Mole Valley Farmers

What Mole Valley Farmers does

Mole Valley Farmers Ltd is a privately held UK agricultural supplies and equipment retailer founded in 1960 and headquartered in South Molton, Devon. The company distributes farming supplies, livestock nutrition, equestrian equipment, pet products, country clothing, and heating fuels through 48 retail stores nationwide and its moleonline.com e-commerce platform. Its customer base is organized across four horizontal segments: farmers and agricultural operations (primary), equestrian enthusiasts, pet owners, and rural lifestyle consumers.

The product portfolio spans farming, timber and fencing, workshop and maintenance, outdoor and gardening, clothing and footwear, pet supplies, and heating fuels. The company operates several proprietary brand lines — Country Dog pet food, MVF branded heating fuels, and Shield Warranty service — and in February 2024 launched Protégé, a calf formula containing immunoglobulins, lactoferrin, and Milk Fat Globule Membrane for specialized livestock nutrition. Three wholly-owned subsidiaries extend the operating perimeter: Mole Energy (energy solutions), Mole Valley Feed Solutions (animal feed), and Mole Valley Farmers Utilities (utilities management).

Revenue is generated primarily through one-time retail sales via stores and online channels, with a free Country Membership loyalty program offering member-exclusive savings to drive repeat purchases rather than recurring subscription income. Pricing is per-unit, with delivery charged at £4.95 per online order. The company is registered as a private limited company in England, with ownership structured around a 'Farmer Shareholding' model; no institutional or external investors are disclosed. Leadership comprises CEO Jack Cordery, founder John James, and financial director Bruce Korican, with employee headcount reported between 1,001 and 5,000.

Name

Mole Valley Farmers

Legal name

Mole Valley Farmers Ltd

Website

https://molevalleyfarmers.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Mole Valley Farmers is a UK-based agricultural supplies retailer founded in 1960. It operates 48 stores nationwide plus an e-commerce platform, serving farmers, equestrian enthusiasts, pet owners, and rural customers with farming equipment, feed, and country lifestyle products.

Ownership category

akta.pro rank

Product category

Agricultural Supplies Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL)

Keywords

• Agricultural supplies
• Farming equipment
• Livestock feed
• Equestrian products
• Rural retail

Headquarters

HQ city

South Molton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Revenue generated from selling agricultural supplies, farming equipment, pet supplies, equestrian products, clothing, footwear, heating fuels, and home goods through physical retail stores and e-commerce platform.
2. Country Membership Program: Free membership program offering savings and exclusive deals to customers, designed to drive customer loyalty and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mole Valley Farmers is a UK agricultural supplies and equipment retailer selling livestock feed and nutrition, farm equipment and sundries, fencing and timber, country clothing and footwear, pet and equestrian products, workshop tools, and heating fuels through 48 physical stores and the moleonline.com e-commerce platform. The company also operates the free Country Membership loyalty program and three wholly-owned subsidiaries (Mole Energy, Mole Valley Feed Solutions, and Mole Valley Farmers Utilities).

Product overview

Mole Valley Farmers operates as an agricultural supplies and equipment merchant serving the UK farming community since 1960. The company offers a broad portfolio organized around its primary e-commerce platform Mole Online, which integrates both the company's own branded ranges (Country Dog pet food, MVF heating fuels) and third-party brand products across farming, equestrian, pet, clothing, footwear, workshop, outdoor, and home categories. The company has recently expanded into specialized livestock nutrition with the ProtéGo calf formula launched in February 2024. Key services include the Country Membership loyalty program, Click & Collect at 48 stores nationwide, and subsidiaries for energy, feed solutions, and fuel solutions. The product structure is a general merchandise retail model with category-specific sub-brands and own-label products.

Differentiator

Problem solved

Functional benefit

Brands

• Country Dog: Private label dog food brand offering premium, grain free, and original dry dog food products in various formulations for puppies, adults, and senior dogs.
• Country Membership
• Mole Fuel Solutions
• Mole Energy
• Mole Valley Feed Solutions
• Mole Valley Farmers Utilities
• Shield Warranty

