Priefert
Priefert is a third-generation, family-owned manufacturer of farm, ranch, and rodeo equipment headquartered in Mount Pleasant, Texas, selling cattle handling systems, horse equipment, gates, and rodeo gear through an extensive dealer network in the US and 14+ international markets.
- Company typePrivate
- Founded1964
- HeadquartersMount Pleasant, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Priefert does
Priefert Manufacturing Company, Inc., founded in 1964 by Marvin Priefert and headquartered in Mount Pleasant, Texas, is one of the largest farm, ranch, and rodeo equipment manufacturers in the world. The company designs, fabricates, and sells a broad portfolio of livestock handling equipment, including cattle squeeze chutes (notably the Model S04), headgates (the gliding-action Model 91 with the Infinite Locking System), corral and sweep systems, Premier Panels, horse stalls and round pens, roping and bucking chutes, gates, fencing, dog kennels, poultry equipment, sheep/hog/goat equipment, and horse walkers. Manufacturing is vertically integrated through an in-house tube mill, coil slitter, and powder-coating line on a 20+ acre production campus, supporting differentiated durability (Infinite Locking System tested 250,000 cycles, lifetime guarantee) and proprietary safety features like the J-Leg panel design.
Priefert firmographics
Firmographics- Name
- Priefert
- Legal name
- Priefert Manufacturing Company, Inc.
- Website
- https://priefert.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Priefert is a third-generation, family-owned manufacturer of farm, ranch, and rodeo equipment headquartered in Mount Pleasant, Texas, selling cattle handling systems, horse equipment, gates, and rodeo gear through an extensive dealer network in the US and 14+ international markets.
- Ownership category
- akta.pro rank
Priefert industry classification
Industry- Product category
- Ranch and Rodeo Equipment
- NAICS
- Farm Supplies Merchant Wholesalers (42491)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Animal Handling & Housing Equipment (Stalls, Headlocks, Chutes, Gates) (AFAAAIAK)
Keywords
Where Priefert is headquartered
LocationHeadquarters
- HQ city
- Mount Pleasant
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Priefert business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Livestock Equipment Sales: Priefert manufactures and sells farm, ranch, and rodeo equipment through a dealer network. Products include cattle handling equipment, horse equipment, gates, panels, rodeo equipment, poultry equipment, dog kennels, and fencing. Sales are one-time product transactions with 50% deposit required at order placement through the Priefert Direct system.
- Priefert Steel Sales Division: Established in late 2012, this division supplies steel to trailer manufacturers, the oil and gas industry, and other fabricators and steel service centers. This emerged from Priefert's volume steel consumption and processing capabilities.
- Priefert Logistics: Trucking and brokerage authority established in 2005 with over 20 semi-trucks, providing shipping services for products and 24-hour roadside assistance for heavy equipment and semi-trucks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Economy Gates - Entry-level gate option |
| Unit Pricing | Pay-as-you-go | Bull Gates - Heavy-duty gate for crowding situations |
| Unit Pricing | Pay-as-you-go | Rough Stock Gates - Heavyest most durable gate |
| Other | Multi-year contract | Priefert Direct - Dealer Fulfilled Orders |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Priefert product offering
Product offeringCore offering
Priefert manufactures and sells ranch, rodeo, and livestock equipment for cattle operations, equine facilities, and rodeo/arena venues. The company produces a broad catalog of physical products including panels, gates, squeeze chutes, horse stalls, roping chutes, and arena accessories. It also operates a direct-buy program called Priefert Direct.
