Technology Brings Younger Managers Into Dairy Production
Granja Ferreira, in Francisco Beltrão in southwestern Paraná, is managed by Everton Eugenio Ferreira de Souza. The farm has installed MSD Saúde Animal’s SenseHub Dairy monitoring system and automated its milking operations. These changes have brought Paulo, aged 21, and Pedro, aged 18, into the technological management of the business and the analysis of production data.
The farm currently has 196 cows in lactation and produces about 8,500 litres of milk a day. According to MSD, average daily production per lactating cow increased from between 37 and 38 litres to between 44 and 45 litres after the changes. The family’s stated target is to reach 10,000 litres a day in the next production cycle.
SenseHub Dairy records individual information on animal health, reproduction and behaviour. At Granja Ferreira, the data are used to detect changes in conduct, identify periods of heat stress, refine the timing of insemination and plan a gradual reduction in the use of reproductive hormones. The electronic records supplement direct observation of the herd in daily management.
Everton has said that access to production and financial indicators helped his sons understand how the operation works. Paulo and Pedro now take part in decisions and in the farm’s routine. Their responsibilities form part of a succession process that combines the previous generation’s experience with the younger men’s familiarity with digital tools.
The technology requires more than the installation of equipment. Interpreting reports and converting information into practical management measures requires training and technical support. MSD has 200 employees working in the field, as well as a dedicated support structure for users of the platform.
Use of SenseHub Dairy has also expanded among Brazilian farms. Between 2023 and 2026, the number of Brazilian properties using the system increased by 162%, passing 900 farms and 180,000 monitored animals. The number of animals tracked rose by 34% between 2024 and 2025. The Granja Ferreira case was highlighted in coverage linked to Brazil’s National Livestock Day, observed on October 14, in the context of preparing younger generations to manage dairy businesses.
