Umbarger Show Feeds

What Umbarger Show Feeds does

Umbarger Show Feeds is a privately held, family-owned manufacturer of specialized animal feed products founded in 1939 and headquartered in Franklin, Indiana. The company produces show-grade nutritional feeds for six livestock categories — cattle, goats, sheep, show pigs, poultry, and horses — formulated to support muscle development, conformation, coat condition, and overall appearance for competitive exhibition. Its product portfolio is positioned as the industry's most diverse line-up for show livestock, with formulations emphasizing freshness, consistency, and unique ingredient blends.

The business operates a dealer-driven go-to-market model, distributing exclusively through a network of over 400 independent dealers across the United States. Customers are predominantly families and individuals who raise and exhibit livestock at county, state, and national shows; the company does not sell direct-to-consumer. Revenue mechanics are anchored in bagged feed sales through authorized dealers, supplemented by branded merchandise sold through a separate apparel storefront (shopumbarger.com), a loyalty Jacket Program, and a youth agriculture Scholarship initiative.

Production is anchored at a state-of-the-art feed mill opened in March 2021 in Franklin, Indiana. The company supports its distribution network with the AGVISION dealer management platform and provides feeding advice resources, but has no disclosed patents, certifications, or institutional investment. Its headcount is reported in the 11–50 range, consistent with a mid-sized specialty manufacturer reliant on third-party dealers for last-mile distribution.

Name

Umbarger Show Feeds

Legal name

Umbarger Show Feeds

Website

https://umbargerandsons.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

11–50 employees

Short description

Umbarger Show Feeds is a family-owned manufacturer, founded in 1939 and based in Franklin, Indiana, that produces specialized show livestock feeds for cattle, goats, sheep, pigs, poultry, and horses. Products are sold exclusively through a network of over 400 independent dealers across the United States to show-exhibitor families.

Ownership category

akta.pro rank

Product category

Show Livestock Feed

NAICS

Animal Food Manufacturing (3111)

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), Feedlot/Intensive Finishing for Lamb & Goat (AFAEAFAH)

Keywords

• Show livestock feed
• Animal feed manufacturing
• Cattle feed products
• Goat feed products
• Show pig nutrition

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Show Feed Sales: Manufacture and sale of specialized animal feed products for show livestock through a dealer distribution network. Products are sold in bags through independent dealers across the United States.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Umbarger Show Feeds manufactures and sells specialized show livestock feed products across six animal categories: cattle, goats, sheep, show pigs, poultry, and horses. The company formulates feeds with unique ingredients to produce what it describes as the industry's most diverse product line-up, focused on high quality, consistency, and freshness for competitive show ring results. Products are distributed exclusively through a network of over 400 independent dealers across the United States rather than sold direct-to-consumer.

Product overview

Umbarger Show Feeds operates as a specialized feed manufacturer offering a comprehensive portfolio of show feeds across six animal categories: Cattle, Goats, Sheep, Show Pigs, Poultry, and Horses. The company produces what it describes as the industry's most diverse product line-up with a focus on high quality, consistency, and freshness. Beyond its core feed products, the company supports customers through complementary services including feeding advice, a Jacket Program loyalty reward, and a Scholarship program for youth in agriculture. Products are distributed through a network of over 400 dealers across the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Cattle Feeds

Segments1 record

Ideal customer profiles1 record

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.

• Dealer Network (400+ Independent Dealers)coreChannel Partner/ Reseller/ DistributorNetwork of over 400 independent dealers across the United States who resell Umbarger show feed products. Dealers provide local distribution and customer relationships. Company provides dealer locator tool and resources including AGVISION dealer management system access.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Manna Pro Products: Manufactures show livestock feeds, supplements, and care products distributed through farm and feed stores. Competes with Umbarger across multiple species in the show segment.
• Sunglo Feeds: Specialty show feed brand with deep focus on show pig and show livestock nutrition. Competes head-to-head with Umbarger in dealer channels serving the same exhibitor base.
• Kent Nutrition Group: Regional Midwest feed manufacturer with a dedicated show livestock line distributed through dealers and farm stores. Highly comparable mid-sized competitor with similar multi-species formulation approach.
• Purina Animal Nutrition (Land O'Lakes): Operates the Honor Show Chow line of show livestock feeds across cattle, pigs, lambs, and goats. Purina is the largest branded competitor in the show feed category and competes directly with Umbarger at the dealer level.
• MFA Incorporated (Moorman's ShowTec): Operates the ShowTec line of show livestock feeds, including cattle, pigs, sheep, and goat formulations. Comparable multi-species show feed competitor with dealer and farm store distribution.
• Vitalix: Specialty feed manufacturer focused on show and performance livestock nutrition. Competes in the same niche with similar formulation and dealer-based distribution.
• Hubbard Feeds (Show-Rite): Manufactures the Show-Rite brand of show livestock feeds covering cattle, pigs, sheep, and goats. Direct competitor in the same dealer-driven show feed category.

Broad incumbents

• ADM Animal Nutrition: A division of ADM offering a broad portfolio of livestock and show feeds under multiple brands. Much larger incumbent that competes broadly across the feed industry, including in the show segment.
• Cargill Animal Nutrition (Nutrena): Global agribusiness with Nutrena-branded livestock and show feeds. A large incumbent competitor with extensive R&D and distribution scale across multiple animal categories.

Emerging players

• BioZyme (Sure Champ): Specializes in show livestock supplements and nutrition products under the Sure Champ brand. Adjacent competitor focused on the show ring supplementation layer that complements or competes with complete feeds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/UmbargerFeeds
• Facebookfacebook.com/UmbargerShowFeed

Revenue estimate

Valuation estimate

Number of profiles

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 Umbarger Show Feeds