What NoroGard does

Firmographic records identify this entity as NoroGard (https://norogard.com/), described as an industrial machinery manufacturer offering seed treatment technology, pelletizing, and sustainability services. The substantive source material available, however, describes Westrup (legal entity: Westrup ApS), a Danish industrial machinery manufacturer founded in 1958 and headquartered at Soroevej 21, DK-4200 Slagelse, Denmark. The analysis below is grounded in the Westrup-substantiated source data; readers should treat the firmographic NoroGard description and the Westrup operating profile as a potential data-quality discrepancy.

Westrup engineers and delivers machine solutions for the seed and grain cleaning industry, with an equipment portfolio spanning flexible small-scale machines through to high-capacity industrial cleaners capable of processing up to 380 tonnes per hour. The product line serves crop categories including beans, cereals, flowers, grass, herbs, rice/paddy, legumes, and vegetables, and includes precision sorting systems plus retrofit options that allow older equipment to be upgraded with modern components. The underlying technology is built on continuous mechanical and process-engineering refinement rather than disclosed software or AI components.

The business model rests on one-time capital-equipment sales (hardware) supplemented by a service and spare-parts stream covering installations, service agreements, on-site training, and retrofit upgrades. The company maintains genuine spare parts availability for 99% of its installed machines, creating an installed-base service annuity that complements the equipment revenue line. Pricing is not publicly disclosed and is provided through direct sales engagement. Distribution is enterprise-led: direct sales offices in Denmark, Germany, France, USA, Kazakhstan, and Australia are complemented by an authorized-distributor network serving more than 30 countries. Marketing is heavily exhibition-driven (20+ trade shows annually), supported by content marketing, customer case studies, and email outreach. The company employs 51–100 people and received the Danish Gazelle Award in 2023 for business growth.

Name

NoroGard

Legal name

Westrup ApS

Website

https://norogard.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

Westrup (Westrup ApS) is a Danish industrial machinery manufacturer, founded in 1958, that engineers seed and grain cleaning equipment — from compact units to industrial systems handling 380 t/h — plus services and spare parts, serving seed and grain companies worldwide through direct offices in six countries and a distributor network in 30+ countries.

Ownership category

akta.pro rank

Product category

Industrial Seed and Grain Cleaning Equipment

NAICS

Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Grain & Seed Cleaning Equipment (Scalpers, Aspirators, Destoners) (AFAAAJAA)

akta.pro secondary industry

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)

Keywords

• Seed cleaning equipment
• Grain processing machinery
• Industrial seed cleaners
• Seed treatment technology
• Pelletizing equipment

Headquarters

HQ city

Slagelse

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of seed and grain cleaning machines ranging from compact small-scale units to high-capacity industrial systems capable of processing up to 380 t/h. One-time capital equipment purchases with various configuration options.
2. Services and Spare Parts: Service agreements, spare parts, installations, on-site training, and technical support ensuring maximum uptime and long-term operational efficiency. Genuine spare parts availability for 99% of machines over time.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

NoroGard (Westrup) designs, manufactures, and services industrial seed and grain cleaning machines, ranging from compact small-scale units to high-capacity industrial cleaners capable of processing up to 380 tonnes per hour. The company sells directly to seed and grain companies worldwide, complementing equipment sales with installation, service agreements, on-site training, retrofit upgrades, and aftermarket spare parts (genuine parts available for 99% of installed machines over time).

Product overview

Westrup offers a unified portfolio of seed and grain cleaning solutions centered on industrial cleaning machines that range from flexible small-scale units to powerful industrial cleaners handling up to 380 t/h. The core product line includes seed and grain cleaning machines designed for various crops including beans, cereals, flowers, grass, herbs, rice/paddy, legumes, and vegetables. Services and spare parts support the machine portfolio, offering installations, service agreements, on-site training, retrofit options, and genuine spare parts availability for 99% of machines over time.

Differentiator

Problem solved

Functional benefit

Products and services

• Seed and Grain Cleaning Machines Industrial-grade seed and grain cleaning equipment ranging from compact small-scale units to high-capacity industrial systems capable of processing up to 380 tonnes per hour, designed for seed companies and grain companies processing multiple crop types including beans, cereals, flowers, grass, herbs, rice/paddy, legumes, and vegetables.
• Services and Spare Parts Comprehensive aftermarket services for seed and grain cleaning equipment including installations, service agreements, spare parts (genuine parts available for 99% of machines over time), on-site training, and retrofit options to upgrade older equipment with modern components, supporting seed and grain companies with maximum uptime and long-term operational efficiency.

Quantifiable outcome

• Equipment capacity up to 380 t/h for industrial-scale operations
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Bühler Group: Global Swiss industrial group and leading supplier of grain processing, cleaning, and sorting equipment for the food and feed industries. Direct overlap with Westrup's seed and grain cleaning lines, but Bühler operates across a much broader portfolio (milling, sorting, extrusion, optical sorting) and at significantly greater scale, setting the competitive ceiling on pricing and technology expectations.
• Cimbria (AGCO): Denmark-based seed and grain processing equipment maker, now part of AGCO's grain and protein division. Sells industrial cleaners, gravity separators, and optical sorters to the same seed company and grain processor customer base as Westrup, with deeper access to AGCO's global dealer network.
• Satake Corporation: Japanese-headquartered manufacturer of rice, grain, and seed processing equipment including cleaners, de-stoners, and optical sorters. Overlaps with Westrup on rice/paddy and grain cleaning, but Satake operates at significantly larger scale across Asia and broader food processing.

Direct peers

• PETKUS Technologie: German-based manufacturer of seed and grain cleaning, sorting, and processing equipment serving seed companies and grain processors worldwide. Closest like-for-like competitor in product category, customer segments, and consultative engineering-driven sales model, with comparable mid-sized industrial scale.
• Seed Processing Holland: Netherlands-based specialist in seed cleaning, sorting, and treatment equipment for vegetable, flower, and field seed producers. Directly comparable mid-sized European peer with overlapping customer profile in seed companies and similar consultative, configuration-driven sales approach.
• Alvan Blanch: UK-based manufacturer of grain, seed, and crop processing equipment including cleaners, dryers, and handling systems. Comparable mid-sized industrial peer targeting grain processors and seed companies, particularly in EMEA and emerging markets.
• Akyurek Technology: Turkey-based manufacturer of seed and grain cleaning, calibrating, and sorting machinery for cereals, legumes, oilseeds, and vegetables. Comparable mid-sized peer competing in similar price tiers for grain and seed processors, particularly across EMEA, Central Asia, and emerging markets.
• Oliver Manufacturing: US-based manufacturer of gravity separators, destoners, and precision cleaning equipment for seed, grain, and food processors. Comparable smaller-scale peer serving similar North American customer segments with overlapping technology in separation and cleaning.
• Lewis M. Carter Manufacturing: US-based manufacturer of seed, grain, and rice processing equipment including cleaners, aspirators, and material handling systems. Comparable scale peer serving the same North American grain and seed processor customer base.

Emerging players

• Forsbergs Inc. US-based manufacturer of gravity separation, screening, and vibratory equipment used in seed and grain processing. Adjacent technology peer overlapping on the separation and cleaning portion of Westrup's product line, primarily serving North American food and seed processors.

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 NoroGard