Surehatch
Surehatch designs and sells automatic digital egg incubators, hatchers, and a full ecosystem of poultry equipment (brooders, feeders, nest boxes, graders, and processing tools) primarily through direct e-commerce to hobby farmers, SMB poultry operations, and commercial hatcheries across 15+ countries.
- Company typePrivate
- Founded2004
- HeadquartersCape Town, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Surehatch does
Surehatch is a specialty poultry equipment manufacturer and direct-to-consumer retailer founded in 2004 in South Africa, now operating with a US base through authorized distributor Indiv Farm Supply in Buffalo, Missouri. The company designs and sells automatic digital egg incubators and hatchers spanning 60-egg hobby units through 16,000-egg commercial hatchery systems, with proprietary features including automatic digital temperature control, hourly automatic egg turning, and external automatic water feed systems. Beyond core incubation, the product portfolio has expanded into a full poultry lifecycle ecosystem across five branded sub-lines: Surehatch (incubation), SureGrow (brooders, drinkers, feeders), SureNest (roll-out nest boxes), SureGrade (egg graders and washers processing 750-3,000 eggs per hour), and SureProcess (scalders, pluckers, killing cones, knife kits, including third-party OEM brands Rite Farm Products and CoopWorx).
The business operates on a one-time hardware purchase model with no recurring subscription revenue, selling primarily through a Shopify-powered direct e-commerce storefront supplemented by an authorized dealer/distributor network and international sales across 15+ countries. Pricing spans $14.99 for small accessories to $47,500 for the SH16000 industrial hatchery, with next-day US shipping on select items, free continental US shipping, and up to 3-year warranty coverage. The company has accumulated 785+ customer reviews averaging 4.87 out of 5 and is led by founder and managing director Heinrich Hanekom. Surehatch is privately held with no disclosed institutional funding, serving hobby farmers, small-to-medium poultry farms, commercial hatcheries, and educational institutions across North America, Africa, and additional international markets.
Surehatch firmographics
Firmographics- Name
- Surehatch
- Legal name
- Surehatch USA
- Website
- https://surehatch.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Surehatch designs and sells automatic digital egg incubators, hatchers, and a full ecosystem of poultry equipment (brooders, feeders, nest boxes, graders, and processing tools) primarily through direct e-commerce to hobby farmers, SMB poultry operations, and commercial hatcheries across 15+ countries.
- Ownership category
- akta.pro rank
Where Surehatch is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Surehatch business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales - Incubators & Hatchers: One-time purchase model for egg incubators and hatchers ranging from 60-egg home units to 16,000-egg commercial hatchery systems. Revenue generated from initial product sale with no recurring subscription requirements.
- Hardware Sales - Brooders, Drinkers & Feeders: Poultry care equipment including SureGrow brooders, infrared heaters, feed silos, and water silos sold as one-time purchases
- Hardware Sales - Nest Boxes: SureNest roll-out nest boxes for free-range egg collection, including heat mats for winter protection
- Hardware Sales - Egg Graders & Washers: SureGrade egg processing equipment for grading (750-3000 eggs/hour) and washing operations
- Hardware Sales - Processing Equipment: SureProcess poultry processing equipment including pluckers, scalders, killing cones, and butcher knife kits, plus third-party Rite Farm Products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-Level Home Incubators (60-560 eggs) |
| Unit Pricing | Pay-as-you-go | Mid-Scale Farm Incubators (1,000-2,160 eggs) |
| Unit Pricing | Pay-as-you-go | Commercial Hatchery Systems (4,000-16,000 eggs) |
| Unit Pricing | Pay-as-you-go | Brooders, Drinkers & Feeders |
| Unit Pricing | Pay-as-you-go | Nest Boxes & Accessories |
| Unit Pricing | Pay-as-you-go | Egg Graders & Washers |
| Unit Pricing | Pay-as-you-go | Processing Equipment |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Surehatch product offering
Product offeringCore offering
Surehatch designs, manufactures and sells a full line of poultry production equipment under multiple sub-brands, including the Surehatch® line of egg incubators and hatchers (60 to 16,000 egg capacities), SureGrow™ brooders and drinkers/feeders, SureNest™ roll-out nest boxes, SureGrade™ egg graders and washers (750-3000 eggs/hour), and SureProcess™ poultry processing equipment (scalders, pluckers, knives, killing cones). Products are sold as one-time hardware purchases directly through its e-commerce site and via authorized US and international distributors.
