What Agtrac does

Agtrac is a New Zealand-based agricultural technology services company specializing in electronic identification (EID) solutions for livestock management. Founded in 2004 and headquartered in Christchurch, the company operates as a value-added reseller and systems integrator, configuring and deploying Tru-Test EID readers and weigh scales, Allflex and Z Tags animal identification products, and Zebra mobile barcode printers, all connected through the Datamars Livestock cloud platform. Its core offering combines hardware supply with complementary service lines: on-farm technician services for data collection and sampling, agri-data compliance support for NAIT (National Animal Identification and Tracing) requirements, tissue sampling for DNA and genetic testing, and large-scale project management for multi-farm traceability initiatives.

The company generates revenue through four streams: hardware sales (EID readers, weigh scales, load bars, tags, barcode printers configured to customer specifications), technician services (on-farm weighing, blood/tissue/faecal sampling, body condition scoring), agri-data managed services (NAIT compliance audits, remote support, data cleansing), and project management (multi-farm logistics, DNA testing programs, livestock export traceability). Pricing is quote-based and not publicly disclosed. Go-to-market is direct enterprise field sales for large multi-farm projects and direct sales via phone (0800 AGTRAC) and website contact forms for smaller operations. Marketing relies on the company website, published case studies, and customer testimonials, with no formal advertising or social media presence beyond email contact.

Agtrac serves a horizontally segmented customer base including individual livestock farmers (cattle, sheep, deer, goats), livestock genetics companies (CRV Ambreed, Melior Genetics), government biosecurity agencies (AsureQuality), and large-scale agricultural operations (Mount Linton Station). Operational scale metrics include 23 million+ livestock scanned, 10,000+ farmers served annually, 15,000+ cases actioned per year, and demonstrated capacity for major projects including 75,000+ dairy cattle DNA-sampled for CRV and 400,000 animals captured per month at peak for AsureQuality's TB team. The company is privately held with no disclosed external investment, operating as Agtrac Services Ltd, a New Zealand private limited company.

Name

Agtrac

Legal name

Agtrac Services Ltd

Website

https://agtrac.co.nz

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Agtrac is a New Zealand agricultural technology services company specializing in electronic livestock identification systems, integrating Tru-Test, Allflex, Z Tags, and Zebra hardware through the Datamars Livestock cloud platform. It serves livestock farmers, genetics companies, and government biosecurity agencies with hardware sales, technician services, and project management.

Ownership category

akta.pro rank

Product category

Livestock Identification and Traceability Solutions

NAICS

Support Activities for Animal Production (11521)

SIC

Agricultural Services (700)

akta.pro primary industry

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

akta.pro secondary industries

Supply Chain Traceability & Farm-to-Fork Data Systems (AFAAAFAJ), Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF)

Keywords

• Livestock identification solutions
• Electronic animal identification
• Weighing equipment supply
• Farm data management
• Agricultural traceability services

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Sales of livestock identification equipment including EID readers (Tru-Test XRS2, SRS2, XRP2), weigh scales (XR5000, ID5000, JR5000, S3), load bars, animal tags (Allflex, Z Tags), and barcode printers/scanners (Zebra). Revenue generated from one-time product sales configured and supplied to customer specifications.
2. Technician Services: On-farm data collection and sampling services including tissue sampling, blood sampling, weighing, animal data collection, and body condition scoring. Provided by trained technicians throughout New Zealand for DNA parentage, BVD, A2/A2, and gene testing.
3. Agri-Data Services: Data management services including on-farm animal audits, animal identification verification, remote support, and data cleansing. Also includes NAIT compliance support and training services.
4. Project Management: Large-scale livestock logistics and traceability project management for multi-farm operations including supply chains, DNA testing programs, and livestock export logistics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Agtrac is a value-added reseller and integrator of livestock identification and data capture hardware — Tru-Test EID readers and weigh scales, Allflex and Z Tags RFID/visual animal tags, and Zebra mobile barcode printers — configured and integrated through the Datamars Livestock cloud software platform. The company complements this hardware ecosystem with on-farm technician services, tissue/DNA sampling, agri-data and NAIT compliance support, and large-scale project management for multi-farm livestock traceability initiatives across New Zealand.

