Counting sheep: the use of big data at Lely | How digitisation can transform an industry

May 10, 2023

During this Vision Dinner, Freddie Ruijs will give an insight into the development of solutions at Lely, and how the firm uses data to improve its services. In this volatile market with livestock, it is vital to offer products that create value without losing the human touch. How can collaborations help the process of digitisation and servitisation in the dairy industry? And how can the use of data drive a sustainable business model? Freddie will focus on the use of big data, and how it can help solve the challenges that the industry is currently facing. His extensive experience and the relevant topics ensure a fascinating evening. We cordially invite you to attend this event.

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

Freddie Ruijs, Lely

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Freddie Ruijs

Head of Digital Farming

Freddie Ruijs has been Head of Digital Farming at Lely since October 2021. He joined Lely in 2019, after working at KPN for many years. Freddie started his career at KPN research, and then fulfilled several (managerial) positions at KPN with a focus on technology and innovation.

Freddie has a Professional Doctorate in Engineering (PDEng) from Eindhoven University of Technology, after obtaining a Master Degree in Electrical engineer-ing and Information technology.



Lely offers solutions for dairy farmers, like robotic milking, robotic feeding or the cleaning of stables with autonomous cleaning vehicles. The company also advises farmers on how to use management- and analytics systems, using smart data to improve operations at the farms, create the best living standards for cows and contribute to a more sustainable world. This calls for rapid digitisation and standardisation of processes, all in combination with an innovative mindset. Enabling this is the daily challenge for Freddie Ruijs, Head of Digital Farming.


Location: TBD

17:30 | Start program (including presentation, discussion and a 3-course dinner)
20:30 | End of formal program, opportunity for informal networking

More information will follow soon.


Event for Directors of Digital, Tech, and Business

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.
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