Furst-McNess Co.

What Furst-McNess Co. does

Furst-McNess Company is a privately held, family-operated animal nutrition and feed additive supplier founded around 1908-1920 and headquartered in Rockford, Illinois. The company develops, manufactures, and sells proprietary nutritional products for livestock through two operational divisions — Furst Animal Health (animal health products) and McNess Nutrition (nutrition services and products) — organized primarily by species vertical (Beef, Dairy, Poultry, Swine) plus adjacent categories (Feed Preservation, Commodities, Disinfecting Options). The portfolio includes patented technologies such as Equalize™ (a direct-fed microbial combining yeast cell walls, enzymes, metabolites, and aluminosilicate clays, backed by 15 years of research), Furst Force™ (calf paste and drenches for newborn and received cattle featuring organic acids, vegetable fat, yeast-based fermentation extracts, probiotics, and botanical extracts), Heat Force™ (heat stress formulations with proprietary live cell yeast and organic zinc), and Bova Cubes™ / Bova Calf Cubes™ (dry distillers grains cubes produced via a patented process that resists crumbling and wind losses). The company also runs a production facility in Ord, Nebraska for cube-based commodities and integrates third-party technologies such as Zinpro Availa®4 trace minerals and Bio-Mos® into its Force™ Premier, Bova-Breeder Premier, First Boost, and Heat Force product families. Resilience Program is offered as a diagnostic service approach to cattle resilience and on-farm stress management.

Furst-McNess operates as a B2B direct-sales business across all 50 U.S. states (evidenced by state-specific tax exemption forms maintained for customers nationwide) and a dedicated Canadian market presence (mcness.ca). Go-to-market is an enterprise field sales motion with sales representatives engaging directly with dairy, beef (cow/calf and feedlot), poultry, and swine producers, supported by species-segmented customer contacts ([email protected], [email protected]) and industry association leadership (the President and CEO serves as board chair of the American Feed Industry Association). Pricing is not publicly disclosed; customers contact sales representatives for quotes, and the transaction model is one-time purchase of physical nutritional and feed additive products, plus commodity feed ingredients.

Revenue mechanics are grounded in repeat purchases of branded nutritional supplements, premixes, and minerals sold directly to livestock operations, supplemented by commodity feed ingredient sales (distillers grains cubes from Nebraska). The cost structure includes manufacturing/production (Ord, Nebraska cube facility), field sales coverage across a wide geographic footprint, and ongoing product R&D around patented technologies and third-party ingredient integration. The company has no public listing, no disclosed institutional investors, and no parent organization, operating as a standalone private corporation since its founding.

Name

Furst-McNess Co.

Website

https://mcness.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

101–250 employees

Short description

Furst-McNess is a privately held, family-operated U.S. animal nutrition and feed additive supplier serving dairy, beef, poultry, and swine producers across North America through direct B2B field sales. Its portfolio spans patented supplements (Equalize™, Furst Force™), trace mineral premixes, heat stress products, and cube-form distillers grains produced in Nebraska.

Ownership category

akta.pro rank

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed and Nutritional Products: Direct B2B sales of feed additives, supplements, premixes, mineral packages, and health products to livestock producers. Products include branded lines such as Equalize™, Force™ Premier, Furst Force™, Bova™, Ruffage-Mate™, and others for beef, dairy, poultry, and swine.
2. Commodities: Sale of commodity feed ingredients including distillers grains cubes and calf cubes sourced from production facilities in Nebraska.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Furst-McNess Company manufactures and sells animal nutrition products directly to commercial livestock producers in the United States and Canada. Its portfolio spans feed additives, supplements, premixes, mineral packages, milk replacers, calf starters, distillers grain cubes, and direct-fed microbials for dairy, beef, poultry, and swine operations. The company combines proprietary patented technologies (such as Equalize™ and Bova Cubes™) with proven third-party ingredients (such as Zinpro Availa®4 and Bio-Mos®) and supports customers through a relationship-based direct sales model out of its Rockford, Illinois headquarters.

Product overview

Furst-McNess Company is an animal nutrition and feed additive provider offering over 100 years of experience in the industry. The company delivers nutrition technologies and health products side by side, organized primarily by animal species: Beef (including Prime Force, Furst Force, Equalize, Force Premier, Bova-Min, Bova Beef, Ruffage-Mate, Bova Cubes), Dairy (including Equalize Dairy, Harmonize, Synergize, Profresh Plus, Furst Force Calf Paste, Furst Step Milk Replacers, Total Calf Starters, Dry Cow Minerals, Dairy Premixes, Dairy Blends), as well as Poultry and Swine products. Key product lines include the Furst Force™ family (nutritional supplements for stress and calf support), Equalize™ (rumen function technology), Heat Force™ (heat stress products), and various mineral products (Bova, Force Premier). The company also offers the Resilience Program as a diagnostic approach to cattle health. The portfolio features patented technologies and is complemented by feed preservation products and commodities.