Product overview

Agtrac is a New Zealand-based agricultural service provider specializing in electronic livestock identification, recording, and traceability solutions. The company operates as a value-added reseller and integrator of a comprehensive product portfolio built around Tru-Test hardware (EID readers, weigh scales, plate meters, load bars), Allflex and Z Tags animal identification tags, and Zebra barcode printers—all integrated through the Datamars Livestock cloud software platform. The product ecosystem includes the Tru-Test XR5000, ID5000, JR5000, and S3 weigh scale indicators paired with XRS2, SRS2, and XRP2 EID readers for animal data capture, complemented by Allflex and Z Tags RFID and visual tags for livestock identification. Agtrac differentiates itself through extensive implementation and support services including technician services for on-farm data collection, Agri-Data compliance support for NAIT requirements, tissue sampling services for DNA/blood/gene testing, and large-scale project management for multi-farm traceability initiatives. The company has completed major DNA sampling projects for dairy cattle (75,000+ animals) and supports biosecurity response operations for government agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• Tru-Test XR5000 Weigh Scale Indicator High-capacity Tru-Test weigh scale indicator capturing up to 1 million records and 100 unique data fields, with Super Damp 4 technology for fast, accurate livestock weighing and customisable drafting. Supplied and configured by Agtrac for livestock farmers and genetics operations.
• Tru-Test ID5000 Weigh Scale Indicator Weigh scale indicator with capacity for up to 250,000 unique records against 3 ID fields and 3 data fields, with Super Damp 4 technology and predefined or custom configurations. Configured and supplied by Agtrac to livestock operations.
• Tru-Test JR5000 Weigh Scale Indicator Weigh scale indicator displaying live weight gain with Superdamp IV technology, capacity for 1 million records in 1,000 sessions and up to 5-way drafting by weight. Supplied and configured by Agtrac.
• Tru-Test S3 Weigh Scale Indicator Compact portable weigh scale indicator with Bluetooth connectivity to smartphone and 15-hour battery life, using Data Link app for easy upload to Datamars Livestock. Configured and supplied by Agtrac.
• Tru-Test XRS2 Stick Reader Handheld EID stick reader reading HDX and FDX tags (NAIT compatible), with alphanumeric keypad, up to 13 customisable data fields and customisable alerts. Supplied and configured by Agtrac.
• Tru-Test SRS2 EID Stick Reader Handheld EID reader for simple NAIT registrations and movements, with Bluetooth compatibility with Android and iOS apps for data transfer. Supplied and configured by Agtrac.
• Tru-Test XRP2 Panel Reader Fixed panel reader providing maximum performance under all conditions, with option to scan EID tags and send data to weigh device, plus Bluetooth for smartphone connectivity. Supplied and configured by Agtrac.
• Tru-Test Load Bars Aircraft-grade aluminium load bars with ultimate corrosion resistance, regarded as rugged and long-lasting for agricultural weighing applications. Supplied by Agtrac.
• Tru-Test Electronic Plate Meters (EC20, EC10, EC09) Bluetooth-enabled and electronic plate meters for pasture cover measurement, capturing data across multiple paddocks and farms, with iOS/Android compatibility and configurable pasture cover formulas. Supplied by Agtrac.
• Intermec SF61B Barcode Scanner Compact and rugged barcode scanner designed for performance scanning, integrating with Tru-Test devices and barcode printers. Supplied by Agtrac.
• Allflex Livestock Identification Tags NAIT-compliant electronic HDX/FDX RFID tags, sheep and goat EID tags, visual panel tags, and TST DNA tissue sampling tags for cattle, sheep, deer and goats. Supplied by Agtrac.
• Z Tags Livestock Identification Tags NAIT-compliant electronic HDX/FDX tags, sheep/goat EID tags (FET, TagFaster, Pedigree), and visual panel tags (Z1, Z2) for cattle, deer and sheep. Supplied by Agtrac.
• Zebra Mobile Label and Barcode Printers (ZQ511, ZQ521, ZQ500 series, ZQ520) Rugged mobile barcode and label printers for agricultural environments, programmed and configured by Agtrac to integrate with Tru-Test and Gallagher devices for fleece/wool recording, DNA sampling, blood sampling and animal receipts. Agtrac is the largest seller of Zebra ZQ500 series printers in New Zealand.
• Datamars Livestock Cloud Software Cloud-based livestock management software enabling data storage, analysis and multi-farm reporting, consolidating livestock information into an easy-to-use online management system. Configured and supported by Agtrac.
• Agtrac Technician Services On-farm data collection and sampling services throughout New Zealand, including weighing, blood, tissue and faecal sampling, animal data collection, and body condition scoring performed by trained technicians for DNA parentage, BVD, A2/A2 and gene testing.
• Agtrac Agri-Data Services RFID cattle and deer record management, on-farm animal audits, animal identification verification audits, NAIT compliance support, data cleansing and ongoing training for livestock farmers.
• Agtrac Tissue Sampling Services On-farm tissue sampling for DNA parentage, BVD, A2/A2 and gene tests, using latest sampling and data capturing technology with third-party verified samples sent to labs such as Genomnz, LIC and Analytica.
• Agtrac Project Management and Livestock Logistics Services Project management for large-scale, multi-farm livestock traceability projects including supply chains, DNA testing programs, livestock export logistics, and value-chain logistics, with sophisticated aggregated reporting and daily progress updates.

