ViewTrak Technologies Inc.

ViewTrak Technologies Inc.

November 06, 2014 10:00 ET

ViewTrak Technologies Inc.: Responding to Consumers Critical for Growth of Cattle Industry

EDMONTON, ALBERTA--(Marketwired - Nov. 6, 2014) - North America's leading tracking and tracing software company is calling attention to the need for the beef industry to more adequately respond to growing consumer demand for reliable information about their beef-how it was raised, and what chemicals or drugs were used to create it.

Even though the use of RFID ear tags to identify cattle is mandatory, in some areas of Western Canada, where most of the cattle herd exists, compliance ranges near 50%. It's been over ten years since the Bovine Spongiform Encephalopathy (BSE) crisis, and despite the size and significance of the cattle industry, true traceability throughout the supply chain is still a distant dream in Canada.

"Consumers want to know more about what they're putting in their mouths and feeding their families," says Ted Power, President of Edmonton-based ViewTrak Technologies Inc., which supports over 50 million head of livestock worldwide annually. "The beef industry is falling behind in responding to this demand-and they have no time to lose. Soon, all retailers will demand the full animal history of birth and care, as A&W, Loblaws and McDonald's are already at various stages of doing."

He adds that without more reliable information about the history of their beef, consumers lack vital information about food safety and animal health, and the industry is missing out on an enormous opportunity for growth and access to world markets.

Despite their smaller size, pork and lamb producers are well ahead of the cattle industry. Canada's pork industry is one of the few in the world to offer a nation-wide traceability system-PigTrace. And the Canadian Lamb Producers Cooperative is also creating a system for true traceability of their meat from the farm, through processing, to the retailer, right to consumers' plates.

"Like other livestock sectors, the cattle industry needs an integrated information exchange system that reliably traces Canadian beef from farm to plate," adds Hubert Lau, ViewTrak's Executive Vice-President. "Traceability provides for the kind of collaborative economics that is vital for the industry's long-term sustainability and growth, and is critical for maintaining and enhancing consumer confidence."

With entrepreneur W. Brett Wilson as a strategic advisor and co-founding investor, ViewTrak is the most widely used tracking and trading software in North America. The company is helping producers respond to growing industry and consumer demand for high quality, safe, and responsibly produced products. It produces China's number one pork grading tool and is a partner in the Canadian Lamb Cooperative Grading Program.

Power's editorial on the issue is available here: http://www.troymedia.com/2014/11/04/responding-to-consumers-critical-for-growth-of-cattle-industry/

Background:

Viewtrak has been recognized by Profit Magazine as one of Canada's 100 Fastest Growing Companies. Its software is used by farmers, ranchers, auction marts, feedlots and packing & processing enterprises across North America, and in pork processing plants in China. Viewtrak has also created a web based software program for the South Dakota Department of Agriculture that allows enrolled producers to make specific marketing claims about the quality of their beef.

Hubert Lau has over 20 years experience in the IT industry and has consulted with over 300 companies. He founded Ekota Central Ltd, an Edmonton based IT networking and software development company, that serves small and medium sized firms, as well as federal, provincial and civic government IT needs across Canada. Mr. Lau has been actively involved in software development projects between China and Canada.

Ted Power formed Trace Applications Inc, a software development company that produces the MetalTrace®, the world's #1 metals industry Mill Test Report (MTR) software, used by companies that manufacture, distribute or fabricate using high grade steel and alloy products in the USA, Canada, Mexico, Holland, France, Belgium, Germany, Hungary, India, China and Australia and has more users than any competing product.

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