Grassland Agro
Grassland Agro is an Ireland-based subsidiary of Groupe Roullier that sells proprietary soil, plant, and animal nutrition products — fertilizers, biostimulants, soil conditioners, mineral blocks, and dairy hygiene solutions — to dairy, beef, and tillage farmers via a direct field-sales network.
- Company typePrivate
- Founded1959
- HeadquartersBallymount, Ireland
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Grassland Agro does
Grassland Agro is an Ireland-based agricultural-inputs company specializing in soil, plant, and animal nutrition, operating as a wholly-owned subsidiary of French conglomerate Groupe Roullier. The company sells a proprietary portfolio spanning fertilizers (TOP PHOS P23), biostimulants (FERTIACTYL STARTER, Seactiv seaweed-based biostimulant), soil conditioners, animal-nutrition products (CETEIA IMMU COPPER mineral blocks, ACTIGLENE 360 slurry enhancer), and dairy hygiene solutions (ACTISAN 360) to dairy, beef, and tillage farmers across the island of Ireland.
The company operates four production sites, employs roughly 160 people, and runs a sales-led go-to-market built around 46 On Farm Advisors who deliver field-based agronomic consulting and personalized recommendations. Products reach end customers via direct sales rather than third-party distribution. Underlying technical differentiation stems from Groupe Roullier-affiliated R&D collaborations with researchers and agricultural partners, yielding formulations such as Seactiv (seaweed-derived biostimulant) and ACTIGLENE 360 (slurry-gas-reduction chemistry). The company complements direct sales with content channels including a corporate website, blog, social media, and "The Sod Pod" podcast, and has rolled out a free soil-sustainability programme to deepen farmer engagement.
Grassland Agro is privately held, generates undisclosed revenue, and is certified as a Great Place To Work in Ireland. It holds no disclosed external funding and operates as a single-country entity within Groupe Roullier's 39-subsidiary network. The firm has been operating for more than 65 years, although there is minor internal inconsistency in the source data between 1959 founding and a 2013 firmographic date.
Grassland Agro firmographics
Firmographics- Name
- Grassland Agro
- Legal name
- Grassland Agro
- Website
- https://grasslandagro.ie
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Grassland Agro is an Ireland-based subsidiary of Groupe Roullier that sells proprietary soil, plant, and animal nutrition products — fertilizers, biostimulants, soil conditioners, mineral blocks, and dairy hygiene solutions — to dairy, beef, and tillage farmers via a direct field-sales network.
- Ownership category
- akta.pro rank
Grassland Agro industry classification
Industry- Product category
- Agricultural Crop and Animal Nutrition Inputs
- NAICS
- Farm Supplies Merchant Wholesalers (42491), Nitrogenous Fertilizer Manufacturing (325311), Support Activities for Animal Production (11521)
- SIC
- Agricultural Services (700), Agricultural Chemicals (2870)
- akta.pro primary industry
- Agronomy Advisory & Field Services (Retailer-Affiliated) (AFABAJAH)
- akta.pro secondary industries
- Nutrient Stewardship & Soil Fertility Management (4R Nutrients, Compost, Biofertilizers) (AFAGAMAE), Organic & Regenerative Fertility Inputs (Manures, Plant/Animal Meals, Fish/Seaweed) (AFABAKAE), Livestock & Pasture Supply Retail (Feed Supplements, Animal Health Inputs) (AFABAJAJ)
Keywords
Where Grassland Agro is headquartered
LocationHeadquarters
- HQ city
- Ballymount
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Grassland Agro business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Plant Nutrition Products: Sale of fertilizers, soil conditioners, and biostimulants for agricultural use. Products include TOP PHOS P23 phosphorus fertiliser, Seactiv seaweed-based biostimulant, and FERTIACTYL STARTER.
- Animal Nutrition Products: Sale of animal production solutions including slurry treatment products (ACTIGLENE 360), standard nutrients (CETEIA IMMU COPPER mineral blocks), and dairy hygiene products (ACTISAN 360).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Agricultural product sales - pricing not publicly listed |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Grassland Agro product offering
Product offeringCore offering
Grassland Agro manufactures and distributes plant and animal nutrition products for Irish agriculture, spanning fertilizers (TOP PHOS P23), biostimulants (Seactiv, FERTIACTYL STARTER), soil conditioners, slurry treatment additives (ACTIGLENE 360), standard nutrient mineral blocks (CETEIA IMMU COPPER), and dairy hygiene products (ACTISAN 360). These are sold directly to farmers through a network of Technical Sales Advisors who provide personalised on-farm agronomic consulting across Ireland.
Product overview
Grassland Agro offers a diversified portfolio of agronomic solutions organized into two main categories: Plant Nutrition and Animal Production. Plant Nutrition includes fertilizers (TOP PHOS P23), soil conditioners, and biostimulants (FERTIACTYL STARTER, Seactiv). Animal Production encompasses slurry treatment products (ACTIGLENE 360), standard nutrients including mineral blocks (CETEIA IMMU COPPER), and dairy hygiene solutions (ACTISAN 360). The products work together to support soil health, crop performance, animal welfare, and farm productivity through integrated nutrition and management solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- TOP PHOS P23 New generation phosphorus fertiliser designed to improve phosphorus availability and uptake in plants, sold to Irish farmers to enhance crop nutrition.
- FERTIACTYL STARTER Liquid root biostimulant designed to enhance nutrient efficiency and support early plant development, sold to Irish farmers as a plant nutrition input.
- Seactiv Seaweed-based biostimulant that extracts essential nutrients from seaweed to stimulate growth, boost disease resistance, and improve overall plant quality, offered to Irish farmers as a sustainable plant nutrition solution.
