What Agrobs does

Agrobs GmbH & Co. KG is a privately held, family-controlled German animal feed manufacturer founded in the early 1990s and headquartered in Degerndorf, Bavaria. The company specializes in species-appropriate nutrition, primarily for horses, with secondary lines for pet animals (rodents, tortoises, reptiles), camelids, cattle, and wildlife/zoo facilities. Its core product platform is the PRE ALPIN series, hay-substitute and forage products built from over 60 different grasses and herbs sourced from the biodiverse meadows of the Bavarian Alpine foothills, processed using a proprietary gentle warm air-drying method that preserves nutrients while eliminating mould and bacteria. The portfolio spans 30+ SKUs across core hay substitutes (Wiesencobs, Wiesenflakes, Senior, Aspero, Compact), forages (AlpenHeu, Grünhafer, Luzerne+), concentrate feeds (Horse Alpin Senior, AlpenGrün Seniormüsli, AlpenGrün Mash), supplements and minerals (Omega3 Pur, Zink Pur, Spurenelemente Pur, Gipfelstürmer Mineral, Bierhefe Pur), specialty pet foods (Testudo, Kräuterlinge, Wildstruktur), pasture seeds, and merchandise.

Agrobs generates revenue through a hybrid go-to-market model combining direct-to-consumer e-commerce via a multilingual (DE/EN/NL) online shop, a B2B distribution network of Agrobs stockists and regional field service representatives operating across Germany and the Netherlands, and a feeding advice consultation service that supports both pre-sale and post-sale customer engagement. The company sells primarily through one-time physical product transactions; pricing is not publicly disclosed and requires login or checkout. Marketing is conducted through organic social channels (Facebook, Instagram, TikTok), content marketing via the e-commerce site, feeding-advice consultations, and participation in industry events including the Equitana trade fair, where Agrobs has received innovation awards in 2015, 2019, and 2022.

The firm employs 51-100 people and is led by a Berger-family management team (Florian Berger and Simon Berger as Executive Secretaries, Thomas Berger as the person liable for content). It operates with no external institutional investment, no parent company, and no subsidiaries, indicating an organically funded, family-controlled operating model. Recognition extends beyond commercial awards to include the St. Georg Gütesiegel quality seal for PreAlpin Wiesencobs, endorsement from Germany's largest reptile rescue centre for the Testudo product line, and an established reputation of over 30 years in the German-speaking equestrian market.

Name

Agrobs

Legal name

Agrobs GmbH & Co. KG

Website

https://agrobs.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Agrobs is a German, family-controlled manufacturer of species-appropriate animal feed, specializing in horse nutrition through its PRE ALPIN range of hay substitutes and forages made from over 60 grasses and herbs from the Bavarian Alpine foothills, serving individual horse owners, pet owners, and wildlife facilities via DTC e-commerce and a stockist/distributor network.

Ownership category

akta.pro rank

Product category

Equine nutrition and animal feed

NAICS

Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)

Keywords

• Equine nutrition feeds
• Hay substitute products
• Animal feed manufacturing
• Pet nutrition products
• Mineral feed supplements

Headquarters

HQ city

Degerndorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Direct Sales: Direct-to-consumer sales through the Agrobs online shop for horse feed, pet food, and related products. Customers can purchase individual items with various packaging sizes.
2. B2B Distribution: Sales through distributors, regional field service, and Agrobs stockists to retail and wholesale customers, serving both commercial and individual buyers.
3. Feeding Advice Services: Free and paid feeding consultation services provided to customers seeking species-appropriate nutrition advice for their horses and pets.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Agrobs produces and sells species-appropriate animal feeds built on over 60 different grasses and herbs from the Bavarian Alpine foothills, processed through a gentle warm air-drying method. Its core offering is the PreAlpin hay-substitute range (Wiesencobs, Wiesenflakes, Senior, Aspero, Compact, Bio Wiesencobs, Protein Light Flakes) for horses, complemented by forage, concentrate feeds, single-ingredient Pur-Line supplements, and dedicated lines for small pets, tortoises, reptiles and wildlife. Products are sold via the company's own online shop, its network of Agrobs stockists, and regional field service representatives and distributors.

