of 24/7 calving and estrus monitoring; documented customers include Kubota Livestock, Inoue Livestock (井上畜産), Tama Farm (株式会社玉牧場), Iki Farm (壱岐ファーム), and Kagoshima Prefectural Agricultural University's Animal Science Department.

MOOVIE is a fully non-contact AI platform composed of two core products: the Calving Prediction Detection System (分娩予兆検知システム, launched April 2021), which uses IP cameras and deep learning to detect amnion exposure, tail raising, and calf hoof visibility and notifies farmers approximately 1 hour before birth at stated 90-95% accuracy; and the Estrus Detection System (発情検知システム, launched November 2021), which analyzes mounting behavior via AI and is marketed as Japan's first fully non-contact estrus detection system. The system uses Panasonic i-PRO AI processor-equipped network cameras, and the underlying AI was co-developed with Waseda University Professor Ogawa Satoshi since 2016. A registered patent covers the overall livestock management system, and a pending patent application covers vocalization-plus-camera estrus detection under the Aichi Agricultural Innovation Project (joint research since 2021).

The company generates revenue through one-time hardware sales (gateway box plus AI cameras, campaign-priced at 500,000 yen for a basic 2-camera package, standard reference price 830,000 yen), recurring cloud subscription fees (5,000 yen/month per camera), and optional LTE managed connectivity (8,000 yen/month). Go-to-market combines direct sales with on-site farm visits, free 1-month demo unit loans, agricultural exhibition presence (J AGRI, National Wagyu Ability Competition, Kagoshima Smart Agriculture Expo, 2025 Osaka-Kansai Expo), regional government and agricultural extension networks, and PR coverage in major Japanese newspapers and agricultural trade publications. Capital to date has come from three regional institutional investors (Kagoshima Value-Up 2019, Miyazaki Future Support 2 in 2021, Nangin Capital 2025) and two 2021 crowdfunding campaigns.

Name

Farmers Support

Legal name

ファーマーズサポート株式会社

Website

https://farmers-s.co.jp

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Farmers Support (Japan) builds MOOVIE, an AI-powered non-contact livestock management system that uses IP cameras and deep learning to detect calving precursors and estrus behavior in beef cattle, serving Japanese Black cattle breeder farms.

Ownership category

akta.pro rank

Product category

Smart Livestock Management

NAICS

Support Activities for Animal Production (11521)

SIC

Farm Machinery & Equipment (3523), Agricultural Services (700)

akta.pro primary industry

Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM)

akta.pro secondary industry

Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)

Keywords

• Smart livestock management
• AI cattle monitoring
• Calving prediction system
• Estrus detection technology
• IoT dairy farming

Headquarters

HQ city

Kagoshima

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Hardware Sales: One-time sale of hardware (gateway box, AI cameras). Hardware packages include communication gateway (connecting up to 4 cameras) and IP/AI cameras. Installation work is provided by third-party contractors at additional cost.
2. Cloud Service Subscription: Monthly subscription fee per camera for cloud-based AI analysis and notification services. Communication costs (internet) are separate. LTE mobile plans available through company-designated provider.
3. LTE Mobile Communication Service: For farms without fixed internet, a company-designated LTE unlimited plan is offered at additional monthly cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Farmers Support develops and sells the MOOVIE smart livestock management system for beef cattle breeder farms. The system uses IP cameras combined with AI deep learning to detect calving precursor signs and estrus behavior in cattle, sending real-time notifications to farmers' smartphones and tablets. The offering is fully non-contact, requiring no equipment to be attached to the animals, and is sold as integrated hardware (cameras, gateways) plus a monthly cloud AI subscription.

Product overview

Farmers Support offers the MOOVIE (モビー) smart livestock management system, a unified platform comprising two core AI-powered products: the Calving Prediction Detection System (分娩予兆検知システム) and the Estrus Detection System (発情検知システム). Both products operate through IP cameras with AI-based image analysis, sending real-time notifications to smartphones and tablets. The system is specifically designed for Japanese Black Cattle (黒毛和牛) and is notable for being completely non-contact, requiring no equipment attached to the animals. The platform serves to reduce labor for livestock farmers, improve animal welfare through stress-free monitoring, and enhance reproductive efficiency in cattle operations.

Differentiator

Problem solved

Functional benefit

Brands

• MOOVIE (モビー): AI-powered smart livestock management system using IP cameras to detect calving signs and estrus behavior in cattle. Includes calving prediction notification system and estrus detection system.

