What ATR Landhandel does

ATR Landhandel, legally organized as BAT Agrar GmbH & Co. KG, is a privately held German agricultural trading and distribution company headquartered in Ratzeburg, Schleswig-Holstein. The company distributes a full horizontal portfolio of agricultural inputs and outputs to farmers and agricultural businesses, organized into nine product divisions: seeds (Saatgut), fertilizers (Düngemittel), crop protection (Pflanzenschutz), agricultural plastics (Agrarkunststoffe), agricultural commodities (Landwirtschaftliche Erzeugnisse), certified organic inputs (Öko), crop production consulting (Pflanzenbau), animal nutrition (Tiernahrung), and a consumer-facing home and garden line (Haus & Garten). The company also offers in-house logistics and shipping services through its affiliated BAT Schifffahrt entity.

The company operates a physical distribution network of 18+ locations across Germany, Denmark, Austria, and Poland, which serves as the backbone of its go-to-market and underpins its value proposition of regional presence, expert consulting, fast delivery, and own production. Customer engagement is delivered through direct field sales at the physical sites, supported by two self-service online portals: my.bat-agrar.de for B2B farmer customers and hug.bat-agrar.de for the B2C home and garden segment. The core technology is a conventional agricultural trading and logistics platform with no disclosed proprietary AI/ML components, APIs, or SDKs.

ATR Landhandel generates revenue primarily through transaction-based agricultural trading of inputs and commodities, supplemented by professional services revenue from transportation, logistics, and shipping (BAT Schifffahrt), and consumer retail via the home and garden channel. Pricing is not publicly disclosed. The customer base is a horizontal, long-tail of farmers and small-to-mid-sized agricultural operations with no named enterprise anchors, and the company is a multi-generational family-owned business with no disclosed institutional investors, parent company, or funding history.

Name

ATR Landhandel

Legal name

BAT Agrar GmbH & Co. KG

Website

https://atr-landhandel.de

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ATR Landhandel (BAT Agrar GmbH & Co. KG) is a German agricultural trading and distribution company serving farmers and agricultural businesses with seeds, fertilizers, crop protection, animal nutrition, and consulting across 18+ locations in Germany, Denmark, Austria, and Poland.

Ownership category

akta.pro rank

Headquarters

HQ city

Ratzeburg

HQ country

Germany

HQ region

Europe

Offices18 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Trading: Trading of seeds, fertilizers, plant protection products, agricultural plastics, and agricultural produce. Core revenue stream from agricultural input products and commodity trading.
2. Logistics Services: Transportation and logistics services for agricultural products and inputs.
3. Shipping: Shipping services under BAT Schifffahrt brand.
4. Animal Nutrition: Animal feed and nutrition products for livestock.
5. Retail (Haus & Garten): Consumer-facing home and garden products through hug.bat-agrar.de portal.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

ATR Landhandel (operating as BAT Agrar GmbH & Co. KG) is an agricultural trading company that distributes seeds, fertilizers, crop protection products, agricultural plastics, and agricultural commodities to farmers. It also supplies animal nutrition products, provides crop production consulting, runs shipping/logistics services under the BAT Schifffahrt brand, and sells home and garden products to consumers through a dedicated e-commerce portal.