Product overview
Surehatch is a poultry equipment company offering a comprehensive product portfolio spanning the entire poultry production lifecycle. The core offering is the Surehatch® INCUBATORS & HATCHERS line, ranging from small 60-egg units for hobbyists to industrial-scale 16000-egg hatchery systems producing 4320 chicks per week. The SureGrow™ sub-brand covers brooders and heaters (infrared electric brooders) and drinkers & feeders (feed silos and water silos in various capacities). The SureNest™ line provides free-range nest boxes in medium, large, and extra-large sizes with roll-out designs. The SureGrade™ brand offers egg grading and washing equipment processing 750 to 3000 eggs per hour. The SureProcess™ line provides complete poultry processing solutions including scalders (propane and electric in multiple gallon capacities), pluckers (standard, large with wheels, and extra-large), killing cones, and knife kits. These product lines work together as an integrated poultry farming ecosystem, from incubation through brooding, feeding, nesting, egg processing, and final poultry processing.
Differentiator
Problem solved
Functional benefit
Brands
- Surehatch®: Premium incubators & hatchers for poultry farmers. Trusted worldwide by breeders and farmers for high hatch rates, ease of use and long lifespan.
- SureGrow™
- SureNest™
- SureGrade™
- SureProcess™
- SureView
Products and services
- Surehatch® Egg Incubators and Hatchers Surehatch® line of automatic digital egg incubators and hatchers, ranging from the 60-egg SH60 and SH180 entry-level models through mid-scale SH370, SH560, SH680 and SH1000, to SH2000, SH2000H and SH2160 setter/hatcher combos, and commercial hatcheries SH4000, SH6000, SH8000, SH12000, and SH16000 (producing 720-4320 chicks per week). Designed for hobby farmers, small-to-medium farms, and commercial hatcheries requiring precise temperature control and automatic hourly egg turning.
- SureGrow™ Brooders and Heaters Infrared electric brooders (e.g., SureGrow 100 Chick Brooder) and heating equipment designed to keep chicks and young poultry warm in small to medium poultry operations, including brooder kits, infrared heating lamps, and gas heating lamps.
- SureGrow™ Drinkers and Feeders Poultry drinkers and feeders including 40lb and 80lb feed silos (including a CoopWorx 40lb model), wall-mount feed silos, 8-gallon water silos, and wall-mount water silos for durable, farmer-friendly feed and water storage and dispensing.
- SureNest™ Roll-Out Nest Boxes Free-range roll-out nest boxes in Medium (50-75 hens), Large (75-125 hens), and X-Large 72" reversible (up to 75 hens) sizes, made of rust-resistant materials for long-lasting outdoor use and easy egg collection.
- HeatMats for NestBoxes Heating mats designed to keep eggs from freezing inside nest boxes during cold climate poultry keeping.
- SureGrade™ Egg Graders and Washers Egg grading and washing machines in 750, 1500, and 3000 eggs-per-hour capacities that sort eggs by size and clean them quickly and efficiently for small to large commercial egg producers.
- SureProcess™ Poultry Scalders USA-made poultry scalders including a propane 15-gallon pro poultry scalder, 15-gallon 120V 2,000-watt electric scalder, 15-gallon 240V 3,000-watt electric scalder, and the Rite Farm Products Pro USA 4-gallon 120V 1,000-watt quail scalder for commercial and small-batch chicken and quail processing.
- SureProcess™ Poultry Pluckers Poultry pluckers including the Rite Farm Products Large Pro Plucker with Wheels, Extra Large Pro Plucker for chickens, and the COMBO Rite Farm Products Quail Plucker & Quail Scalder for quail processing.
- SureProcess™ Processing Knives and Kits Poultry processing knives and kits including a 5-inch butcher knife, 2-piece chicken butcher knife set, Deluxe Poultry Processing Knife Kit, Master Poultry Processing Knife Kit, and Master Quail Processing & Butcher Knife Kit, plus Rite Farm Products chicken egg transport crates.
- Restraining Processing Killing Cones Stainless/galvanized killing cones for humanely restraining poultry during slaughter, compatible with chicken, turkey, duck, goose, and quail.
- SureView Egg Fertility Tester (Egg Candler) Egg candling device for testing fertility of up to 30 chicken eggs, helping poultry farmers identify viable embryos during incubation.
- Incubator Power Surge Protector Plug Furman surge protector plug designed specifically to protect incubator equipment from power surges and electrical damage during incubation cycles.
