What Micro Technologies does

Micro Technologies is a privately-held animal management technology provider that operates as a brand of MWI Animal Health within Cencora, Inc. (formerly AmerisourceBergen, NYSE: COR). Founded in 1971 and headquartered in Amarillo, Texas, the company develops integrated systems for dairy, feedyard, and stocker livestock operations, with products that impact an estimated two-thirds of U.S. beef products and one-half of U.S. dairy products. Its portfolio centers on automated feed management (Micro-Weigh micro-ingredient delivery, Pro-Control Plus batching, Pro-Control Mixer/Parlor), animal health tracking (Drug-Trac), feedyard logistics (Read-N-Feed GPS feed truck and bunk reading systems, Accu-Trac Flight), biometric-secured inventory (Cubex Q-Bud/Repleni-Trac), and dairy monitoring (embedded SCR Heatime), supported by more than 80 patents and 20+ animal-agriculture-specific inventions.

The underlying technology combines hardware-driven precision measurement with embedded third-party software components (including IBM, Afimilk, and SCR) and proprietary software for data capture, automated inventory, and GPS-verified delivery. Micro licenses its technology to customers on a non-exclusive, revocable basis, sells animal health products and trace mineral premixes, and provides installation, training, and maintenance services under standard and custom terms. Go-to-market is enterprise field sales, initiated through a "Request a Demo" funnel and reinforced by consultant, veterinarian, and nutritionist referral channels, with deployment supported by MWI's next-day distribution network across 20 countries.

The business model blends licensing/royalty revenue, hardware and consumable product sales, and recurring professional services, priced custom per facility on multi-year contracts. The customer base is concentrated in large-scale U.S. beef and dairy producers, with secondary reach into stocker, swine, and veterinary practice segments. Strategic positioning is anchored on three principles — innovation, value creation, and service — backed by 20% of sales reinvested into R&D, with structural advantages drawn from Cencora's global pharmaceutical and animal health distribution infrastructure.

Name

Micro Technologies

Legal name

Cencora, Inc.

Website

https://microtechnologies.com

Company type

Public

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Micro Technologies, a brand of MWI Animal Health under Cencora, Inc., provides integrated feed, animal health, and inventory management technology systems for large-scale dairy, feedyard, stocker, and swine operations across 20 countries, leveraging patented precision measurement and GPS-verified delivery solutions.

Ownership category

akta.pro rank

Product category

Livestock Management Technology

NAICS

Food Product Machinery Manufacturing (333241), Other Animal Food Manufacturing (311119)

SIC

Farm Machinery & Equipment (3523), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

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

akta.pro secondary industries

Livestock Weighing, Sorting & Handling Facility Services (AFAEALAG), Feeding & Nutrition Systems (TMR Mixers, Feeders, Bunk Management) (AFAAAIAE), Animal Nutrition & Feeding Support Services (On-Farm Feeding, Feed Management) (AFAEALAJ), Livestock & Dairy Equipment (IMAHACAG)

Keywords

• Livestock management systems
• Animal health tracking
• Feed batching technology
• Dairy feed automation
• Feedyard GPS tracking

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Licensed Technology: Micro Technologies grants non-exclusive, limited, personal, revocable, non-assignable, non-transferable, non-sublicensable license to use Licensed Technology. Customers pay set up, license, support, maintenance and other fees. Technology remains property of Originator (Micro or third-party providers).
2. Product Sales: Sale of animal health products, feed additives, and custom trace mineral premixes. Customers purchase products for their own facilities and cannot resell. Micro operates as a distributor following manufacturer return policies.
3. Services: Technical services including installation, training, routine maintenance on Licensed Technology, and non-routine support or maintenance at standard rates plus travel charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Micro Technologies designs, manufactures, licenses, and services integrated animal management technology systems for dairy, feedyard, stocker, and swine livestock operations. Its offering combines automated feed batching and micro-ingredient delivery, GPS-verified feed truck tracking, animal health and treatment tracking, dairy heat detection, stocker cattle management, and biometric-secured inventory management. The company also sells animal health products and provides technical services as a brand of MWI Animal Health under Cencora.

