Datamars Livestock Africa

What Datamars Livestock Africa does

Datamars Livestock Africa is the South African regional operation of Datamars Livestock, the livestock-focused business of privately held Swiss parent Datamars SA (headquartered in Lamone, Switzerland). The Africa unit operates from Johannesburg with a five-person team covering North and South Africa led by Regional Managers Willie Kruger and Joubert van der Merwe, supported by technical, business development and sales-marketing staff. Globally, Datamars Livestock runs an integrated livestock management ecosystem built around eleven heritage brands — Tru-Test (weigh scales, EID readers, milk meters, pasture tools), Z Tags and Temple Tag (visual and electronic identification), Simcro and NJ Phillips (animal health delivery), Prattley (handling equipment), and Speedrite, Patriot, Pel, Stafix and Hayes (electric fencing) — serving farmers, ranchers, dairy operators, distributors, animal health companies and government traceability programs across more than 100 countries.

The technology backbone is a cloud-based data platform that consolidates weights, EID readings, milk-meter data, health and heat-detection telemetry from Active Tag cow-monitoring collars, Walk Over Weighing (WOW) autonomous scales, fence monitoring systems and connected energizers. Machine learning algorithms provide real-time predictive insights for heat detection, health monitoring and fence voltage anomalies, while the Datamars Pro mobile app (launched 2025) enables field-to-cloud data transfer. The platform integrates natively with national livestock traceability schemes (NAIT in New Zealand, NLIS in Australia, SNIG) and is positioned for Brazil's MAPA individual cattle identification mandate (mandatory by 2032). Patented hardware includes the Sekurus double over-centre hinge injector developed with Pfizer Animal Health (now Zoetis).

The business model combines one-time hardware sales (identification tags, weighing equipment, fencing systems, animal health delivery tools, handling equipment) with a recurring cloud software subscription, monetized through a hybrid GTM of regional direct sales managers, a network of over 4,000 distributors and producers worldwide, rural retail, online storefronts, and event-driven engagement at agricultural trade shows. Customer pricing is quote-based and not publicly disclosed; rebate programs (e.g., Buy More Get More for NJ Phillips/Simcro) signal volume incentives for animal health products. The Africa office specifically handles regional sales, technical support and systems business development for the sub-Saharan livestock market.

Name

Datamars Livestock Africa

Legal name

Datamars SA

Website

https://livestock.datamars.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Datamars Livestock Africa is the South African regional arm of Datamars Livestock, a global livestock management ecosystem combining eleven heritage hardware brands (identification, weighing, fencing, animal health delivery, handling) with a cloud-based monitoring platform. It serves farmers, distributors, and animal health companies across Africa and 100+ countries.

Ownership category

akta.pro rank

Product category

Livestock Management Solutions

NAICS

Support Activities for Animal Production (115210)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

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

akta.pro secondary industries

Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors) (AFAAAIAG), Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Livestock & Dairy Equipment (IMAHACAG), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF)

Keywords

• Livestock identification
• Livestock monitoring systems
• Animal health delivery
• Electric fencing products
• Livestock management software

Headquarters

HQ city

Lamone

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Sale of physical livestock management equipment including visual tags, EID tags, weighing scales, EID readers, milk meters, electric fencing systems, animal health delivery tools (injectors, oral drenchers, topical applicators), and pasture measurement tools
2. Cloud Software/Subscription: Cloud-based data platform providing livestock insights, farm management alerts, and monitoring capabilities accessible via web and mobile applications
3. Autonomous Weighing (WOW) Systems: Walk Over Weighing systems for automated livestock weight monitoring integrated with cloud platform

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Datamars Livestock Africa supplies an integrated livestock management ecosystem combining physical hardware (visual and electronic identification tags, weigh scales, EID readers, milk meters, electric fencing systems, animal health delivery tools, and pasture/water management equipment) with a cloud-based data platform and machine learning analytics for heat detection, health monitoring, and performance measurement. The offering is delivered through a portfolio of proprietary brands including Tru-Test, Z Tags, Simcro, NJ Phillips, Prattley, Speedrite, Pel, Stafix, Hayes, Patriot, and Temple Tag.

Product overview

Datamars Livestock is a comprehensive livestock management ecosystem combining cloud-based software with a portfolio of specialized hardware brands. The unified platform integrates data from Tru-Test weigh scales, EID readers, milk meters; Z Tags identification products; Simcro and NJ Phillips animal health delivery systems; Speedrite, Patriot, Pel, Stafix and Hayes electric fencing brands; and Prattley handling equipment. The Active Tag monitoring system and Walk Over Weighing (WOW) provide automated data collection. All data consolidates in the Datamars Livestock Cloud Software Platform, which uses machine learning algorithms for real-time insights, heat detection, health alerts, and fence monitoring.

Differentiator

Problem solved

Functional benefit

Brands

• Datamars Livestock: Unified brand ecosystem for livestock management combining identification, measurement, monitoring, and containment solutions
• Tru-Test
• Z Tags
• Prattley
• Speedrite
• Pel
• Stafix
• Simcro
• Hayes
• Active Tag
• Temple Tag

Products and services

• Datamars Livestock Cloud Software Platform Cloud-based data management platform consolidating all livestock management data including weights, EID readings, health monitoring, and fence monitoring into one accessible dashboard with machine learning analytics.
• Tru-Test

Quantifiable outcome

• Tru-Test Fence Monitoring System enables remote monitoring of 30 two-wire electric fenced paddocks with alerts, saving time and preventing livestock breakouts
• +2 more outcomes

Named customers7 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

Integration5 records

AI capability3 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Pfizer Animal Health (now Zoetis)coreStrategic or Co-development Partner · 1 January 2024Collaboration with world's leading animal health company to develop Sekurus safety injector with patented double over-centre hinge technology for safer and more effective administration of animal vaccines and pharmaceuticals
• Rural Support TrustminorOthers · 1 January 2024New Zealand mental health support organization for farmers. Datamars Livestock supports the Time Out Tour speaker series featuring Matt Chisholm, reaching over 2,000 farming families. Partners include ANZ, Bayleys, BDO, Fonterra, and MPI.
• ANZ, Bayleys, BDO, Fonterra, MPIminorGTM or Marketing Partner · 1 January 2024Joint partners in Rural Support Trust Time Out Tour supporting New Zealand farmer mental health and wellbeing
• Datamars Sustainability FoundationminorOthers · 1 January 2023Independent not-for-profit charitable organization established by Datamars to support regenerative farming systems and accelerate solutions to food security and climate change challenges. Initial funding from Datamars as founding sponsor. Board chaired by Klaus Ackerstaff.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/datamarslivestock_northamerica
• Instagraminstagram.com/datamarslivestock_northamerica
• LinkedInlinkedin.com/company/datamars-livestock-africa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries11 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 Datamars Livestock Africa