Beef Cattle Operation

R ollins Ranches are making dramatic changes to the beef cattle operation. We are breaking away from traditions and embracing new technologies and ideas. The cattle business is full of unpredictable factors; however, we are able to better manage them by applying modern and scientific methods:

Electronic Identification (EID)

In early 1997, Rollins Ranches began using electronic ear tags. Management of an operation this size is most effectively done with EID. Using this system allows us to better manage cattle in large numbers and allows data to be tracked and monitored. EID Reader is installed on the laptop of cattle workers and used to collect and process the firsthand animal data at chute-side.


Data processed by the EID Reader is uploaded to CattleTime. This software was designed to manage all data providing flexible analysis and comprehensive reports according to the users' requirements. Within the CattleTime software, ranches are managed in units and categorized in three different tiers: Ranch, Herd, and Single Cattle. There are 71 standard activity codes, templates, and processes, which are applied to keep detailed records for animals. By applying this cattle management system, it becomes possible to track each aspect of the cattle breeding cycle and keep the inventory updated, as well as other applications.

Radio Frequency Identification (RFID) Tag

An RFID tag is a microchip combined with an antenna in a compact package. The packaging is structured to allow the RFID tag to be attached to the cattle being tracked. The tag's antenna picks up signals from an RFID reader or scanner and then returns the signal with some additional data that is similar with a unique serial number or other customized information.

GIS (Map View) Based Pasture Information and Management

With GIS technology, we can map the location of objects in ranches and generate terrain models of pastures into 3-D visualization. It will display densities and quantities of an object in a given area and patterns can be clearly observed. All of these advantages help us to predict the future conditions of pastures based on current and historical data.