AgriWebb sold to North American cattle genetics giant URUS Group

What's the deal? URUS GroupDealroom has a profile for this one. Try Dealroom →, a North American bovine genetics and reproductive technologies company, has signed a definitive agreement to acquire AgriWebb, an Australian livestock management and supply chain data platform. Terms were not disclosed. The deal is expected to close by October, subject to regulatory approvals.

AgriWebb, founded 12 years ago by Justin Webb, Kevin Baum, and John Fargher, manages more than 25% of Australian farm livestock and also serves producers in North America and Europe. Its mobile-first platform lets farmers track livestock movements, manage animal health records, grazing data, and meet compliance requirements.

Together, URUS and AgriWebb will service a combined dairy, beef, and sheep customer base covering about 25 million animals across the VAS and AgriWebb data platforms.

Why now? URUS has been steadily building its Australian presence, including a 2023 investment in Victorian farmer co-operative Genetics Australia. It already operates locally through brands like Alta, GENEX, Jetstream, and Trans Ova. Acquiring AgriWebb extends its reach from genetics into on-farm data and supply chain transparency — a natural next step as livestock producers face growing pressure to demonstrate sustainability and traceability.

Executive chairman Justin Webb said AgriWebb had evolved from farm management software into a platform connecting on-farm animal performance to sustainability and supply chain programmes.

What could go wrong? The sale moves a major piece of Australian agtech infrastructure into foreign ownership. With AgriWebb managing data on more than a quarter of Australia's farm livestock, questions around data sovereignty and ongoing local support could surface. Regulatory approvals still need to clear before October.

The signal: URUS Group's move from genetics into on-farm data mirrors a wider pattern of corporate investors in agriculture seeking vertical integration — controlling both the biological inputs and the digital layer that tracks animal performance. With AgriWebb covering more than a quarter of Australia's farm livestock, the acquisition hands a corporate buyer a ready-made data moat in a market where traceability and sustainability credentials are fast becoming commercial necessities.

Read more: stockandland.com.au