What Agricenter does

Agricenter Srl is an Italian private limited company founded in 2001 and headquartered in Noceto (Parma province) that designs, installs, and services dairy farming equipment for Italian cattle farms. The company operates as an authorized Italian partner and installer for three OEMs — GEA Farm Technologies (milking parlors, robotic milking, vacuum pumps, sanitation, herd management), Wasserbauer (robotic feeding and bedding systems, brought into the portfolio in 2006), and Japy Tech (milk cooling and storage tanks). Its customer base consists of professional dairy farmers operating herds of all sizes, from small family farms to large industrial operations; publicly disclosed reference customers (Azienda Bertoncella, Gaudenzi, Mirani, Opizzi, Scauri SS, Dall'Aglio, Tromba Andreana, Boscoli, Antica Fattoria Lanzi, Fratelli Tonoli, Rendering Future Farm) are all SMB dairy operations in Italy.

The product portfolio is organized into automated milking (GEA DairyRobot R9500 single-box robots, DairyProQ rotary robotic parlors, DairyRotor T8900 and AutoRotor Magnum 40 rotary platforms, side-by-side and herringbone parlors, IQ milking clusters, Apollo MilkSystem post-dipping, DemaTron/DeMax control units), automated feeding and bedding (Wasserbauer Butler Gold feed pusher, Shuttle Eco feeding robot, Flypit bedding distributor), supporting infrastructure (GEA RPL/RPS vacuum pumps, Japy Tech PCool/TCool/SICool coolers, GEA BackFlush and SineTherm sanitation, pre- and post-milking hygiene chemistry), and herd management / calf rearing (GEA CowScout sensors, GEA DairyNet software, GEA DairyFeed J automatic calf feeders, screw conveyors, calf housing). Agricenter does not own the underlying OEM technology; its differentiated layer is integration design, installation, commissioning, and 24/7 after-sales technical support.

The business model combines one-time equipment sales (capex purchases by farms) with installation/commissioning services and recurring after-sales technical assistance. Pricing is custom and project-based — no standard rate card is publicly disclosed — with sales conducted directly by Agricenter's technical staff through consultation, on-farm assessment, and tailored solution design. The company employs 11–50 people, is not externally funded, has no parent company, and has no disclosed headcount growth, M&A, or international expansion activity; geographic scope is national (Italy) only.

Name

Agricenter

Legal name

Agricenter Srl

Website

https://agricentersrl.eu

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Agricenter Srl is an Italian dairy farming equipment integrator founded in 2001, headquartered in Noceto (Parma). It designs, installs, and services GEA milking systems, Wasserbauer robotic feeding, and Japy Tech cooling solutions for Italian dairy farms of all sizes.

Ownership category

akta.pro rank

Product category

Dairy Farming Equipment

NAICS

Support Activities for Animal Production (11521), Agricultural Implement Manufacturing (33311), Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523), Agricultural Services (700)

akta.pro primary industry

Livestock & Dairy Equipment (IMAHACAG)

akta.pro secondary industry

Milking Parlor & Dairy Farm Support Services (Non-veterinary) (AFAEALAK)

Keywords

• Dairy milking systems
• Automated feeding robots
• Herd management software
• Milk cooling tanks
• Farm equipment installation

Headquarters

HQ city

Noceto

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Equipment Sales: Sale of milking systems, automated feeding equipment, milk cooling tanks, vacuum pumps, herd management sensors, hygiene and sanitation products for dairy farms. Products range from individual components to complete turnkey installations.
2. Installation Services: Professional installation, commissioning, and certification of milking and feeding systems. Includes project design and customization for individual farm requirements.
3. After-Sales Support: 24-hour technical assistance, maintenance services, and post-installation support to ensure customer satisfaction and system reliability.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Agricenter designs, distributes, installs, and services dairy farming equipment and systems across Italy, acting as authorized partner for GEA Farm Technologies, Wasserbauer, and Japy Tech. The portfolio covers automated and robotic milking parlors, robotic feeding systems, herd management sensors and software, milk cooling and storage tanks, vacuum pumps, and sanitation/hygiene systems. Services include custom farm design, professional installation with certification, and 24-hour post-sale technical assistance.

