Associated Feed and Supply

What Associated Feed and Supply does

Associated Feed and Supply Co., Inc. is a privately held, family-owned animal feed manufacturer and distributor founded circa 1970 and headquartered in Turlock, California. The company formulates, produces, and distributes a broad portfolio of nutrition products covering horses, cattle (beef and dairy), goats, sheep, swine, poultry, rabbits, and specialty livestock, sold under house brands (AFS, Equus, Swanson) and distributed brands (Rival, ShowMaker, Show-Rite, Lindner, DuraFerm, Sure Champ). Operations are vertically integrated across five wholly-owned facilities — West Main, Sierra Grain Terminal, OrganIQ (organic), Turlock Commodities, and Traver Commodities — covering manufacturing, grain handling, and organic production under a single corporate umbrella as part of the Swanson family of companies.

Name

Associated Feed and Supply

Legal name

Associated Feed & Supply Co. Inc.

Website

https://associatedfeed.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

251–500 employees

Short description

Associated Feed and Supply Co. is a privately held, family-owned animal feed manufacturer and distributor founded circa 1970 in Turlock, California, producing and distributing nutritional feed products for horses, cattle, swine, poultry, goats, sheep, and specialty livestock across seven western U.S. states through a 300-plus dealer network and direct regional sales force.

Ownership category

akta.pro rank

Product category

Animal Feed Manufacturing

NAICS

Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Livestock Complete Feed Milling & Blending (Cattle/Swine/Poultry) (AFADAIAA)

akta.pro secondary industries

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA), Bagged Retail Commodity Feeds (Small Pack Formats) (AFADAIAJ), All-Stock & General-Purpose Complete Feeds (Multi-Species) (AFADAIAB), Specialty Small Animal Feed (Rabbits, Guinea Pigs, Ferrets, etc.) (AFADAFAI), Equine Organic/Non-GMO/Natural Feeds (AFADAEAI)

Keywords

• Animal feed manufacturing
• Livestock nutrition products
• Equine feed products
• Show animal feeds
• Bulk feed distribution

Headquarters

HQ city

Turlock

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed Products: Sale of formulated animal feed products for various livestock including horses, cattle, goats, sheep, swine, poultry, rabbits, and specialty animals. Products sold in both sack feed and bulk formats.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Associated Feed manufactures and distributes formulated animal nutrition products for horses, cattle, goats, sheep, swine, poultry, rabbits, dairy, and specialty livestock, sold in both sack and bulk formats. The company also produces organic feed lines under its OrganIQ sub-brand and supplies specialized show animal feeds across multiple species under brands including ShowMaker, Rival, and Show-Rite. Products reach customers through direct regional sales representatives and an authorized dealer network of more than 300 feed stores across seven western U.S. states.

Product overview

Associated Feed and Supply Co. is a feed manufacturing and distribution company offering a comprehensive portfolio of animal nutrition products across multiple species categories. The company produces specialized feeds under brands including its house brand AFS, Rival Show Feeds, ShowMaker, Show-Rite, Lindner, Equus, Swanson, and DuraFerm. Product lines span horse feeds, goat feeds, cattle/beef feeds, dairy feeds, poultry feeds, swine feeds, sheep feeds, rabbit feeds, livestock feeds, show supplements, minerals, milk replacers, and the organic sub-brand OrganIQ. The company operates multiple facilities including West Main, Sierra Grain Terminal, OrganIQ, Turlock Commodities, and Traver Commodities, serving customers across California, Oregon, Arizona, Nevada, Washington, Idaho, and Utah through a network of authorized dealers.

Differentiator

Problem solved

Functional benefit

Brands

• OrganIQ: Organic feed products division of Associated Feed and Supply Co.

