Farmlands Co-operative Society

What Farmlands Co-operative Society does

Farmlands Co-operative Society Limited is a Christchurch-headquartered, farmer-owned rural supply cooperative serving 80,000+ farmers and growers across New Zealand. It operates 82 retail stores spanning Kaitaia to Invercargill, the FarmlandsPRO B2B portal for bulk farm orders and sales agreements, the MyFarmlands consumer account platform, a consumer-facing Online Store (shop.farmlands.co.nz), and a Card Partner network of 7,000+ third-party locations. The cooperative sells feed, fuel, fencing, agronomy inputs, animal health, and horticulture products, and provides specialist advisory services in agronomy, horticulture, nutrition, animal health, fuel, and finance.

The product portfolio spans four major feed brands (SealesWinslow, Reliance, NRM, McMillan) integrated through the 2024 SealesWinslow acquisition, animal health and agricultural chemicals brought in through the announced 2026 Donaghys Agriculture acquisition, an exclusive partnership with Techion for FECPAK diagnostic testing, and the FarmlandsFlex solar and battery energy solution. The technology stack is built on Microsoft Azure, with Microsoft Dynamics 365 Supply Chain Management (including agentic AI for demand forecasting, supplier triage, production scheduling, and order fulfillment) powering supply chain intelligence. Sales are managed through account-based FarmlandsPRO sales agreements (Port-to-Farm, Bulk Nutrition, From-DC) with direct port-to-farm and bulk delivery.

The cooperative revenue model combines transactional goods sales across stores and digital channels, transaction-fee revenue from Card Partners (Centrapay-integrated), and rebate distribution to shareholders ($45M returned in H1 2025, up from $42.6M). H1 2025 results showed revenue up 10% and EBITDA up 19% year-on-year, with manufacturing volumes up 14% and an all-time high customer NPS. The co-op employs 1,200+ staff and is led by CEO Tanya Houghton and Chair Rob Hewett, with shareholder-elected directors including Dr. Claire Nicholson (animal health and ruminant nutrition expertise).

Name

Farmlands Co-operative Society

Legal name

Farmlands Co-operative Society Limited

Website

https://farmlands.co.nz

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Farmlands Co-operative Society is a New Zealand farmer-owned rural supply cooperative serving 80,000+ farmers and growers through 82 stores, FarmlandsPRO B2B portal, MyFarmlands platform, and a 7,000+ Card Partner network. It supplies feed, fuel, agronomy, animal health, and energy solutions while returning value through cooperative rebates.

Ownership category

akta.pro rank

Product category

Agricultural Supplies Retail

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Services (700)

akta.pro primary industry

Farmer Cooperatives & Co-op Retail (AFABAJAB)

akta.pro secondary industries

Agronomy Advisory & Field Services (Retailer-Affiliated) (AFABAJAH), Carbon, Sustainability & Farm Certification Support (Agro-Environmental Advisory) (AFACABAL)

Keywords

• Rural supplies retail
• Agricultural cooperative
• Animal nutrition products
• Farm advisory services
• Farmer membership benefits

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Rural Supplies Sales: Core revenue from sale of rural supplies including feed, fuel, fencing, agronomy products, animal health, horticulture inputs, and general rural merchandise through 82 stores, FarmlandsPRO, and the online store. Revenue is transactional with account-based billing and recurring purchase patterns driven by the cooperative shareholder base of 80,000+ farmers and growers. The co-op returns value through monthly rebates on Card spending and Rural Supplies purchases.
2. Manufacturing - Animal Nutrition: Revenue from manufacturing and sale of animal nutrition products under owned and partner brands including SealesWinslow, Reliance, NRM, and McMillan. The Morrinsville Mill capacity was boosted by 25% ($4 million investment) to support Waikato farmers. Manufacturing volumes increased 14% year-on-year with an 18% jump in bagged nutrition products (H1 2025).
3. Card Rebates & Account Revenue: Farmlands Card generates revenue through the Card Partner network (7,000+ locations). Shareholders earn rebates on spending through Card Partners (fuel, feed, supplies, services). The cooperative model returns value to shareholders via rebates ($45M total in H1 2025) while generating transaction fee revenue from Card Partner processing.
4. Acquisition of Donaghys Agriculture: Farmlands announced acquisition of Donaghys Agriculture (Christchurch-based agribusiness specialising in animal health, agricultural chemicals, and dairy shed solutions), expanding local manufacturing capability, product development, and supply chain resilience. Revenue from Donaghys' products adds to the co-op's revenue base.
5. FarmlandsFlex - Energy Solutions: FarmlandsFlex (solar and battery storage) generates revenue through product sales and installation, with 81 sites sold and 7.9MW of solar plus 5.1MWh battery storage installed in seven months, indicating a growing revenue stream in renewable energy for farms.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels7 records