Product overview

Micro Technologies, a brand of MWI Animal Health (a Cencora company), offers an integrated portfolio of animal management technology solutions for the beef, dairy, and swine industries. The product suite centers on feed management systems (Micro-Weigh Micro Ingredient Delivery System, Pro-Control Plus Feed Batching System, Pro-Control Mixer, Pro-Control Parlor), animal health tracking (Drug-Trac Animal Health System, SCR Heatime), feedyard operations technology (Read-N-Feed Bunk Reading System, Read-N-Feed GPS Feed Truck System, Accu-Trac Flight), inventory management (Repleni-Trac, Cubex Q-Bud System), and water treatment solutions. These products are designed to work together to provide comprehensive, data-driven animal management from feed formulation through health monitoring and inventory control, with a stated focus on enabling economic production of livestock while ensuring food safety and consumer wholesomeness.

Differentiator

Problem solved

Functional benefit

Brands

• Stocker1™: Stocker cattle management and tracking system
• Micro-Weigh System®
• Pro-Control Plus®
• Pro-Control® Mixer
• Pro-Control® Parlor
• Accu-Trac Flight
• Read-N-Feed®
• Drug-Trac®
• SCR Heatime®
• Water Treatment System
• Cubex® Q-Bud System

Products and services

• Micro-Weigh Micro Ingredient Delivery System Automated micro ingredient weighing, mixing, and delivery system for feedyards and dairies that accurately formulates rations with precise micro-nutrient levels for maximum animal performance and economic return. Targeted at nutritionists and livestock producers needing fine-tuned micro ingredient levels.
• Pro-Control Plus Feed Batching System Feed batching system that automates the preparation and delivery of customized feed rations, improving mill efficiency and reducing output time through precise ingredient measurement and automated batch processing. Used by dairy and feedyard operators.
• Pro-Control Mixer Feed mixing system for dairy operations that ensures consistent and accurate blending of feed ingredients into complete rations. Used by dairy producers.
• Pro-Control Parlor Parlor management system for dairy operations that integrates feeding control with parlor operations. Used by dairy producers.
• SCR Heatime Heat detection and monitoring system for dairy cattle that tracks animal behavior and physiological indicators to optimize breeding and herd management. Embeds SCR (Engineers) Ltd. technology under license. Used by dairy producers.
• Water Treatment System Water treatment solution for dairy facilities that ensures clean, safe water supply for livestock. Used by dairy producers.
• Accu-Trac Flight Feed tracking and inventory management system that monitors feed usage and flight patterns in feedyard operations, providing visibility into supply usage and inventory accuracy. Used by feedyard operators.
• Read-N-Feed Bunk Reading System System for accurately measuring and recording feed consumption at the bunk level, enabling real-time feed management and performance tracking. Used by feedyard operators.
• Read-N-Feed GPS Feed Truck System GPS-enabled system that tracks feed delivery to the right pen with the right ration at the right time, recording feed amounts and electronically reporting back to the feed management team. Used by feedyard operators.
• Drug-Trac Animal Health System Animal health tracking system that records and manages medication administration, treatment protocols, and withdrawal periods for feedyard cattle, facilitating veterinarian communication and regulatory compliance. Used by feedyard operators and veterinarians.
• Stocker1 Stocker cattle management platform providing integrated tracking and management capabilities for stocker operations. Used by stocker cattle producers.
• Cubex Q-Bud System Automated animal health product inventory management system using fingerprint login, wireless communication, and automated reordering to prevent stockouts and eliminate manual inventory processes. Used by veterinarians and livestock operations.
• Inventory Management (Repleni-Trac) Digitized inventory control system using biometric fingerprint technology and PIN code access for secure storage and automatic tracking of animal health products, integrating with practice management systems. Used by veterinarians and livestock operations.
• MWI Technical Services Technical service and support offerings including entomology, parasitology, and integrated pest management expertise for livestock operations. Used by livestock producers and veterinary practices.

