Executive summary
New Zealand has a rich farming history of producing quality red meat. Over the past few decades, national sheep and beef cattle numbers have reduced significantly but red meat export revenue has continued to grow. Among other things, live weight monitoring systems have played an important role in this productivity increase. Despite productivity gains across the red-meat sector, adoption of weighing technologies remains uneven. This research explored the key considerations influencing the adoption of livestock weighing technology on New Zealand sheep and beef farms.
The current research combined a literature review and qualitative interviews to explore three core areas: where farmers access information and whom they trust, how weighing technologies must fit existing operations, and the influence of after-sales support on adoption decisions. Frameworks from Rogers’ (1995) Diffusion of Innovations and Davis’ (1989) Technology Acceptance Model provided theoretical grounding to interpret findings in a New Zealand context.
This research sought to look through the eyes of farmers to influence how manufacturers and suppliers of weighing technologies can better provide solutions to their customers. The aim of this report is to help weighing technologies be more accessible and desirable for farmers. Qualitative research was conducted ]using semi-structured interviews. Ten sheep and beef farmers with diverse farm sizes, ages and geographical locations were interviewed. A thematic analysis was applied to the insights drawn from these interviews.
The research concluded that trust, usability and responsiveness are decisive in shaping adoption. Farmers consistently prioritised reliability and ease of use over advanced digital capability. New products were found to need to integrate seamlessly with current infrastructure, work with existing complementary equipment, and perform reliably in variable conditions. After-sales support speed proved to be decisive; a single poor service experience could permanently shift brand loyalty, while prompt and personal assistance built enduring trust and brand loyalty. Peer networks were the most influential information source, often outweighing supplier messaging.
Adoption decisions were found to be financially decided within family dynamics. Farmers calculated their own return on investment, with a behavioural threshold of approximately $5,000 the tipping point for wider consultation. Financing flexibility, seasonal hire options, and low-interest terms were appealing in volatile seasons. Younger family members tended to lead research and digital use, while older generations emphasised practicality and maintained financial oversight, suggesting the need for technologies that cater to all user groups.
While interest in in-paddock autonomous weighing was strong, weight reliability and the loss of hands-on animal observation were cited as barriers to change from incumbent systems. Farmers also expressed demand for innovations that move beyond kilograms, such as body-condition scoring in sheep and products to measure marbling metrics in beef cattle.
To accelerate adoption, the research recommends that manufacturers and suppliers focus on reliability, human support, and real-yard usability rather than adding complexity. Rapid, phone-based after-sales support with service-level transparency should be prioritised. Because peer endorsement remains the strongest driver, geographical clustering of new technologies should be leveraged through independent, farmer-led demonstrations that build trust. Product design must emphasise durability, simplicity, and seamless interoperability across brands, with plug-and-play compatibility clearly communicated. Data interfaces should remain flexible, with better user training to increase confidence. Manufactures should consider paring virtual fencing and visual health checks with autonomous weighing, with no cost to farmer field trials facilitated to increase adoption.
This study concluded that adoption of weighing technologies on sheep and beef farms will depend on incremental, trustworthy innovations that respect how farmers operate and deliver proven time-saving gains.
Campbell Smith