Differentiator

Problem solved

Functional benefit

Brands

• Furst Animal Health: Animal health products division
• McNess Nutrition
• Furst Force
• Equalize
• Harmonize
• Synergize
• Bova-Min
• Bova Beef
• Force Premier
• Ruffage-Mate
• Bova Cubes
• Prime Force

Products and services

• Equalize™ Dairy A direct-fed microbial product designed for all phases of dairy production, containing yeast cell walls, enzymes, yeast metabolites, and polar hydrated aluminosilicate clays to improve rumen function and maintain animal performance. Intended for commercial dairy operations.
• Equalize™ Beef A broad-spectrum nutritional product supporting health and performance in beef cattle when fed inconsistent or poor feed quality, containing patented technology for maintaining livestock performance.
• Furst Force™ Calf Paste A unique single-dose oral paste for newborn calves utilizing a complex blend of nutritional technologies including organic acids, vegetable fat, yeast-based fermentation extract, probiotic bacteria, and botanical extracts to support calf health and immunity.
• Furst Force™ Calf An oral drench designed to support newborn calves during stressful situations, providing gastrointestinal support and benefits including reduced death loss, decreased scours, stimulated suckling, and improved calf viability.
• Furst Force™ Receiver A unique oral drench utilizing nutritional technologies to support optimum health and performance in older calves and feedlot animals upon receipt, providing a 6-in-1 nutritional supplement.
• Heat Force™ Pak-Dairy A highly effective combination of key micro-nutrients specifically formulated to support dairy cattle productivity and health during periods of heat stress, featuring proprietary live cell yeast and organic zinc.
• Heat Force™ Add-Pak ZN A unique product designed to be fed in addition to a standard vitamin and mineral package during periods of heat stress, utilizing highly available zinc through Zinpro Availa® Zn and Gold Pro™ highly-digestible protein.
• First Boost Premier-Availa® 4 A unique mineral package formulated to help combat stress and promote a fast start when fed to weaned calves, stressed cattle, or newly-received cattle, containing Zinpro Availa® 4 Performance Minerals.
• Furst Step™ Milk Replacers Milk replacers made from high-quality, all-milk proteins and edible-grade fat ingredients, formulated to meet complete nutritional needs of nursing calves, mildly-acidified for stability and digestibility.
• Total Calf™ Starters Flexible range of highly-digestible proteins and carbohydrate sources designed to get calves off to the best possible start, available in 18%, 20%, 22%, and 24% protein levels.
• Profresh Plus A feed preservation product providing both quick knockdown and timed-released control of molds and yeasts in livestock feeds, total mixed rations, and silages, buffered in powdered dry form.
• Harmonize™ A highly concentrated source of ingredients that symbiotically support rumen function, downstream gut integrity, and overall health of cattle and calves during periods of stress, diet changes, and digestive upset.
• Synergize™ A comprehensive combination of ingredients reinforcing total tract health and performance of dairy cattle and calves when diets are changing or challenged by multiple environmental factors.
• Prime Force™ An all-natural product that enhances nutrient digestion and absorption with no withdrawal period, proven by university research.
• Force™ Premier Pasture Products Vitamin and mineral products designed for pasture cattle health and productivity, featuring Zinpro Availa®4, including Force Premier, Force Premier-MG, Force Premier-YC, Fescue Force Premier-YC, and Fescue Fly Force Premier-YC variants.
• Bova-Min Minerals Free choice minerals featuring high levels of available trace minerals to overcome deficiencies in pasture and range forages, with variable phosphorus levels including Bova-Min 6, 9, 12, 2-T, and 6-Fly variants.
• Bova Beef Supplemental minerals and vitamins essential for beef cattle health and productivity, formulated with palatability enhancers for free choice feeding, including Bova Beef 6, Bova Beef Mag, and Bova Beef 6 Altosid.
• Ruffage-Mate™ Blended proteins designed to be fed directly from the bag to cattle on pasture, providing optimum rumen nitrogen profile for cattle consuming low-quality forages.
• Bova Cubes™ 100% dry distillers grains with solubles in cube form created through a patented process that won't crumble, suitable for cows, stockers, or calves.
• Bova Calf Cubes™ 100% dry distillers grains with solubles in 7/16" mini cubes for calves, sheep, goats, and deer, created through a patented process that won't crumble.
• Force™ Premier Feedlot Products Vitamins, minerals, and protein products for feedlot cattle health and productivity, featuring Zinpro Availa®4, including Sudden Force Premier, Sudden Force Premier 15% Pellets-D, Ultimate Force Premier Fortifier-R, and All Natural Force Premier Fortifier.
• Resilience Program A diagnostic service program focused on increased cattle resilience, health, and productivity, addressing the ability of an animal to better resist inevitable on-farm change and stress.
• Bova Mag Minerals Free choice minerals providing high levels of available magnesium to cattle at risk for grass tetany, including Bova-Mag 5 and Bova Mag Breeder 5.
• Bova-Breeder Premier Products with similar nutrient profile to Bova-Min and Breeder lines, providing full rate of Zinpro's Availa® 4 and double Vitamin E level at recommended feeding rate.
• Fly Control Products Multiple options for fly control in cattle operations, including product comparison and fly identification materials.

