What Rovibec Agrisolutions does

Rovibec Agrisolutions is a privately held, family-owned Canadian manufacturer of automated dairy cattle feeding and bedding equipment, founded in 1976 by Victor Rousseau and headquartered in Nicolet, Quebec. The company designs and builds a vertically integrated product portfolio centered on Total Mixed Ration (TMR) vertical mixers (Victor Signature line, 150–2000 cubic feet), autonomous feed-pushing robots (RANGER, RANGER Nitro, Commercial RANGER), the AGRIRATION 4.0 connected control panel, feeding carts (SUPERMIX, Strawmaster, ROVICAR), conveyors, and — more recently — automated bedding management systems (GreenBot robot and GreenBox HD reserve). Technical differentiation rests on proprietary navigation methods (magnetic-strip guidance for RANGER, coded-key positioning for GreenBot), Wi-Fi–enabled remote monitoring via the EasyAccess smartphone application, and CSA/UL/CE-certified connected hardware.

The company's commercial model combines one-time hardware sales through a global network of more than 80 authorized dealers across Canada, the United States, Europe, and Japan with a direct WooCommerce e-commerce storefront for parts, accessories, and maintenance kits (priced $285–$495 CAD per kit, cow brushes at $2,980 CAD, tungsten knives at $855 CAD). Main equipment pricing is not publicly disclosed and is negotiated through the dealer channel. The customer base is fragmented across mid-market dairy farms, with the RANGER feed pusher alone installed on more than 1,500 farms worldwide; the company employs 51–100 people and reports no institutional investment, acquisitions, or public listing. Revenue is generated through capital equipment sales plus a growing aftermarket parts stream, with no disclosed subscription or recurring software revenue model.

Name

Rovibec Agrisolutions

Legal name

Rovibec Inc

Website

https://rovibecagrisolutions.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Rovibec Agrisolutions is a privately held, family-owned Canadian manufacturer founded in 1976 that designs and sells automated dairy cattle feeding and bedding equipment — including TMR mixers, RANGER feed-pushing robots, AGRIRATION 4.0 control panels, and GreenBot bedding robots — through 80+ dealers and a direct e-commerce shop serving mid-market dairy farms worldwide.

Ownership category

akta.pro rank

Product category

Agricultural Equipment for Dairy Operations

NAICS

Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Feeding & Nutrition Systems (TMR Mixers, Feeders, Bunk Management) (AFAAAIAE)

akta.pro secondary industry

Livestock & Dairy Equipment (IMAHACAG)

Keywords

• Dairy feeding equipment
• TMR mixers
• Automated feed pushers
• Livestock bedding robots
• Farm automation systems

Headquarters

HQ city

Nicolet

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Rovibec designs and manufactures automated livestock feeding equipment including TMR mixers, feed pushing robots, feeding carts, control panels, conveyors, and bedding management systems. Equipment is sold through a dealer/distributor network and directly via the company website. Revenue is generated through one-time hardware purchases with various configurations and sizes available (e.g., mixer capacities from 150 to 2000 cubic feet).
2. Parts and Accessories: The company operates an e-commerce shop selling replacement parts and accessories including maintenance kits for RANGER feed pushers (V2, V3, Commercial models at $285-$495), cow brushes ($2,980), and tungsten knife sets ($855). Revenue from parts is generated through individual transaction-based purchases via the online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Rovibec Agrisolutions designs and manufactures automated livestock feeding and bedding equipment for dairy farms. Its core offerings include TMR (Total Mixed Ration) vertical mixers, autonomous feed-pushing robots (RANGER family), connected control panels (AGRIRATION 4.0), feeding carts, conveyors, and bedding management robots (GreenBot and GreenBox). Products are sold globally through an authorized dealer network of more than 80 locations, supplemented by a direct-to-consumer e-commerce shop for accessories and replacement parts.

