For decades, ranching and Silicon Valley seemed worlds apart, the biological rhythms of the farm clashing with the relentless digital pace of the cloud and new technologies. However, over the years, the dynamic has shifted, and agtech startups have begun to attract significant venture capital investment, providing solutions focused on adapting to the producer, not the other way around. There’s been a growing need to advance processes, not just to manage data and make estimations, but to make ranching more efficient. This has led to a surge of entrepreneurial ventures empowering producers to work more effectively.
What began as a humble, almost domestic curiosity – weighing animals without moving them on a family farm – has blossomed into one of the fastest-growing livestock technology platforms on the continent. That platform is Cattler, currently managing over 1.2 million head of cattle annually across eight countries, serving nearly 500 active feedlots as clients.
The startup was simultaneously founded in Argentina and the United States by Ignacio Albornoz, Martín Garbulsky, and Ezequiel Conti, with crucial early support from Argentinians based in the US, including Santiago Galli and Ryan Bruchou. The founders intentionally built a binational footprint, aiming for a global platform from the start. Today, Cattler processes over 8,000 tons of feed daily and helps professionalize ranching at scale.
The story begins with Albornoz returning to Argentina after years in Brazil, Chile, and Colombia. “I loved the countryside, but I felt it was lacking a digital element. I started thinking about how to integrate some technology,” the entrepreneur recalled in an interview with LA NACION. Back on his mother’s ranch in Entre Ríos, he felt a longing for what hadn’t yet been created.
“It was both things I enjoyed, but they were very separate. I started experimenting on my mother’s ranch, trying to weigh animals automatically when they came to drink water. I played with the idea of a scale, and in the midst of that, Martín [Garbulsky] and I began to think about doing something together around automatically weighing animals,” he explained. The initial project didn’t succeed, but it forged a crucial bond and a commitment to continued innovation in ranching.
Over time, a more ambitious idea emerged: weighing animals without actually weighing them, using digital cameras and images. The team developed a system that showed promising initial results. “We started implementing it, and it began to work well,” Albornoz added.
The leap to the United States came naturally when Albornoz moved following his wife, Maite Iturria, who joined Google.
“I contacted producers in the United States to see if we could test it in some very large feedlots,” he said.
The process was interrupted by the pandemic. This forced pause, however, proved to be a turning point. While travel and equipment installation were halted, the founders began listening more intently to producers in both Argentina and the US. The diagnosis was clear: the technology was appealing, but it didn’t address the core problem.
“Our technology was supercool, but producers were complaining about something else: they couldn’t consolidate their data in one place,” Albornoz explained. This led to a strategic pivot, focusing on developing a comprehensive feedlot management platform capable of organizing operational, production, health, and economic data in a single system. “We had that camera system, we had another automatic system for post-mortem analysis. We were doing several things related to automation, in Argentina and the United States,” he recalled.
The development was a collaborative effort with producers from both countries, guided by a core principle: the platform should adapt to the producer, not the other way around. It launched in both countries in 2022. The first year was dedicated to testing and refinement: “Closing 2022 with 30 clients was already a positive sign.” 2023 saw significant growth, with client numbers exceeding 140 and expansion into Uruguay, Canada, and other regional countries.
Today, the startup operates in the United States, Canada, Mexico, Brazil, Uruguay, Paraguay, Bolivia, and Argentina, with a strong presence in Nebraska, Minnesota, and Kansas, the heart of the North American feedlot industry. According to Albornoz, 65% of their clients are in North America, and the team combines Argentinian, Uruguayan, and American talent, alongside local partners in various countries.
“We built this prototype of another system to feed the animals, to automate feeding. And it worked very well. Some of the producers we worked with became investors in the United States. It was a platform that, obviously, used all the experience we had connecting to different devices. The idea was ‘everything in one place’; whatever you have, the platform adapts to you, and provides a much easier and simpler user experience,” he added.
This multicultural approach has become a competitive advantage, as they were constantly “talking to the Americans” and the Argentinians, allowing Argentinian ranchers to see things from a new perspective. “We were convinced that if we could position it in the United States, it would be much easier in Argentina, and it happened. We Americanized the platform. At that time, we were looking at North American and Argentinian competition, and Argentinian ranching was going through a difficult time,” he noted.
The continuous cycle of improving the application monthly, based on client feedback and identifying new development needs, has allowed the company, particularly in the United States, to compete with established players. They integrate processes historically scattered across different systems: feeding, health, productivity, economics, and individual animal traceability.
