What Sanders does

Sanders is a French animal nutrition company and a wholly-owned subsidiary of Groupe Avril, operating as a multi-species feed manufacturer and farm-advisory services provider. The portfolio is organised by species — dairy cattle (Gamme Sandi), beef cattle (Toni), sheep and goats (Ovin, Fluvia), pigs (Charcutier, Porcelet, Truie), poultry (Voliane, Volidigest, Voli HD), rabbits (Stabi Finish, Cuniloft, Lapiloft, Forti 5D, Cunimune) and game birds (Gibier de Plaine, Gibier d'eau, Gibiane Repro / Eau Repro) — supplemented by specialised nutritional ranges (SaphiR, Rumiliq, OmniGen AF, Certiflore, Cristal & Valorsil, ProMyr TMR Cool HS) and an organic line (Nuoo, Sandi Bio). Acquired entities Tellus (formerly Axéréal Élevage, October 2024) and Nuoo (from Soufflet Agriculture, July 2023) sit inside the group.

Underlying the offer is a stack of proprietary digital tools — Sandifeed for ration calculation, Datamilk for milking-robot auditing, Carbonomètre for feed-related carbon-footprint measurement, Karmaplan for sow feeding prescription, Kintaplan for pig-fattening economics, Pondiscope for layer-flock benchmarking, Lapiconnect for rabbit-farm management, and Gibiapro for game-bird tracking — alongside branded nutritional concepts (PMS for low-protein rations, C2R for low-carbon pig feed, Lumihatch, OmniGen AF, Cuniloft / Lapiloft welfare housing concepts) protected by patents or trade dress.

Sanders commercialises primarily through a direct field sales force of technico-commerciaux visiting farms across 14 French territories, complemented by a network of 350+ distributor points of sale across France and Belgium, two online ordering platforms (Alimaterme, @liments), and partnerships with downstream filière actors such as dairy cooperative Sodiaal (Reflait, January 2025) and regional partners Marius and Valsoleil (Crest site, June 2025). Pricing is non-public and quote-based, with revenue generated by ongoing one-time sales of complete feeds, supplements, additives, and specialised formulations to professional livestock farmers, alongside a smaller 'Particuliers' consumer track for garden-bird and equine (Golden Horse) products. Manufacturing is distributed across more than 20 production sites in virtually every French region, and the legal entity is SANDERS NEA (SAS), headquartered at 2 Avenue de Ker Lann, 35170 Bruz.

Name

Sanders

Legal name

SANDERS NEA

Website

https://sanders.fr

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Short description

Sanders, a wholly-owned subsidiary of Groupe Avril, is the French market leader in animal feeding, manufacturing multi-species livestock feed — dairy, beef, sheep, goat, pig, poultry, rabbit, and game bird — and selling it via a territorial field sales force across 14 French regions, 350+ distributor points, and online platforms.

Ownership category

akta.pro rank

Product category

Animal Nutrition

NAICS

Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000), Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Animal Nutrition & Feeding Support Services (On-Farm Feeding, Feed Management) (AFAEALAJ)

akta.pro secondary industries

Performance & Health Outcome Consulting (growth, FCR, milk yield, gut health) (AFADAMAG), Feeding & Nutrition Systems (TMR Mixers, Feeders, Bunk Management) (AFAAAIAE)

Keywords

• Animal nutrition feeds
• Livestock feed manufacturing
• Compound feed production
• Farm advisory services
• Animal feed distribution

Headquarters

HQ city

Lons

HQ country

France

HQ region

Europe

Offices28 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed Sales: Sanders generates revenue through the manufacture and sale of animal feed and nutritional products for livestock including dairy cattle, beef cattle, sheep, goats, pigs, poultry, rabbits, and game birds. Products range from complete feeds to nutritional supplements, feed additives, and specialized formulations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sanders manufactures and distributes compound animal feed and nutritional solutions for all major livestock species in France, including dairy and beef cattle, sheep, goats, pigs, poultry, rabbits, and game birds. The company complements its feed portfolio with proprietary digital farm management tools (Sandifeed, Datamilk, Carbonomètre, Kintaplan, Karmaplan, Lapiconnect, Pondiscope) and technical advisory services delivered through a field force of technico-commerciaux across 14 French territories.

