Holstein’s cameras could eliminate classifier visits—but only 40% of dairies are big enough to afford them.
You know how the conversation around automated cow scoring has really evolved over the past few years? What started as “Does this technology even work?” has shifted to something more practical: “How soon until this technology transforms our classification processes?” Holstein Association USA’s “Build a Better Cow” project—now four years in development—may provide some compelling answers. From what’s emerging through industry discussions and early demonstrations, this technology could fundamentally reshape how we evaluate cattle genetics.
Here’s what’s interesting: This goes well beyond those body condition scoring cameras that many operations are already testing. Holstein’s vision encompasses comprehensive trait evaluation—the same detailed assessments that currently require scheduled visits from classifiers to your farm. Industry speculation suggests that we might see this technology launch around 2027-2028, though, as we all know, ag tech timelines tend to be optimistic.
The Holstein Difference: Why This Project Matters
Dr. Jeffrey Bewley, who was promoted to Executive Director of Genetic Programs and Innovation at Holstein this January after serving as their Dairy Analytics and Innovation Scientist since 2020, brings a unique perspective to this initiative. If you’ve followed precision dairy technology over the years. In that case, you’ll recognize Bewley’s work from his time at the University of Kentucky, where he developed a reputation for bridging the gap between technological innovation and practical farm application. (Read more: Precision Dairy Tools: Explore the potential – Dr Jeff Bewley)
What Holstein’s proposal represents is a significant leap from current automated scoring systems. Producer feedback on existing BCS systems often highlights one consistent theme: while folks appreciate the consistency these cameras provide, they still need traditional classification for comprehensive genetic evaluation. Holstein’s system aims to capture everything—linear scoring for udder attachment, foot angle, dairy strength, and the complete range of traits that influence genetic decisions.
The technology foundation, as Holstein has shared at recent industry meetings, involves advanced depth-sensing cameras similar to those in modern smartphones, but engineered for use in agricultural environments. These units would be positioned to capture detailed measurements as cows exit the milking parlor, integrating seamlessly into existing cow flow without requiring additional handling.
According to Bewley, quoted in Holstein’s recent publications, “I fell in love with the Holstein cow, genetics, and dairy data as a kid working with my grandfather’s dairy.” That passion for combining tradition with innovation seems to be shaping the project’s development philosophy.
Learning from What’s Already Out There
| Method | Accuracy Rate | Cost Per Eval | Availability | Key Issues |
| Manual Classification | 95-98% | $6-8 | Limited scheduling | Subjective, inconsistent |
| Automated 3D Cameras | 0% (underconditioned) | $0.50* | 24/7 continuous | Fails extreme conditions |
| Holstein Automated | TBD (projected 95%) | $0.25* | 24/7 continuous | Estimated $150K investment barrier |
*Cost after payback
What’s particularly noteworthy about Holstein’s approach is how it builds on existing technology rather than attempting to reinvent everything from scratch. Body condition scoring cameras have proven their value on numerous operations, demonstrating that consistent, objective measurement provides real management benefits—even when it doesn’t always exceed the accuracy of an experienced evaluator’s eye.
This builds on what we’ve seen in agricultural engineering research from universities across the country over the past two years, where 3D imaging systems have achieved remarkable precision—often within several millimeters—under controlled conditions. Recent university studies show that automated scoring systems are approaching the accuracy of experienced human evaluators. However, as any producer knows, controlled research conditions and working dairy barns present very different challenges.
Early adopters of BCS technology often note an interesting pattern: The value isn’t necessarily that it outperforms their best herdsman on his best day. The real value comes from consistency—it never gets tired, never has a bad day, and catches gradual changes that might slip by when you see these cows every single day.
The Same Infrastructure Challenges, Plus Some New Ones
Every technology discussion eventually comes down to practical implementation, and Holstein’s system faces the same infrastructure hurdles as other precision dairy technologies, plus a few unique ones. The internet bandwidth requirements alone are substantial—3D imaging generates enormous data volumes that need somewhere to go. Reliable power with backup systems becomes essential. Integration with existing herd management software remains a persistent challenge across the industry.