- ACTIGLENE 360 Revolutionary slurry enhancer that greatly reduces harmful gases from slurry, sold to Irish livestock farmers for slurry treatment and emissions reduction.
- ACTISAN 360 Dairy hygiene product for maintaining clean and healthy dairy farm environments, sold to Irish dairy farmers.
- CETEIA IMMU COPPER High copper mineral block designed to strengthen livestock defences, immunity, and locomotor risk management, supplied to Irish beef and dairy farmers as a standard nutrient.
- Soil Conditioners (including Physiolith) Soil conditioner products designed to improve soil structure and biological health (including Physiolith for soil compaction), sold to Irish tillage and grass-based farmers as part of the plant nutrition portfolio.
Quantifiable outcome
- Greatly reduces harmful gases from slurry (ACTIGLENE 360)
- +1 more outcomes
Companies that use Grassland Agro
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Grassland Agro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grassland Agro partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Groupe RoulliercoreGrassland Agro is a subsidiary of Groupe Roullier, a company that has been providing sustainable, high-performance animal production solutions since 1985. The partnership provides access to Groupe Roullier's global expertise, R&D capabilities, and innovation in animal nutrition developed through collaborations with researchers and agricultural partners worldwide.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Grassland Agro competitors and assessment
Company assessmentDirect peers
- TIMAC AGRO: Sister subsidiary of Groupe Roullier operating a similar plant and animal nutrition portfolio globally. Directly comparable in product categories (biostimulants, fertilizers, soil conditioners) and Roullier-aligned R&D pipeline, providing a benchmark for Grassland Agro's market positioning and technology stack.
- Origin Enterprises: Irish-headquartered agronomy services and crop inputs provider serving Irish and UK farmers. Directly comparable target market, geographic base, and agronomic advisory GTM, with overlapping fertilizer and specialty nutrition offerings.
Broad incumbents
- Yara International: Global nitrogen fertilizer and crop nutrition leader. Comparable in fertilizer manufacturing and plant nutrition, but operates at vastly larger scale with a broader portfolio rather than Grassland Agro's localized agronomy advisory model.
- ICL Group: Specialty fertilizers and plant nutrition multinational. Comparable in specialty fertilizer and biostimulant product categories, but serves global markets rather than the focused Irish farmer segment Grassland Agro targets.
- K+S AG: Potash and salt miner with diversified fertilizer offerings. Comparable in crop nutrient manufacturing, but operates at commodity-scale rather than Grassland Agro's localized, agronomy-led advisory business.
- Alltech: Global animal nutrition and crop science company. Comparable in animal nutrition, mineral supplementation, and on-farm advisory services, though with a much broader global footprint and yeast-based technology base.
- Phibro Animal Health: Animal health and nutrition manufacturer serving livestock producers. Comparable in livestock mineral and health products, but operates at much larger scale with a global distribution network rather than a focused Irish presence.
Regional players
- ICEBERG AGRO: Regional plant nutrition and biostimulant provider active in Eastern Europe and CIS. Comparable in specialty plant nutrition and biostimulant categories, but operates in a different geographic footprint than Grassland Agro's Irish focus.
Emerging players
- Plant Impact: UK-based crop enhancement and biostimulant specialist. Comparable in biostimulant technology targeting specialty crop performance, but operates at smaller scale and is more narrowly focused on plant science than Grassland Agro's broader portfolio.
Others
- Agrimetrics: UK-based agronomy data and analytics platform. Adjacent rather than directly competitive; represents a complementary technology ecosystem that could either compete with or augment Grassland Agro's field-advisory agronomic model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Grassland Agro social profiles
Digital presenceGrassland Agro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grassland Agro leadership team
Management profileNumber of profiles
Profiles2 records
Grassland Agro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grassland Agro 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 Grassland Agro
What does Grassland Agro do?
Grassland Agro manufactures and distributes plant and animal nutrition products for Irish agriculture, spanning fertilizers (TOP PHOS P23), biostimulants (Seactiv, FERTIACTYL STARTER), soil conditioners, slurry treatment additives (ACTIGLENE 360), standard nutrient mineral blocks (CETEIA IMMU COPPER), and dairy hygiene products (ACTISAN 360). These are sold directly to farmers through a network of Technical Sales Advisors who provide personalised on-farm agronomic consulting across Ireland.
Is Grassland Agro a public or private company?
Grassland Agro is a private company. It is classified as corporate owned and is currently operating.
When was Grassland Agro founded?
Grassland Agro was founded in 1959. It employs 101 to 250 people.
Where is Grassland Agro based?
Grassland Agro is headquartered in Ballymount, Ireland, in the Europe region.
How does Grassland Agro make money?
Two revenue lines are on record. Plant Nutrition Products are the primary driver. The others are animal Nutrition Products.
Who are Grassland Agro's main competitors?
Direct peers on record are TIMAC AGRO and Origin Enterprises. Broad incumbents are Yara International, ICL Group, K+S AG, Alltech and Phibro Animal Health. ICEBERG AGRO is listed as a regional player. Plant Impact is listed as an emerging player. Agrimetrics is listed as an others.
Does Grassland Agro have an API?
No public API is recorded for Grassland Agro.
What industry is Grassland Agro in?
Grassland Agro's product category is Agricultural Crop and Animal Nutrition Inputs. Its primary akta.pro industry code is AFABAJAH, Agronomy Advisory & Field Services (Retailer-Affiliated), with a secondary code of AFAGAMAE, Nutrient Stewardship & Soil Fertility Management (4R Nutrients, Compost, Biofertilizers). Its NAICS code is 42491 and its SIC code is 700.