Who you're handing your records to.

Ben Edwards

I grew up on Glenellie, a sheep and cattle property at Glen Innes in the NSW Northern Tablelands, and went through Farrer Memorial Agricultural High School before spending time working on the place. That's where the tag, the NVD and the mob book stopped being abstractions.

• Northern Tablelands, NSW Raised on Glenellie — a sheep and cattle property. Farrer Memorial Agricultural High School, then time on the farm.
• Northern Territory · 10 years Police officer — a decade where the record was the job. Evidence, continuity, and the discipline that what you write down has to survive being challenged by someone whose job is to challenge it.
• Energy sector OHS and audit specialist — years spent on the other side of the audit table. Designing the systems, then testing whether they actually held up when someone went looking.
• Since Software development — building systems across a range of industries, and eventually turning that back on a problem I'd watched go unsolved my whole life.

Why Tagline exists

Two of those chapters matter more than the others. Ten years in the police and a stretch as an audit specialist teach you the same lesson from different directions: a record is only worth what it can prove under scrutiny. Not what you remember. Not what's in the ute's glovebox. What holds up when someone asks you to demonstrate it.

Then you look at how cattle compliance actually gets done on most properties — paper notes, a spreadsheet that's been copied between four computers, photos of tags on a phone, and an NLIS account nobody's reconciled since the last audit scare. It isn't carelessness. It's that the tooling never treated the record as the thing that matters. It treated it as paperwork to survive.

Tagline is the correction. Every treatment, movement, tag and declaration attaches to the animal that produced it, and stays attached — so audit week is an afternoon instead of a fortnight of reconstruction. That's the whole idea. It's why Tagline stays a compliance product and hasn't sprawled into grazing forecasts and pasture models: I'd rather do the record properly than do ten things adequately.

Where it gets tested

Glenellie is Tagline's pilot property. That's a deliberate disclosure, not a coincidence — the family property I grew up on is where the software gets used before anyone else sees it. When you read a quote from Glenellie on this site, you should know that connection exists and weigh it accordingly. It also means the product gets built against real mobs, real NLIS transfers and a real LPA audit, rather than against a demo dataset that never argues back.

The Singapore question

Worth stating plainly, because you'll see it on the invoice. Tagline is supplied by ASA Development Pte Ltd (UEN 201509685M), a Singapore-registered company. That's the billing entity — it's why no Australian GST is added to your invoice. The product is built by an Australian, for Australian producers, against Australian regulation: NLIS, eNVD, LPA, and the state and federal rules that sit under them. Your data handling is covered in the privacy policy, and if the structure matters to your accountant, ring me and I'll walk them through it.

Getting hold of me

Not a ticket queue. If you're evaluating Tagline, mid-audit, or stuck on a reconciliation that won't balance, the fastest path is to call.

A record is only worth what it can prove under scrutiny. That's the whole product, and it's why I built it.