Milk Moovement

Milk Moovement is a dairy SaaS company that provides cloud-based software for managing the raw milk supply chain. Its platform tracks milk shipments from producers to processing plants and delivers real-time quality and quantity information to producers, processors, transporters and cooperatives, replacing paper milk slips, spreadsheets, emails and phone calls with a single shared dataset. The company states that cooperatives and processors using the system can eliminate up to 85% of administrative time.

The product set covers routes and scheduling, milk tracking, quality and lab data, a laboratory information management system (L.I.M.S.) with barcode management, payment and payroll tools, reporting and analytics, client portals tailored to different user groups, and a driver mobile app for pickups, dropoffs and load receiving. Newer modules listed on the site include Moove and MooRules. Solutions are packaged for cooperatives, producers, processors, haulers, lab technicians and suppliers.

Founded in 2018 by Jon King and Robert Forsythe, the company is headquartered in Halifax, Nova Scotia, with additional offices in Canada and the United States, including its largest office in St. John's, Newfoundland and Labrador, and an office opened in Minneapolis, Minnesota.

Founding story

Jon King entered the dairy industry in 2015 as a Policy Analyst for the Dairy Farmers of Newfoundland and Labrador (DFNL), where he observed that decision-making was hampered by outdated and inaccessible data managed through paper milk slips, spreadsheets, emails and phone calls. He conceived a real-time software system that would connect the parts of the dairy supply chain around a shared dataset, and DFNL became the first client. King recruited Rob Forsythe, then completing an MBA and with a background in energy-sector supply chain, who built the company's go-to-market strategy. The founders worked directly with farmers, haulers and processors while developing the cloud platform. The company was founded in 2018.

Business model

Milk Moovement sells its dairy supply chain platform as software-as-a-service to dairy cooperatives, processors and other supply chain participants, with implementation typically completed in under a month for minimal-customization deployments and a longer onboarding process for larger cooperatives. Custom features such as reports, functions and new feature sets are built as part of client engagements.

Subscription pricing is based on volume of raw or processed milk managed, charged by liters, kilograms or pounds, with prices varying by annual quantity under management.

Traction

As of July 2022, Milk Moovement reported a network of 2,500 dairy farms and more than 5,000 users, including global Fortune 100 CPG companies, and annual recurring revenue growth of more than 10x over the prior year. Named customers include United Dairymen of Arizona, California Dairies Inc. (the second largest U.S. milk marketing cooperative, with more than 300 farms and over 17 billion lbs of milk annually), and Amalgamated Dairies Limited in Prince Edward Island. The company has reported a compound annual growth rate in raw milk under management of approximately 117% since inception and 300% revenue growth from Q1 to Q3 in 2021. Customer support metrics published on its site include a 95.3% support satisfaction score, a 20-second average chat response time and 90% of conversations closed by the first responder.

Latest developments

The company's site lists newer platform modules Moove and MooRules, and publishes analysis of U.S.-Canada dairy trade measures, including Canadian tariffs on U.S. dairy products effective September 8 and U.S. Section 338 actions and import bans effective September 29, and their implications for cooperative pricing, payroll and milk placement.