Roc
Roc (ROC SRL) is an Italian agricultural-machinery manufacturer founded in 1996 that designs and produces belt-pickup mergers for forage harvesting, serving feed-dehydration plants, biomass and biogas facilities, and large hay/silage farms. Since 2021, 80% of the company has been owned by Kverneland Group (Kubota Corporation).
- Company typePrivate
- Founded1996
- HeadquartersCamerano, Italy
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Roc does
ROC SRL is an Italian agricultural-machinery manufacturer founded in 1996 in Poggio Torriana (province of Rimini), designing and producing professional belt mergers ("andanatori") for forage harvesting. Its core technology replaces the rotor-merge approach used by most competitors with a belt-based pickup that gently lifts the cut crop and conveys it to the swath without rolling along the ground, claimed to reduce leaf shattering, soil/stone contamination, and regrowth damage — outcomes that materially affect protein content in dehydrated alfalfa and other high-value forages. ROC sells three product families — RT (central-delivery mergers spanning the RT 380 to the RT 1220, the latter claimed as the world's biggest merger at 12.2 m working width), ST (side-delivery mergers with hydraulic or hydropneumatic suspension), and RS (continuous mergers with suspension systems) — plus branded merchandise (clothing, scale models, gadgets).
The firm operates two Italian production sites totalling more than 10,000 m2 that combine offices, warehouses, production halls, and an R&D department using CNC robotic equipment and premium materials (Hardox, chromed steel, stainless steel, special plastic alloys). Distribution is dealer-led globally: subsidiary ROC America (Chicago) plus a parts depot in Caro, Michigan serve North America; ROC RUS (Moscow) supports Russia; regional distributors such as DAGROS cover the Czech and Slovak Republics; and the company reports a presence in roughly 38-40 countries through an 11-language website (Italian, English, Spanish, French, German, Russian, Chinese, Japanese, Czech, Polish) and trade shows such as Fieragricola and Agrilevante. Customers are primarily industrial feed-dehydration plants, biomass and biogas facilities, and large agricultural farms producing hay, silage, and straw.
Revenue is generated predominantly through hardware sales of mergers, with secondary streams in spare parts and after-sales service. Since 8 October 2021, 80% of the company has been owned by Kverneland Group — itself a subsidiary of Japan's Kubota Corporation (FY2020 revenue of approximately $17.3 billion) — while founders Denis Ubaldi and Raffaele Ubaldi remain in operational roles. ROC positions itself as the market leader in the European feed-dehydration segment. Pricing for machinery is quote-based through dealers and is not publicly disclosed; machine-level transaction values are not available.
Roc firmographics
Firmographics- Name
- Roc
- Legal name
- ROC SRL
- Website
- https://roc.ag
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Roc (ROC SRL) is an Italian agricultural-machinery manufacturer founded in 1996 that designs and produces belt-pickup mergers for forage harvesting, serving feed-dehydration plants, biomass and biogas facilities, and large hay/silage farms. Since 2021, 80% of the company has been owned by Kverneland Group (Kubota Corporation).
- Ownership category
- akta.pro rank
Roc industry classification
Industry- Product category
- Agricultural Machinery
- NAICS
- Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Residue & Straw Management (Choppers, Spreaders, Windrowers) (AFAAAEAF)
- akta.pro secondary industry
- Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)
Keywords
Where Roc is headquartered
LocationHeadquarters
- HQ city
- Camerano
- HQ country
- Italy
- HQ region
- Europe
Offices4 records
Markets served
Roc business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Agricultural Machinery Sales: ROC generates primary revenue from the manufacture and sale of professional belt mergers (andanatori) for agricultural applications. Products include RT Series (central delivery mergers), ST Series (side delivery mergers), and RS Series (mergers with suspension systems).
- Parts and After-Sales Service: Revenue from spare parts and technical support services for the installed base of ROC machinery.
- Merchandise and Accessories: E-commerce sales of branded merchandise including clothing, miniature models, and gadgets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ROC branded cap |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Roc product offering
Product offeringCore offering
ROC SRL designs, manufactures, and sells professional belt mergers (andanatori) used in hay and forage harvesting. Unlike traditional rotor mergers that roll crops along the ground, ROC's belt-based pickup systems lift crops gently and transport them via belt to form swaths, preserving leaf quality and reducing contamination. The company offers three product series (RT central delivery, ST side delivery, RS with advanced suspension systems) with multiple models ranging from compact 3.8 m units to the 12.2 m RT 1220, targeting industrial dehydration plants, biomass/biogas facilities, and large agricultural farms across approximately 38 countries.
Product overview
Roc srl is an Italian agricultural machinery manufacturer founded in 1996, specializing in professional mergers (andanatori/belt rakes) for hay and forage harvesting. The company operates a platform-plus-product-line architecture with three distinct merger series: RT Series (rotary pick-up mergers with belt transport system), ST Series (side-loading mergers with hydraulic suspension), and RS Series (continuous merger models). The RT Series includes models from RT 380 to RT 1220, featuring revolutionary belt-based picking that gently lifts crops and transports them without ground contact. The ST Series offers mid-sized mergers with hydropneumatic suspension. The RS Series provides continuous merger configurations. Additionally, Roc offers branded merchandise including clothing and miniatures. Roc operates globally, selling to approximately 40 countries, and became 80% owned by Kverneland Group and Kubota Corporation in October 2021.
