The Dairy Group Limited

What The Dairy Group Limited does

The Dairy Group Limited is a privately owned UK dairy consultancy headquartered in Taunton, founded in 2004 by Ian Powell following his 24-year tenure at ADAS. The firm delivers independent advisory services to dairy farmers and dairy sector stakeholders, covering business management, nutrition, fertility, milk quality, milking technology, robotic milking, dairy building design, NVZ and environmental compliance, organic conversion, breeding, lean management, market intelligence, and expert witness work. Its service portfolio is organised into ~25 modular service offerings plus the proprietary MCi dairy costings software platform, which is used by ADAS consultants and by the States of Jersey for all dairy farms.

The technology stack centres on four proprietary or integrated software systems: MCi (web-based dairy costings and management information), Farm-wise (web-based nutrient management), Milk Feed (diet formulation), and Interherd integration for milk recording data. Consultants use ancillary tools including Lactocorder (milking routine analysis), Teamviewer (remote robotic milking monitoring), and the Fertiplanner / PLANET nutrient planning programmes. There is no proprietary AI/ML layer; the firm integrates with third-party algorithmic systems (notably IceRobotics CattleGrid) primarily to validate vendor claims.

The business model is professional services on a pay-as-you-go basis with no fixed contracts. Revenue derives from time-and-specialist-input fees, some fixed-fee specialist work, MCi bureau and software licensing, grant-subsidised training delivery, and project-based work for government (DEFRA, Natural England, States of Jersey), industry levy boards (AHDB Dairy), other consultancies (ADAS), and dairy equipment OEMs (DeLaval, GEA, Lely, Fullwood, BouMatic). The firm operates as a sales-led consultancy with a complementary content and community motion (bi-monthly newsletter, press releases, on-farm training), and has delivered international projects in 15+ countries across Europe, North America, Asia Pacific, the Middle East, Oceania, Latin America, and Africa.

Name

The Dairy Group Limited

Legal name

The Dairy Group

Website

https://thedairygroup.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

The Dairy Group Limited is a privately owned UK-based dairy consultancy providing independent advisory, technical, and software (MCi) services to dairy farmers, government bodies, levy boards, equipment OEMs, and agricultural consultancies across the UK and internationally.

Ownership category

akta.pro rank

Product category

Dairy Consultancy Services

NAICS

Dairy Cattle and Milk Production (112120), Dairy Cattle and Milk Production (11212)

SIC

Agricultural Services (700)

akta.pro primary industry

Milking Parlor & Dairy Farm Support Services (Non-veterinary) (AFAEALAK)

akta.pro secondary industries

Dairy Farm Data, Monitoring & Precision Dairy Operations (AFAEACAO), Dairy Herd Health & Reproduction Services (non-veterinary) (AFAEACAE), Dairy Housing, Milking Systems & On-Farm Infrastructure Operations (AFAEACAG)

Keywords

• Dairy consultancy services
• Dairy farm advisory
• Milk production consulting
• Dairy nutrition services
• Agricultural business management

Headquarters

HQ city

Taunton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Dairy Consultancy Services: Professional consultancy services provided on a flexible basis. Services are tailored to client needs with some specialist work delivered at fixed fees. Ongoing advisory relationships with regular clients who receive continuous support.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

The Dairy Group is a privately owned dairy consultancy business providing independent advice and practical solutions to dairy farmers and dairy sector businesses. Services span business strategy, technical dairy performance, NVZ compliance, milk quality, breeding, nutrition, robotic milking, dairy building design, market intelligence, and training. The firm also operates the proprietary MCi web-based dairy costings system and Farm-wise nutrient management software.

