What Roxell does

Roxell BV, headquartered in Maldegem, Belgium, manufactures and sells automated feeding, drinking, nesting, heating, ventilation, and climate-control equipment for commercial poultry and pig farms. Founded in 1973 and operating as a wholly owned subsidiary of CTB, Inc. (itself under Berkshire Hathaway), the company offers a 360° product portfolio spanning oval and modular feeder pans (MiniMax, HaiKoo, CoMeo, Boozzter, KiXoo, LaiCa, Vitoo, Titan), drinking nipples and cups (Swii'Flo, Sparkcup), group and individual nest systems (Koozii, Shenandoah), high-efficiency tunnel fans (Oxsano), infrared and space heaters, feed transport (Flex-Auger, Discaflex, Multiflex), sow feeding stations (Fidos, Dos7), and the iQon full-house controller with the Advanced Connected Environment digital platform. The technology stack combines patented mechanical innovations (e.g., Natural Beak Smoothing, oval pan geometry, anti-waste rims, automatic-rotation cleaning) with embedded-Linux IoT controllers using MQTT and REST APIs for cloud connectivity.

Roxell generates revenue almost entirely through hardware sales, with no public pricing disclosure and a 100% distributor-based go-to-market model: 160 channel partners across 90 countries (and operating presence in 165 countries) deliver local-language sales, installation, and service. The customer base is fragmented across broiler breeders, broilers, commercial layers, turkeys, ducks, meat pigs, and sow operations, with both small farms (e.g., 6,000-hen Ghekiere) and enterprise producers (e.g., 200,000-layer NP Panić Trade). Manufacturing is spread across four production sites in Belgium, the United States (Anderson, MO), the Netherlands (Rotterdam), and Malaysia (Klang), with ongoing capital investment in robotic sheet metal automation at the Belgian headquarters.

The company reports annual turnover of approximately 100 million euros, employs around 300 people, and operates under a long-tenured leadership that transitioned in September 2025 with the appointment of Steven Gunst as Managing Director, succeeding Gino Van Landuyt after more than 20 years. Roxell's competitive positioning rests on the breadth of its integrated portfolio, decades of brand reputation, patented mechanical features, and the embedded distribution network — combined with a parent structure that provides financial stability but limits independent strategic optionality.

Name

Roxell

Legal name

Roxell BV

Website

https://roxell.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Roxell BV, a Belgium-based subsidiary of CTB, Inc., designs and manufactures automated feeding, drinking, nesting, heating, ventilation, and climate-control equipment for commercial poultry and pig farms, sold through 160 distributors across 90 countries.

Ownership category

akta.pro rank

Product category

Automated Livestock Equipment

SIC

Farm Machinery & Equipment (3523), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

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

Keywords

• Automated livestock equipment
• Poultry feeding systems
• Pig feeding systems
• Farm ventilation systems
• Livestock climate control

Headquarters

HQ city

Maldegem

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automated Livestock Equipment Sales: Roxell generates revenue through the manufacture and sale of automated feeding, drinking, nesting, heating, ventilation, and climate control systems for poultry and pig farms. The company operates production sites in Belgium (headquarters), USA (Anderson, MO), Netherlands (Rotterdam), and Malaysia (Klang). Products include feeder pans, drinking systems, nest systems, heaters, fans, controllers, and feed transport systems. Annual turnover of approximately 100 million euros.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Roxell designs, manufactures and sells a 360° portfolio of automated livestock equipment for poultry and pig farms. The portfolio spans feeding systems (feeder pans, chain feeders, troughs, feed transport), drinking systems (nipples, cups), nesting systems (group and individual nests), heating systems (infrared, gas and hot-water heaters), ventilation systems (tunnel fans, evaporative cooling, air inlets), and central controllers (iQon). Products are manufactured at production sites in Belgium, the USA, the Netherlands and Malaysia and sold globally via a distributor network.

Product overview

Roxell offers a comprehensive 360 degree portfolio of automated livestock equipment for poultry and pig farmers. The product range is built on three pillars: Innovative, Durable, and Performant. For poultry, the portfolio includes specialized feeding systems (HaiKoo, CoMeo, MiniMax for broilers; Fortena, Boozzter, KiXoo for breeders; LaiCa, Poolai for layers), drinking systems (Swii'Flo nipples, Sparkcup cups), nesting solutions (Koozii group nests, Shenandoah individual nests), ventilation (Oxsano tunnel fans, evaporative cooling, air inlets), and climate control (iQon controller, space heaters, infrared systems). For pigs, offerings include feeding systems (Blu'Hox, Dos7, Fidos, Multifast), feed transport (Flex-Auger, Discaflex, Multiflex), and climate control. The Advanced Connected Environment serves as a digital platform connecting all products through the iQon controller, enabling remote monitoring, data collection, and analytics. All products are designed for automated farm operations with focus on efficiency, animal welfare, and cost savings.