Product overview

BAT Agrar operates as a diversified agricultural trading company offering a comprehensive portfolio of products and services under multiple divisions: Seeds (Saatgut), Fertilizers (Düngemittel), Crop Protection (Pflanzenschutz), Agricultural Plastics (Agrarkunststoffe), Agricultural Products (Landwirtschaftliche Erzeugnisse), Organic Products (Öko), Crop Production Consulting (Pflanzenbau), Animal Nutrition (Tiernahrung), and House & Garden (Haus & Garten). The company also provides logistics, shipping, and specialized online customer portals (my.bat-agrar.de for farmers and hug.bat-agrar.de for household/garden products) alongside its core trading operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Saatgut (Seeds) Seed products for agricultural use, offered to farmers and agricultural businesses through direct sales and the my.bat-agrar.de portal.
• Düngemittel (Fertilizers) Fertilizer products for crop nutrition, distributed to farmers across regional locations in Germany, Denmark, Austria, and Poland.
• Pflanzenschutz (Crop Protection) Crop protection products including pesticides and herbicides for agricultural customers.
• Agrarkunststoffe (Agricultural Plastics) Plastic products for agricultural applications such as silage covers, films, and related inputs.
• Landwirtschaftliche Erzeugnisse (Agricultural Products) Trading of agricultural commodities and general agricultural produce.
• Öko (Organic) Organic and ecological agricultural products for farmers practicing organic cultivation.
• Pflanzenbau (Crop Production Consulting) Advisory services for crop production, cultivation practices, and agronomic decision-making.
• Tiernahrung (Animal Nutrition) Feed and nutrition products for livestock, sold to farmers and livestock operations.
• Haus & Garten (House & Garden) Consumer-facing household and garden products, sold via the hug.bat-agrar.de e-commerce portal.
• Logistics Services Transportation and logistics services for agricultural inputs and produce across the company's regional network.
• BAT Schifffahrt (Shipping) Shipping services provided under the BAT Schifffahrt brand as a related entity under the BAT Agrar umbrella.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BAT SchifffahrtminorOthersRelated entity under the BAT Agrar umbrella providing shipping/logistics services. Appears to be a subsidiary or affiliated brand rather than external partnership.

Scale indicators1 record

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• BayWa AG: Large publicly listed German agricultural, energy, and building materials conglomerate with a much broader portfolio and significantly larger scale. Provides a wider incumbent benchmark in agricultural inputs, commodity trading, and adjacent renewable energy / construction services across Europe.
• Bunge Global SA: Global agribusiness and food company with operations in grain origination, oilseed processing, and fertilizer production. Comparable to BAT Agrar in agricultural commodity trading but at a vastly larger scale and with integrated processing assets.
• Louis Dreyfus Company: Global merchant of agricultural commodities (grains, oilseeds, rice, freight) and a competitor in the same commodity trading value chain. Operates at significantly larger scale than BAT Agrar but in adjacent segments of the agricultural supply chain.
• Cargill: Global agricultural commodity trader and processor with presence across grains, oilseeds, animal nutrition, and farm inputs. While operating at vastly greater scale, Cargill represents a broad incumbent in the same commodity trading and animal feed spaces where BAT Agrar competes.
• ADAMA Ltd. Global crop protection company manufacturing herbicides, fungicides, and insecticides. Directly comparable in the Pflanzenschutz (crop protection) product line that BAT Agrar distributes, though ADAMA operates upstream as a manufacturer rather than a distributor.

Direct peers

• HaGe Nord AG: Northern German agricultural trading cooperative with strong presence in Schleswig-Holstein and Mecklenburg-Vorpommern—the same regions where BAT Agrar operates Ratzeburg and other Northern locations. Competes directly in grain trading and farm supply distribution.
• Agravis Raiffeisen AG: One of Germany's largest agricultural trading and service cooperatives, operating across seeds, fertilizers, crop protection, animal feed, and agricultural machinery in Northern and Western Germany—directly overlapping with BAT Agrar's product portfolio and geography.
• Beiselen GmbH: Austrian-based agricultural wholesale and trading company with a closely related footprint. The BAT Agrar website directly links to beiselen.at for its Ennsdorf (Austria) office, suggesting a sister or affiliated relationship; both firms distribute seeds, fertilizers, crop protection, and agricultural commodities to farmers.
• RWZ Rhein-Main eG: German agricultural cooperative distributing seeds, fertilizers, crop protection, and animal feed across the Rhein-Main region and beyond. Direct competitor to BAT Agrar in the wholesale agricultural inputs space with comparable B2B farmer customer base.

Emerging players

• KWS Saat SE: German-based global seed company specializing in crop seeds (corn, sugar beet, cereals). Comparable to BAT Agrar in the seeds distribution segment but operating as an upstream supplier rather than distributor; relevant for understanding competitive dynamics in the seed value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BAT.Agrar.GmbH
• LinkedInlinkedin.com/company/atr-landhandel-gmbh-&-co-kg
• Instagraminstagram.com/bat.agrar.gmbh

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 ATR Landhandel