Product overview

The Dairy Group is a privately owned dairy consultancy business offering a comprehensive suite of advisory services for dairy farmers and the dairy sector. The portfolio consists primarily of service offerings organized into specialized consulting modules, complemented by one proprietary software platform (MCi Dairy Costings). The core services include Business Manager (strategic business management), Dairy Manager (technical performance), NVZ Manager (environmental compliance), Milk Quality Manager, Parlour Manager, Robot Manager, Dairy Lean Manager (lean management methodology), Breeding Manager, and Dairy Building Design. Additional specialized services cover dairy nutrition, fertility, forage management, quality milk production, milk processing diversification, organic farming, international consultancy, expert witness services, market intelligence, and input sourcing. The MCi platform provides web-based dairy costings and management information. All services can be accessed independently or combined, with consultants available throughout the UK and overseas.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Manager Comprehensive business management service providing strategic review, enterprise performance analysis, forward strategy development, detailed monthly cash flow, budget assumptions, and forecast profit and balance sheet changes for dairy farming operations.
• Dairy Manager Review of dairy technical and business performance including farm visits, management information review, target setting, regular farm visits, silage analysis, feeding plans, and milk forecasting using the MCi system.
• NVZ Manager NVZ (Nitrate Vulnerable Zone) advice service ensuring compliance with regulations, appropriate record keeping, slurry storage appraisal, and Cross Compliance documentation for dairy farms.
• Milk Quality Manager Review of milk quality performance including somatic cell counts, bactoscans, clinical mastitis, and discarded milk analysis using the latest software packages for diagnosis.
• Parlour Manager Assessment of milking performance through time and motion studies, static and dynamic milking equipment evaluation, milking routine effectiveness review using Lactocorder, and teat condition assessment.
• Robot Manager Full assessment of performance and efficiency of automatic milking systems including KPI study, recommendations for adjustments, remote monitoring via Teamviewer, and monthly on-farm visits.
• Dairy Lean Manager Support programme implementing lean management principles from the automotive industry (Toyota system) to improve dairy production processes and profit through waste elimination.
• Breeding Manager Independent breeding advice including farm visits, breeding reports, herd reviews, semen purchase recommendations, mating programs with inbreeding checks, and 'barn sheet' mating plans.
• Dairy Building Design Design of dairy facilities ranging from new dairy complexes to housing systems, feeding arrangements, handling facilities, site surveys, planning and working drawings, building specifications, tendering services, and budget costs.
• MCi Dairy Costings Web-based dairy management information system providing independent costings, target setting, and monthly monitoring. Available via internet or bureau service.
• Dairy Market Intelligence Dairy market analysis provided to DEFRA and customers for informed decision-making, including UK dairy forecast models and milk production forecasts.
• Dairy Expert Witness Expert witness services for disputes relating to milking parlour equipment, milk quality, mastitis infections, animal welfare, personnel injury, and dairy herd management.
• Sourcing Dairy Inputs Competitive tender sourcing of key inputs including compound feed, minerals, maize seed, grass seed, semen, and dairy heifers through independent feed buying groups.
• Robotic Milking Expertise in automatic milking systems including evaluation of farm suitability, design of farm systems, building layouts, and transition management from conventional to robotic milking.
• Milking Parlour Specification Independent consultancy for milking installation performance and testing, existing system assessment, milking facilities design, routine optimization, and new installation tender management.
• International Dairy Consultancy Overseas consultancy services providing milk quality and milk harvesting expertise in China, Mexico, UAE, Saudi Arabia, New Zealand, and USA.
• Milk Processing Support and advice for dairy businesses considering diversification into milk processing including feasibility assessment, market identification, grant funding, and food hygiene regulations guidance.
• Organic Dairy Farming Comprehensive organic farming consultancy including feasibility studies, conversion plans, licencing applications, grant applications, and specialist technical advice.
• Dairy Nutrition Dairy nutrition advice and diet formulation for dairy cows and heifers based on Feed in to Milk (FIM) approach, forage analysis, and milk contract optimization.
• Dairy Fertility Review of herd fertility performance and advice on improvement strategies through regular training and updates from a national specialist.
• Quality Milk Production Milk quality consultancy covering milk hygiene, somatic cell count control, and mastitis infection management from primary production to retailer level.
• Manure & Nutrient Management Improvement of nutrient utilization from manure, fertiliser strategy review, NVZ compliance, and Fertiplanner service for field-specific crop recommendations.
• Forage Management Advisory services for forage planning, silage making, grazing, buffer feeding, crop selection, and cost-per-tonne calculation for forage comparison.
• Training Dairy Staff Wide range of training courses covering business and technical topics, run on-farm or at local venues, with subsidy through training grants.
• Dairy Staff Recruitment Staff employment advisory covering recruitment, job descriptions, remuneration packages, advertising, interviews, contracts, orientation packs, and staff performance management.
• Product Evaluation and Development Independent support for commercial companies developing dairy industry products, including advice, guidance, efficacy trials, and algorithm evaluation.

