Priefert

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.

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

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

• Ranch equipment
• Rodeo equipment
• Livestock handling
• Horse stalls
• Arena panels

Headquarters

HQ city

Mount Pleasant

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

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

• Priefert AustraliamajorChannel Partner/ Reseller/ Distributor · 1 January 2007Priefert'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)coreStrategic or Co-development Partner · 1 January 2005Priefert 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)coreStrategic or Co-development Partner · 1 January 2005Within 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)minorGTM or Marketing PartnerIn 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

Direct 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

• YouTubeyoutube.com/user/priefertmfg
• Facebookfacebook.com/priefertmfg
• Instagraminstagram.com/priefert
• Xx.com/priefert_mfg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Priefert