Core offering

Farmlands Co-operative Society is a farmer-owned rural supply cooperative that supplies feed, fuel, fencing, agronomy, horticulture, animal health, and lifestyle products through 82 retail stores, two proprietary digital platforms (FarmlandsPRO for B2B farm business and MyFarmlands for everyday accounts), and direct-to-farm delivery. The cooperative is owned by 80,000+ farmer and grower shareholders who pool buying power, access monthly rebates through the Farmlands Card Partner network, and tap specialist advisory services in agronomy, horticulture, nutrition, animal health, fuel, and finance.

Product overview

Farmlands Co-operative Society operates a comprehensive rural supplies and services co-operative with a multi-platform offering. The core platforms include FarmlandsPRO (for bulk farm orders and business management), MyFarmlands (for personal account management), and an Online Store (shop.farmlands.co.nz) for rural lifestyle essentials. The Nutrition division aggregates four major feed brands: SealesWinslow, Reliance, NRM, and McMillan, serving cattle, horses, poultry, and other livestock. Farmlands also provides specialist services in agronomy, horticulture, animal health (including FECPAK diagnostics), fuel, and finance. The recent acquisition of Donaghys Agriculture expands Farmlands' animal health, agricultural chemicals, and dairy shed solutions portfolio. The cooperative serves 80,000+ farmers and growers through 80+ stores and 7,000+ Card Partner locations.

Differentiator

Problem solved

Functional benefit

Brands

• FarmlandsPRO: Online portal for farmers and growers to manage bulk orders, sales agreements, and full rural supplies range
• MyFarmlands
• Farmlands Card
• Farmlander Magazine

Products and services

• FarmlandsPRO B2B online portal for farmers and growers enabling bulk orders, FarmlandsPRO Sales Agreements (Port-to-Farm, Bulk Nutrition, From-DC), full rural supplies range, account management, and direct-to-farm delivery scheduling. Free delivery on orders exceeding $500 + GST.
• MyFarmlands Online account management platform for shareholders providing visibility of payments, Card offers, and account details online anytime for everyday rural living.
• Online Store (shop.farmlands.co.nz) Consumer-facing e-commerce platform enabling rural lifestyle customers to shop everyday essentials for life on the land.
• Farmlands Card Cooperative card program available when becoming a Farmlands shareholder, accepted at 7,000+ Card Partner locations nationwide and providing monthly rebates on farm and lifestyle spending including fuel, feed, supplies, and services.
• FarmlandsFlex Energy solutions service offering solar and battery storage installations to Farmlands shareholders, with 81 sites sold, 7.9 MW of solar capacity, and 5.1 MWh of battery storage installed within seven months.
• FECPAK Diagnostic Testing Animal health diagnostics offering faecal egg count, facial eczema, liver fluke, and Worm ID testing delivered through Farmlands' nationwide store network via exclusive partnership with Techion, designed to address drench resistance and provide on-farm disease intelligence.
• Agronomy Services On-farm agronomy advisory service including nutrient plans, soil tests, and crop strategy backed by New Zealand trial data, delivered by local specialists who walk paddocks.
• Horticulture Services Specialist horticulture advisory for kiwifruit, pipfruit, viticulture, and vegetables with crop-specific advice from regional specialists experienced in local growing conditions.
• Animal Nutrition Products (SealesWinslow, Reliance, NRM, McMillan) Animal feed products for cattle, horses, rabbits, and poultry marketed under four brand names: SealesWinslow, Reliance, NRM (including Peck n Lay), and McMillan (equine feed), combined following the SealesWinslow acquisition. Manufacturing volumes up 14% with bagged nutrition up 18% in H1 2025.
• Donaghys Agriculture Products Animal health products, agricultural chemicals, and dairy shed solutions including ProCalf calf milk replacers and Elevate B12 supplements, supplied through the Donaghys brand (Christchurch-headquartered with over 150 years of history) following Farmlands' acquisition.
• Fuel Services Fuel savings programme offering discounts at Z, Caltex, Challenge, Mobil, and Allied sites nationwide, plus bulk fuel delivery to farm gates through Fern Energy as a Card Partner.
• Finance Services Financial services for rural customers including account management, credit facilities, and insurance partnerships (e.g., FMG).