What I’ve found is that distinct regional patterns emerge in how these challenges manifest. Cold climate operations—whether in Wisconsin, Minnesota, or upstate New York—often encounter consistent issues with lens condensation during morning milkings when warm, humid air comes into contact with cold equipment. Producers describe spending considerable time each morning cleaning camera lenses during the coldest months, time that adds up quickly.
Down in warmer climates like Texas, Arizona, and Southern California, the challenge flips completely. When ambient temperatures hit 105°F, keeping sensitive electronics operational becomes the primary concern. Operations in these hot regions have had to install dedicated cooling systems for their monitoring equipment after experiencing repeated shutdowns during summer afternoons.
And let’s not forget about those moderate climate operations in the Pacific Northwest or Mid-Atlantic regions—they deal with their own unique mix of humidity, rain, and seasonal temperature swings that can play havoc with sensitive equipment.
What makes Holstein’s system potentially more complex is the component for integrating genetic data. This isn’t simply about generating scores; it’s about feeding that information directly into genetic evaluations through connections with the Council on Dairy Cattle Breeding. This requires standardized data formats, reliable transmission protocols, and seamless integration with existing genetic databases.
The encouraging news? Holstein has decades of experience managing genetic data infrastructure. They understand this ecosystem intimately. The challenge will be making all these components work reliably at the farm level, where conditions are far less predictable than in controlled environments.
Let’s Talk Real Numbers: The Economics of Innovation
Quick Overview:
- Timeline: Industry speculation suggests 2027-2028 launch
- Ideal Operation: 500+ cows with genetic focus
- Estimated ROI: 3-4 years for larger herds based on modeling
- Key Requirement: Robust internet and power infrastructure
While Holstein hasn’t released official pricing, we can make educated projections based on similar precision livestock technologies currently in the market.
The Economic Breakdown by Herd Size
For a 500-cow dairy:
Economic research from various land-grant universities consistently shows automated BCS delivering $20-40 per cow annually through improved feed efficiency and health outcomes. If comprehensive trait evaluation adds structural soundness benefits and enhances genetic selection accuracy, preliminary economic modeling suggests potential returns of:
- Feed efficiency gains: $25-35 per cow based on university extension estimates
- Reduced classification costs: $6-8 per cow at current rates
- Health and longevity improvements: $20-30 per cow from earlier intervention
- Genetic selection accuracy: $15-25 per cow through improved heritability estimates
Potential total: $66-98 per cow annually, or $33,000-$49,000 for the entire herd.
If system costs align with current precision agriculture pricing—potentially around $150,000—you can expect a 3-5 year payback period. However, remember that these projections combine various research findings, and actual results will depend heavily on individual operational management and utilization.
For a 200-cow dairy:
The same per-cow benefits spread over fewer animals significantly extend the payback timeline:
- Annual benefit: $13,200-$19,600
- Payback period: 7.5-11 years
That’s a much more challenging investment decision, particularly considering potential equipment upgrades within that timeframe.
For operations under 100 cows:
The economics become extremely difficult to justify with current pricing models. According to the USDA’s 2022 Census of Agriculture data, the majority of dairy farms fall into this category. Without dramatic cost reductions or innovative shared-ownership models, these operations remain effectively priced out of this technology.

The Mid-Size Dairy Dilemma
Mid-size operations—those milking 300-800 cows—find themselves in an interesting position. You’re large enough that individual cow attention becomes genuinely challenging, yet perhaps not quite large enough to easily justify six-figure technology investments.
This is where Holstein’s cooperative structure could offer unique advantages. Unlike venture-backed technology companies requiring immediate returns, Holstein can potentially develop financing or shared-use models that better align with member-owner needs and cash flows.
