This week, CattleProof announced that CattleProof Verified has officially become a USDA Process Verified Program (PVP), marking the first time a USDA PVP integrates blockchain technology into the certification process for live cattle.
According to the company, the system provides greater transparency and traceability by ensuring that all data associated with cattle—from birth to movements and even death—are securely stored in a digital ledger. The key attributes certified by CattleProof include source and age verification, alongside claims such as “Born in the USA” and genetic traits linked to Angus beef.
“These are the building blocks of animal identity,” said Rob Jennings, CEO of CattleProof, in an interview with The Spoon. “The first verification is source and age—where did the animal come from, and how old is it? The ‘Born in the USA’ claim guarantees that the cattle originate within the United States, an essential requirement for certain government contracts and premium market demands.”
CattleProof also certifies genetics tied to Angus beef, adding two claims: one verifying if the animal is 50% or more Angus and another confirming if the animal’s genetic lineage includes Jorgensen cattle, a specific breed known for its quality.
Because CattleProof Verified is the first USDA-certified program built on blockchain, Jennings hopes it will become a new standard for an industry that has historically lagged others in digital transformation. “Historically, most programs have been paper-based or reliant on spreadsheets, which are subject to manipulation and errors,” Jennings said. “By using blockchain, all transactions and milestones in an animal’s life are recorded immutably, creating a permanent and transparent record.”
With blockchain, data is secure and publicly verifiable, adding a layer of trust for buyers and consumers. Jennings says blockchain also has advantages for food safety, noting that it reduces the risk of fraud and improves overall supply chain integrity. “Even if someone wanted to tamper with records, they couldn’t—any changes would be visible, and it would come back to bite them.”
Another interesting aspect of CattleProof’s platform is its ability to make USDA claims more accessible to small producers and co-ops. Jennings is passionate about simplifying the certification process, which traditionally has been costly and difficult for smaller operators to navigate. “We have the ability to democratize USDA claims,” Jennings said. “By making the process easier, we’re giving small producers, like local ranchers or co-ops, the opportunity to create not only USDA claims but also unique marketing claims for their products.”
With this capability, smaller ranchers can participate in certification programs that would allow them to compete in premium markets, adding value to their livestock by making claims such as “grass-fed” or “non-hormone treated.” Jennings believes that simplifying the process will create opportunities for these smaller operators to establish direct relationships with buyers and even consumers, improving their market reach and profitability.
Not surprisingly in 2024, CattleProof is embracing AI. According to Jennings, the company is working with 406 Bovine, a cattle facial recognition company, to use their AI technology as a secondary form of cattle identification. Jennings said that in the case a head of cattle loses is primary tag (usually an RFID ear tag), having a secondary ID is critical for the owner to be able to identify and claim the animal.
“They (406 Bovine) are at about 99% accuracy now. I hope someday that AI becomes primary identification, because it wouldn’t require tags.”
When I asked Jennings what the long game for his company is, he believed that CattleProof could move beyond simply being a verification system and be a hub for cattle management apps and solutions, reducing data silos and creating more unified cattle tracking systems. “We’re talking with ranch management app companies to create a central hub where data can be shared seamlessly,” he said.
He also wants to make CattleProof more affordable and scale it to serve more producers and buyers while keeping costs low. “Our vision is to create a faster, better, and cheaper platform.”