Differentiator
Problem solved
Functional benefit
Products and services
- RT 1220 Belt Merger
Quantifiable outcome
- Extended working hours: up to double daily working time compared to traditional mergers
- +3 more outcomes
Companies that use Roc
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Roc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Roc partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, minor and regional.
- Denis UbaldicoreCo-owner who continues in an important role in the company after the Kverneland/Kubota transaction. One of the Ubaldi brothers who founded the company.
- Raffaele UbaldicoreCo-owner who continues in an important role in the company after the Kverneland/Kubota transaction. One of the Ubaldi brothers who founded the company.
- FENDTminorFENDT, an agricultural equipment brand listed as a partner link on ROC's website. FENDT is part of the AGCO group.
- FederunacomaminorItalian agricultural machinery manufacturers association. Listed as a partner link on ROC's website.
- DAGROS, s.r.o.regionalImporter and distributor for Czech and Slovak Republic markets. Handles sales, service, and spare parts for ROC products in these territories.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Roc competitors and assessment
Company assessmentBroad incumbents
- Claas: One of Europe's largest agricultural machinery manufacturers, with dominant forage harvesting (JAGUAR), mowers, and rakes/windrowers. A broader incumbent whose merger/windrower products overlap with ROC at the high end of the market.
- Kverneland Group: Kverneland Group is ROC's 80% shareholder (a Kubota subsidiary) and a leading European manufacturer of agricultural machinery including hay and forage equipment, tillage, and seeding. Direct overlap in the hay/forage harvesting category makes it the most comparable peer, while its portfolio spans far more than mergers.
- John Deere: The global leader in agricultural equipment, with a broad hay and forage product line including rakes and mergers. Sets the competitive benchmark for professional forage harvesting customers ROC targets.
- CNH Industrial / New Holland: Global agricultural and construction equipment group; New Holland offers a full haytool range including mergers/headers. Represents another broad incumbent competing for the same North American and European professional forage accounts.
- AGCO / Fendt: Global full-line agricultural equipment group owning Fendt (a ROC channel partner). Offers tractors, mowers, rakes and mergers that compete with ROC at the dealer level for professional forage customers.
Direct peers
- Krone: German agricultural machinery specialist with a major haytools business (mowers, tedders, rakes/mergers, balers). Direct overlap with ROC's belt merger product offering in the European forage market.
- Pöttinger: Austrian manufacturer of agricultural machinery with a strong hay and forage harvesting line (mowers, tedders, rakes/mergers, loaders). Highly comparable to ROC because it sells belt and rotor mergers for similar dehydration and silage customers across Europe.
- Sitrex: Italian manufacturer of hay and forage equipment including rakes, mergers, and tedders. A like-sized Italian competitor directly comparable to ROC in product type and customer base.
- Kuhn Group: French agricultural machinery manufacturer with a full hay and forage range including mergers/rakes. Competes with ROC for the same professional forage and dehydration plant customers globally.
Regional players
- Maschio Gaspardo: Italian-headquartered agricultural equipment manufacturer with haytool and tillage product lines. Comparable to ROC as a fellow Italian mid-sized ag machinery OEM with overlapping dealer networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Roc social profiles
Digital presenceRoc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roc leadership team
Management profileNumber of profiles
Profiles2 records
Roc subsidiaries and ownership
Company hierarchySubsidiaries1 record
Roc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roc
What does Roc do?
ROC SRL designs, manufactures, and sells professional belt mergers (andanatori) used in hay and forage harvesting. Unlike traditional rotor mergers that roll crops along the ground, ROC's belt-based pickup systems lift crops gently and transport them via belt to form swaths, preserving leaf quality and reducing contamination. The company offers three product series (RT central delivery, ST side delivery, RS with advanced suspension systems) with multiple models ranging from compact 3.8 m units to the 12.2 m RT 1220, targeting industrial dehydration plants, biomass/biogas facilities, and large agricultural farms across approximately 38 countries.
Is Roc a public or private company?
Roc is a private company. It is classified as corporate owned and is currently operating.
When was Roc founded?
Roc was founded in 1996. It employs 51 to 100 people.
Where is Roc based?
Roc is headquartered in Camerano, Italy, in the Europe region.
How does Roc make money?
Three revenue lines are on record. Agricultural Machinery Sales are the primary driver. The others are parts and After-Sales Service and merchandise and Accessories.
Who are Roc's main competitors?
Broad incumbents on record are Claas, Kverneland Group, John Deere, CNH Industrial / New Holland and AGCO / Fendt. Direct peers are Krone, Pöttinger, Sitrex and Kuhn Group. Maschio Gaspardo is listed as a regional player.
Does Roc have an API?
No public API is recorded for Roc.
What industry is Roc in?
Roc's product category is Agricultural Machinery. Its primary akta.pro industry code is AFAAAEAF, Residue & Straw Management (Choppers, Spreaders, Windrowers), with a secondary code of IMAHACAC, Crop Protection & Application Equipment (Sprayers/Spreaders). Its NAICS code is 33311 and its SIC code is 3523.