Quantifiable outcome

• Mill cost reduction: One client discovered their mill cost $500/hour to run. After implementing Pro Control Batching System, they reduced output time by two hours each day.
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and major.

• MWI Animal HealthcoreStrategic or Co-development PartnerMicro Technologies operates as a brand of MWI Animal Health, a leading animal health distributor. This relationship provides Micro with access to MWI's distribution network, manufacturer partnerships, and technical services capabilities. The partnership enables integrated solutions combining Micro's technology with MWI's product distribution and technical support.
• CencoracoreStrategic or Co-development PartnerCencora (formerly AmerisourceBergen) is the parent company of MWI Animal Health, making Micro Technologies part of one of the largest pharmaceutical and animal health distribution companies globally. Cencora provides corporate governance, financial backing, and access to extensive distribution infrastructure spanning 20+ countries.
• Nutritionists, Veterinarians, and ConsultantscoreStrategic or Co-development PartnerMicro Technologies works hand-in-hand with nutritionists, veterinarians, and consultants to support implementation of individualized programs customized for each customer. These professionals help determine micro ingredient formulations, treatment protocols, and validate product delivery through Micro's technology systems.
• Animal Health Product ManufacturersmajorChannel Partner/ Reseller/ DistributorMicro Technologies provides national distribution and support services for animal health product manufacturers. The company helps match product levels to target animals and ensures accurate delivery and verification of manufacturer products to end customers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lely: Dutch manufacturer of dairy robotics, milking systems, and farm management software. Overlaps directly with Micro's Pro-Control Parlor and dairy feeding portfolio, serving the same large-herd dairy customers with comparable integrated hardware + software stacks.
• BouMatic: U.S.-headquartered dairy milking and cooling equipment manufacturer. Overlaps with Micro's dairy parlor and feeding systems, particularly Pro-Control Parlor, serving commercial dairy operations in North America and internationally.
• Trioliet: Dutch manufacturer of feed mixing and feeding technology (TMR mixers, automated feeding systems). Directly comparable to Micro's Micro-Weigh, Pro-Control Mixer, and Pro-Control Plus batching products for dairy and beef operations.
• Afimilk: Israeli dairy cow monitoring and management technology provider. Micro Technologies licenses embedded Afimilk technology under its Supplemental Terms, making Afimilk both a partner and a direct functional competitor in dairy heat detection and parlor analytics.
• Datamars: Global livestock identification, traceability, and monitoring solutions company (parent of Allflex and Z Tags). Comparable to Micro's animal health tracking (Drug-Trac) and feedyard traceability offerings across beef and dairy.
• SCR Dairy (Allflex Livestock Intelligence): Heat detection and herd monitoring technology now part of Allflex/Merck Animal Health. Micro embeds SCR Heatime under license, and SCR competes head-on with Micro's dairy monitoring offering across global dairy markets.
• Gallagher Animal Management: New Zealand-based livestock weighing, electronic identification, and farm management solutions provider. Direct overlap with Micro's livestock weighing, sorting, and stocker management use cases.
• DeLaval: Swedish dairy farm equipment and automation supplier owned by Tetra Laval. Competes with Micro across dairy milking, feeding, and herd management technology for enterprise dairy producers globally.

Broad incumbents

• Zoetis: Global animal health pharmaceutical leader with growing data, diagnostics, and digital technology offerings. Competes indirectly with Micro's Drug-Trac animal health tracking through its broader connected-care ecosystem for livestock producers.
• Cargill Animal Nutrition & Health: Global animal nutrition and feed giant with an expanding digital agriculture and precision livestock technology portfolio. Operates broadly across the same customer base (beef/dairy producers) with technology offerings that increasingly intersect Micro's feed management niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Innovation_MT
• Facebookfacebook.com/InnovationMT
• LinkedInlinkedin.com/company/487996

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Micro Technologies