Consumer confidence via the bovine blockchain



Blockchain could be the livestock data tool that replaces multiple spreadsheets and even starter boxes filled with papers and receipts. Ultimately, this could be the solution to bypassing multinational slaughterhouses to export beef.

Danna Schwenk, partner of Flying Diamond Beef, based in Nebraska, oversees the implementation of a blockchain traceability system and uses CattlePass, founded by Robert Jennings. CattlePass uses the blockchain to generate a secure and unique digital record of livestock, called a non-fungible token. This living record is verifiable, and thanks to CattlePass smart contracts, ownership can be transferred digitally.

More simply, cattle can be assigned Bluetooth tracking sensors or EID tags, cattle can digitally take with them a private but publicly accessible dataset. These data can be used to provide traceability to analyze genomic traits as they are transferred to a culinary experience, can validate proof of ownership, can aid in more accurate herd assessment, can ensure transfer of ownership and payments in real time, and can also allow access to specifically selected information by scanning a QR code so consumers can learn more about the livestock or ranch. All of this data, unlike spreadsheets, is immutable and verifiable.


CattlePass and Flying Diamond Beef have teamed up and inserted Bluetooth sensors into 20 head of cattle. The sensors, inserted into the neck where the injections are given, can be retrieved with a phone or laptop to provide proof of life and be updated with metadata including treatment dates, location updates and other information. The unique identification of the animal is placed on the blockchain and tied to the specific producer, in this case Wilson Ranch. A GPS location and location ID are uploaded along with facial recognition to create a non-fungible token or NFT, a unique identifier, on the blockchain for each of the 20 heads. Each individual has a unique NFT that resides in the owner’s digital wallet.

Over time, the Bluetooth chip can provide data such as body temperature, and facial recognition photos can be updated as the individual grows older.

“If I were to sell you some calves, I would digitally transfer these tokens to you and all information about these animals would also be transferred to you in a validated fashion,” Jennings said. “When the tokens are transferred, the first person loses the ability to transfer them further and you now have possession of those tokens and you can transfer them to the next game or you can allow certain people to see them – your vet, a potential buyer. , the brand committee, the CVI can be attached. It’s just a way to create datasets for individual animals.

Through the CattlePass app, each individual token can be opened and accessed, and the app is connected to the digital wallet. The solution, he said, can help with regulatory compliance, but the producer owns the data and only shares it with whomever they choose.


Schwenk compares it to digital medical records attached to a patient which, rather than requesting that documents be sent from one doctor to another, can allow the doctor to access the digital record containing all of the health data associated with that patient. . Considering the amount of data related to livestock, it is also important that the owner can control what data different entities can access.

In the Flying Diamond Beef sector, for example, a QR code can be made available to consumers in restaurants who can then access the information made available by the beef company so that the consumer can learn more about the ranch, the cattle company and cattle herd. Then, information can be shared on whether the feeding experience was positive or negative, and compared to genomic data to help breeders select traits on the hoof. On the other hand, consumers who access the QR code can give their information and accept direct marketing in the future. Building relationships between producer and consumer, she said, is an important marketing tool.

“We want to ensure a great taste experience, this is the end goal of the beef producer,” she said. “Cow calf producers make a healthy product, but at the end of the day we have to be careful because a bad apple is a returning customer that we’ve lost. “

Potentially, a group of producers could label and validate the data to adhere to the protocol established to constitute a container for the export of 30,000 pounds of beef. There are export buyers who will purchase beef verified to meet standards and processed by a small network of small and medium-sized regional processors.

The partnership between Flying Diamond Beef Company and CattlePass will help establish protocols in the future to determine which data points belong to a blockchain and how to scale to the point of filling a container for export.

Blockchain, he said, is the purest source of verified data that cannot be manipulated to increase consumer and producer confidence in real time.



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