The precedent exists in other areas of dairy technology. When ultrasound technology first entered the dairy industry, many veterinarians purchased equipment and provided services rather than expecting every farm to buy their own unit. Several Midwest cooperatives have successfully implemented similar models for feed analysis equipment and other specialized tools.
What’s encouraging is the growing availability of cost-sharing programs. Various state and federal initiatives offer support for technology adoption, with many programs covering 20-30% of qualifying investments. USDA’s Rural Development programs, state innovation grants, and regional economic development initiatives all represent potential funding sources worth investigating.
Who Benefits and Who Waits: The Adoption Pattern

Based on historical patterns of dairy technology adoption—and I’ve observed this cycle with everything from TMR mixers to robotic milking systems—here’s how the rollout likely unfolds:
Early Adopters (2027-2029):
Expect larger breeding-focused operations, typically 500-plus cows, already generating substantial revenue from genetic sales to lead adoption. These are operations showcasing at World Dairy Expo, supplying high-index bulls to AI companies, and marketing embryos internationally. They can justify investment through genetic premiums and possess the technical resources to overcome early implementation challenges.
Early Majority (2029-2032):
Progressive 200-800 cow operations will closely observe the experiences of early adopters. Once they see consistent returns and smoother implementation, adoption will accelerate. Regional clustering typically occurs during this phase, as successful installations in an area create momentum, allowing neighboring operations to recognize the competitive advantages.
Late Majority (2032-2035):
Smaller operations might access the technology through service providers or cooperatives. By this phase, costs typically decrease, implementation bugs are resolved, and alternative ownership models emerge. Equipment dealers or Holstein itself might offer service-based models, where they retain equipment ownership and charge a fee per evaluation.
The Long Tail:
For the majority of dairy farms with under 100 cows, the technology likely remains out of reach without fundamental changes in pricing or delivery models. And you know what? That’s not necessarily problematic—different tools serve different operational needs and scales.
What This Means for Traditional Classification
Here’s where the discussion becomes particularly interesting: What happens to traditional classification if this technology delivers on its promise?
The pragmatic answer is that we’ll likely see a transitional period where both systems coexist, serving different needs. Large commercial dairies focused on production efficiency might shift entirely to automated systems for routine evaluation. Meanwhile, seedstock operations, show cattle breeders, and those marketing elite genetics may continue to value human expertise for critical animals.
This parallels what happened with milk recording when inline meters became widespread. DHIA didn’t disappear; it evolved. The organization shifted its focus from basic data collection to value-added services, including benchmarking, management consulting, and specialized testing. Similarly, classifiers might transition from routine scoring to specialized roles, such as training and calibrating automated systems, evaluating elite animals for nuanced traits that machines can’t yet capture, and helping producers interpret and act on the vast data these systems generate.
Industry professionals in classification are considering how to position themselves for this transition. The smart ones recognize that expertise doesn’t become less valuable—it just gets applied differently.
Keeping Our Feet on the Ground
The dairy industry has witnessed numerous “revolutionary” technologies over the decades. Some, such as artificial insemination and TMR mixers, have fundamentally transformed operations. Others found their niche in specific situations. The key is matching technology to operational needs and capabilities.
Holstein’s project shows promise for operations focused heavily on genetic improvement. The potential for continuous, objective trait measurement could provide valuable selection advantages. Yet it won’t replace fundamental stockmanship or suit every operation’s needs and resources.
What’s encouraging about Holstein’s development approach is their methodical pace. They’re conducting pilot programs, gathering feedback, refining the technology before broad release. This measured approach typically yields more robust and practical solutions than rushed market entries.
Questions You Should Be Asking
As this technology develops, consider posing these questions to Holstein or any technology provider:
- How does accuracy in commercial barn conditions compare to research settings?
- What’s the system’s performance across seasonal extremes—winter condensation, summer heat, spring mud?
- What redundancy exists when components fail?
- Will it integrate with existing herd management software, or create another data silo?
- What’s the complete investment, including infrastructure upgrades?
- Are shared ownership or service models being developed?