Differentiator

Problem solved

Functional benefit

Brands

• Advanced Connected Environment: A digital umbrella that encompasses all smart products launched within Roxell's 360° product portfolio, enabling poultry and pig farmers to prepare for the future with connected systems.
• iQon
• iQon App

Products and services

• Fortena Chain Feeding System Chain feeding system for broiler breeders in the production period that delivers feed quickly and completely; uses frequency-controlled motors to fill lines in 4 minutes. Designed for poultry farmers needing fast and complete feed delivery to broiler breeder hens.
• Boozzter Oval Feeder Pan Automatic oval pan feeding system for male broiler breeders from 18 weeks; the most widely used feeding station for males in breeding houses. Features large feed windows, instant feed delivery, and Natural Beak Smoothing technology.
• CoMeo Open Feeder Pan Automated open pan feeding system for broilers. Hygienic solution without grill allowing full feed accessibility while preventing chicks from sleeping in feed, with convenient, fast cleaning and minimal feed wastage.
• HaiKoo Oval Feeder Pan Automated oval pan feeding system for broilers. Roxell invention with 1140mm circumference providing 16 feeding spots (2 more than round pans), optimizing house space utilization and easing access to drinking area.
• MiniMax Modular Feeder Pan Modular automated pan feeding system for broilers; second generation of the 1985 standard with patented rotating cleaning and anti-waste rim design. Four types meet different broiler farmer preferences for chick age, end weight, and floor type.
• KiXoo Feeder Pan Automatic oval pan feeding system for female broiler breeders from 18 weeks. Adjustable feed windows prevent males from pecking females' feed; includes Natural Beak Smoothing for animal-friendly beak control.
• LaiCa Feeder Pan Feeder pan for commercial layers used as part of a total commercial layer solution together with the Koozii group nest and Swii'Flo drinking nipples to achieve optimal egg production.
• Poolai Feeder Pan Feeder pan for rearing layers in commercial layer production.
• Vitoo Feeder Pan Feeder pan for rearing broiler breeders from day-old chicks to final lay.
• Titan Feeder Pan Heavy-duty feeder pan designed for turkey feeding systems.
• Bridolay Trough Feeding System Trough feeding system for commercial layers.
• Bridomat Trough Feeding System Trough feeding system for female broiler breeders with automatic feeding capabilities.
• Flex-Auger Feed Transport System Feed transport system with auger for poultry and pig farms that efficiently moves feed from silos to feeding lines across all types of feed.
• Discaflex Feed Transport System Feed transport system for pig farms offering flexible configuration options designed for biosecurity with external feed transport capability.
• Multiflex Feed Transport System Feed transport system for pig farms with flexible configuration for all types of pig feed.
• Galvanized Feed Storage Bins Wide range of sturdy, high-quality galvanized feed storage bins for poultry and pig farms; certified for the German market with wind load capacity up to 30 m/s.
• Swii'Flo Drinking Nipples Drinking nipples ensuring consistent and hygienic water supply; developed internally and optimally linked to Roxell feeding solutions.
• Sparkcup Drinking Cup Chicken water cup for poultry drinking systems.
• Koozii Group Nest System Automatic group nest system for broiler breeders (EU style houses) and commercial layers; located at center of house with slats on either side, enabling higher stocking density of 6-7 hens per m2 with optimized house space utilization.
• Shenandoah Individual Nest System Individual nest system for broiler breeders in US style houses; a popular automated nest with individual compartments supporting high stocking densities.
• Le Roozzt Perch System Perch system for commercial layers providing enrichment and animal welfare benefits.
• iQon Full House Controller State-of-the-art full house controller for poultry with 12-inch touchscreen that centrally manages feeding, drinking, heating and ventilation. Features management groups, feed curves, climate control with up to 16 temperature sensors, clusters up to 20 fan groups, remote connectivity via iQon app, and built on embedded Linux with MQTT and REST API connectivity.
• iQon Multifast Batch Feeding System Batch feeding system for pig houses enabling controlled feeding processes.
• Dos7 Automatic Dispenser Premium automatic dispenser for individual sow feeding in modern pig farming; designed to make feeding easier and calmer.
• Fidos Farrowing Intelligent dispenser for individual feeding of sows in farrowing and insemination houses.
• Fidos Gestation Electronic Feeding Station Electronic feeding station for sows in group housing that enables animal welfare-friendly group housing with individual feeding control.
• Blu'Hox Feeding System Feeding system for meat pigs with efficient feed distribution.
• Oxsano Tunnel Fan High-efficiency variable speed tunnel fan for poultry and pig houses. Features corrosion-resistant fiberglass, direct drive motor (no belts), economical energy consumption, and variable speed or on/off options.
• Evaporative Cooling System Evaporative pad cooling system for air cooling in poultry and pig houses.
• Galvanized Air Inlet Valves Robust air inlet valves for ventilation in poultry and pig houses.
• Infrared Brooders Gas brooders with open combustion for poultry and pig houses providing localized heating for chicks.
• Quad Glow Infrared Heating System Infrared heater with open combustion for poultry houses.
• Shen-Turbo Space Heater Convection space heater running on gas with proven reliability; 250,000 BTU/h output, cast iron burner, and options for indoor or outdoor installation. High performance with low energy use.
• Siroc Hydro Hot-Water Heater Hot-water heater for poultry houses using a water-based heating system.
• Siroc Pure Space Heater Space heater with closed combustion for poultry houses; energy-efficient design with all heat remaining indoors.
• Siroc Turbo Cannon Heater Cannon heater running on gas or oil with open combustion for poultry and pig houses; gas models 40kW to 109kW and oil models 80kW to 120kW. Energy efficient with all heat remaining indoors.
• Advanced Connected Environment Digital umbrella platform encompassing all smart products within Roxell's 360° portfolio, built on four building blocks: Roxell products (iQon, smart sensors), 24/7 remote access, data collection and storage, and analysis/insights for preventive maintenance. Enables data-driven decisions, reduced labor and smart maintenance.