Products and services

• Horse Feed Products Specialized equine feeds including Equibalance, Equus Broodmare and Yearling, Equus Fiber Max Omega, Equus Foal and Weanling, Equus Pro-Pellet, Equus Race 12% Molasses, Equus Senior, and Equus Senior Wet - formulated for different life stages and performance requirements of horses.
• Beef Cattle Feed Products Beef cattle feeds including AFS Beef Grower/Finisher, BackGrounder TX, Rival Base, Rival Beast, Rival Bold, ShowMaker Ultimate Calf Creep, ShowMaker Beef Grower/Finisher, ShowMaker Heifer & Steer Developer, Show-Rite Cruiser Heifer Developer, and Show-Rite Throttled Up steer and heifer finisher.
• Dairy Feed Products Dairy cattle nutrition products including AFS Ultimate Calf Starter w/Rumensin, AFS Ultimate Calf Starter, and Dairy Feed 16% No Urea Wet for lactating cows.
• Goat Feed Products Complete goat nutrition products including AFS Goat Pellet 16%, Rival Show Goat Elite Loco R20MX, ShowMaker Pygmy Goat, ShowMaker AP Goat 16%, Dominator Show Goat MP, ShowMaker Show Goat, ShowMaker Supreme Doe, ShowMaker Supreme Performance Goat, Show-Rite Advancer 360, Show-Rite Newco Goat Grower, and DuraFerm Concept-Aid Goat supplements.
• Sheep Feed Products Sheep nutrition products including Rival Elite Show Lamb, ShowMaker Supreme Ewe 14%, ShowMaker Lamb Slam, ShowMaker High Performance Lamb Slam, Show-Rite Newco Lamb, and DuraFerm Concept-Aid Sheep supplements.
• Swine Feed Products Complete swine nutrition including AFS General Pig PL, AFS Pot Bellied Pig, AFS Swine Gestation Mash, AFS Swine Lactation, All Natural Show Plus, Heritage Swine Grower-Finisher, MeatMaker series, Rival Mellow Out, Rival Cruise, Rival Maxxed Out, ShowMaker Show 100 Gro-Fin, Show-Rite Show Pig Starter products, Lindner swine feeds, and specialized show pig products.
• Poultry Feed Products Poultry feeds including Pigeon 28% All Veg, Swanson Broiler Finisher 18%, Swanson Chick Starter 21%, Swanson Chick Starter w/Amprol, Swanson Layer 16%, Swanson Layer Breeder 20%, Swanson Scratch, Swanson Game & Turkey Starter MC, Swanson Game & Turkey Grower 22%, and Zbong specialty products.
• Rabbit Feed Products Rabbit nutrition including ShowMaker Show Rabbit Pellet and Swanson Rabbit 16% formulated for show and production rabbits.
• Multi-Species Livestock Feed Products Multi-species livestock feeds including AFS Sweet Elite, AFS All Stock 14%, and AFS Alpaca/Llama Pellet 15% for general livestock and exotic animals.
• Show Supplements Performance and appearance supplements for show animals including 3 Hrs. Out, Attitude Adjustment, Chiseled, Crak, DED HED, GoldDust Power Fluid, Key-Lix series, Rule series (Bark, Hold On, Punch, THICC, The Formula), Show-Rite series (Muscle in Motion, Fat-N-Fluffy, Pig Milk Replacer, Rite Flex, Rite Tyme, Sculpt, Stamina, Star Shine, Stretch, Rite Factor, Swell), Strata Repro Pellet, Sure Champ products, Lindner supplements, Provent ECL Topdress, and Texas Tea.
• Beef and Dairy Mineral Supplements Mineral supplements including Sweetlix Prime Sheep and Goat, VitaFerm Concept-Aid 5/S, VitaFerm Concept-Aid Mineral Tub, VitaFerm Concept-Aid Protein Tub, and VitaFerm One Heat Mineral Tub.
• Milk Replacers Young animal nutrition including 20/20 Gold Calf Milk Replacer Non-Medicated and Lamb Lac for neonatal calves and lambs.
• OrganIQ Organic Feed Products USDA certified organic feed products including Organic Chicken Layer Pellet, Organic Chicken Layer Crumble, and Organic Chick Starter 21% - part of the company's organic division produced at a dedicated facility.

Quantifiable outcome

• Up to 50% less emissions and 80-90% less nitrogen oxides and particulates from GenSet locomotive technology

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Swanson family of companiescoreOthersAssociated Feed & Supply Co. is part of the Swanson family of companies, which provides the organizational structure and shared resources for operations. The company maintains its commitment to customer service and sustainability as part of this affiliated group.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Purina Animal Nutrition (Land O'Lakes): National animal nutrition brand of Land O'Lakes offering equine, livestock, poultry, and show feeds across the US via dealers and farm stores. Larger incumbent with broader portfolio; directly competes for the same dealer shelf space as AFS in Western states.
• Cargill Animal Nutrition: Global agribusiness with a major North American animal feed business across species and production systems, including Nutrena branded feeds. Broad incumbent competing with AFS across dealer channels in California and the Western US.

Direct peers

• Modesto Milling: California-based organic and conventional feed manufacturer headquartered near Turlock, directly overlapping AFS's home geography and product categories. Highly comparable as a regional competitor pursuing both organic and livestock feed markets.
• Bluebonnet Feeds: Texas-based multi-species feed manufacturer producing equine, cattle, sheep, goat, swine, and show feeds under house brands, sold through dealers and direct. Closely comparable to AFS in species breadth, show-feed specialization, and regional dealer-driven model.
• Poulin Grain: Northeast US regional feed manufacturer producing equine, dairy, beef, sheep, goat, poultry, and specialty feeds sold through dealers. Comparable in multi-species scope, dealer-led distribution, and family-owned operating profile.
• Triple Crown Nutrition: Specialty equine feed company focused on premium textured and pelleted horse feeds with strong dealer and direct-to-consumer channels. Comparable to AFS's Equus line and show/performance horse feed positioning.
• Ranch-Way Feeds: Colorado-based family-owned manufacturer of equine, livestock, poultry, and show feeds distributed through dealers in the Mountain West. Comparable to AFS in regional dealer-led model, multi-species portfolio, and family ownership structure.
• Kalmbach Feeds: Ohio-based family-owned manufacturer of complete feeds for equine, livestock, poultry, and show animals, distributed through dealers across the Midwest and East. Closely comparable to AFS in species breadth, dealer distribution, and family-owned status.
• Hallway Feeds: Kentucky-based equine feed specialist supplying horse farms with premium textured and pelleted feeds, including show and race-horse formulations. Highly comparable to AFS's Equus performance horse line and broader equine specialty positioning.
• Kent Nutrition Group: Privately held regional feed manufacturer offering complete feeds across multiple livestock and equine species with a comparable dealer-and-direct-sales distribution model in the Midwest and East. Direct overlap with AFS in species breadth, formulation approach, and channel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-swanson-family-of-companies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Associated Feed and Supply