Quantifiable outcome

• Up to £10/acre profit increase through improved nutrient and manure management
• +3 more outcomes

Named customers13 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

Integration6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Ambic Equipment LtdcoreStrategic or Co-development PartnerWorked with Ambic Equipment Ltd based in Witney, Oxfordshire on development of their PeraSpray cluster disinfection system. The Dairy Group provided independent support including farm trials to validate product designs prior to final product release.
• IceRoboticscoreStrategic or Co-development PartnerWorked closely with IceRobotics near Edinburgh in evaluating their CattleGrid online dairy cow monitoring system. Involved in evaluating first generation algorithms and independently verifying performance claims.
• ADAScoreTechnology or IntegrationMCi (web-based dairy costings) is provided through ADAS. The Dairy Group provides dairy technical support to ADAS consultants who also use the MCi system.
• Reaseheath CollegecoreStrategic or Co-development PartnerDairyCo supported qualification in Dairy Lean Management delivered by Reaseheath College. Ian Powell achieved ILM Level 5 qualification in Dairy Lean Management at Reaseheath College in 2014.
• DairyCo/AHDB DairycoreStrategic or Co-development PartnerDelivered multiple specialist projects including Planning for Profit, Dairy lean management, Business support, Slurry wizard, Housing Wizard, Parlour Wizard, and training provision.
• International Research InstitutesminorStrategic or Co-development PartnerWork closely with research institutes in Europe, New Zealand, Australia and USA on developing and evaluating new dairy industry technology.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kite Consulting: Kite Consulting is a leading UK dairy business consultancy providing business, technical, and people management advice to dairy farmers and processors. Directly comparable in service scope (business planning, nutrition, dairy policy) and customer base to The Dairy Group.
• SAC Consulting (SRUC): SAC Consulting is the commercial arm of Scotland's Rural College, providing agricultural and dairy consultancy across the UK. Directly comparable in farm business, nutrition, and environmental advisory services, and a peer for UK-wide government and levy board work.
• ADAS (RSK ADAS): ADAS is the UK's largest agricultural and environmental consultancy and The Dairy Group's direct competitor in dairy advisory. The Dairy Group was founded in 2004 by former ADAS consultants, and the two firms still overlap heavily on dairy technical consultancy, with ADAS also using MCi software.
• Promar International: Promar International is a long-established agri-food consultancy (part of Genus plc) covering dairy, livestock, and farm business management. Comparable in offering strategic and technical dairy advice, with overlap in market intelligence and supply-chain work.

Regional players

• DairyNZ: DairyNZ is the New Zealand dairy industry good body providing technical advice, research, and tools to Kiwi dairy farmers. The Dairy Group delivers international consultancy into NZ and works with NZ research institutes, making DairyNZ a regional peer and potential partner.

Emerging players

• IceRobotics (smaXtec): IceRobotics (now part of smaXtec) develops sensor and behaviour-monitoring technology for dairy cows. It is both a partnership account (validated CattleGrid algorithms with The Dairy Group) and an emerging tech-driven peer in cow performance and robotic milking analytics.

Broad incumbents

• Trouw Nutrition (Nutreco): Trouw Nutrition is a global animal nutrition company providing feed, advisory, and digital farm services. Overlaps with The Dairy Group on dairy nutrition consultancy, diet formulation, and farm performance benchmarking, though Trouw is tied to a feed manufacturer.
• Genus ABS: Genus ABS is a global cattle genetics business offering breeding services, bull database access, and reproductive consulting. The Dairy Group's Breeding Manager service (Kevin Lane) and ABS compete for the same breeding advisory wallet on UK dairy farms.
• AHDB (Agriculture & Horticulture Development Board): AHDB is the UK statutory levy board covering dairy and other sectors, providing market intelligence, knowledge exchange, and technical tools. Both a customer/partner of The Dairy Group (delivered projects for AHDB Dairy) and a broader incumbent shaping the competitive context for farm advisory services.

Others

• DeLaval: DeLaval is a global dairy equipment and milking technology OEM. The Dairy Group performs independent parlour commissioning tests for DeLaval installations, positioning the firm as a neutral third-party validator within DeLaval's customer journey rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-dairy-group-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 The Dairy Group Limited