Products and services

• Mole Online (moleonline.com) The company's primary e-commerce storefront, selling agricultural supplies, farming equipment, pet products, equestrian supplies, footwear, clothing, and home goods with Click & Collect and home delivery across the UK.
• ProtéGo Calf Formula A specialised calf formula containing immunoglobulins, lactoferrin, and Milk Fat Globule Membrane to support calf health and growth, sold to UK livestock farmers through stores and moleonline.com.
• Country Dog Private-label dry and wet dog food range including premium adult, grain-free, and original formulations for puppies, adults, and senior dogs.
• MVF Branded Products Own-brand product lines including MVF Economy Smokeless Briquettes, MVF Kiln Dried Logs, and other household and farming essentials.
• Livestock Feed & Minerals Comprehensive animal feed range including sheep, pig, poultry, goat, alpaca, llama, and donkey feed, plus mineral buckets, salt blocks, and powdered minerals for UK livestock farmers.
• Equine Feed & Supplements Horse feed products including balancers, fibres, conditioning, performance, senior, weight management, cereals, stud, and low-energy formulations, plus equine supplements for UK horse owners.
• Milk Powders Livestock milk powder products for calf and lamb feeding, including colostrum products for newborn livestock.
• Farm Equipment & Supplies Water troughs (concrete, plastic, metal), matting, livestock handling and feeding equipment, disinfectants, farm paint, safety equipment, and general farm sundries for UK farms.
• Timber & Fencing Timber products (stakes, strainers, sleepers, rails, sawn timber, OSB, plywood) plus fencing solutions including electric fencing, gate hardware, fence fixings, and fencing tools.
• Clothing & Footwear Wellingtons (work, safety, recreational), safety and casual footwear, country boots, workwear, and country clothing for men, women, and children.
• Pet Supplies Supplies for dogs, cats, birds, small pets, and fish including food (including the Country Dog range), beds, health products, toys, and accessories.
• Workshop & Maintenance Power tools, hand tools, electrical, plumbing, storage tanks, vehicle supplies, roofing materials, paints, oils, lubricants, and ironmongery for farm and property maintenance.
• Outdoor & Gardening Garden buildings, outdoor projects, power and hand tools, planting supplies, watering equipment, and garden furniture for countryside and rural customers.
• Heating Fuels Logs, wood pellets, briquettes, firelighters, kindling, gas bottles, and fireside accessories, including the MVF own-brand briquettes and kiln-dried logs.
• Country Membership Free loyalty membership program offering savings and exclusive deals to registered UK customers to drive repeat purchases.
• Click & Collect Online order collection service available at 48 stores nationwide across the UK.
• Mole Energy Wholly-owned energy solutions subsidiary of Mole Valley Farmers providing utility-related services to UK customers.
• Mole Valley Feed Solutions Wholly-owned feed solutions subsidiary providing specialised animal feed and nutrition offerings beyond the core retail range.
• Mole Valley Farmers Utilities Wholly-owned utilities management subsidiary of Mole Valley Farmers providing utility-related services to UK customers.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Wynnstay Group: Wynnstay Group is a UK agricultural supplies and feed manufacturer/retailer serving farmers with similar product categories (feed, crop inputs, livestock supplies) through a network of country stores. Listed on AIM, it provides a direct listed comparable for Mole Valley Farmers' core agricultural retail business.
• NWF Group: NWF Group is a UK-based agricultural and fuel distribution business operating in feed manufacturing, agricultural supplies, and fuel distribution. Its agricultural division directly overlaps with Mole Valley Farmers' feed and farm supply categories, and its fuel business is analogous to Mole Fuel Solutions.
• ForFarmers: ForFarmers is one of Europe's largest animal feed producers, supplying livestock farmers across multiple countries. While primarily a feed manufacturer rather than retailer, it competes for the same UK farmer wallet share on feed and nutrition products that Mole Valley Farmers carries through its own-brand and subsidiary offerings.
• Countrywide Farmers: Countrywide Farmers is a UK agricultural retail cooperative historically operating country stores selling farming, equestrian, and rural lifestyle products. It is the closest historical direct peer to Mole Valley Farmers in the UK farm supply retail cooperative space.
• Carr's Group: Carr's Group is a UK agricultural and engineering company with significant feed blocks, animal feed, and farm supply operations. Its agricultural division competes directly with Mole Valley's feed, minerals, and livestock nutrition product lines in the UK market.

Broad incumbents

• Tractor Supply Company: Tractor Supply is a large US rural-lifestyle retailer offering farm supplies, livestock feed, pet products, workwear, and outdoor equipment. Although US-focused, it is the closest large-scale analog for Mole Valley Farmers' omnichannel rural retail model and country-lifestyle product breadth.
• Rural King: Rural King is a US-based farm and home retail chain operating 100+ stores selling farm supplies, livestock equipment, workwear, pet, and outdoor goods. It is comparable to Mole Valley Farmers' broad-merchandise rural retail format, though operating at larger scale and in a different geography.

Emerging players

• Agrii: Agrii is a UK agronomy services and crop inputs provider offering fertilizers, agrochemicals, seeds, and agronomic advice. It overlaps with Mole Valley Farmers' crop supplies and seeds categories, though Agrii focuses more on services and contract farming relationships.

Regional players

• Farmstar: Farmstar is a UK agricultural merchant supplying crop protection, fertilizers, seeds, and animal feed across northern England. While smaller and more regional than Mole Valley Farmers, it competes in overlapping categories within its core geographic territory.

Others

• Pet Lovers Centre: Pet retail chain comparable to Mole Valley Farmers' Country Dog and broader pet supplies business, though operating in different geographies. Useful for benchmarking pet category economics and own-brand strategies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/molevalley
• YouTubeyoutube.com/channel/UCMiUx9-x5oTJ2FlTpO_iB6Q
• Facebookfacebook.com/molevalleyfarmers
• Instagraminstagram.com/molevalleyfarmers

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Mole Valley Farmers