CowSignals Training Company
CowSignals Training Company is a Netherlands-based independent training organization that teaches dairy farmers, veterinarians, and farm advisors to read cow body language for improved herd health and welfare. It delivers live workshops, online video courses, books in 35 languages, and licenses a global network of 400+ certified Masters and Advisors across 45+ countries.
- Company typePrivate
- Founded2007
- HeadquartersBergharen, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What CowSignals Training Company does
CowSignals Training Company is an independent training organization headquartered in Bergharen, Netherlands, founded by Joep Driessen in 2007 as a separate entity from Vetvice (the original concept vehicle co-founded with Jan Hulsen in 1997). With 15 employees, the company specializes in dairy cow health, welfare, and sustainability, teaching farmers, farm managers, veterinarians, and agricultural companies to recognize and interpret cow body language and behavior as early indicators of health, welfare, and management issues. The underlying technology is the trademarked CowSignals® methodology, packaged into five core training tracks (CowSignals®, YoungstockSignals®, HoofSignals®, FeedingSignals®, and Stressfree Stockmanship) plus the PeopleSignals communication model.
The product portfolio combines live training delivered at the dedicated CowSignals Training Center in Bergharen (4-day Master Course at €2,450 and 2-day African CowSignals® at €1,275) with a digital V-learning video platform launched in 2014 that hosts 10 online courses sold individually or as bundles (The Big 5, Packet of all 10), accessed via one-year subscriptions. Supporting the curriculum are 17 published books in 35 languages and a three-tier certification and licensing program (Practitioner, Advisor at €300/year per country, and Master at €500/year per country or €2,000 worldwide), which forms the operational backbone of a global delivery network.
Revenue is generated through four streams: live training course fees, recurring online course subscriptions, book sales, and recurring license fees from a network of 400+ certified Masters and Advisors active across 45+ countries. The company also runs an enterprise "For Companies" channel targeting sales managers, veterinarians, and farm advisors at industry players, and lists strategic partnerships with major dairy and animal-health firms including Nestlé, Lactalis, Zoetis, Lely, and DeLaval. Quantified outcomes cited by the company include doubling productive cow lifetime from 2.5 to 5 lactations, reducing methane production by 30%, and lowering mastitis and lameness incidence relative to national averages.
CowSignals Training Company firmographics
Firmographics- Name
- CowSignals Training Company
- Legal name
- CowSignals Training Company
- Website
- https://cowsignals.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CowSignals Training Company is a Netherlands-based independent training organization that teaches dairy farmers, veterinarians, and farm advisors to read cow body language for improved herd health and welfare. It delivers live workshops, online video courses, books in 35 languages, and licenses a global network of 400+ certified Masters and Advisors across 45+ countries.
- Ownership category
- akta.pro rank
CowSignals Training Company industry classification
Industry- Product category
- Dairy Farm Training & Education Services
- NAICS
- Support Activities for Animal Production (115210)
- SIC
- Services-Educational Services (8200), Agricultural Services (700)
- akta.pro primary industry
- Agriculture & Food Production (EDABALAA)
- akta.pro secondary industries
- Animal Welfare, Handling & Stockmanship Audits/Training (AFACADAL), Performance & Health Outcome Consulting (growth, FCR, milk yield, gut health) (AFADAMAG)
Keywords
Where CowSignals Training Company is headquartered
LocationHeadquarters
- HQ city
- Bergharen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
CowSignals Training Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Live Training Courses: In-person training programs delivered at the CowSignals Training Center in Bergharen, Netherlands, or at client locations. Includes Master courses (4 days), African CowSignals (2 days), and custom training events for companies.
- Online Courses: Self-paced video-based training accessible for one year after purchase. Includes individual courses (CowSignals, YoungstockSignals, HoofSignals, FeedingSignals, Stressfree Stockmanship) and bundled packages (The Big 5, Packet of all 10 courses).
- Books and Publications: Sale of training books including CowSignals Basics, FertilitySignals, Economics and Milking, and Seasonal Grazing. Published in multiple languages (35 languages mentioned).
