What Agfinity does

Agfinity is a member-owned agricultural cooperative founded in 1905 (formally incorporated in 1915 as the Potato Growers Cooperative) and headquartered in Eaton, Colorado, operating across Northern Colorado in Brighton, Henderson, Greeley, Loveland, Lucerne, Mead, and Berthoud. The cooperative operates four integrated divisions: Agronomy (seed solutions, crop nutrition, crop protection, turf and ornamental products, ice melt services, and financing programs including the proprietary RockyMountain SuperLawn Fertilizer Blends tailored for Colorado conditions); Energy (propane, Cenex-branded refined fuels and lubricants, Nevoo propane tank monitoring, and consumer propane plans); Feed & Grain (poultry and livestock feed, grain merchandising, commodities procurement, and the AgLand of the Rockies dealer network); and Retail (Cenex-branded C-stores, Ace Hardware stores, an Animal Feed and Health Warehouse, and the Agfinity Fuel Rewards Card). The wholly-owned subsidiaries include AgLand of the Rockies (feed), Town & Country (retail), and the Mead Convenience Store (under development).

The cooperative serves agricultural producers (farmers, ranchers, growers), residential and commercial energy customers, turf and ornamental buyers, and general retail consumers in Northern Colorado. Revenue is generated through one-time product sales across the four divisions (agronomy inputs, propane and refined fuel delivery, feed products, retail merchandise), supplemented by recurring membership economics: one-time stock purchases ($500 common member / $250 patron), annual patronage cash refunds, and equity retirement allocations distributed to members based on their volume of business with the co-op. Membership requires a minimum of $3,000 in agricultural input goods and services during the prior fiscal year for common-member status and grants voting rights in cooperative governance.

Agfinity's go-to-market is sales-led through direct field sales (certified energy specialists, agronomists, grain merchandisers, feed experts), combined with channel distribution via local dealers and physical retail storefronts across Northern Colorado. Strategic brand partnerships anchor the energy product line, including Cenex for refined fuels (Roadmaster XL, Ruby Fieldmaster diesel) and lubricants under the Total Protection Plan, and scholarship sponsorships involving CHS Inc. (a Fortune 500 agribusiness) and AgSyn. Operations are governed by a member-elected board of directors; current leadership includes CEO Dan Riddle (effective October 2022, succeeding Jason Brancel), with Chairman Kent Kalcevic presiding over the board. Agfinity operates as a private cooperative with no external parent, no venture capital ownership, and no public funding rounds disclosed.

Name

Agfinity

Legal name

Agfinity, Inc.

Website

https://agfinityinc.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

251–500 employees

Short description

Agfinity is a member-owned agricultural cooperative founded in 1905, headquartered in Eaton, Colorado, serving 1,100+ agricultural producers and Northern Colorado consumers across four divisions: Agronomy, Energy, Feed & Grain, and Retail.

Ownership category

akta.pro rank

Product category

Agricultural Cooperative Services

NAICS

Other Crop Farming (1119), Oilseed and Grain Farming (1111), Corn Farming (11115)

SIC

Agricultural Services (700), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Farmer Cooperatives & Co-op Retail (AFABAJAB)

akta.pro secondary industries

Fertilizer & Nutrient Retail (Dry, Liquid, Blends) (AFABAJAF), Agronomy Advisory & Field Services (Retailer-Affiliated) (AFABAJAH), Grain Handling & Farmgate Services (Retailer/Co-op Adjacent) (AFABAJAN)

Keywords

• Agricultural cooperative
• Agronomy products
• Propane and refined fuels
• Feed and grain supply
• Convenience and hardware retail