- What technical support and training are provided?
- How frequently will updates and calibration be required?
The Bottom Line: Making Your Decision
Holstein’s “Build a Better Cow” project represents an ambitious effort to modernize cattle evaluation for our increasingly data-driven industry. The technology’s eventual arrival seems certain; whether it meets development timelines, delivers promised performance, and provides economic value for your specific operation remains an open question.
For those intrigued by this technology—particularly those focused on registered cattle breeding—now is the time to begin preparing your infrastructure. Producer experience with camera-based systems consistently emphasizes that robust internet, reliable power, and thoughtful data management strategies determine the difference between valuable tools and expensive frustrations.
The path forward will vary by operation. Some will eagerly adopt early, others will wait for proven results, and many will determine that the technology doesn’t align with their operational model or resources. Each represents a valid decision when based on careful consideration of individual circumstances.
Technology remains a tool, not a solution. Success comes from thoughtfully integrating appropriate tools with sound cattle care and business management fundamentals. The tools continue evolving, but that core principle remains constant. What’s changing is our expanding array of options for achieving operational goals—an evolution that creates both opportunities and complexity for today’s dairy farmers.
Key Takeaways:
- ROI Reality: 500+ cows = $33-49K annual returns with 3-5 year payback. Under 200 cows = 7-11 year payback, which makes it questionable
- Infrastructure or Bust: Success requires enterprise-level internet, backup power, and heat/cold equipment protection—start upgrading now
- The 60% Problem: The Majority of dairy farms are priced out unless Holstein develops co-op ownership or per-use service models
- Smart Questions: Ask about barn condition accuracy, seasonal performance, integration capabilities, and service agreements before committing
Executive Summary:
Holstein Association USA’s automated classification system could eliminate the need for human classifiers by 2028—if you’re big enough to afford it. The technology captures every conformation trait daily using 3D cameras as cows exit the parlor, feeding data directly into genetic evaluations for continuous, objective measurement. At an estimated investment of $150,000, 500+ cow operations could achieve annual returns of $66-98 per cow, with a 3-5 year payback, making it viable for large-scale breeding operations. But the economics fall apart for smaller dairies: 200-cow operations face 7-11 year payback periods, while 60% of farms with under 100 cows are priced out entirely. Success requires more than just capital—operations need enterprise-level internet, backup power, and equipment protection from seasonal extremes that many farms currently lack. Unless Holstein develops cooperative ownership models or per-use pricing, this revolutionary technology will primarily benefit the largest 40% of dairies. The industry faces a critical question: will this innovation advance dairy genetics for everyone, or accelerate consolidation by giving mega-dairies yet another competitive advantage?
Complete references and supporting documentation are available upon request by contacting the editorial team at editor@thebullvine.com.
Learn More:
- 6 Game-Changing ID Technologies Every North American Dairy Farm Needs Now: 17% Efficiency Boost Proven – Tactical/Implementation: This guide offers a deep dive into computer vision (like lameness detection) and other sensors already in use. It reveals methods for achieving immediate ROI and quantifies annual benefits ($78,000 per 100 cows), demonstrating the infrastructure and data management required for adopting Holstein’s even more advanced system.
- The $50 Billion Truth: Why Canada’s Supply Management System is Quietly Outperforming Every ‘Free Market’ Dairy System – Strategic/Market: This analysis provides the crucial economic context for large-scale technology investment. It contrasts how stable markets (Canada) enable strategic, faster ROI on capital-intensive technology (like robotics) versus volatile U.S. markets, directly impacting the feasibility of the estimated $150,000+ camera system detailed in the main article.
- Dairy’s Architect’s: 2025 Dairy Shrine Pioneers Reshaping the Future of Your Herd – Innovation/Technology:Go beyond the camera system to understand the broader genetic and reproductive revolution it serves. This article examines the synergistic “network effect” of genomic selection and advanced reproductive technologies, providing strategies for maximizing the genetic value of the data Holstein’s camera will generate.
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