Peacock Technology Welcomes Investment from Dairy Farmer AJ De Jager to Power Its North American Growth

Peacock Technology has secured an investment from dairy farmer AJ De Jager and Jager Ag, marking a major step forward for our Intelligent Dairy Solutions (IDS) business growth across North America. 

It’s a milestone moment for IDS North America (IDS NA), and it comes from a shared conviction: the future of dairy will be built by farmers and the people working alongside them, through practical innovation, producer-led collaboration, and technology that earns its keep on the farm. 

North America represents a huge opportunity. Producers here are actively looking for tools that ease the labor squeeze, lift farm performance, give them a clearer view of their operation, and protect profitability for the long haul. At the same time, IDS is progressing in the UK and Europe. Those customers and partners matter just as much as they always have and continue to drive business innovation. 

Those farmers are the reason IDS is where it is today. From the very beginning, they’ve backed the company, pushed it to be better, and shaped its technology with frank, real-world feedback. As IDS grows in North America, the goal is simple: build those same kinds of trusted, pragmatic relationships with producers across the region.

AJ De Jager

Jager Ag

Stuart MacLennan

CEO, Peacock Technology

AJ De Jager, Jager Ag, said:

“What sold me on IDS is that they build with producers, not around them. They didn’t show up with a finished product and a sales pitch. They got in the barn with us and listened to our real challenges first. That’s how you develop a technology that has the capability to change animal agriculture as we know it.   We’re excited to get behind this company and its aspirations here in North America.”

Stuart MacLennan, CEO of Peacock Technology, said:

“We’ve never built technology and then gone looking for farmers to sell it to. We do it the other way round - we listen to the problems farmers wrestle with every day, and we build to solve them.

That farmer-led instinct has shaped everything we’ve done, and it’s exactly how we’ll grow in North America. The need is real, and with US dairy producers investing in us directly, we can build IDS NA practically, collaboratively, and squarely focused on what farmers have told us they need.

AJ De Jager and Jager Ag’s investment gives IDS the muscle to grow faster in North America without losing the producer-led approach that got it here”

Central to that is working hand-in-hand with forward-thinking dairies that live the realities of large-scale production every day, partners who keep IDS honest and make sure its technology stays grounded in what actually happens in the barn. 

That partnership with Jager Ag, and Hunter Ridge Dairy in particular, has also brought IDS together with Dr. Blaine Nicks, Director of Herd Operations at Hunter Ridge and the wider Jager Ag dairies. Operating at a scale of tens of thousands of cows across Colorado, the Jager Ag network offers an exceptional platform for collaboration, allowing IDS to work alongside progressive dairy producers to develop technologies and insights that can deliver measurable impact on farm. 

Blaine has been instrumental in shaping IDS’s Dairy Data Partners (DDP) service, working closely with the team to turn raw farm data into insights producers can use to make more confident decisions.  

With his direction and experience-informed guidance, we’ve pushed past simply gathering data toward something far more useful: pulling disparate data sources together so producers can make sharper calls on herd performance, day-to-day management, and where improvement will next be most profitable. 

Blaine and the Hunter Ridge team have helped shape DDP into something far more practical and commercially relevant,” added MacLennan. “Blaine understands dairy operations at a level that has challenged us to keep our insights grounded in the decisions producers are making every day. That kind of producer partnership is central to how IDS develops technology – not in isolation, but alongside the people who will use it to improve performance on farm.”

The plan for North America brings together automation, computer vision, data analytics, hands-on producer engagement, training, and real-world validation. The point isn’t just to put technology on farms. It’s to give producers better information and better decision-making capabilities and, through them, stronger profitability, labor efficiency, herd performance, and operational longevity.  

With producer-investors like AJ De Jager and the wider Jager Ag network in its corner, IDS is ready to move quickly in North America without drifting from the principles that got the company this far.

“Our goal is simple: cultivating the same trusted relationships with North American producers that we’ve built with farmers in the UK and Europe.

AJ and Jager Ag putting their money behind us says a lot about that vision. It means we can keep building alongside producers, so everything we make stays rooted in real farming and pays off where it counts – to the farms and the dairymen driving the future of our industry.” said MacLennan.

As IDS grows on both sides of the Atlantic, our focus remains clear: build with farmers, not around them. Their challenges shape our priorities, their operations prove what works, and their insight drives the technologies we bring to market. This investment strengthens that model - helping IDS scale practical, data-driven solutions that improve efficiency, performance, and long-term resilience across modern dairy operations.