Product overview

Agrobs is a German animal feed company specializing in species-appropriate nutrition, primarily for horses, pets, and zoo animals. The product portfolio is organized around the PRE ALPIN product series containing over 60 different grasses and herbs from the Bavarian Alpine foothills. Core offerings include hay substitute products (Wiesencobs, Wiesenflakes, Senior, Aspero, Compact), forage products (AlpenHeu, Grünhafer, Luzerne+), concentrate feeds (Horse Alpin Senior, AlpenGrün Seniormüsli, AlpenGrün Mash), and supplements (Omega3 Pur, Zink Pur, Spurenelemente Pur, Gipfelstürmer Mineral, Bierhefe Pur). Pet food includes Testudo products for tortoises, Kräuterlinge for rodents, and Wildstruktur for deer. The company emphasizes grain-free, low-starch formulations with natural ingredients sourced from the Bavarian Alpine region.

Differentiator

Problem solved

Functional benefit

Brands

• PRE ALPIN: Product series containing over 60 different grasses and herbs from the Bavarian foothills of the Alps
• PreAlpin
• Myoalpin
• Pre Alpin
• AlpenGrün
• Testudo
• Kräuterlinge
• AlpenHeu
• Luzernecobs
• Grünhafer
• Bierhefe Pur
• Omega3 Pur
• Zink Pur
• Spurenelemente Pur
• Horse Alpin Senior
• Gipfelstürmer Mineral

