701x International Expansion and Addition of Bruce Holmquist, AJ Knowles, and Graham Winnell

701x is proud to announce the official launch of its smart ear tag technology into the Canadian market in February 2026, marking a significant milestone in the company's international expansion. With additional plans to launch in Australia in Q3 2026, the company continues to grow its international market reach. To drive this growth, 701x has added three industry experts to the team — Bruce Holmquist, AJ Knowles, and Graham Winnell. 

701x is a Fargo, ND based company and the only ag-tech company producing an integrated ecosystem of products that include a registry service for 17 beef breeds, a herd management app for on-ranch records, two smart ear tags, a remote water sensor, and more! All of this is designed, engineered, and manufactured to get more cows bred, and more calves to sale day while bridging the labor gap. The best part— the company offers a self-directed approach to its suite of products, letting producers decide where they want to start.  

Bruce Holmquist is a 3rd generation rancher and active seed stock producer who has been in the industry since 1977, beginning at the age of 16. He was born and raised on a family ranch in Kinistino, Saskatchewan, which still remains in the family today. 

“I’ve always had an active interest in genetic improvement of the beef industry, which has led me to various boards and committees within several cattle organizations,” expresses Holmquist. 

Holmquist became a director for the Canadian Simmental Association (CSA) in 2007, and later moved into the General Manager position where he served for 19 years. During this time, he became a member of the CSA Hall of Fame and received the World Simmental Federation Golden Book Award which recognizes individuals and organizations that have made significant contributions to the development of the Simmental and Simbrah breeds. Holmquist is the new Canadian Business Developer, and will lead our efforts to expand 701x products into Canada.

“My first experience with 701x was a year ago, and it totally blew me away. The technology, the possibilities, the opportunities for farmers, ranchers, and anyone in the cattle business. I hope to be able to help farmers and ranchers do things a lot more autonomous, a lot more efficiently, in data collection and decision making“ says Holmquist.

AJ Knowles is a two-time graduate from Texas A&M, receiving his Bachelor’s in Animal Science and a Master’s in Animal Breeding. He is in the process of finishing his PhD at the University of Missouri with Dr. Jared Decker. He began his career interning with Angus Genetics Inc., before advancing to become the Director of Breed Improvement for the American Brahman Breeders Association, a role he held for two years. Most recently, he worked as a Beef Geneticist supporting the Breed Improvement department at the Red Angus Association of America. Knowles is now joining 701x as the International and Technical Solutions Specialist, where he will work alongside Bruce Holmquist and Graham Winnell to represent 701x internationally.

“I’m excited to join the team at 701x because of the potential that the technology holds for producers, and I’m looking forward to bringing modern solutions to a typically traditional industry,” says Knowles.

Originally from Deniliquin, NSW, Winnell has built his career in the beef industry across the Riverina, North East, and Western Districts of Victoria. Holding a Diploma in Agriculture, he has extensive experience in management roles spanning breeding, finishing, sales, and marketing. With his industry expertise, Winnell will play a key role in building relationships with producers and supporting the company’s expansion into the Australian market.

“I am passionate about sustainable beef production that is both efficient and effective and particularly the role genetics can play in building profitable beef enterprises. I am joining 701x as the Australian Representative and excited by both their culture and commitment to bringing automation and data management systems to the Australian beef industry,” says Winnell.

Holmquist, Knowles, and Winnell will work under our Chief Strategy Officer Chip Kemp. Here is what Kemp has to say about them joining the 701x team: 

“We are excited and honored to add Bruce's awareness to the 701x team. He has a lifetime of understanding, relationships, and leadership within the beef business. Bruce is connected across the Canadian landscape - from the seedstock and cow/calf level all the way through to post-packer stakeholders. What's more, his decades within the breed association atmosphere bring first hand knowledge of the opportunities and challenges that our registry clients face. That will pay big dividends for our team, our current clients, and those relationships yet to come. Bruce will be highlighting our registry capabilities to a wide variety of Canadian breed associations and will be highlighting the unparalleled arsenal of 701x wearable devices that directly integrate into our herd management system and provide novel phenotyping opportunities.

AJ Knowles comes to 701x amid much enthusiasm. It is unusual to find someone, who this early in his career, has already held meaningful roles in multiple breed associations. AJ has significant connections across the US cattle industry as he has aided countless seedstock producers with their operational and genetic goals. His background has also built the foundation for numerous international relationships and experiences. And those global connections will be the foundation for much of his efforts at 701x. AJ is tasked with growing international business opportunities for 701x. He will be highlighting our registry, herd management, and wearable devices to serious and discerning producers across the planet. His experiences and competence have prepared him for this significant role.

Anyone who has the good fortune to work alongside Graham Winnell experiences first-hand his uniquely analytical devotion to the beef business. Graham is unyielding in his commitment to making this industry better with knowledge, facts, and thoughtful ROI oriented tools. He has a lifetime of serious leadership that shows his ability and courage to do the difficult things and to see them through – without regard for personal gain or accolades. Complacency is not in Graham’s DNA and that is what makes him an ideal fit for the 701x approach. 701x looks to saturate a beef producer’s existence with long sought after tools that simply make the day better and data collection easier and monetizable. Graham’s keen understanding of the global cattle industry and his devotion to his fellow producers throughout Australia and New Zealand make him the ideal individual to drive 701x into the market.”

701x looks forward to the impact that Holmquist, Knowles, and Winnell will bring to Canadian and Australian producers as the company continues its international expansion.