Product overview
Priefert is a manufacturer of physical farm, ranch, and rodeo equipment founded in 1964 by Marvin Priefert. The company offers a comprehensive portfolio of livestock handling products organized into distinct categories: Cattle Equipment (including squeeze chutes like the Model S04, headgates like the Model 91 with Infinite Locking system, sweep systems in Premier Open, Rough Stock, and Solid styles, corral systems, Premier Panels with chain connections, Rough Stock Panels for PRCA/PBR use, Tru-Test scales, loading chutes, feeders, waterers, and cattle guards), Horse Equipment (stalls, panels, round pens in Economy/Utility/Premier/DualCoat configurations, riding arenas, feeders, horse stocks, and cutter panels), Roping/Rodeo Equipment (official chutes of NFR and chosen by PBR/PRCA including roping chutes, bucking chutes, rough stock panels, arenas, arrow pens, and mutton bustin equipment), Gates and Panels (Economy, Bull, Rough Stock, Wire-Filled, and Ponderosa gates with various finishes), Dog Kennels, Poultry Equipment (Litter Saver), Fair and Expo Equipment, Sheep/Hog/Goat Equipment, Land Graders, Trip Hopper cattle feeders, and Apparel. The company also operates sub-brands including Priefert Complex Designs (consulting for fairgrounds and arenas), Priefert Steel Sales (steel distribution), Priefert Logistics (trucking), and RIGS Guarding Systems (perimeter protection). Products are distributed through an extensive dealer network across the US and internationally, with purchase facilitation through the Priefert Direct platform. Priefert maintains vertical integration with in-house tube mills and powder coating capabilities, and has been recognized for innovations including the first gliding-action headgate (1964), first contoured squeeze chute, first double pivot calf table, and first open-sided sweep system. The company is third-generation family owned and operated, headquartered in Mt. Pleasant, Texas.
Differentiator
Problem solved
Functional benefit
Brands
- Priefert Steel: Steel processing and sales division providing steel to trailer manufacturers, oil and gas industry, and fabricators.
- Priefert Complex Designs
- Horsewalkers by Priefert
- Priefert Junior Elite
- Priefert Logistics
- Priefert Direct
Products and services
- Priefert Direct Direct-buy program allowing customers to purchase Priefert ranch and rodeo equipment direct from the manufacturer, bypassing dealer markup.
- Ranch Panels and Gates Heavy-duty steel panels and gates used to build corrals, pens, and enclosures for cattle and livestock operations.
- Squeeze Chutes Hydraulic and manual squeeze chutes for restraining cattle during veterinary work, branding, and processing.
- Horse Stalls Prefabricated steel horse stalls for barns and equine facilities used by ranches, training operations, and fairgrounds.
- Roping Chutes Roping chutes designed for team roping and rodeo arenas used by competitive ropers and event venues.
- Arena Equipment and Accessories Arena panels, sweep systems, and accessories used to configure rodeo arenas and competition venues.
Quantifiable outcome
- Infinite Locking system tested 250,000 times with no measurable wear - equivalent to working 325 head of cattle three times per year for 250 years
Companies that use Priefert
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
Priefert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Priefert partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major, core and minor.
- Priefert AustraliamajorPriefert's largest international dealer established in 2007. Shipped over 475 stalls to Tamworth, Australia to outfit the country's premier equine and livestock events.
- PBR (Professional Bull Riders)corePriefert named Official Equipment Provider of the Professional Bull Riders in 2005. New bucking chutes debuted at the 2005 PBR World Finals in Las Vegas. Priefert works with professional bull riders to develop rodeo equipment.
- PRCA (Professional Rodeo Cowboys Association)coreWithin a year of PBR partnership, Priefert was named Official Equipment Company of the PRCA. Began providing arena and holding pens for the National Finals Rodeo in 2006.
- Backwoods Bloodline (Hunting Show)minorIn 2011, Eddie Priefert appeared on hunting show Backwoods Bloodline, which led to development of wildlife handling equipment including a working system for deer and a wildlife feeder.
Scale indicators5 records
Recent moves12 records
Expansion highlights6 records
Priefert competitors and assessment
Company assessmentDirect peers
- Behlen Country: Behlen Country is a manufacturer of livestock handling equipment, horse stalls, gates, panels, and ranch products. It is the most direct competitor to Priefert in the US cattle and equine equipment market, serving ranch and rodeo customers with overlapping product categories.
