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 beef sectors drive to improve 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 them to digitise their herd, drive growth performance, increase health identification, improve labour efficiency and health and safety.

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 20 years within the Agriculture, Oil & Gas and Offshore Wind Industries. Jilly’s previous roles include rural business consultancy with Scottish Agricultural College, marketing management with Grampian Country Food Group and strategic analysis with Subsea 7.

Jilly brings a wealth of industry knowledge to Herd Advance but specifically supports the business in the day to day management, sales and marketing, provision of on-farm training of Stockman system and App and the data management. You can also find Jilly lecturing the next generation of Business and Agricultural students at SRUC Craibstone campus. 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.

Murdoch Duncan

Co-Founder / COO

Murdoch has over 20 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 a general management overview. 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 business efficiencies, by digitising the herd to drive growth performance, increase health identification and improve labour efficiency at it's core. Improving results and reducing costs via automation and data analytics is key to this success."

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