Quantifiable outcome

• Total rebates of $45M for H1 2025 (up from $42.6M), including $1.2M Card rebate increase and $1.2M Rural Supplies rebate increase
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Skin Elements Limited (ASX: SKN)minorChannel Partner/ Reseller/ Distributor · 8 July 2026Skin Elements Limited executed a commercialisation agreement with Farmlands, under which Farmlands distributes Skin Elements' Eco Nurture bio-stimulant across Australian agricultural markets. The partnership is expected to expand Skin Elements' market reach and distribution capabilities for its sustainable farming product, representing a step in Skin Elements' four-stage commercialisation process targeting long-term growth in biotechnology and healthcare sectors.
• MicrosoftcoreTechnology or Integration · 4 May 2026Farmlands uses Microsoft Dynamics 365 Supply Chain Management with agentic AI capabilities to shift from reactive to proactive supply chain management. AI agents handle demand forecasting, supplier disruption triage, production scheduling, and order fulfillment. Farmlands' customer testimonial highlights efficiency and visibility gains from the Microsoft-powered supply chain intelligence. Farmlands' customer data is also housed in a Microsoft Azure cloud environment.
• Techion (FECPAK)coreStrategic or Co-development Partner · 1 May 2026Techion, developer of the FECPAK animal diagnostics platform, signed an exclusive strategic partnership with Farmlands to provide independent animal health disease intelligence to Farmlands customers across New Zealand. Farmers gain access to FECPAK's diagnostic testing range (faecal egg count, facial eczema, liver fluke, Worm ID tests) delivered through Farmlands' nationwide store network. The partnership addresses growing drench resistance challenges affecting farm productivity in New Zealand, offering faster, targeted animal health information.
• Donaghys AgriculturecoreStrategic or Co-development Partner · 1 April 2026Farmlands announced it is acquiring Donaghys Agriculture, a specialist NZ agribusiness headquartered in Christchurch with expertise in animal health, agricultural chemicals, and dairy shed solutions. The acquisition brings Donaghys' technical capability, manufacturing, and product development together with Farmlands' national rural supply network, expanding farmers' access to locally developed products, specialist technical advice, and practical on-farm solutions tailored to NZ conditions. Donaghys will continue to independently operate its established capabilities and supply the wider market through all retail partners.
• ForsanaminorChannel Partner/ Reseller/ Distributor · 30 March 2026Christchurch-based retailer and manufacturer Forsana secured a nationwide retail distribution deal with Farmlands (alongside Mitre 10) to range its hydrogen peroxide-based cleaning and water purification products in more than 600 retail outlets. Farmlands' share of the distribution adds more than 100 retail doors, with contracts expected to increase production by hundreds of thousands of litres over five years.
• Mitre 10coreGTM or Marketing Partner · 1 July 2025Farmlands and Mitre 10 run a joint 'Boost Your Ballance' promotion (July 2025 – June 2026) where Farmlands shareholders who purchase 30+ tonnes of qualifying Ballance fertilisers at Farmlands and transact at Mitre 10 earn Mitre 10 credit. Additionally, Forsana products are ranged at Mitre 10 through Farmlands' distribution agreement.
• Ballance Agri-NutrientscoreStrategic or Co-development Partner · 4 April 2024Farmlands' planned acquisition of SealesWinslow, owned by Ballance Agri-Nutrients, was approved by the NZ Commerce Commission (April 2024) and completed by June 1, 2024. The merger integrates SealesWinslow's feed business into Farmlands, enhancing operational efficiencies and expanding Farmlands' presence in the North Island's animal nutrition sector. The Commerce Commission's approval was based on assessment that the merger would not substantially lessen competition, considering alternative suppliers available to farmers.
• Rural Support Trust / IgniteminorStrategic or Co-development PartnerFarmlands partnered with Rural Support Trust and Ignite to boost access to mental health support for farmers and growers across New Zealand. Free mental health support services are made available to rural New Zealanders through this partnership, with the co-op promoting the initiative across its channels.
• AgrecoveryminorStrategic or Co-development PartnerAgrecovery is a Farmlands-affiliated sustainability programme that provides agricultural plastic recycling and waste management services. Farmlands links to Agrecovery as part of its sustainability commitments, supporting responsible disposal of agricultural plastics and chemical containers.
• Fern EnergyminorChannel Partner/ Reseller/ DistributorFern Energy is a Card Partner providing bulk fuel delivery to farm gates for Farmlands shareholders, extending the co-op's fuel distribution capability beyond standard service stations.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• PGG Wrightson: New Zealand's largest rural services company, listing as the closest direct competitor across farm supplies, livestock services, horticulture, and seed. Closely comparable customer base (NZ farmers and growers), multi-channel distribution, and overlapping product lines including animal nutrition.
• Ballance Agri-Nutrients: NZ farmer-owned fertiliser cooperative and former owner of SealesWinslow. Comparable cooperative ownership structure, NZ rural customer base, and overlapping fertiliser, animal nutrition, and farm-input distribution activities — making it the closest peer on cooperative economics.
• Land O'Lakes: US farmer-owned cooperative operating across animal nutrition, agronomy, and dairy foods with a similar member-owned, rebate-returning model. Provides cross-jurisdictional read-acases on cooperative governance, capital allocation, and member loyalty dynamics.
• CHS Inc. Large US farmer-owned cooperative spanning agronomy, grain, energy, and animal nutrition — directly comparable on cooperative structure, scale of operations, retail-store footprint, and energy/business diversification away from pure farm inputs.