Product overview

Rovibec Agrisolutions offers a comprehensive portfolio of agricultural automation and feeding solutions organized around several core product lines: Victor Signature TMR (Total Mixed Ration) Mixers in various sizes (M50 through M200) for feed preparation; autonomous feeding robots including the ROVER and RANGER series (RANGER, RANGER Nitro, COMMERCIAL RANGER) for automated feed delivery and pushing; the AGRIRATION 4.0 advanced control panel with Wi-Fi connectivity and touch screen interface; GreenBot and GreenBox smart bedding management systems; feeding carts and conveyors (ROVICAR, Strawmaster, SUPERMIX, Chain Conveyor, Belt Conveyor, Big Bale Conveyor, Super Conveyor Bunker); and vertical mixers (MV6S, MV6M, M40S). These products integrate with the proprietary EasyAccess smartphone application for remote monitoring and control.

Differentiator

Problem solved

Functional benefit

Brands

• AGRIRATION: Smart control panel system for agricultural operations, featuring WiFi connectivity and remote monitoring capabilities.
• RANGER
• GreenBot
• GreenBox
• Victor Signature
• SUPERMIX
• Strawmaster

Products and services

• Victor Signature TMR Mixers Vertical Total Mixed Ration (TMR) mixer range from 150 to 1500 cubic feet (4.2 to 42.47 m3), available in multiple size configurations (M50 440-500 ft3, M75 625-750 ft3, M90 775-900 ft3, M62, M110, M135, M150, M120, M200). Features 44W Canadian steel construction, optional stainless steel tub lining, 4-point weighing system with DIGI-STAR or DYNAMICA scales, and configurations from single to quadruple augers. Designed for dairy farms preparing and distributing mixed rations.
• RANGER Feed Pusher Robot Self-guided autonomous feed pusher robot using a ground-inserted magnetic strip for navigation. Available in standard RANGER, RANGER Nitro (high-speed variant), and COMMERCIAL RANGER (industrial-grade for large herds). Features automatic adaptive pushing distance based on feed quantity remaining at the curb, Wi-Fi connectivity with email notifications, smartphone application for remote control, 24 VDC battery power with automatic charging, and 400 lbs pushing force. Deployed in over 1,500 farms globally. Designed for dairy operations requiring automated feed pushing.
• AGRIRATION 4.0 Control Panel Agriculture 4.0 control panel with Wi-Fi connectivity enabling remote real-time monitoring, 15-inch TFT touchscreen interface, recipe and inventory management for up to 24 recipes, 32 ingredients, 20 animal groups, and 40 actions per sequence. Supports up to 5 cameras, emergency contact management, and remote data sharing with nutritionists or technicians. Certified CSA, UL, and CE. Designed for dairy operations to centralize control of feeding and farm equipment.
• ROVER Autonomous Feeding Robot Autonomous feeding robot designed for automated feed delivery in agricultural dairy settings, complementing the RANGER feed pusher line with full feed delivery automation.
• GreenBot Bedding Robot Autonomous bedding distribution robot using coded key positioning, battery-powered with deep-discharge AGM batteries, stainless steel construction with nylon tub coating, I-beam rail system, variable speed conveyor up to 1 m/s, and web-based interface for route programming. Designed for automated bedding management in dairy livestock facilities.
• GreenBox HD Reserve Heavy-duty bedding storage system with moving floor slats, 4 untangling heads for uniform discharge, hydraulic drive system, capacity ranging from 650 to 1950 cubic feet (18.4 to 55.2 m3), stainless steel output chain conveyor, and compatibility with the GreenBot robot. Designed for intensive bedding storage and automated distribution in dairy operations.
• ROVICAR Multi-function Feeding Cart Multi-function feeding cart for manual and assisted feed distribution operations on dairy farms.
• Strawmaster Round Bale Distributing Cart Round bale distributing cart with hydraulic front loader for handling and distributing straw or hay bales in bedding management operations.
• SUPERMIX TMR Mixing and Distributing Cart TMR mixing and distributing cart combining the mobility of a feeding cart with paddle mixer quality, with 50-70 cubic feet capacity for smaller-scale feed preparation and distribution.
• Paddle Mixer MX Paddle-style mixer for TMR preparation, designed to produce homogeneous, high-quality Total Mixed Rations quickly for dairy feeding operations.
• Vertical TMR Mixers (MV6S, MV6M, M40S) Vertical TMR mixer models (MV6S, MV6M) and direct drive vertical mixer (M40S) for TMR preparation in dairy operations of various scales.
• Conveyor Systems (Chain, Belt, Big Bale, Super Conveyor Bunker) Conveyor systems for transporting feed materials and handling large bales, including chain conveyors, belt conveyors, big bale conveyors, and high-capacity bunker systems for bulk feed storage and distribution.
• DEC HDR and DEC SR Feed Distribution Systems DEC HDR mixing and distributing TMR system plus DEC SR feeding distributor for automated feed delivery in dairy operations.
• Rovibec Online Shop Parts and Accessories Direct e-commerce offering of replacement parts, maintenance kits, and accessories including cow brushes (CAD 2,980), tungsten knife sets (CAD 855), and RANGER maintenance kits for V2 (CAD 285), V3 (CAD 327), and Commercial (CAD 495) models. Sold via the company-operated WooCommerce shop with dealer pickup option.

