Roc

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.

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

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

• Agricultural mergers
• Belt mergers
• Forage harvesting equipment
• Hay and silage machinery
• Belt rakes

Headquarters

HQ city

Camerano

HQ country

Italy

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, Marketing or Sales

Revenue model

1. 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).
2. Parts and After-Sales Service: Revenue from spare parts and technical support services for the installed base of ROC machinery.
3. Merchandise and Accessories: E-commerce sales of branded merchandise including clothing, miniature models, and gadgets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, minor and regional.

• Denis UbaldicoreOthersCo-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 UbaldicoreOthersCo-owner who continues in an important role in the company after the Kverneland/Kubota transaction. One of the Ubaldi brothers who founded the company.
• FENDTminorChannel Partner/ Reseller/ DistributorFENDT, an agricultural equipment brand listed as a partner link on ROC's website. FENDT is part of the AGCO group.
• FederunacomaminorStrategic or Co-development PartnerItalian agricultural machinery manufacturers association. Listed as a partner link on ROC's website.
• DAGROS, s.r.o.regionalChannel Partner/ Reseller/ DistributorImporter 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

Broad 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

• LinkedInlinkedin.com/company/roc-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Roc