Commercial News

We are thrilled to announce that  Russell  Jones is working alongside OPTIfarm to push our commercial development.  Russell will be guiding our global offering for Pig and Poultry along with our other plans for the rest of 2021 and beyond. 


After 30 years in the agricultural and livestock industry, starting with a sales career in pig and poultry equipment, and then in nutrition and animal health. Later running his own consulting business that focused on renewable energy and farm-scale anaerobic digestion, to then having many successful years at Cobb as their commercial manager. 


Russell is a welcomed addition to our drive for efficiency through data, analytics, and utilising systems that are efficient at getting the best out of your livestock. 


Russell Jones

Not Russell Crowe

 “The most important part of efficiency is being able to analyse data if you can’t analyse what you’re doing you can’t improve,” says Russell.  


“The future of the poultry industry globally will see an emphasis on optimising efficiency, bird welfare and further development of emerging markets. We are witnessing a shortage of labour in certain markets and a skills gap in others”  


“OPTIfarm watch a farm 24 hours a day 7 days a week together with a farm team and that has to be a bonus when we considering welfare” 

The thing that stood out for Russell about  OPTIfarm initially is the cost-effective way of providing farmers and integrators with a resource. With the growing demand on production with a higher welfare aspect the industry comes under pressure but the staff at farm level even more so. 

 “Farms are larger with less staff using ever evolving technology and this puts huge pressure at farm level to get the job done efficiently and with diligence.” 


The days are not long enough to do all the welfare standards, general management, administrating, health and safety, feed, everything that you need to do to run a farm: Plus receive ongoing training, utilise technical systems and manage an ever-changing genetic requirement.”  


For the price of two days labour a month OPTIfarm is a 24 hour service that gives farm staff an extra resource to produce quality welfare orientated chicken.  

What's the next step for OPTIfarm?

Data is the resource that’s just being tapped into, recording and using this data to provide insights will develop and all the whole Agricultural Industry are looking into it.  

Recording data accurately and simply is the challenge.  Adoption of recording and sharing that data can be a little sticky for some, that’s why we will continue to bridge that gap with OPTIfarm service. 


 “It’s one thing to collect data, to look at it in real time making decisions with data takes it a step further”, says Russell. 


 OPTIfarm is collecting data and reviewing it constantly. We react quickly, we can identify situations immediately such as temperature fluctuations, water/feed volumes and bird movement. We can look at that data and if there is a situation that might pop up, then it is seen fairly quickly. 


“Tweaking a system and looking for consistency is where we are now. Providing information to a farm manager and their team daily allows them to make intelligent decisions. It doesn’t matter if it’s broiler breeders, Commercial layers, Pigs or fish farming it’s all relatively the same, it is attention to the fine detail that makes all the difference.” 


With a service like OPTIfarm it’s important to remember that we are not here to run your farm for you, it’s a resource that provides you with information in real time so that you can make decisions to optimise your production.   


I think it’s fantastic for identifying training for farm staff, if you haven’t got the highest skilled labour, as long as that person is willing, got the right kind of attitude and who wants to learn, OPTIfarm will give you that peace of mind that they are there to help, give guidance and advice when necessary.”  


Russell brings a wealth of experience and passion for the industry and we are looking forward to providing many more sectors with the benefits of 24/7 monitoring and helping others get the best out of their production through data and efficiency.