NRM

Name

NRM

Legal name

NRM

Website

https://nrm.co.nz

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Animal Feed / Livestock Nutrition

NAICS

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

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

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

akta.pro secondary industries

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA), Specialty Small Animal Feed (Rabbits, Guinea Pigs, Ferrets, etc.) (AFADAFAI)

Keywords

• Animal feed manufacturing
• Livestock nutrition
• Equine feed
• Calf nutrition
• Rural farm supplies

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed Sales: NRM generates revenue through the sale of formulated animal feed products including calf feeds, equine feeds, lifestyle block feeds, sheep and lamb feeds, deer feeds, and disinfectant products like Virkon S. Products are sold through Farmlands retail stores throughout New Zealand.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

NRM manufactures and sells formulated animal feed products for a wide range of livestock and lifestyle animals, including calf, dairy, deer, equine, sheep and lamb, poultry, pig, rabbit, and alpaca feeds, as well as the Virkon S biosecurity disinfectant. Products are formulated by in-house animal nutritionists alongside international research partners, and distributed primarily through Farmlands retail stores across New Zealand with technical support from a team of qualified nutritionists.

Product overview

NRM offers a comprehensive portfolio of animal feed products across multiple categories: Calf (GrowUp®, Moozlee®, Sweet 16 Pellets), Deer (Deer Elite Nuts, Deer Performance Nuts), Sheep and Lamb (Sheep Nuts, Sheep Pre-Tup Nuts, Lamb Start Mix, Lamb Performance Pellets), Equine (Coolade®, Horse & Pony, Low GI Sport®, Sweetfeed, Ultimate Sport, Muscle Relieve, Assett®, Evolve®, Progress), Lifestyle/Poultry (Peck'n'Lay®, Pullet Grower, Chick Starter Crumble, Chook Tucker, Duck Tucker, Gamebird Crumble), Pigs (Little Pig Tucker®, Big Pig Nuts), Rabbits (Rabbit Pellets), Goats (Dairy Goat Pellets), and specialty products including Virkon®S disinfectant. NRM is an animal nutrition company providing formulated feeds specifically designed by animal nutritionists together with international research partners, serving dairy, beef, sheep, deer, equine, and lifestyle block farmers across New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• GrowUp®: Premium calf feed with 16% or 20% protein pellets with coccidiostat
• Moozlee®
• Sweet 16 Pellets
• Deer Elite Nuts
• Deer Performance Nuts
• Coolade®
• Horse & Pony
• Low GI Sport®
• Sweetfeed
• Ultimate Sport
• Assett®
• Evolve®
• Sheep Nuts
• Sheep Pre-Tup Nuts
• Lamb Start Mix
• Lamb Performance Pellets
• Peck'n'Lay®
• Chook Tucker
• Pullet Grower
• Chick Starter Crumble
• Big Pig Nuts
• Little Pig Tucker®
• MultiFeed Nuts
• Rabbit Pellets
• Alpaca Pellets
• Virkon®S

Products and services

• GrowUp® 16% Protein Pellets

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Kentucky Equine Research (KER)coreStrategic or Co-development PartnerNRM has a strategic relationship with Kentucky Equine Research, the world leader in equine nutrition. KER works exclusively with NRM to design diets, provide consultancy services, and deliver educational seminars across the spectrum of equine professions and sports. KER also developed the Microsteed online program in partnership with NRM to help customers choose appropriate feeds.
• FarmlandscoreChannel Partner/ Reseller/ DistributorFarmlands is the primary retail distribution partner for NRM products, with NRM feeds sold at Farmlands stores throughout New Zealand. Many NRM articles and guides are supplied by Farmlands nutritionists, and the company provides technical support for the partnership.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ridley Corporation: Australia and New Zealand's largest stockfeed and rendered-product business, producing bulk compound feeds, monogastric and ruminant rations across the same species portfolio as NRM. Larger-scale incumbent with similar end markets but broader geographic reach.
• Cargill Animal Nutrition (NZ): Global animal nutrition and feed manufacturer with New Zealand operations providing compound feeds, premixes and additives across ruminant, equine, lifestyle and pet categories. Broader incumbent with overlapping species coverage but materially larger scale and capital base.

Direct peers

• Pryde's EasiFeed: Australian equine and lifestyle feed manufacturer selling performance, breeding and recreational horse feeds into New Zealand via rural retailers. Directly comparable to NRM in the equine performance segment, including international research-based formulations.
• Donaghys: New Zealand agricultural input manufacturer (Christchurch-based) producing animal nutrition supplements, drenches, dairy hygiene and feed additives. Comparable to NRM in NZ origin, multi-species coverage, and rural retail channel strategy.
• SealesWinslow: New Zealand-based compound animal feed manufacturer owned by Mars, producing calf, dairy, equine, sheep and lifestyle block feeds sold through rural retail channels. Most directly comparable to NRM in product range, channel model, and NZ livestock/specialty focus.
• ProFeed (J Swap Contractors): New Zealand animal feed milling and stockfeed business producing bulk and bagged compound feeds for dairy, sheep, beef, deer and equine markets. A close domestic peer to NRM in milling/blending capability and rural retail distribution.
• Mitavite: Australian equine feed manufacturer producing performance, breeding and stud rations for racing, sport and recreational horses, sold in New Zealand through rural retail. Directly comparable to NRM's equine vertical in research-backed formulation and channel model.

Others

• Kentucky Equine Research: Globally recognised equine nutrition research organisation and NRM's strategic partner; designs diets, supplies consultancy, and developed the Microsteed program for NRM. Connected as a partner and as a thought-leader in the same equine-nutrition category NRM serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nrmfeed

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 NRM