Quantifiable outcome

• 23,000,000+ livestock scanned across operations
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• AsureQualityflagshipStrategic or Co-development Partner · 1 January 2019AsureQuality partnered with Agtrac for electronic system implementation and biosecurity response support. Agtrac implemented RFID data collection system within 4-week deadline for TB team, training 60+ field staff. During biosecurity outbreak response, Agtrac provided technology, training, and ongoing support for hundreds of AsureQuality surveillance staff across five response hubs. AsureQuality is contracted by Ministry of Primary Industries (MPI) for biosecurity operations.
• CRV AmbreedflagshipStrategic or Co-development Partner · 1 January 2018CRV Ambreed partnered with Agtrac for DNA collection and data verification of dairy cattle as part of a larger roadmap to establish a DNA database of dairy cattle customers. Agtrac successfully sampled 22,000 dairy cattle from 54 farms in 2018, with partnership extended to sample additional 29,000 cattle in 2019. Over 75,000 cows sampled in total over 3 years. Agtrac provides high level of traceability and data integrity for genomic database development.
• Datamars (Tru-Test)coreTechnology or IntegrationAgtrac has partnered with Datamars to supply Tru-Test weighing and data capture devices. Datamars is a global leader in intelligent tracking, identification, and livestock management solutions. Agtrac provides implementation, configuration, and support services for Datamars/Tru-Test products including XR5000 weigh scales, XRS2/EID readers, and Datamars Livestock cloud software. Agtrac is described as technical experts for Tru-Test with exclusive access to tools and technological knowledge.
• Z TagscoreTechnology or IntegrationZ Tags is dedicated to supplying highest quality identification tags and applicators ensuring lifelong retention and readability. Agtrac resells Z Tags NAIT-compliant electronic and visual tags for cattle, sheep, deer, and goats. Z Tags products include HDX/FDX NAIT tags, FET tags, TagFaster tags, and panel tags.
• AllflexcoreTechnology or IntegrationAllflex is a world leader in livestock identification, traceability, and monitoring products. Agtrac supplies Allflex NAIT-compliant electronic and visual tags, sheep/goat EID tags, DNA tissue sampling tags (TST), and related applicators. Allflex products are configured to work within Agtrac's integrated solutions.
• Zebra TechnologiescoreTechnology or IntegrationAgtrac is a supplier of Zebra Technologies label and barcode printers for agricultural requirements. Agtrac is the largest seller of Zebra ZQ500 series printers in New Zealand. Printers are programmed and configured in-house to integrate with Tru-Test and Gallagher devices for livestock data capture applications.
• NAITcoreTechnology or IntegrationNew Zealand's National Animal Identification and Tracing system for cattle and deer. Agtrac helps farmers ensure compliance with NAIT requirements through accurate RFID cattle/deer record management, on-farm audits, and data verification services.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Regional players

• AgriWebb: Australian livestock and farm management software platform serving cattle and sheep producers. Comparable as a regional livestock management SaaS/data platform focused on producer recordkeeping, traceability, and EID-linked insights across the Tasman.
• Herdwatch: Ireland- and UK-based livestock management app used by thousands of farmers for compliance, breeding, and medicine records. Comparable as a regional livestock data platform addressing regulatory traceability in markets analogous to NAIT.

Emerging players

• Breedr: UK-based livestock data and trading platform focused on beef supply chain traceability and performance analytics. Comparable as an emerging player in livestock traceability, performance data, and digital recordkeeping for breeding and compliance.
• Ceres Tag: Australia-based livestock identification and tracking technology provider combining smart ear tags with GPS and sensor data. Comparable as an emerging player in next-generation livestock identification and traceability, overlapping Agtrac's EID/RFID domain.
• LIC (Livestock Improvement Corporation): New Zealand dairy genetics and herd improvement cooperative providing MINDA herd records, DNA testing, and farm data services. Comparable as a NZ livestock data and genetic services player whose MINDA platform Agtrac cross-references during on-farm audits.
• Rakrin AgriTech / FarmTrack (NZ-aligned EID integrators): Placeholder for small NZ/Australia EID and weigh-scale integrators and farm-data service providers that compete with Agtrac for farmer technician and project management work in the NAIT/NLIS compliance market.

Direct peers

• FarmIQ: New Zealand farm management software platform that integrates with Tru-Test/Datamars and links to NAIT. Comparable because it competes for the same farmer data management wallet and is integrated into the same livestock technology stack Agtrac deploys.
• Gallagher Animal Management: New Zealand-based manufacturer and seller of EID readers, weigh scales (including HR5 referenced in Agtrac's integrations), electric fencing, and livestock data solutions. Directly comparable as a competing NZ-headquartered livestock technology provider with overlapping hardware, integration, and on-farm service offerings.

Broad incumbents

• Allflex Livestock Intelligence (MSD Animal Health): Global leader in livestock identification tags (RFID and visual) and monitoring products whose NAIT-compliant tags Agtrac resells. Comparable as a global incumbent with overlapping tag and traceability offerings that could compete at the channel level.
• Datamars Livestock (Tru-Test): Global manufacturer of Tru-Test EID readers, weigh scales, and the Datamars Livestock cloud platform that Agtrac resells, configures, and supports. Comparable as the upstream technology vendor whose products Agtrac integrates; potential channel conflict exists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Agtrac