What Feedall Automation does

Feedall Automation is a family-owned, U.S.-based industrial automation equipment manufacturer founded in 1946 and headquartered in Willoughby, Ohio. The company designs, engineers, and builds custom part feeding systems, material handling equipment, and robotic integration solutions — including flex feeders (Feedall Flex Series models 612, 1018, 1624, 3042), bar feeders, bin picking systems, machine tending cells, accumulation tables, custom conveyors, and centerless grinding automation. Feedall also offers software products, notably the Guide Eye 2D vision-guided robot guidance system powered by SICK PLOC2D, and proprietary technology branded as Smart Bin Technology™ for random-part recognition.

The company serves automotive OEMs and tier suppliers (Harley-Davidson, GM, Magna, Nexteer, Meritor, AAM, Tenneco), industrial manufacturers (Eaton, Parker Hannifin, Danfoss, Whirlpool), hand tools/tooling (Snap-on, Channellock, Kennametal), and robotics integrators (KUKA, Comau, JR Automation, Acieta). It has built more than 20,000 machines since 1946 and supports its entire installed base with spare parts and maintenance. Revenue is generated through custom-quoted hardware sales of engineered solutions bundled with software, distributed via direct enterprise sales, regional manufacturer representative partnerships (Zealtek, Velecon, Dempsco), and international shipping. CEO Jon Cocco, who purchased the business in 2018 after 15 years of PE-backed corporate leadership, oversaw the May 2024 acquisition of RoboShop Inc. to extend the automation portfolio.

Name

Feedall Automation

Legal name

Feedall

Website

https://feedall.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Feedall Automation is a family-owned U.S. industrial automation equipment manufacturer founded in 1946, designing custom part feeding systems, material handling solutions, and robotic integration equipment for automotive, industrial manufacturing, and consumer products customers.

Ownership category

akta.pro rank

Product category

Industrial Automation Equipment

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513)

SIC

General Industrial Machinery & Equipment (3560), Industrial Instruments For Measurement, Display, And Control (3823), General Industrial Machinery & Equipment, Nec (3569)

akta.pro primary industry

Factory Automation Cells & Integrated Systems (Assembly, Welding, Painting Lines) (IMAHAHAL)

akta.pro secondary industry

Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH)

Keywords

• Industrial automation equipment
• Part feeding systems
• Robotic bin picking
• Flex feeders
• Material handling solutions

Headquarters

HQ city

Ohio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Automation Equipment Sales: Sale of industrial automation equipment including flex feeders, bar feeders, part feeders, bin picking systems, conveyors, and custom automation solutions. Equipment is sold directly to manufacturing companies for integration into their production lines.
2. Software Solutions: Sale of robot guidance software including the Guide Eye 2D vision system powered by SICK technology, sold as part of complete feeding cell solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Feedall Automation designs and manufactures industrial automation equipment specializing in part feeding, material handling, and robotic integration for manufacturing cells. Its product portfolio includes flex feeders, bin picking systems, bar feeders, machine tending equipment, conveyors, billet feeders, and custom-engineered automation solutions, complemented by proprietary software such as the Guide Eye 2D vision system and Smart Bin Technology. The offerings are sold primarily to automotive, forging, appliance, and general industrial manufacturers and to robotic integrators in North America and select international markets.

Product overview

Feedall Automation is a manufacturer of industrial automation equipment offering a comprehensive portfolio of part feeding and material handling solutions. The core product line includes Flex Feeders (Feedall Flex Series with models 612, 1018, 1624, 3042), Bin Picking systems, Bar Feeders, Part Feeders, Machine Tending Equipment, Part Conveyors, Accumulation Tables, and Custom Engineered Solutions. Software offerings include Guide Eye 2D vision guidance and Robotic Picking Software. The company also integrates third-party components including SICK vision systems and Mink-Buersten Slide-Brush materials. Products serve automotive, manufacturing, forging, and other industrial sectors, with equipment built for long-term performance and customization to specific customer applications.

