Transforming beef farm performance and sustainability through our innovative hybrid tech solutions.

As beef farmers in the heart of Aberdeenshire, Herd Advance understands the challenges that cattle farmers face on a daily basis. This understanding leads us to develop innovative on-farm tech and systems to improve herd management in support of the livestock sectors drive to improve sustainability, animal welfare, production efficiencies and profitability.


Herd Advance seamlessly brings together practical hardware and precision data, real-time software.

Stockman, our innovative herd solution provides our customers and end-users with a system that enables performance and health monitoring thru high welfare stressless remote weighing, alongside automated drafting and selection of livestock.

Paired with our cutting edge mobile application lets you monitor 24/7 the statistics and status of your herd on-the-go from your smartphone or device.

meet the founders

Jilly Grant

Co-Founder / CEO

Jilly an alumni of Aberdeen University and SRUC has undertaken her studies to Masters level in Agri-Business and has since worked the last 25 years within the Agriculture, Oil & Gas and Offshore Wind Industries.

As our CEO, Jilly brings a wealth of industry knowledge to Herd Advance but specifically supports  day to day operations focused on company vision and goals. Responsible for leadership, vision and horizon scanning to deliver full company strategy, business plan and financial budget. You can also find Jilly further supporting the future sustainability of the industry as a board member of Quality Meat Scotland. She along with Murdoch enjoys the ski slopes but you are more likely to find her on our local hill, Bennachie or along the beaches of the Moray coast with her 2 four legged friends.

Murdoch Duncan

Co-Founder / COO

Murdoch has over 25 years’ experience studying and working within agriculture at home and overseas. As well as developing Herd Advance he manages the family beef and arable farm in Aberdeenshire.

Murdoch is the real ‘brain’ behind our technologies and loves nothing more than being in the workshop coming up with another new idea! Murdoch is involved in all aspects of the business providing us with both engineering and fabrication capabilities. When he is not working on the farm or coming up with new technologies you will find Murdoch on the ski slope or drooling over fast cars!

our mission

"To power users production and carbon efficiencies, where digitising the herd to drive growth performance,
promote welfare and health intervention and improve labour efficiency are at our core.  
Improving results and reducing costs via automation and data analytics is key to this success."

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