About Us
SmartGraze – Grazing Decisions made Simple
James Parsons - Farm Engagement - SmartGraze Founder
Practical real-world hands-on experience - In 2023 James was the first farmer globally to trial Halter Base™ - Halters dedicated beef collar - on his 600 ha Northland farm. Just to make it more challenging he did it on steep hill country and continues to pioneer the use of virtual fencing and innovative water solutions for hill country. Currently running 650 Halter collars across his property and has hands on experience using Gallagher eShepherd neckbands also.
Alongside SmartGraze, James works with AgFirst as a sheep and beef specialist advisor. Prior to that he was involved heavily in industry governance roles including with Beef + Lamb NZ, OSPRI, Wools of NZ and the energy sector. He currently sits on the Lincoln University Council board and its’ subsidiary Lincoln Agritech Ltd as a director.
A grass roots farmer and former shearer James brings a very practical lens to discussions, whilst being at the leading edge of not only applying himself but supporting farmers to apply leading grazing technology to sheep and beef farming.
James lives near Whangarei with his wife Janine and family.
Jon Sherlock - Farm Engagement
Virtual fencing hill country pioneer - In 2024 Jon along with wife and business partner Fiona began their virtual fencing journey at Otorohaea their 660ha steep Waikato hill country farm west of Huntly. What began as a trial with 60 bulls using collars was quickly scaled to 390 bulls across 100 ha’s. The farm production has almost doubled across the farm since with Jon and Fiona in 2026 wintering 900 cattle with collars.
Jon is active with the Beef + Lamb NZ Farmer Council and is heavily involved in his local community. Has previously worked offshore in a corporate role, as well as NZ farm advisory, and founded iFarm - Market Insight - now owned by AgriHQ called Livestock Insight.
Jon lives on his farm property with wife Fiona and family, just west of Ngaruawahia.
+64 21 623 311
Scott Paterson - Farm Engagement and Mapping Specialist
With 25 years of farming under his belt, 15 years as a farm owner developing and running intensive beef systems, Scott is a valued member of the SmartGraze team.
Scott with family currently reside near Whangarei and operate an orchard. A keen diver, fisherman and hunter, Scott is often enjoying the great outdoors.
Scott brings a very practical and approachable style to client engagement. And looks after a lot of our mapping and design work.
Joseph Parsons - Mapping Specialist
Joseph is our SmartGraze mapping expert. Growing up on the family farm in Northland he has spent plenty of time mustering stock, pulling pipe and placing troughs installing water systems. In addition Joseph has also worked in the dairy industry. Joseph covers the in-house IT requirements for the SmartGraze team.
With a sharp eye for detail and a strong understanding of how mapping integrates with real‑world systems, Joseph brings both technical excellence and practical value to every project he works on.
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