Product overview

Agricenter is an Italian agricultural technology company founded in 2001 specializing in dairy farm equipment and systems. The product portfolio centers on three main categories: (1) Robotic and automated milking systems including the GEA DairyRobot R9500 (single-box robotic milker), GEA DairyProQ (rotary robotic parlor for large operations), and various GEA milking parlors (DairyRotor T8900, AutoRotor Magnum 40, SBS Global 90i, SBS Magnum 90i VL, EuroClass herringbone systems) along with milking control units (DemaTron, DeMax) and accessories (IQ milking clusters, Apollo MilkSystem); (2) Automated feeding solutions from Wasserbauer including Butler Gold (self-propelled feeder), Shuttle Eco (feeding robot), and Flypit (automatic bedding distributor); (3) Supporting infrastructure including GEA vacuum pumps (RPL, RPS), Japy Tech milk coolers (PCool, TCool, SICool), GEA sanitation systems (BackFlush, SineTherm), hygiene products (pre/post-milking dips, detergents), herd management software (CowScout sensors, DairyNet platform), calf feeding systems (DairyFeed J series), and calf housing equipment. Services include custom system design, installation, commissioning, post-sale support, and 24-hour technical assistance. The company operates as an authorized dealer and installer for GEA Farm Technologies, Wasserbauer, and Japy Tech products throughout Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• GEA DairyRobot R9500 Compact single-box robotic milking system supporting voluntary milking with free milking schedules or group milking sessions; features In-Liner Everything technology for automated stimulation, cleaning, forestripping, milk collection, and post-dipping in a single attachment. Each module handles up to 70 animals.
• GEA DairyProQ Automated rotary milking parlor system for large dairy operations with 28-80 stations, capable of milking 120-400 heads per hour with one supervising operator; fully automatic milking routine from attachment through disinfection and cleaning.
• GEA AutoRotor Magnum 40 Rotary milking system in sizes from 16 to 40 stations, featuring herringbone positioning for operator access and automatic milking arm that positions the milking cluster under the udder; up to 100 cows milked per hour with one operator.
• GEA DairyRotor T8900 Rotary milking platform for medium to large herds with 32-120 stations, offering continuous milking with design options at 75° or 90° angles and V or parallel entry configurations.
• GEA SBS Global 90i Side-by-side milking parlor for medium and large operations featuring front exit, rapid animal positioning, and multi-line control panel for operator convenience.
• GEA SBS Magnum 90i Vertical Lift Large herd milking solution with side-by-side configuration and pneumatic front exit lift system, available in configurations up to 2x60 positions, designed for 24-hour operation.
• GEA Spina Euroclass 800/850/800 RE Herringbone milking parlor with compact footprint of 800-850mm per stall, featuring rapid exit system that increases productivity by up to 15%.
• GEA IQ Milking Clusters Four-chamber milk collector with four independent collection chambers that prevent cross-contamination between teats and reduce vacuum contamination for better milk quality and udder health.
• GEA Apollo MilkSystem Automated milking system that applies post-dip directly inside the teatcup at the end of milking and performs group sanitization after detachment; patented valve technology ensures milk never contacts cleaning agents.
• GEA DemaTron 60/70/75 Milking control units that monitor and control the milking process from pulsation to automatic cluster removal, with milk measurement and animal identification capabilities.
• GEA DeMax 55/60 Milk production monitoring units providing automatic update control, pulsation system control, and automatic cluster removal for milking comfort.
• GEA RPL Lobe Vacuum Pump Three-lobe rotor vacuum pump for milking systems that reduces energy costs by over 50%, featuring cyclone principle that eliminates the need for regular rinsing.
• GEA RPS Vacuum Pump Vacuum pump for milking with high-capacity reserves and proven technology for reliable vacuum production across all herd sizes.
• Wasserbauer Butler Gold Self-propelled feed distributor for dispensing small quantities of concentrate or sugars in the form of glycol or molasses, featuring intelligent and continuous forage pushing.
• Wasserbauer Shuttle Eco Intelligent battery-powered automated feeding robot with ion lithium operation that mixes and distributes rations to different feed bunks, with precise weighing and dosing per animal group.
• Wasserbauer Flypit Automated straw and bedding material distributor providing regular bedding suitable for animal needs, offering up to 59% straw savings and reduced workload.
• GEA BackFlush Automatic cleaning system for milking clusters and milk lines that prevents spread of mastitis infections from cow to cow through automated rinsing and disinfection after each milking.
• GEA SineTherm Professional rinsing system for milking installations offering up to 30% water savings and automatic detergent dosing for efficient cleaning of all milk-contact surfaces.
• Japy Tech PCool Milk refrigeration tank for small to medium dairy operations with capacities from 320 to 1,950 liters, featuring CFC-free polyurethane foam insulation for energy efficiency.
• Japy Tech TCool Horizontal milk storage tank with 24 variants, featuring quality insulation and configurable milk entry points, limiting temperature increase to 0.5°C over 12 hours.
• Japy Tech SICool Vertical silo tank for milk storage with capacities from 8,000 to 40,000 liters, featuring improved insulation, optimized agitator design, and remote access via ICool control unit.
• GEA CowScout Herd management sensor system for fertility detection and activity monitoring, available in neck and leg versions, providing real-time alerts for heat detection and health indicators.
• GEA DairyNet Digital herd and farm management platform connecting herd management with farm operations, digital services, and system monitoring for improved productivity and animal health; backed by 35 years of dairy herd management experience.
• GEA DairyFeed J C400+/V600+/V640+ Computerized automatic calf feeders for professional calf rearing, supporting individual feeding curves and variable portions of milk powder or milk mixtures with capacity up to 50 animals per station.
• Coclee Screw Conveyors Tubular chain conveyors for transporting granular and powder products for food and industrial use, with modular structure and up to 50% energy savings versus conventional transport systems.
• GEA Pre-Milking Hygiene Products Pre-milking hygiene range including OxiCidePré (hydrogen peroxide), DermaPré F (lactic acid foam), DermaPré (concentrated detergent), LuxPré (iodine-based), and SensoPré (chlorhexidine-based).
• GEA Post-Milking Hygiene Products Post-milking hygiene products including LuxDip 50 (iodine-based filming), BiSeptDip (chlorine dioxide bi-component), SalvoDip B (lactic acid barrier), and SensoDip 50 (chlorhexidine-based).
• Agricenter Detergents Dairy facility cleaning products including CircoSuper SFM (phospho-nitric), CircoSuper AFM (chlorine/caustic alkaline), EcoPremium (phosphoric), DomoSteel (external polisher), and ZorbiSan Plus (high-absorbency bedding treatment).
• Calf Boxes and Farm Equipment Calf housing and auxiliary farm equipment including E-Brush and M-Brush cattle brushes, Cow Cleaner, veterinary instruments, GRP calf boxes in raised and ground models, and fiberglass footbaths.
• Dairy Farm System Design, Installation, and 24/7 After-Sales Service End-to-end project services including custom system design tailored to farm requirements, professional installation with commissioning and certification, post-sale support, and 24-hour technical assistance with on-site intervention by specialized technicians.

