Virtual Fencing & Stock Management

Young farmer’s mission to simplify farm-management software

beefcentral April 17, 2019

RETURNING home to his farming roots and Victorian family property, engineer turned entrepreneur Jock Lawrence is on a mission to simplify the farm management recording system.

Agriculture is currently undergoing a digital transformation – turning everything from paper to screen to ensure that data is kept safe and farms are running as efficiently as possible.

Mobble founder, Jock Lawrence

A few years ago Mr Lawrence and his father were attempting to digitise their on-farm records on their sheep and cattle property near Avenel. The software they trialled was either too clunky, overcomplicated or angled towards intensive farming.

In a bid to find the most suitable software for the family farm, Mr Lawrence started Mobble, his farm and livestock management software start-up, intending to strip back complications and put a focus on connection and simplicity.

Mobble is a cloud-based software solution connecting multiple users and properties to simplify the farm management system, with the aim of replacing the notebook that often ends up in the washing machine.

Mr Lawrence said that user feedback was at the core of Mobble’s creation.

“Farmers know what they want. It is really important to me that Mobble is built on farmers’ feedback, listening directly to what they need and applying that in an easy to use solution,” he said.

“We understand that farmers need a practical solution that covers livestock records, stocking rates, mob and paddock treatments, historic events, sales and a way to make compliance easy.”

“Beyond farm-management software, Mobble is a way to connect the team and increase engagement levels across the entire business.”

North-Central Victorian Merino breeder Charlie Heal has been using Mobble for six months.

“I think a lot of farmers are now recognising the real benefits that farm management software has to offer. It really streamlines the whole process. The thing about Mobble is that it’s uncomplicated and super easy to use,” he said.

“Simple and technology are two terms not often seen together in this field – it’s nice to see Jock filling the gap here,” he said.

Following a low-key launch in December, Mobble now has more than 60 farming businesses benefitting from the product.

Mobble has recently accepted a place in the SproutX Accelerator 2019 program.

  • Click this link to learn more about Mobble farm management software.
  • Max Lawrence, Jock’s brother using Mobble on the family farm near Avenel in Victoria



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