FarmRanger’s app was recently awarded the FNB prize for the Best Agricultural Application of the Year. Farmers can use this app to protect their livestock from theft and predator attacks.
This video explains how the FarmRanger app works:
“We are very proud of this award,” says Marius van der Merwe, FarmRanger’s lead engineer, about the FNB Prize awarded to the company for its app. “It proves that what we do is relevant and recognised.” This app helps farmers safeguard their animals against theft and predator attacks.
The technical team behind the app comprises eight members, with one or two members working on the app full-time at any given time, says Van der Merwe.
“The technical team includes everyone – from app developers to the production staff who build the FarmRanger collars and the team that maintains the collars.”
Suné Joubert, FarmRanger’s head of business, emphasises that the award for their product demonstrates the product’s effectiveness in solving a real problem for farmers. “This is not technology for the sake of technology. It’s a solution that truly makes a difference,” says Joubert. “The app and devices are meticulously designed to provide the user with a user-friendly, highly reliable and practical security solution. Farmers have enough on their plates. They need tools that enable effective management and decisive action when it comes to security.”
Born from a farmer’s idea
FarmRanger began in Caledon in the Western Cape 25 years ago, when a local farmer, faced with the theft of his herd, recognised the need for better security.
“We started with a simple product that alerted farmers to problems,” explains Van der Merwe. Early versions of the collars would alert farmers telephonically when their animals were under threat. The addition of GPS technology in 2010 drastically improved the system’s accuracy. In 2017, the product evolved further to include a smartphone app, allowing farmers to monitor their herds in real time. Over the past year, the product has been redesigned with functional enhancements for greater effectiveness.
Van der Merwe notes that farmers’ needs and technological advancements drive the improvements to the product. Today, FarmRanger protects over 3 million animals. FarmRanger products are used widely by both small- and large-scale livestock farmers.
Thanks to its extensive reach, FarmRanger can also identify livestock theft trends across the country. “We’ve noticed interesting patterns, such as theft being seasonal and region specific,” says Van der Merwe. “There is even a monthly spike in theft during full moons.”
Since 2020, more than 60% of FarmRanger’s sales have been to cattle farmers. Joubert explains that this shift highlights the increase of theft targeting these farmers. “Theft syndicates will even load herds of up to 110 cattle onto tracks. It’s a serious problem. That’s why we tell farmers, ‘You focus on farming; we’ll take care of your livestock.’ ”
Livestock theft: A critical battle
South Africa loses about R3 billion annually to livestock theft, threatening the livelihoods of many farmers. FarmRanger’s security solutions aim to ease this burden.
The app offers real-time alerts and precise tracking, enabling farmers, supervisors and even security companies to respond to alerts quickly. “The reality is that livestock theft leaves farmers feeling helpless, and they can lose up to a quarter of their livestock to predators,” says Joubert. “It is very satisfying to how we empower them. We really enjoy showing them that it’s not a lost cause – technology can join hands with farmers to win this fight.”
Technology behind the success
The latest version of FarmRanger’s app is designed with user-friendliness, reliability and efficiency in mind.
“The app was created to empower farmers; not to overwhelm them with unnecessary features. From the beginning, we decided – just like with the collars – that the app should focus on addressing livestock theft,” explains Van der Merwe. “It’s easy to get carried away with flashy features, but this is not an entertainment or social media app. It performs a critical function. That’s why we’ve kept it clean and simple, and we can see that that decision resonates with farmers.”