- Master License: Annual license fee of €500 per region for certified Masters who are licensed to conduct CowSignals trainings and advisories. Worldwide license covering 4+ countries costs €2,000.
- Advisor License: Annual license fee of €300 per country for certified Advisors who provide 1-to-1 CowSignals advice to farmers. Includes access to toolbox materials and website listing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Master Course - 4-day intensive live training |
| One time/ perpetual license | Multi-year contract | African CowSignals - 2-day practical training |
| Subscription | Annual | Individual Online Course |
| Subscription | Annual | The Big 5 Bundle |
| Subscription | Annual | Packet of all 10 courses |
| Unit Pricing | Pay-as-you-go | CowSignals Books |
| Subscription | Annual | Master License |
| Subscription | Annual | Advisor License |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
CowSignals Training Company product offering
Product offeringCore offering
CowSignals Training Company delivers structured dairy cow training programs that teach farmers, veterinarians, and farm advisors to recognize and interpret cow body language and behavior as indicators of health, welfare, and management issues. Offerings are sold through multi-day live training courses at the Bergharen Training Center, an annual-subscription online video course library, branded books in multiple languages, and a tiered Practitioner/Advisor/Master certification and licensing program that supports a global network of certified trainers and advisors.
Product overview
CowSignals Training Company is an independent training organization specializing in dairy cow health, welfare, and sustainability. The company offers a multi-product portfolio consisting of live training programs and online video courses, both covering five core training tracks: CowSignals® (body language and management), YoungstockSignals® (calf rearing), HoofSignals® (hoof health), FeedingSignals® (rumen health), and Stressfree Stockmanship (low-stress handling). Products are delivered through in-person training at their Bergharen facility or through a web-based learning platform. The company also operates a certification program with three tiers: Practitioner (farm staff), Advisor (1-on-1 consultants), and Master (trainers who can certify others). Books are published in multiple languages to complement the training curriculum.
Differentiator
Problem solved
Functional benefit
Brands
- YoungstockSignals®: Training covering all aspects of successful calf and youngstock rearing, including risk control and structured work processes
- HoofSignals®
- FeedingSignals®
- Stressfree Stockmanship
- PeopleSignals
- African CowSignals®
Products and services
- Master Course (4-day live training) Intensive 4-day live training program at the CowSignals Training Center in Bergharen, Netherlands, combining theory and practice in barn workshops to teach cow-based knowledge and signals-based farm management.
- African CowSignals® (2-day live training)
Quantifiable outcome
- Double productive cow lifetime from 2.5 to 5 lactations
- +3 more outcomes
Companies that use CowSignals Training Company
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
CowSignals Training Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
CowSignals Training Company partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- NestlécoreNestlé is listed as a partner of CowSignals. As a major dairy processor, Nestlé likely collaborates on sustainable dairy farming initiatives using CowSignals training methodology.
- LactaliscoreLactalis, a major international dairy company, partners with CowSignals for training and education on dairy farm best practices.
- ZoetiscoreZoetis, an animal health company, is listed as a partner, suggesting collaboration on integrated animal health and welfare solutions.
- LelycoreLely, a manufacturer of agricultural equipment including robotic milking systems, partners with CowSignals for integrated farm management solutions.
- DeLavalcoreDeLaval, a manufacturer of dairy equipment, partners with CowSignals for product development and cow comfort training. Operations in Denmark, Hungary, and Bristol UK mentioned.
- ProagriaminorProagria is listed as a partner, likely distributing CowSignals training content in their operating regions.
- Al RawabiminorAl Rawabi, a dairy company, partners with CowSignals for training and farm development.
- VetvicecoreVetvice, founded by Joep Driessen and Jan Hulsen in 1997, is the parent company concept that led to CowSignals. Vetvice provides veterinary practice and farm advisory services.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
CowSignals Training Company competitors and assessment
Company assessmentBroad incumbents
- DeLaval: Global dairy equipment manufacturer offering cow comfort, milking and farm management training. Comparable because it delivers structured dairy farmer education; already a CowSignals partner with operations in Denmark, Hungary and the UK.