Headquarters

HQ city

Loveland

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Agronomy Products and Services: Sale of seed solutions, crop nutrition, crop protection, turf and ornamental products, and ice melt services. Includes agronomy sales team providing crop scouting and recommendations.
2. Energy Products: Sale of propane, refined fuels, and lubricants. Full-service delivery program with bulk and packaged options. Cenex branded fuel products.
3. Feed and Grain: Feed products for poultry, cattle, and livestock. Grain commodities and procurement services. Local dealer distribution network.
4. Retail Operations: C-stores (Cenex branded), Ace Hardware stores, Animal Feed and Health Warehouse. Fuel rewards card program.
5. Membership and Patronage: One-time stock purchase for membership ($500 common member, $250 participating patron). Annual patronage refunds and equity retirement distributed to members based on business volume.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Agfinity is a member-owned agricultural cooperative delivering agronomy inputs (seed, crop nutrition, crop protection, turf and ornamental fertilizers, ice melt), energy products (propane, refined fuels, lubricants, tank monitoring), feed and grain products (livestock/poultry feed, grain merchandising), and retail goods (convenience stores, hardware, animal feed) to agricultural producers and consumers across Northern Colorado. It operates through direct bulk delivery, dedicated field sales personnel, retail storefronts, and a local dealer network.

Product overview

Agfinity is a member-owned agricultural cooperative providing a comprehensive portfolio of products and services across four main divisions: Agronomy, Energy, Feed & Grain, and Retail. The Agronomy division offers seed solutions, crop nutrition, crop protection, and RockyMountain SuperLawn Fertilizer Blends specifically formulated for the Rocky Mountain region. The Energy division provides propane, refined fuels (including Cenex Roadmaster XL and Ruby Fieldmaster), lubricants, and Nevoo tank monitoring systems. The Feed & Grain division supplies poultry and livestock feed products including stress tubs for cattle and chick starter meal. The Retail division operates C-Stores, Ace Hardware stores, and Animal Feed and Health Warehouse locations. Products are distributed through multiple locations across Northern Colorado with a focus on serving agricultural producers, families, and businesses.

Differentiator

Problem solved

Functional benefit

Brands

• AgLand of the Rockies: Feed brand providing poultry feed, cattle feed, and other animal nutrition products
• Stalwart Agfinity Scholarship Program
• RockyMountain SuperLawn Fertilizer Blends
• Agfinity Answer Plot

Products and services

• Seed Solutions Agronomic seed products and solutions sold to agricultural producers for crop production.
• Crop Nutrition Crop nutrition products and fertilizers sold to agricultural producers to support crop production.
• Crop Protection Crop protection products such as pesticides and herbicides sold to agricultural producers.
• Turf & Ornamental Products Turf and ornamental products sold for residential lawn care and commercial turf management applications.
• RockyMountain SuperLawn Fertilizer Blends Fertilizer blends specifically formulated for Colorado and Rocky Mountain region lawns, developed from 30+ years of turf and ornamental expertise.
• Ice Melt Services Ice melt products and services sold to commercial and agricultural customers.
• Propane Propane energy products for home heating, agricultural operations, and commercial use, available with full-service bulk delivery from the Lucerne bulk plant.
• Nevoo Tank Monitors Propane tank monitoring system for tracking propane levels and usage in customer tanks.
• Refined Fuels (Cenex Roadmaster XL and Ruby Fieldmaster) Premium refined fuel products including Cenex Roadmaster XL and Cenex Ruby Fieldmaster diesel fuels, distributed via bulk delivery and Cenex C-store fuel stations.
• Lubricants Premium lubricants (engine oils, hydraulic fluids, grease, gear oil, transmission oil, and DEF) for commercial, industrial, and construction equipment, offered under the Cenex partnership with bulk and packaged delivery.
• Consumer Propane Plan Discounted propane pricing plan offering $0.20 per gallon off the daily list price during summer fill programs.
• Feed Products (including Stress Tubs) Feed products for poultry, cattle, and livestock including molasses-based cattle stress tubs that supply nutrients during weather extremes, calving, breeding, weaning, and transport.
• Grain, Commodities and Procurement Grain merchandising, commodities procurement, and brokerage services for local agricultural producers, supported by Agfinity's AgLand of the Rockies dealer network.
• C-Store (Cenex Convenience Stores) Cenex-branded convenience stores offering fuel, convenience items, and refreshments to walk-in retail customers.
• Ace Hardware Stores Ace Hardware retail stores offering tools, outdoor equipment, grilling supplies, gardening products, and seasonal items to retail consumers.
• Animal Feed and Health Warehouse Retail warehouse stocking animal feed and animal health products for livestock owners and pet owners.
• Agfinity Fuel Rewards Card Fuel rewards card program offering discounts and rewards on fuel purchases at Agfinity and partner locations.
• Cooperative Membership (Common Member / Participating Patron) Cooperative membership available to agricultural producers ($500 Common Member one-time stock purchase) and non-agricultural participants ($250 Participating Patron), granting patronage refunds, equity retirement eligibility, and voting rights.

