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ABOUT OPENLIVESTOCK
Built to give farmers another way to trade.
OpenLivestock gives cattle buyers and sellers another practical route to market — helping them find each other, create more opportunities and trade directly when it suits their circumstances.
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Built around farmers, designed to keep the trade moving.
WHY IT EXISTS
Another route to market.
Farmers already have established ways to buy and sell cattle. OpenLivestock is not here to replace them. It provides another option — one that can help sellers reach buyers beyond their usual trading circle, allow buyers to find stock more widely and enable cattle to trade farm-to-farm or through a digital timed auction.
More choice
Use OpenLivestock alongside markets, agents and existing trading relationships.
More reach
Help cattle and buyers find each other beyond one local network.
More flexibility
Use Buy Now or Timed Auction depending on the cattle and circumstances.
OUR TEAM
The people behind OpenLivestock.
Behind OpenLivestock is a wider team bringing together livestock experience, digital know-how and practical support — here are two of the people helping drive it forward.
Peter Morris
FOUNDER & TRADING LEAD
“The aim is simple: give farmers another useful option when buying or selling cattle.”
Peter founded OpenLivestock from a practical understanding of cattle trading and the opportunities that better digital communication could create for farmers.
He remains at the centre of the trading side of OpenLivestock — working with sellers, buyers and individual consignments to help create successful connections.
Rob Mulholland
DIGITAL & INSIGHT
Rob supports OpenLivestock behind the scenes, using data, audience insight and digital tools to help understand where buyers and sellers are, as well as how members use the platform and how OpenLivestock can create more relevant trading opportunities.
HOW IT WORKS TOGETHER
Livestock knowledge, supported by digital tools.
OpenLivestock combines practical livestock trading experience with the ability to reach, understand and connect buyers and sellers more effectively. The technology is there to make the process easier — not to replace the conversations and judgement that good cattle trading still depends on.
1
Understand the cattle
Breed, weight, health status, how they've been kept and what a buyer will genuinely want to know.
2
Reach the right people
Data and insight put the listing in front of registered buyers most likely to be interested.
3
Bring buyer and seller together
The introduction is made and the process completes with two farmers agreeing the deal.
EVIDENCE
From an idea to cattle being sold.
OpenLivestock is already helping sellers reach buyers and complete farm-to-farm sales.
2,440
People reached
The listing was seen well beyond the seller's local trading circle.
3,262
Views
Buyers returned to look at the cattle in detail.
Multiple
Buyer enquiries
Several registered buyers made contact about the cattle.
Sold
Cattle sold
The consignment found a buyer through the platform.
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OUR PLACE IN THE MARKET
A practical addition to the way livestock is traded.
Markets, agents, private sales and direct relationships all continue to have an important place in cattle trading. OpenLivestock simply adds another route — using digital tools to make it easier for buyers and sellers to find one another and then keeping the farmer-to-farmer conversation at the heart of the deal.