Grassland Agro

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.

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

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

• Crop nutrition products
• Animal nutrition supplements
• Agricultural fertilizers
• Biostimulant solutions
• Soil conditioners

Headquarters

HQ city

Ballymount

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core 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

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Groupe RoulliercoreOthersGrassland 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

Direct 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

• Xx.com/Grasslandagro
• YouTubeyoutube.com/@GrasslandAgro.
• Facebookfacebook.com/Grasslandagro
• LinkedInlinkedin.com/company/grassland-fertilizers
• Instagraminstagram.com/grasslandagro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Grassland Agro