Broad incumbents

• Nutrien Ag Solutions: World's largest crop-input retailer and a direct competitor model for agronomy, fertiliser, seed, and digital services at scale. Comparable on multi-channel distribution and services-led revenue, though materially larger and geographically diversified.
• Tractor Supply Company: US specialty retailer focused on rural lifestyle and small-farm owners with a membership program (Neighbor's Club) and broad private-label assortment. Comparable on the rural-customer flywheel, loyalty mechanics, and specialty-retail distribution, though purely retail rather than cooperative.
• Yara International: Global fertiliser and crop nutrition producer with adjacent ag solutions and digital agronomy offerings. Relevant benchmark for fertiliser supply economics, nitrogen-product regulation, and the upstream side of Farmlands' input distribution.
• Nufarm: Australian-listed agricultural chemical manufacturer with crop-protection portfolios similar to Donaghys Agriculture post-acquisition. Provides an analogous specialty-chemicals model facing the same regulatory and sustainability pressures that constrain NZ chemical distribution.

Regional players

• Elders Limited: Australia's largest rural services and supply network (formerly Ruralco/CRT/Landmark model) serving livestock, cropping, and horticulture customers across the Tasman. Closest geographic adjacency to Farmlands' business model.

Others

• Mitre 10: NZ hardware and rural-living retailer and Farmlands Card Partner running joint promotions (e.g., Boost Your Ballance). Comparable on rural-customer overlap, hardware-store footprint, and co-marketing mechanics rather than direct retail competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/farmlands-trading-society-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments1 record

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

Frequently asked questions about Farmlands Co-operative Society