Product overview

Sanders is a subsidiary of Groupe Avril and one of France’s leading animal nutrition companies, operating as a multi-species feed manufacturer and farm advisory services provider. The portfolio is structured around core feed ranges organised by animal species (dairy cattle Sandi, beef cattle Toni, goats Fluvia, sheep Ovin, pigs Charcutier/Porcelet/Truie, poultry Voliane, rabbits STABI FINISH/CUNILOFT, game birds Gibier de Plaine/Gibier d’eau) and a complementary layer of sub-branded nutritional supplements (SaphiR, Forti 5D, Cunimune, VOLIDIGEST, VOLI HD, Gibiane Repro/Eau Repro, Certiflore, Rumiliq, ProMyr TMR Cool HS, Cristal/Valorsil, OmniGen AF) targeting specific health, welfare, and performance outcomes. Across these ranges, Sanders integrates digital service tools including Sandifeed (ration calculation), Datamilk (milking robot auditing), Carbonomètre (farm carbon footprint measurement), Lapiconnect (rabbit farm management), Karmaplan (sow feeding optimisation), Kintaplan (pig economic optimisation), and Pondiscope (layer farm benchmarking). The portfolio also includes acquired brands such as Nuoo (organic nutrition, 2023) and Tellus (formerly Axéréal Élevage, 2024).

Differentiator

Problem solved

Functional benefit

Brands

• Nuoo: New brand launched by Sanders in July 2023 following the acquisition of Soufflet Agriculture's animal nutrition operations.
• Tellus
• Certiflore
• Datamilk
• Sandifeed
• Cuniloft
• Lapiloft
• Voliane
• Volidigest
• Pondiscope
• Kintaplan
• Karmaplan
• Lapiconnect
• Aptimiz
• Gibiapro
• Stabi Finish
• Forti 5D
• Cunimune
• Fluvia
• SaphiR
• Rumiliq
• OmniGen AF

Products and services

• Gamme Sandi (Dairy Cattle Feed)
• Gammes Toni (Beef Cattle Feed) Feed range for beef cattle designed to optimize growth, feed conversion, and carcass quality.
• Gamme Fluvia (Dairy Goat Feed) Feed range for dairy goats covering all lactation stages, supporting milk quality and cheese-making performance.
• Gammes Ovin (Sheep Feed) Feed ranges for sheep covering meat production (lamb fattening) and dairy sheep, using the IDEAL System nutritional approach.
• Gamme Charcutier (Pig Finishing Feed) High-performance pig finishing feed, including the C2R (Cohérence Carbone Raisonnée) low-carbon sub-range targeting up to -10% GHG emissions.
• Gamme Porcelet (Piglet Feed) Multi-phase piglet nutrition program covering suckling piglets, first-stage and second-stage post-weaning feeds, including the Appy and Startylac sub-products.
• Gamme Truie (Sow Feed) Sow nutrition range covering gestation, lactation, and boar phases, including Proly Qualy, Proly TEC, and Noury TEC sub-products, aligned with genetic line requirements.
• Gamme Voliane (Poultry Feed) Poultry nutrition range for traditional/free-range meat and laying birds, including non-GMO options, complementary cereals, and supplementation for yolk colour, feathering, and shell quality.
• Gamme Gibier de Plaine (Plain Game Bird Feed) Feed range for plain game birds (pheasants, partridges) covering all phases from starter to reproduction, including the Gibiapro technical management tool.
• Gamme Gibier d'eau Elevage (Waterfowl Game Bird Feed) Feed range for waterfowl (ducks and other game birds), formulated for optimal plumage, aquatic adaptability, and performance across all breeding stages.
• STABI FINISH (Rabbit Finishing Feed) High-tech rabbit finishing feed designed to maximize carcass yield, optimize feed conversion index, and secure digestive transition at the end of the fattening phase.
• CUNILOFT (Rabbit Welfare Housing Concept) Next-generation rabbit housing building concept designed for animal welfare and farmer comfort, with elevated cages, natural light, automated nest opening, and 23% labour time reduction.
• Gamme SaphiR (Ruminant Nutritional Solutions) Range of nutritional solutions for ruminants in granule, flour, or liquid form, addressing health, reproduction, digestion, energy, and young animal support.
• VOLIDIGEST (Poultry Digestive Supplement) Synergistic blend of plant extracts, betaine, and vitamins for digestive balance, intestinal inflammation reduction, and immunity support in poultry.
• Forti 5D (Rabbit Digestive Health) Digestive health solution for rabbits, reducing pathogenic bacteria, rebalancing intestinal flora, and limiting antibiotic use.
• Cunimune (Rabbit Immunity Support) Natural plant-based complex for rabbits supporting immunity, respiratory comfort, and oxidative stress reduction, aiming to reduce antibiotic use.
• Gibiane Repro (Game Bird Reproduction Feed) Reproduction feed for pheasants and red partridges, enriched with Lumihatch micronutrient complex for eggshell quality and hatchability.
• Gibiane Eau Repro (Waterfowl Reproduction Feed) Reproduction feed for mallard ducks, supporting the natural annual breeding cycle of 8-15 eggs with Lumihatch for egg quality and hatchling vitality.
• VOLI HD (Poultry Vitamin Supplement) Vitamin-enriched solution (vitamin D3, calcium, vitamin C) for laying hens and poultry, administered in drinking water to support bone strength and eggshell quality.
• Gamme Sandi Bio (Organic-Certified Animal Feed) Organic-certified animal feed range bearing the Sanders bio label, for organic and high-value livestock production.
• Voliane Meat Poultry Range Voliane feed range for traditional/free-range meat poultry, including non-GMO options, complementary cereals, and supplementation for feathering and growth performance.