Quantifiable outcome

• Reduced death loss in calves using Furst Force™ Calf
• +5 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and moderate.

• Zinpro CorporationcoreTechnology or IntegrationFurst-McNess incorporates Zinpro's Availa®4 (zinc, manganese, copper, cobalt complexes) and Availa® Zn in multiple product lines including Force™ Premier, Bova products, First Boost, and Heat Force Add Pak-ZN. The organic trace minerals are highlighted as improving gains, hoof integrity, immune response, and decreasing morbidity medicine costs.
• Zinpro Performance MineralscoreTechnology or IntegrationFeatured as primary source of organic trace minerals across Force™ Premier cow/calf and feedlot product lines, Bova-Breeder Premier products, and multiple other formulations. Marketed as highly available organic trace minerals.
• Bio-Mos® (Alltech)moderateTechnology or IntegrationBio-Mos® mannan oligosaccharide product included in certain Bova-Breeder Premier formulations to support gut health and integrity.
• Gold Pro™moderateTechnology or IntegrationHighly-digestible protein ingredient from Gold Pro™ included in Heat Force Add Pak-ZN, providing unique amino acid composition and high energy content.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Diamond V: Specialty animal nutrition company focused on fermentation-based feed technologies, gut health, and immune function for dairy, beef, poultry, and swine - directly overlapping with Furst-McNess's Equalize and Resilience program positioning.
• Manna Pro Products: Specialty animal nutrition company offering supplements, milk replacers, starters, and feed additives across livestock segments. Comparable in scale and species focus, with directly competing product formats (calf pastes, drenches, minerals).
• Zinpro Corporation: Performance trace mineral supplier whose Availa®4 and Availa Zn products are integrated throughout Furst-McNess's portfolio. Both companies serve beef and dairy producers with nutritional technologies targeting animal health and productivity.
• Novus International: Animal nutrition and health company supplying methionine, trace minerals, and feed additives to the livestock industry. Competes head-to-head in the same species (dairy, beef, poultry, swine) with overlapping functional benefits.
• Ridley Block Operations: Manufacturer of feed blocks, loose minerals, and supplements for beef cattle, dairy, and other livestock. Highly comparable mid-size specialty nutrition company with direct overlap on Bova-Min and Force Premier product positioning.

Broad incumbents

• Phibro Animal Health: Public animal health and nutrition company serving livestock producers with nutritional specialties, vaccines, and health products. Larger, more diversified counterpart with overlapping beef/dairy nutritional focus.
• Purina Animal Nutrition (Land O'Lakes): Major livestock feed manufacturer owned by Land O'Lakes offering complete feeds, premixes, milk replacers, and supplements across all livestock species. Larger, more diversified incumbent with overlapping dairy and beef product lines.
• Kemin Industries: Ingredient manufacturer providing feed additives, gut-health solutions, and nutritional technologies across livestock species. Comparable product depth to Furst-McNess but with substantially greater scale and global reach.
• Alltech: Global animal nutrition company whose Bio-Mos® is incorporated into Furst-McNess products. Alltech offers a much broader portfolio (yeast, enzymes, premixes) across all livestock species, competing both as supplier and as alternative direct-nutrition brand.

Emerging players

• Vets Plus Inc. Animal health and nutrition manufacturer producing nutritional supplements, probiotics, and direct-fed microbials for livestock. Comparable in scale and product overlap, particularly with Furst-McNess's Equalize and Furst Force direct-fed microbial offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FurstMcNessCompany
• LinkedInlinkedin.com/company/furst-mcness-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Furst-McNess Co.