Why we started
Everyone with a stake in a sale pays for the same gap. The barn burns office hours playing dispatcher. The buyer's win turns into a second job of lining up a truck if they don't have a trailer ready. The hauler waits by the phone, piecing together what the load looks like one call at a time: head count, weights, pickup window, where it's headed. And the animals wait longest of all, standing in pens while the people around them chase details. That space between the gavel and the gate is the gap HerdRoute exists to fill, in service of everyone standing in it.
I've spent more than a decade solving supply chain complexity for global enterprises and building the digital solutions that run them. I also live next door to cattle farms, and I'm building toward a herd of my own, so I'm not just building software for this industry, I'm buying into it right alongside the people I serve. I know what it feels like to step in without deep connections or a trailer ready. HerdRoute is built from both seats: enterprise-grade coordination for the auction house, an open door for the newcomer, and a simpler, visible process for the barns, buyers, and haulers who move this industry every week.
When the haul runs right, everyone gets something back. The barn gets its hours and its reputation for clean handoffs. The buyer gets an arrival they can plan around. The hauler gets steady loads and full pay. And the cattle spend less time standing and more time where they belong.