Quantifiable outcome

• PMS range reduces carbon footprint by up to -5.4% per liter of milk while saving ~1,500 euros per farm (70 dairy cows)
• +12 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature18 records

Partnerships

Seven partnerships are on record, tiered core, minor and major.

• Marius and ValsoleilcoreStrategic or Co-development Partner · 20 June 2025Marius, Valsoleil, and Sanders strengthened their strategic partnership around the animal nutrition production site in Crest (26), Drôme. This partnership consolidates Sanders' presence in the Auvergne-Rhône-Alpes region and enhances production capabilities.
• OLÉOSYN BIO and AUROUZEminorStrategic or Co-development Partner · 5 June 2025OLÉOSYN BIO and AUROUZE partnered to give a new boost to the French organic oilseed sector, supporting organic farming transitions and supply chain development in France.
• DOUAR APPROminorChannel Partner/ Reseller/ Distributor · 16 March 2025DOUAR APPRO officially completed the acquisition of SARL LE LAY, a historic agricultural trading company in Côtes-d'Armor. This reflects consolidation dynamics in the agricultural distribution sector.
• SodiaalmajorStrategic or Co-development Partner · 14 January 2025Sanders and dairy cooperative Sodiaal created Reflait, a joint initiative marking a new era for dairy farmers in the Grand Ouest region of France. This partnership aims to create and distribute value in the territories while supporting the transition toward more sustainable and profitable livestock farming.
• Axéréal (divested animal nutrition unit)majorStrategic or Co-development Partner · 1 October 2024Avril, via its subsidiary Sanders, completed the acquisition of Axéréal's animal nutrition activities. The acquired entity (Axéréal Élevage) was rebranded as Tellus. The deal involves 320 employees, 9 industrial sites across France, and strengthens Avril/Sanders' position in the French animal nutrition sector.
• ADDVISOminorImplementation/ SI/ Consulting PartnerADDVISO, a web agency based in Rennes, designed, developed, and integrated the Sanders website (www.sanders.fr).
• IpedisminorImplementation/ SI/ Consulting PartnerIpedis conducted the RGAA 4.1 accessibility compliance audit for the Sanders website, revealing a 49.21% compliance rate.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• InVivo Animal Nutrition (Nealia): The animal nutrition arm of French agricultural cooperative InVivo, directly competing with Sanders in multi-species feed manufacturing and farm advisory services across France. Both target the same French livestock farmer base with similar full-portfolio strategies.
• Le Gouessant: French agricultural cooperative focused on animal nutrition and livestock farming, with comparable multi-species feed ranges, technical advisory, and regional factory footprint. Operates in many of the same western French regions as Sanders (Bretagne, Pays de la Loire).
• Vilofoss (DLG Group): European premix and specialty feed company within the DLG Group, with direct overlap on vitamins, minerals, and young-animal nutrition. Operates similar formulation-and-advisory business models in continental Europe.

Broad incumbents

• Nutreco (Trouw Nutrition): Global animal nutrition leader (parent: SHV) that competes with Sanders in premixes, specialty feeds, and digital farm advisory across multiple species. While larger and more international, Trouw overlaps directly with Sanders' pig, poultry, and ruminant ranges in Europe.
• Cargill Animal Nutrition: Diversified global agribusiness with a substantial European animal feed and premix business. Competes with Sanders across species and brings much greater scale, but does not focus on the same SMB livestock farmer segment in France.
• ADM Animal Nutrition: Global feed and premix manufacturer with European presence; competes with Sanders on complete feeds and specialty ingredients. ADM's scale in commodity sourcing and ingredient trading contrasts with Sanders' relationship-driven French farm model.
• dsm-firmenich Animal Nutrition & Health: Global animal nutrition and health specialist offering premixes, additives (including the OmniGen line that Sanders distributes), and sustainability services. Overlaps with Sanders at the nutritional/feed-additive layer and on low-carbon feed innovation.
• ForFarmers: Leading European feed company operating in the Netherlands, Germany, Belgium, and the UK with a multi-species portfolio. Comparable to Sanders on species breadth and integrated advisory, though focused on northwestern Europe rather than France specifically.

Regional players

• Arvesta (Aveve): Belgian agribusiness with animal feed and horticulture operations. Direct adjacency to Sanders' modest Belgian footprint via Nord and Hauts-de-France factories, and serves a similar SMB farmer profile in Benelux.

Others

• Aptimiz: French agtech company whose time-tracking and farm-economic tool is integrated into Sanders' offering as a partner solution. Included as an ecosystem enabler rather than a competitor; illustrates Sanders' open-architecture approach to digital farm services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=DABE9RdWkGY&t=3s
• Facebookfacebook.com/sanders.fr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Sanders