Quantifiable outcome
- Up to 4,320 chicks per week production capacity with SH16000 hatchery system
- +3 more outcomes
Companies that use Surehatch
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Surehatch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature4 records
Surehatch partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Indiv Farm Supply / International Division Inc.coreUS Authorized Distributor handling all US order fulfillment and shipping operations from their Buffalo, Missouri facility. Website URL: www.indivfarmsupply.com
- CoopWorxminorThird-party brand whose SureGrow 40lb Feed Silo is sold through Surehatch's product catalog
- Rite Farm ProductsminorThird-party manufacturer whose poultry processing products (pluckers, scalders, killing cones, egg transport crates) are sold through Surehatch's SureProcess catalog, including Pro USA Quail Scalder and Large/Extra Large Pro Pluckers with Wheels
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Surehatch competitors and assessment
Company assessmentBroad incumbents
- Cobb-Vantress: Major poultry breeding company (owned by Tyson Foods) supplying broiler genetics globally. While primarily a genetics company, it operates in the same poultry value chain and serves commercial hatchery customers that buy incubation equipment.
Direct peers
- Pas Reform: Dutch supplier of integrated hatchery systems and incubation technology for the global poultry industry. Direct peer in commercial-scale hatchery equipment comparable to Surehatch's upper-tier products.
- R-Com: Korean manufacturer of automatic egg incubators for hobbyist and commercial poultry farming. Competes head-to-head with Surehatch on features like automatic turning and digital temperature control.
- Brinsea Products: UK-based manufacturer of egg incubators and hatchers ranging from small hobbyist to commercial units. Directly comparable to Surehatch's core incubator product line across similar customer segments.
- GQF Manufacturing: US-based manufacturer of egg incubators, hatchers, and poultry brooders with a long-established presence. Directly competes in the US hobbyist and small commercial market Surehatch targets.
- Petersime: Belgian manufacturer of industrial-scale hatchery equipment and incubators for commercial poultry operations. Comparable to Surehatch's SH4000-SH16000 commercial hatchery systems.
- Corti: Italian manufacturer of poultry incubators and hatchery equipment. Comparable European-based peer serving both hobbyist and commercial poultry farming segments.
- Jamesway Incubator Company: Canadian manufacturer of commercial hatchery equipment and incubation systems with decades of industry presence. Comparable in industrial-scale hatchery equipment to Surehatch's commercial offerings.
- ChickMaster: US-headquartered manufacturer of commercial hatchery equipment and incubation systems. Overlaps with Surehatch's commercial hatchery product line for large poultry producers.
Others
- Rite Farm Products: US manufacturer of poultry processing equipment (pluckers, scalders, killing cones) sold through Surehatch's catalog under their SureProcess brand. Complementary rather than directly competing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Surehatch social profiles
Digital presenceSurehatch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Surehatch leadership team
Management profileNumber of profiles
Profiles1 record
Surehatch funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Surehatch 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 Surehatch
What does Surehatch do?
Surehatch designs, manufactures and sells a full line of poultry production equipment under multiple sub-brands, including the Surehatch® line of egg incubators and hatchers (60 to 16,000 egg capacities), SureGrow™ brooders and drinkers/feeders, SureNest™ roll-out nest boxes, SureGrade™ egg graders and washers (750-3000 eggs/hour), and SureProcess™ poultry processing equipment (scalders, pluckers, knives, killing cones). Products are sold as one-time hardware purchases directly through its e-commerce site and via authorized US and international distributors.
Is Surehatch a public or private company?
Surehatch is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Surehatch founded?
Surehatch was founded in 2004. It employs 11 to 50 people.
Where is Surehatch based?
Surehatch is headquartered in Cape Town, South Africa, in the Africa region.
How does Surehatch make money?
Five revenue lines are on record. Hardware Sales - Incubators & Hatchers are the primary driver. The others are hardware Sales - Brooders, Drinkers & Feeders, hardware Sales - Nest Boxes, hardware Sales - Egg Graders & Washers and hardware Sales - Processing Equipment.
Who are Surehatch's main competitors?
Cobb-Vantress is listed as a broad incumbent. Direct peers are Pas Reform, R-Com, Brinsea Products, GQF Manufacturing, Petersime, Corti, Jamesway Incubator Company and ChickMaster. Rite Farm Products is listed as an others.
Does Surehatch have an API?
No public API is recorded for Surehatch.