Care that Counts

About Impetus

Impetus exists to help people and organisations deliver better animal care, more confident decision making, and safer, higher-performing livestock systems.

We combine animal welfare science, practical industry experience, validated training systems, and emerging technology to make welfare improvement possible, measurable, and sustainable.

Because good care isn’t just an ethical ideal. It’s a capability that organisations can develop, strengthen, and verify.

Our Mision

To improve animal welfare by empowering the people, cultures, and systems that influence day-to-day outcomes in livestock industries.

We do this by:

Building staff capability through validated, skill-focused training
Strengthening culture, leadership, and welfare decision-making
Creating practical tools that help organisations understand and act on welfare signals sooner
Working with industry, researchers, and funders to drive evidence-based change

Our goal is a sector where care is consistent, confident, and backed by data. Where everyone has the skills and support to do the right thing, every day.

Why we exist

In livestock production, most welfare issues don’t arise from bad intentions, they arise from:

Skill gaps
Inconsistent training
Systemic pressures
Cultural barriers
Limited tools for monitoring or feedback

These challenges create risks for animals, workers, organisations, and Australia’s reputation.

We founded Impetus because the sector needed something different:
a practical, science-backed way to turn good intentions into predictable welfare outcomes.

Our Approach: The Impetus Model

1. Build Capability

Producing verified training systems helps staff develop the confidence and competence needed for good welfare, without relying on live animals.

2. Strengthen Culture

Our Culture of Care Assessment reveals the underlying beliefs, systems, and behaviours that shape welfare outcomes, and provides clear pathways for improvement.

3. Enable Insight

Our monitoring and sensor tools give organisations objective, actionable information about what’s happening in real time — long before small issues become big ones.

4. Partner for Impact

We work collaboratively with industry, researchers, funders, and technology partners to co-design welfare solutions that are scalable, meaningful, and practical.

Together, these components create Care that Counts: welfare practice that is trained, supported, validated, and continually improving.

The Team