Reimagining the beef supply chain, with better outcomes for farmers and animals
Ian Wheal (MBA 2013) founded Breedr, transforming cattle trading through data
For Ian Wheal (LBS MBA 2013), founder of Breedr, the journey to modernise the cattle industry began on a cattle farm in Australia and was later shaped by his time at London Business School, followed by careers in consulting and technology.
Founded in the UK in 2018, Breedr is now building a digital infrastructure platform designed to give individual cattle a digital history that can travel with them through the fragmented beef supply chain. The company says more than two million cattle are now recorded on its platform across ten supply chains, with its technology tracking information such as weight, health, breeding and movement. Breedr’s ambition extends beyond farm-management software: its platform combines livestock management, cattle trading and finance, with the aim of using better data to help producers make more informed decisions about animal growth, timing and value.
Speaking about his time at LBS, Ian said: "London Business School, gave me the foundations and confidence to build the business and the network has continued to be a key support in mentoring, key staff and information as we grow."
Breedr’s latest chapter is backed by a $27m Series B led by Partech’s impact fund, bringing its disclosed funding to $46.6 million. The company says close to $500 million worth of livestock has been transacted through its platform during 2026, although this represents the value of cattle traded rather than Breedr’s revenue.
With operations spanning the US, UK and Australia, and ambitions to expand further, Wheal is betting that animal-level data can become valuable infrastructure for a global industry. The company argues that better information can improve productivity, reduce inefficiencies and potentially lower emissions, while its investors see an opportunity to digitise a vast market that remains largely fragmented. The next stage will be proving that the model can scale while maintaining reliable data, sustainable marketplace and software economics, and responsible growth in its financing business.
For more information and background on Breedr, please read: LBS alumnus helps farmers make better decisions