- Zoetis: Largest global animal health company with educational programs for veterinarians and dairy producers on herd health. Comparable as an education-and-training provider in animal health, and an existing CowSignals partner.
- Elanco Animal Health: Major animal health company producing farmer and vet educational content on herd health, welfare and productivity. Comparable as a large incumbent offering dairy training content as part of a broader health product portfolio.
- Lely: Global manufacturer of robotic milking and dairy farm equipment that runs its own Lely Academy for farmer training. Comparable as a training provider to dairy farmers, but bundled with hardware sales — and already a CowSignals partner.
Direct peers
- AHDB (Agriculture & Horticulture Development Board): UK statutory levy body that funds dairy farmer training, knowledge exchange and welfare initiatives. Comparable as a dairy-focused education and extension provider, though operating at greater scale and with public funding.
- DairyNZ: New Zealand's dairy industry body that funds farmer extension, training and research on herd health, welfare and productivity. Highly comparable to CowSignals as a training and advisory organization targeting dairy farmers with a similar welfare-and-productivity value proposition.
- Dairy Australia: Australian dairy industry service body delivering farmer training, extension programs and resources on animal health and welfare. Comparable in mission and audience to CowSignals, though funded via levy rather than commercial course sales.
Emerging players
- Promar International: Consulting arm of Genus plc providing dairy farm business consultancy and advisory services. Comparable to CowSignals as a paid advisor to dairy farms, though focused more on economics and supply chain than animal welfare training.
- Cornell PRO-DAIRY: University extension program providing dairy farmer education, applied research and workforce training in the US. Comparable as a dairy-focused educational provider, though funded through public institutions and serving a regional market.
Others
- Tetra Pak: Global dairy processing and packaging company that runs farmer development and training programs across dairy value chains. Comparable as an enterprise channel for dairy farmer training, though its core business is processing equipment rather than on-farm extension.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
CowSignals Training Company social profiles
Digital presenceCowSignals Training Company compliance and trust
Trust signalCompliance1 record
CowSignals Training Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
CowSignals Training Company leadership team
Management profileNumber of profiles
Profiles1 record
CowSignals Training Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CowSignals Training Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CowSignals Training Company
What does CowSignals Training Company do?
CowSignals Training Company delivers structured dairy cow training programs that teach farmers, veterinarians, and farm advisors to recognize and interpret cow body language and behavior as indicators of health, welfare, and management issues. Offerings are sold through multi-day live training courses at the Bergharen Training Center, an annual-subscription online video course library, branded books in multiple languages, and a tiered Practitioner/Advisor/Master certification and licensing program that supports a global network of certified trainers and advisors.
Is CowSignals Training Company a public or private company?
CowSignals Training Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CowSignals Training Company founded?
CowSignals Training Company was founded in 2007. It employs 11 to 50 people.
Where is CowSignals Training Company based?
CowSignals Training Company is headquartered in Bergharen, Netherlands, in the Europe region.
How does CowSignals Training Company make money?
Five revenue lines are on record. Live Training Courses are the primary driver. The others are online Courses, books and Publications, master License and advisor License.
Who are CowSignals Training Company's main competitors?
Broad incumbents on record are DeLaval, Zoetis, Elanco Animal Health and Lely. Direct peers are AHDB (Agriculture & Horticulture Development Board), DairyNZ and Dairy Australia. Emerging players are Promar International and Cornell PRO-DAIRY. Tetra Pak is listed as an others.
Does CowSignals Training Company have an API?
No public API is recorded for CowSignals Training Company.
What industry is CowSignals Training Company in?
CowSignals Training Company's product category is Dairy Farm Training & Education Services. Its primary akta.pro industry code is EDABALAA, Agriculture & Food Production, with a secondary code of AFACADAL, Animal Welfare, Handling & Stockmanship Audits/Training. Its NAICS code is 115210 and its SIC code is 8200.