The HerdWhistle Team

Great work requires great people, and we think ours are some of the best. We’re a small tight team, a creative, friendly and diverse bunch, who truly enjoy what we do and the people we work with.

HerdWhistle traceability

Robert Carleton

Chief Acquisitions Officer

A lawyer by trade and entrepreneur at heart, Mr. Carleton has worked with numerous private and public companies with the goal of positioning organizations for success. Mr. Carleton formerly practiced as a corporate and securities lawyer and has extensive experience assisting with strategic growth, governance and financing matters. Following his time in private practice he served as Executive Vice President, General Counsel and Corporate Secretary for a publicly listed company focused on the acquisition and management of alternative energy technologies. During his time there he oversaw the implementation of corporate strategy, advising the board of directors and upper management on matters relating to the execution of strategic initiatives, managing financings, negotiating transactions for acquisitions, setting up corporate structures for affiliates and subsidiaries, and undertaking restructuring and consolidation of acquired assets and entities. Mr. Carleton enjoys working with both early stage and established technologies, implementing strategic initiatives, and utilizing his legal background to oversee acquisitions and financings through to corporate reorganization. Mr. Carleton was one of the founding C-Suite executives of A4 Systems Corporation, the parent of HerdWhistle Technologies Inc. (HWT). In early 2022 Mr. Carleton transitioned to HWT to implement corporate plans to expand revenue opportunities, brand awareness and market visibility with a view to positioning HWT for future financing initiatives and strategic growth. Now turning his attention to furthering existing strategic relationships and evaluating acquisitions, Mr. Carleton focuses on advancing HWT’s goal to be a preeminent company for livestock technologies benefiting identification, traceability, and animal health.

Pen rider amongst cattle

Adam Morand

CEO

Mr. Morand is the Co-founder, Chief Executive Officer and a director of HWT. Mr. Morand is anEntrepreneurial Technologist passionate about innovation and industrial localisation of all basic human needs. His lifetime goal is to see economically viable technologies creating a global abundance of food, energy, clothing, shelter, clean air and fresh water. Mr. Morand is imbued with an innate need to improve, seek efficiencies, create, build and solve puzzles; every day is an opportunity to do good.Fortunate to have started at an early age with digital electronics and computer programming in the 1980's; and then moving to Vancouver in the 1990's to professionally experience the rise and fall of the dotcom era, Mr. Morand serendipitously landed in myriad early startups on the West Coast working with large data for casinos, entertainment and financial payment systems; travelling around the world setting up enterprise data systems, networks, banks and working with amazing teams of people.In 1999, Mr. Morand designed and wrote competitive eSports patent for massive online multi-player game tournament and financial payment systems. Founded Moshpit Entertainment and the Bloodmoney Universe the worlds first platform playing competitive games for cash.Mr. Morand founded Illuminated Technologies in 2001 to build and deploy disruptive software platforms and supporting mission-critical enterprise data structures and high-volume data centre infrastructures. The incredibly talented Illuminated team completed more than 1,000 projects over 5 years and spawned dozens of joint ventures and startups.To better understand food, Mr. Morand retired in 2006 to be a farmer, experimenting with Aquaponics and agricultural technologies; which logically lead into IoT (Internet of Things) development and ERP(Enterprise Resource Planning) / MRP (Manufacturing Resource Planning) business systems.In 2009, Mr. Morand moved to Alberta for a new opportunity to turn around a stagnate national service company in the energy sector. He rewrote the business systems and technology platforms to facilitate growth and offer new enterprise data services; incorporated machine learning and algorithmic development to streamline resources while creating new digital services. He founded A4 Systems Corp in2015 to specialise in Pan-Industrial Cyber-Physical systems development and deployment. He is involved with AgriPlay Ventures to create global food security. He is involved with HWT to create livestock technologies for a more efficient world.When not building companies, technologies or business systems; Adam can be found farming.

Calve with BRD

Farida Saifee

CFO

Farida Saifee, CPA, CA was appointed HerdWhistle Technologies Inc.’s chief financial officer (CFO) in2022 after serving as a controller from inception.As CFO, Ms. Saifee provides strategic leadership for the company’s business and finance functions as well as management of its financial and capital resources. She oversees all financial related matters, including creating plans as defined by the board of directors, directing financing strategies, analysis, forecasting and budget management, and directing all aspects of accounting operations such as receivables, payables, payroll, and financial reporting. Ms. Saifee is highly collaborative across all functions to support the company’s vision of innovation, growth, and creativity.She is currently enrolled in her final year of In-depth Taxation, a premier tax training program at chartered professional accountants of Canada (3-year certification program), which focuses on keeping pace with the profession, rapidly changing technology, and emerging needs of CPAs.Prior to her role with HWT, Ms. Saifee was in public practice for over 12 years, where she worked with small and medium-sized enterprises, to review, investigate and correct discrepancies and irregularities in financial entries, documents, and reports. She was actively engaged in advising clients on tax planning strategies, planning reorganizations, and preparing corporate and personal tax returns. During her time in public practice, she found mentoring and training junior chartered professional accountants rewarding and fulfilling.Ms. Saifee is an entrepreneur at heart and appreciates the dedication and organization required to convert innovation ideas into productive services. In 2009 she co-founded Qasimi Exports, which exported heavy equipment overseas. Her role included tracking cash flows, financial planning, managing, and overseeing relationships with vendors and investors, identifying, and managing business risks and requirements.

White cow eating HerdWhistle

Daniel Doucette

Chief Revenue Officer

Daniel Doucette is a leader, a marketer, and a communications specialist with 20 years experience and a proven track record of developing and executing successful marketing campaigns. He's helped entrepreneurs, and startups from all over North America excel through storytelling, message positioning and most often by clever growth hacking.

Mr. Doucette believes successful content and digital presence require a mix of strategic thinking, analytical skills and compelling creative. To succeed at scale requires a careful mix of long and short term initiatives, and crucially, the automation of those processes.
Mr. Doucette maintains an in depth understanding of the ever-changing landscape of marketing and sales today, continually rewiring for speed, collaboration, and customer focus.

As a serial creative Daniel is constantly exploring  new avenues and possibilities. Daniel began his career as a Cartier apprenticed goldsmith. He then studied architecture at BCIT. Leaving BCIT he created Canada's first VR startup providing architects and their client's the opportunity to walk through proposed spaces together. He later co-developed and marketed the first 3d chess game in Apple's app store. He then merged his passion for music, smithing and technology to create Argentariis, a company that manufactured its own brand of unique guitar accessories of precious metals with great success and accolades.