Quantifiable outcome

• $3.6M returned to members in net-savings
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• CenexcoreStrategic or Co-development PartnerCenex is a key brand partner for Agfinity's lubricants and refined fuels. Agfinity offers Cenex lubricant resources including engine oils, hydraulic fluids, grease, gear oil, transmission oil, and diesel exhaust fluid. The partnership includes the Total Protection Plan for maintenance cost reduction and operational efficiency.
• CenexcoreStrategic or Co-development PartnerAgfinity is a proud partner of Cenex for refined fuels, offering premium Cenex Roadmaster XL and Ruby Fieldmaster diesel products designed for higher efficiency and less downtime.
• CHS Inc.majorGTM or Marketing PartnerCHS Inc. is a platinum sponsor of the Agfinity Scholarship Program fundraiser. CHS is a Fortune 500 company and leading agribusiness.
• AgSynmajorGTM or Marketing PartnerAgSyn is a platinum sponsor of the 2025 Agfinity Scholarship Program, supporting future agriculturalists.
• Colorado State University College of Agricultural SciencesminorGTM or Marketing PartnerAgfinity is a proud sponsor of CSU Ag Day BBQ & Football Game, celebrating Colorado agriculture and CSU's College of Agricultural Sciences.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Helena Agri-Enterprises: U.S. distributor of crop inputs and specialty agronomy products; competitor in Agfinity's crop nutrition and crop protection space with comparable distribution through local retail/dealer networks.
• Heartland Co-op: Iowa-based farmer co-op providing agronomy, grain, and feed services to agricultural producers; directly comparable regional co-op serving farmers with the same input categories Agfinity covers.
• MFA Incorporated: Midwestern regional agricultural cooperative offering agronomy, energy, feed, and grain retail; matches Agfinity's member-owned co-op model and product/service portfolio across rural producers.
• GROWMARK: Regional farm-supply cooperative system providing agronomy, energy, feed, and grain services to North American producers; the closest business-model analog to Agfinity's diversified four-division co-op structure.

Broad incumbents

• Nutrien Ag Solutions: Retail arm of Nutrien, the world's largest crop input provider, competing directly with Agfinity's agronomy division in seed, crop nutrition, and crop protection products at national scale.
• CHS Inc. Largest U.S. agricultural cooperative and a platinum sponsor of Agfinity's scholarship program; operates agronomy, energy, grain, and retail across the U.S. while Agfinity runs the same four-division model regionally in Northern Colorado.
• Land O'Lakes: Major member-owned agricultural cooperative combining crop inputs, feed, and dairy services; comparable to Agfinity as a co-op serving producers with agronomy, feed, and energy-adjacent offerings.

Others

• Cenex: Brand and supplier of refined fuels, lubricants, and propane that Agfinity distributes under its Cenex partnership; not a direct competitor but a key upstream ecosystem partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzDvxNiZbKyKfR8--Z4Z4ZQ
• Xx.com/Agfinity
• Facebookfacebook.com/agfinityinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agfinity