- Tarter USA: Tarter USA manufactures farm, ranch, and livestock equipment including gates, panels, chutes, and feeders. It directly overlaps with Priefert's core product lines in cattle handling, equine, and farm/ranch equipment for the same dealer channel.
- Pearson Livestock Equipment: Pearson is a manufacturer of livestock handling equipment including chutes, alleys, and tubs. It competes directly with Priefert in the cattle handling segment, with comparable products serving commercial cattle operations.
- Hi-Hog Farm & Ranch Equipment: Hi-Hog manufactures cattle handling systems, horse stalls, and rodeo equipment from Canada. It is a direct competitor with overlapping product lines in squeeze chutes, panels, and equine equipment, serving similar ranch and rodeo customers.
- Powder River: Powder River is a long-standing US manufacturer of livestock handling equipment, panels, gates, and rodeo products. It competes with Priefert across cattle handling and rodeo product lines and serves the same rancher and rodeo customer base.
- Sioux Steel Company: Sioux Steel manufactures livestock equipment, rodeo arena products, and farm buildings. It competes with Priefert in panels, gates, and rodeo arena equipment, particularly serving the rodeo and fair/expo end market.
- Wieser Concrete & Livestock Equipment: Wieser manufactures livestock equipment including panels, gates, and handling systems. It is a direct peer in the cattle handling and small livestock equipment categories, serving a similar dealer and ranch customer base.
Emerging players
- Arrowquip: Arrowquip is a cattle handling equipment manufacturer focused on squeeze chutes and corral systems. It overlaps with Priefert's cattle handling line and is gaining share with a modern, design-forward approach to ranch equipment.
- WW Livestock Systems: WW Livestock Systems manufactures livestock handling equipment including chutes and corrals. It directly competes with Priefert in the cattle handling equipment segment, particularly serving commercial feedlot and ranch operations.
Broad incumbents
- John Deere: John Deere is the dominant US farm equipment manufacturer with broad product lines spanning tractors, hay tools, and livestock-related solutions. While not a direct squeeze chute competitor, it is a broad incumbent in the ranch and farm equipment space with overlapping dealer relationships.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Priefert social profiles
Digital presencePriefert financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priefert leadership team
Management profileNumber of profiles
Profiles1 record
Priefert subsidiaries and ownership
Company hierarchySubsidiaries6 records
Priefert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priefert M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Priefert
What does Priefert do?
Priefert manufactures and sells ranch, rodeo, and livestock equipment for cattle operations, equine facilities, and rodeo/arena venues. The company produces a broad catalog of physical products including panels, gates, squeeze chutes, horse stalls, roping chutes, and arena accessories. It also operates a direct-buy program called Priefert Direct.
Is Priefert a public or private company?
Priefert is a private company. It is classified as family owned and is currently operating.
When was Priefert founded?
Priefert was founded in 1964. It employs 501 to 1,000 people.
Where is Priefert based?
Priefert is headquartered in Mount Pleasant, United States, in the North America region.
How does Priefert make money?
Three revenue lines are on record. Livestock Equipment Sales are the primary driver. The others are priefert Steel Sales Division and priefert Logistics.
Who are Priefert's main competitors?
Direct peers on record are Behlen Country, Tarter USA, Pearson Livestock Equipment, Hi-Hog Farm & Ranch Equipment, Powder River, Sioux Steel Company and Wieser Concrete & Livestock Equipment. Emerging players are Arrowquip and WW Livestock Systems. John Deere is listed as a broad incumbent.
Does Priefert have an API?
No public API is recorded for Priefert.
What industry is Priefert in?
Priefert's product category is Ranch and Rodeo Equipment. Its primary akta.pro industry code is AFAAAIAK, Animal Handling & Housing Equipment (Stalls, Headlocks, Chutes, Gates). Its NAICS code is 42491 and its SIC code is 3523.