Differentiator

Problem solved

Functional benefit

Brands

• Smart Bin Technology: Innovative system combining part handling technology with visual guidance for bin picking applications.
• Guide Eye
• Feedall Flex
• Ridgeback Series

Products and services

• Feedall Flex Series Flex Feeders
• Robotic Bin Picking Systems
• Bar Feeders
• Part Feeders
• AutoKit Part Kitting and Sorting Equipment
• Machine Tending Equipment
• Precision Conveyors
• Billet Feeders
• Centerless Grinder Automation
• Custom Automation Equipment
• Slide-Brush Material Handling Equipment
• Model 1900 Accumulation Table
• Mizar 3D Bin Picking Camera
• Guide Eye 2D Vision System Software
• Robotic Picking Software
• Installation, Training, and Spare Parts Services

Quantifiable outcome

• Built more than 20,000 machines since 1946
• +3 more outcomes

Named customers22 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered regional and core.

• DempscoregionalChannel Partner/ Reseller/ Distributor · 17 September 2021Sales representative partnership for Ohio and Kentucky. Dempsco brings experienced application engineering and problem-solving capabilities with decades of experience supporting industrial customers.
• VeleconregionalChannel Partner/ Reseller/ Distributor · 28 September 2020Sales representative partnership for Indiana. Velecon represents manufacturers of highly engineered, quality products providing custom solutions in the Midwestern US.
• ZealtekregionalChannel Partner/ Reseller/ Distributor · 1 May 2020Sales representative partnership for Michigan and North Carolina. Zealtek brings decades of experience supporting industrial customers with application engineering and problem-solving capabilities.
• SICKcoreTechnology or IntegrationFeedall has partnered with SICK to power their Guide Eye 2D vision system. The system uses SICK PLOC2D camera and SICK SIM Edge computing device. Sequencing and control have been tested and refined to allow engineers to focus on their core tasks. The partnership enables plug-and-play 2D robot guidance integration.
• Euclid LabscoreTechnology or IntegrationFeedall offers Euclid Labs bin picking technology as part of their robotic picking solutions. Videos demonstrate Euclid Labs bin picking for random small parts, external axis demos, and large billets picking applications.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Keyence Corporation: Keyence is a global supplier of sensors, vision systems, and automation components, overlapping Feedall's vision-guided feeding and part detection use cases as a broader incumbent.
• Graco Inc. Graco is a broader industrial equipment manufacturer serving fluid handling and process control across multiple industries, an incumbent adjacent to Feedall's industrial automation footprint.
• Liebherr: Liebherr's automation systems division supplies large-scale material handling and automation equipment, an incumbent competing for industrial automation capex that also reaches Feedall's customer base.
• ATS Corporation (Automated Tooling Systems): ATS provides large-scale automation systems and integration services for industrial customers, overlapping Feedall's automation equipment category but at much greater scale and scope.
• Cognex Corporation: Cognex is a leading machine vision provider whose 2D/3D vision systems compete with and complement Feedall's SICK-powered Guide Eye offering in robotic guidance applications.

Direct peers

• Flexfactory: Flexfactory develops flexible feeding systems and vision-guided robotic solutions for high-mix manufacturing, directly competing with Feedall's Flex Series in the same flex feeder category.
• Hennig Inc. Hennig designs and builds part feeders, conveyors, and chip/coolant management equipment for machining operations, competing with Feedall's bar feeders and machine tending solutions.
• Asyril (part of Exigo Robotics): Asyril manufactures flexible part feeders (Asycube) and vision-guided robotic feeding systems, the closest direct competitor to Feedall's flex feeders and Guide Eye vision offering.
• Afag: Afag produces flexible feeding systems, vibratory feeders, and automated part feeding solutions for robotic assembly cells, directly overlapping Feedall's part feeder and feeding cell portfolio.

Others

• Euclid Labs: Euclid Labs is a Feedall technology partner for 3D bin picking; it is also an emerging provider of bin picking software and could become a competitor or remain a partner depending on go-to-market choices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Feedall Automation