Products and services

• MOOVIE Calving Prediction Detection System (分娩予兆検知システム) AI-powered smart livestock system that monitors pregnant cows via IP cameras and sends notifications approximately 1 hour before calving with 90-95% detection accuracy. Fully non-contact system requiring no equipment on the animals. Designed for beef cattle breeder farmers.
• MOOVIE Estrus Detection System (発情検知システム) Japan's first fully non-contact estrus detection system using AI to analyze mounting behavior from camera images. Notifies farmers via smartphone/tablet app to improve conception rates and reduce missed estrus detection. Uses Panasonic i-PRO AI processor cameras.
• MOOVIE Smart Livestock Management System (スマート畜産管理システム) Unified smart livestock management platform integrating both calving prediction and estrus detection systems under a single app, enabling remote monitoring of cattle via AI-analyzed camera feeds on smartphones and tablets. Available on iOS App Store and Google Play.

Quantifiable outcome

• Detection accuracy 90–95% for birth precursor alerts, with notifications averaging 1 hour before birth
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• パナソニックi-PROセンシングソリューションズ株式会社 (Panasonic i-PRO Sensing Solutions Co., Ltd.)coreTechnology or IntegrationTechnical collaboration and AI camera supply partnership. Panasonic i-PRO provides AI processor-equipped network cameras (WV-S1536LUX) used in the MOOVIE estrus detection system. An executive from Panasonic i-PRO attended the estrus detection product press conference in November 2021.
• 早稲田大学 小川哲司教授 (Professor Ogawa Satoshi, Waseda University)coreStrategic or Co-development PartnerAcademic R&D partnership for AI-based birth precursor detection technology. Professor Ogawa Satoshi of Waseda University School of Fundamental Science and Technology collaborated on R&D since 2016, with joint technology demonstration in Kagoshima from October 2017 to February 2019.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Lely: Dutch incumbent specializing in dairy farm automation including robotic milking and herd management. Adjacent comparable to Farmers Support through automation and data-driven herd management offerings, though broader in scope and globally established.
• NEC Solution Innovators (agriculture IoT): Japanese IT incumbent offering smart agriculture and livestock IoT solutions in Japan. Comparable to Farmers Support as a domestic Japanese vendor of agricultural AI/IoT systems for livestock producers, though broader in scope and supported by NEC's enterprise distribution muscle.
• DeLaval: Global incumbent in dairy and livestock equipment offering milking systems, herd management software, and farm automation. Comparable to Farmers Support in serving commercial livestock farms with herd management technology but as part of a much broader portfolio.
• Fujitsu Akisai (Fujitsu): Japanese incumbent agricultural cloud and IoT platform serving smart farming use cases domestically. Comparable to Farmers Support as a Japan-based agricultural technology provider with IoT/data capabilities, though operating across crops and broader livestock categories at greater scale.

Direct peers

• Afimilk: Israeli-headquartered global leader in dairy and cattle monitoring systems, offering herd management software, activity sensors, and AI-based analytics. Directly comparable to Farmers Support's MOOVIE in product category (cattle monitoring, reproductive and health analytics) and target customer (commercial breeder/dairy farms).
• CowManager: Dutch ear-tag-based cow monitoring system providing fertility, health, and nutrition analytics via sensor + cloud platform. Closely analogous business model to MOOVIE (ear sensors/cameras feeding cloud SaaS dashboard for cattle farmers), serving the same breeder/dairy use cases.
• Allflex Livestock Intelligence (MSD Animal Health): Global livestock identification and monitoring provider offering cow/calf sensors and data platforms (SenseHub, SCR). Comparable to Farmers Support in providing herd monitoring analytics and reproductive/heat detection, although primarily via wearable sensors rather than camera-only non-contact monitoring.
• smaXtec: Austrian provider of intra-ruminal bolus sensors and AI analytics for early disease and heat detection in dairy/beef cattle. Comparable to Farmers Support as a precision livestock technology vendor selling hardware-plus-subscription to commercial breeder farms.

Emerging players

• Cainthus (Cargill): Computer-vision livestock monitoring startup acquired by Cargill that uses cameras and AI to monitor dairy cow behavior and health. Closely analogous to MOOVIE in its camera-only, non-contact approach to cattle behavior analytics — a direct technical peer.
• Moonsyst: EU-based cattle health monitoring provider offering AI-driven alerts and analytics for breeders. Overlaps with Farmers Support's MOOVIE in targeting reproductive and calving event detection with digital infrastructure for commercial cattle operations.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/farmers.support_moovie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers Support