Quantifiable outcome

• 96% egg production peak with only 1% floor eggs achieved by NP Panić Trade
• +5 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature7 records

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Big Dutchman: German-headquartered global leader in poultry and pig farming equipment, offering feeding, housing, climate control, and egg handling systems — the most direct competitor to Roxell across nearly all product categories.
• Vencomatic Group: Dutch supplier of poultry housing systems including nesting, aviary, and broiler solutions with strong welfare-friendly positioning — directly comparable to Roxell's poultry portfolio, particularly in European layers and breeders.
• Chore-Time: US-based poultry production equipment manufacturer and a sister company within CTB, Inc., offering feeding, watering, ventilation, and egg handling systems — overlaps directly with Roxell's product lines and shares ultimate Berkshire Hathaway ownership.
• Fancom: Dutch specialist in climate control and automation systems for poultry and pig houses, including controllers and sensors that compete with Roxell's iQon controller and Advanced Connected Environment.
• SKIOLD: Danish manufacturer of pig and poultry equipment covering feeding, climate, and housing — comparable to Roxell on pig-side systems (e.g., Fidos, Dos7, Blu'Hox) and increasingly on poultry.
• Lubing: German specialist in poultry drinking and climate systems, including nipple drinkers and conveyor systems — directly comparable to Roxell's Swii'Flo and Sparkcup drinking lines.
• VAL-CO: US-based manufacturer of poultry and swine equipment including feeding, watering, heating, ventilation, and nesting — directly comparable in product breadth, with strong North American distribution comparable to Roxell's.
• Schauer Agrotronic: Austrian manufacturer specializing in pig farming equipment, including feeding, housing, and climate control — directly comparable to Roxell's pig-side product lines (Dos7, Fidos, Blu'Hox, Flex-Auger, Multiflex).

Emerging players

• PigTek: Pig equipment specialist operating primarily in Europe and Asia, with offerings in feeding and climate control that partially overlap with Roxell's pig portfolio, particularly in growth markets.
• Facco: Italian manufacturer of poultry equipment with a strong presence in layers and breeders, including nests and aviary systems — a regional specialist whose offering overlaps with Roxell's layer/breeder product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/RoxellLive
• Facebookfacebook.com/Roxell
• LinkedInlinkedin.com/company/roxell
• Xx.com/Roxell_Belgium

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Roxell