It connects to micro-additives machines, weighing systems, sensors, machinery, and even banks, which use production data to validate information. All development is done in-house, with software teams in Argentina. Their partners include companies like Elanco and Farmers Business Network, and they are currently piloting projects with slaughterhouses to return complete animal information throughout its productive life.
The company is exploring new applications of artificial intelligence, sensor integration, methane measurement, and alliances with more actors in the supply chain. In 2025, Cattler was a finalist for the LA NACION–Galicia Award for Agricultural Excellence, in the Opening to the World category. They closed 2025 with a revenue of US$1.4 million, double that of 2024, and are preparing for a new leap in 2026.
The Future of Agtech: Beyond Data Management
Cattler’s success story isn’t an isolated incident. It’s a bellwether for a broader trend: the increasing integration of technology into every facet of ranching. But what’s next? The future of agtech extends far beyond simply digitizing existing processes. It’s about fundamentally reshaping how we raise livestock.
Precision Livestock Farming: The Rise of Individualized Care
We’re moving towards a world of “precision livestock farming,” where technology allows for individualized animal care. This means leveraging sensors, data analytics, and AI to monitor each animal’s health, nutrition, and behavior in real-time. Companies like Cowlar are pioneering this space with wearable sensors that track vital signs and activity levels, alerting farmers to potential health issues before they become critical. This proactive approach reduces reliance on antibiotics and improves overall animal welfare.
Did you know? A study by the University of California, Davis, found that precision livestock farming technologies can reduce antibiotic use by up to 30%.
AI-Powered Predictive Analytics: Forecasting and Optimization
Artificial intelligence is poised to revolutionize ranch management. AI algorithms can analyze vast datasets – including weather patterns, market prices, feed costs, and animal performance – to predict optimal breeding times, feeding strategies, and marketing opportunities. This allows ranchers to make data-driven decisions that maximize profitability and minimize risk. Gamaya, for example, uses hyperspectral imaging and AI to assess pasture health and optimize grazing management.
Blockchain for Traceability: Building Trust and Transparency
Consumers are increasingly demanding transparency in their food supply chains. Blockchain technology offers a secure and immutable way to track livestock from farm to table, providing verifiable information about their origin, health, and welfare. This builds trust with consumers and allows ranchers to differentiate their products in the marketplace. Companies like IBM Food Trust are leading the charge in implementing blockchain solutions for the food industry.
Robotics and Automation: Addressing Labor Shortages
The agricultural sector faces a growing labor shortage. Robotics and automation offer a solution by automating repetitive tasks such as milking, feeding, and cleaning. While fully autonomous ranches are still some years away, we’re already seeing the emergence of robotic milking systems and automated feeding solutions. This not only reduces labor costs but also improves efficiency and consistency.
Sustainable Ranching Technologies: Reducing Environmental Impact
Sustainability is becoming a critical concern for the ranching industry. Technologies that reduce greenhouse gas emissions, conserve water, and improve land management are gaining traction. This includes precision feeding systems that minimize feed waste, methane-reducing feed additives, and remote sensing technologies that monitor pasture health and prevent overgrazing.
Pro Tip: Explore government incentives and grants available for adopting sustainable ranching technologies. Many countries offer financial assistance to farmers who invest in environmentally friendly practices.
FAQ: Agtech and the Future of Ranching
- What is agtech? Agtech, or agricultural technology, refers to the use of technology to improve efficiency, productivity, and sustainability in agriculture.
- How can technology help ranchers reduce costs? Technology can reduce costs by automating tasks, optimizing resource allocation, and improving animal health.
- Is agtech accessible to small ranchers? Increasingly, yes. Cloud-based solutions and affordable sensors are making agtech more accessible to ranchers of all sizes.
- What are the biggest challenges to agtech adoption? Challenges include the cost of implementation, lack of internet connectivity in rural areas, and the need for training and support.
The convergence of these technologies promises a future where ranching is more efficient, sustainable, and resilient. Companies like Cattler are not just providing tools; they’re building the foundation for a new era of data-driven, precision agriculture. The future of ranching isn’t about working harder; it’s about working smarter.
What are your thoughts on the future of agtech? Share your insights in the comments below! Explore our other articles on sustainable agriculture and innovative farming practices to learn more. Subscribe to our newsletter for the latest updates on agtech trends.