Products and services

• PreAlpin Wiesencobs Original PreAlpin hay-substitute cobs containing over 60 different grasses and herbs from the Bavarian Alpine foothills, serving as the flagship fibre-based roughage for all horses.
• PreAlpin Wiesenflakes PreAlpin roughage in flake form offering effortless soaking (ready in approximately 5 minutes) as an alternative to Wiesencobs.
• PreAlpin Senior Basic PreAlpin feed for older horses using short fibre length that can be swallowed directly after dampening, suitable as an alternative to hay cobs for toothless or dentally impaired horses.
• PreAlpin Aspero Special long-chop fibre PreAlpin product serving as a hay substitute and a daily hay-ration enhancer.
• PreAlpin Compact Compact hay-substitute brick form of the Bavarian Alpine foothills PreAlpin range.
• PreAlpin Bio Wiesencobs Organic-certified version of the original PreAlpin Wiesencobs hay substitute for all horses.
• PreAlpin Protein Light Flakes Low-protein PreAlpin flake blend of grasses for easy keepers, enabling calorie reduction within the hay ration.
• Myo Protein Flakes Protein-rich meadow grasses flake product based on Myoalpin fibres, designed to build and maintain muscle in horses with high protein requirements.
• AlpenHeu Natural hay from meadows in the foothills of the Bavarian Alps, containing a variety of meadow grasses and herbs with fibre length up to 15 cm.
• Grünhafer Green oats harvested after flowering and before starch accumulation, providing a low-starch, raw-fibre-rich grain substitute retaining the gentle power of oats.
• Luzerne+ Long-chop lucerne combined with green oats, providing essential amino acids, minerals and high-quality plant fibres for horses.
• Luzernecobs Time-honoured protein source from alfalfa (lucerne) processed into cobs for horses.
• Horse Alpin Senior Supplemental feed containing Myoalpin fibres formulated for older horses and horses with dental problems, combining roughage and concentrated feed in one product.
• AlpenGrün Seniormüsli Grain-free muesli specifically formulated for older horses using Myoalpin fibres, linseed cake, brewer's yeast and milk thistle cake.
• AlpenGrün Mash Grain-free mash alternative that can have a positive effect on horses with stomach problems or faecal water syndrome.
• LeichtGenuss Low-calorie feed to occupy obese or laminitic horses while enhancing the hay ration.
• Bierhefe Pur Pure brewer's yeast supplement free from grain and molasses, supplying natural B vitamins and amino acids for shiny coats and strong hooves.
• Omega3 Pur Cold-pressed oil mixture of linseed, camelina and Lallemantia iberica, rich in omega-3 fatty acids with an ideal 3:1 ratio to omega-6 fatty acids.
• Zink Pur Targeted zinc supplement providing pure organically bound zinc from zinc chelate of protein hydrolysates.
• Spurenelemente Pur High-bioavailability trace element supplement containing zinc, selenium, copper, manganese, iodine and cobalt in organically and inorganically bonded forms.
• Gipfelstürmer Mineral Concentrate mineral feed with 100% organically bound trace elements, rich in vitamins E, B1, B2, B12, biotin, vitamin C and L-carnitine for horses with increased nutritional requirements.
• Testudo Baby Extra-fine base feed for juvenile tortoises up to 200 g, containing meadow leaves and seeds from the Bavarian Alps with an ideal calcium-phosphorous ratio.
• Testudo Fibre High-fibre feed supporting healthy intestinal flora and metabolism in tortoises and reptiles.
• Kräuterlinge Dust-free and low-allergen base feed for rodents and rabbits, containing herbs and grasses from diverse meadows.
• Ringelblumenblüten 100% marigold blossoms supplement for rodents and tortoises, helping relieve stomach and intestinal ailments.
• Wildstruktur Species-appropriate feed for wild deer with crude fibre content adapted to the natural deer diet, using Pre Alpin dried green fibres.
• Pferdeweide Sensitiv Low-fructan seed mix for reseeding horse pastures, containing selected grasses with reduced fructan content such as red fescue and timothy-grass.
• Feed Scoop Plastic feed scoop with 1.5 L volume for measuring out horse feed, robust, food-safe and manufactured in Germany.
• Agrobs Feeding Advice Personalised feeding-advice service offered via telephone and email to help horse and pet owners select the right Agrobs products and feeding plans.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Auffangsstation für Reptilien München e.V.coreStrategic or Co-development PartnerGermany's largest reptile rescue centre that recommends Testudo Baby as a suitable feed for juvenile tortoises. This endorsement validates the species-appropriate formulation of the product for reptile nutrition.
• Bavarian Alpine Foothill FarmscoreOthersNetwork of farms located in the foothills of the Bavarian Alps that supply the high-quality meadow grasses and herbs used in Agrobs products, ensuring consistent biodiversity and quality.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cavalor: Belgian premium equine nutrition brand specializing in high-performance horse feed and supplements; similar premium positioning and European distribution.
• Mühldorfer Pferdefutter: German specialty equine feed manufacturer offering hay cobs, muesli, and supplements with comparable product formats and DACH-centric distribution—direct competitor in the same premium horse-feed niche.
• Marstall: German equine feed brand offering muesli, cobs, and mineral feeds through similar retail and stockist channels; comparable product breadth and target customer base.
• Eggersmann: German compound feed manufacturer with a dedicated equine line including hay cobs, muesli, and specialty feeds; overlaps directly with Agrobs' PreAlpin cobs and concentrate positioning.
• Höveler: German equine feed specialist with muesli, mineral feeds, and specialty products; comparable DACH distribution through equestrian retailers and direct-to-consumer channels.
• Pavo (ForFarmers): Dutch equine nutrition brand serving Netherlands and broader European markets with a comprehensive feed and supplement range—direct competitor in Agrobs' existing Dutch export market.
• St. Hippolyt Mühle Ebert: German premium equine and pet nutrition brand with a broad portfolio of forage, concentrates, and supplements; competes head-to-head with Agrobs in species-appropriate horse feeding in DACH.

Broad incumbents

• Spillers (Mars Horsecare): UK-based equine feed brand owned by Mars, offering broad horse feed and supplement ranges; competes in the same European equine nutrition category with broader corporate backing.
• Dodson & Horrell: UK heritage equine feed brand with broad portfolio including roughage substitutes, supplements, and balancers; comparable product category with established European retail footprint.
• Josera: German family-owned pet and specialty animal feed manufacturer with equine, small pet, and farm animal lines; broader portfolio but overlaps with Agrobs' pet food (rodents, rabbits) and equine categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xxing.com/pages/agrobsgmbh
• YouTubeyoutube.com/@Agrobs-horsefeed
• Facebookfacebook.com/agrobs.de
• LinkedInlinkedin.com/company/agrobs-gmbh
• Instagraminstagram.com/agrobs/?hl=de
• TikToktiktok.com/@agrobs_official?_t=8eFnUJc4UW3&_r=1

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Agrobs