Quantifiable outcome

• Vacuum pump energy cost reduction of over 50% with GEA RPL lobe pumps
• +5 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Three partnerships are on record, tiered core.

• GEA Farm TechnologiescoreTechnology or IntegrationGEA is a global leader in dairy farming solutions offering milking systems, herd management technologies, vacuum pumps, sanitation equipment, and automated solutions. Agricenter serves as a key technology partner and installer for GEA products in Italy, providing sales, installation, and technical support for GEA's complete portfolio including DairyRobot R9500, DairyProQ, CowScout sensors, and related milking equipment.
• WasserbauercoreTechnology or IntegrationWasserbauer offers unique and innovative ration distribution systems for dairy farms worldwide. Agricenter introduced the Wasserbauer brand internally in 2006, strengthening their team of highly qualified technicians in the installation and maintenance sector. Products include Butler Gold feeding robots, Shuttle Eco feeding robots, and Flypit automated straw bedding systems.
• Japy TechcoreTechnology or IntegrationJapy Tech provides milk cooling and storage solutions including SICool vertical silo tanks, TCool horizontal tanks, and PCool compact coolers for farms of all sizes. Agricenter distributes Japy Tech cooling technology as part of their complete dairy farm equipment offerings.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Afimilk: Israeli dairy herd management and milking technology provider with growing European presence. Overlaps with Agricenter's CowScout/DairyNet herd management offering and competes for sensor and software-led farm automation deals in Italy.
• SCR Dairy (Allflex Livestock Intelligence): Israel-based provider of dairy cow sensors, heat detection, and herd intelligence platforms. Competes with GEA CowScout and DairyNet in the herd management software and sensor category that Agricenter distributes in Italy.
• Milkrite | InterPuls: UK/Italy-based manufacturer of milking liners, clusters, and consumables. Adjacent competitor for component-level dairy equipment sales and consumable service revenue that Agricenter also captures through GEA-branded offerings.

Direct peers

• Fullwood Packo: European (UK/Belgium) manufacturer of milking systems, cooling tanks, and dairy hygiene equipment. Competes directly with Agricenter in the Italian market for parlors, milking robots, and milk cooling installations.
• Lely: Dutch global leader in robotic milking (Lely Astronaut) and automated feeding (Lely Vector). Operates through its own dealer network in Italy, directly competing with Agricenter on robotic milking and feeding automation projects for dairy farms.
• BouMatic: US-based manufacturer of milking parlors, robotics, and dairy farm systems with European distribution. Competes with Agricenter's GEA-based portfolio for Italian dairy farm modernization and parlor installation projects.
• DeLaval: Global manufacturer of dairy farming equipment (milking systems, cooling, automation) with its own dealer network across Europe. Competes head-to-head with Agricenter for Italian dairy farm projects, often through local dealers like DeLaval Italia offering equivalent GEA-comparable product lines.

Broad incumbents

• GEA Farm Technologies: Global dairy equipment manufacturer and Agricenter's largest technology partner. GEA sells some products through Agricenter but also maintains direct relationships with large farms, making it both supplier and partial competitor in the Italian market.

Others

• Japy Tech: French/Italian manufacturer of milk cooling and storage tanks (SICool, TCool, PCool) supplied through Agricenter in Italy. Functions primarily as a supplier but also competes in cooling equipment via direct sales to large Italian dairy accounts.
• Wasserbauer: Austrian manufacturer of automated feeding systems (Butler Gold, Shuttle Eco, Flypit) and Agricenter's technology partner. While supplying Agricenter, Wasserbauer also has direct sales channels in some European markets, representing both an alliance and indirect competitive overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Agricenter