Quantifiable outcome

• RANGER feed pusher increases milk production per Journal of Animal Science, as cited on the product page
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• Dick Soule RefrigerationminorChannel Partner/ Reseller/ Distributor · 1 January 2023Dick Soule Refrigeration team worked alongside Matthew and Kerri Howrigan of Black Creek Farm during the installation of their ROVIBEC feed pusher equipment. They are referenced as part of the success story of a Rovibec customer.
• Journal of Animal ScienceminorOthersThe Journal of Animal Science is cited as the scientific reference supporting claims that the RANGER feed pusher increases milk production and full consumption of ration. This is an academic citation reference rather than a formal partnership.
• Jim Mattox / CowsultantsminorOthersJim Mattox, founder of Cowsultants and creator of the Global Dairy Experience and Global Beef Summit, authored an article about robotic feed pushing benefits published on Rovibec's blog. He is an industry thought leader contributing content to the company's marketing.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Regional players

• Peecon (B.V. Machinefabriek): Dutch manufacturer of feeding equipment and TMR mixing/loading systems for dairy farms. Comparable in product category to Rovibec, but focused primarily on the European dairy market.

Direct peers

• Fullwood JOZ: Dutch dairy equipment specialist offering milking robots, cooling tanks, and barn automation. Competes with Rovibec in the same European dairy-customer base for barn automation spend.
• Lely: Dutch multinational and the dominant direct competitor in dairy farm automation. Lely's portfolio includes feed-pushing robots (Vector), milking robots (Astronaut), and barn automation — directly overlapping with Rovibec's RANGER feed pusher and broader connected-farm ecosystem.
• Siloking (Kverneland Group): Manufacturer of vertical and horizontal TMR feed mixers for dairy and livestock farms. Closely comparable to Rovibec's Victor Signature vertical mixers and broader TMR equipment portfolio.
• Keenan (Alltech): Irish TMR mixer manufacturer (now part of Alltech) producing paddle-mixers and Mech-Fiber feeding systems for dairy and beef operations. Comparable to Rovibec's Paddle Mixer MX and TMR-focused Victor Signature line.
• Trioliet: Dutch manufacturer specializing in TMR feed mixers, feeding robots (Triomatic), and automated feeding systems for dairy and beef farms. Closely comparable to Rovibec's Victor Signature TMR mixers and ROVER/SUPERMIX product lines.
• Valmetal (Group Anderson): Canadian agricultural equipment manufacturer producing TMR mixers, feeding carts, and bedding equipment. Closely comparable to Rovibec's mixer and cart product lines, especially in the North American market.

Broad incumbents

• DeLaval: Global dairy equipment incumbent (part of Tetra Laval) offering milking systems, cooling, barn automation, and herd management software. While broader than Rovibec, DeLaval competes for the same dairy-farm capital budgets and increasingly offers automated feeding and barn systems.
• GEA Group: Large German industrial dairy/milk-processing equipment vendor with significant installed base in dairy farms and processors. GEA competes in herd management, milking, and feeding automation, making it a broad incumbent peer to Rovibec's dairy equipment portfolio.
• BouMatic: Global dairy equipment manufacturer offering milking systems, cooling, and herd management. While primarily focused on milking parlors, it competes for the same dairy-farm capital purchasing decisions as Rovibec.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@rovibecagrisolutions
• Facebookfacebook.com/RovibecAgrisolutions
• LinkedInlinkedin.com/company/rovibec

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Rovibec Agrisolutions