AFGRI Animal Feeds

What AFGRI Animal Feeds does

AFGRI Animal Feeds is a South African animal feed manufacturer headquartered in Centurion, Gauteng, operating a nationwide manufacturing and distribution infrastructure comprising six strategically located mills and five silos/depots. The company produces scientifically formulated rations for nine livestock categories — dairy, beef, sheep, game, pig, broiler, layer, rabbit, and ostrich — as well as pet food marketed under the JOCK Dog Food brand. Proprietary product technologies include the AFGRI Fractionated Feeding Program (a precision in-parlour feeding system for dairy cows integrated with Afifarm and Alpro software platforms), AminoMax Bypass Plant Proteins, the HPC (High Protein Concentrate) range, and flush feeding advisory programs for sheep farmers. Notable branded product lines include Topgro (broiler Starter, Grower, Finisher, Maintenance), Optilay (layer 20, 40, 60, Complete Layer Feed), Wintertech HPC, and Ekonotech 55.

The business operates a multi-channel go-to-market model combining direct sales from its mills and depots, distribution through six agricultural co-operatives (Hinterland, OVK, BKB, VKB, NWK, and Die Humansdorp Ko-Op), and a network of approximately 255 stockists accessible via the website's dealer locator. Pricing is quote-based and not publicly disclosed. The company is private with no disclosed ownership structure, funding rounds, or revenue figures. Management includes Technical Director Gert Cronjé and Director of Technical Sales Dr. Heinri Spangenberg, supported by species-specific technical advisors and a Pig Technical Team led by Dr. Franscois Crots. Industry engagement includes membership in the Animal Feed Manufacturers Association (AFMA), participation in the South African Pork Producers Organisation (SAPPO) Symposium, and ongoing bilingual (English/Afrikaans) technical content publication covering biosecurity, feed management, and animal husbandry best practices.

Name

AFGRI Animal Feeds

Legal name

AFGRI Animal Feeds

Website

https://afgrianimalfeeds.co.za

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

AFGRI Animal Feeds is a South African manufacturer of scientifically formulated livestock and pet feed products, operating six mills and five silos nationwide and serving dairy, beef, sheep, poultry, pig, game, rabbit, and ostrich farmers through co-operatives and 255 stockists.

Ownership category

akta.pro rank

Product category

Animal Feed Manufacturing

NAICS

Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Livestock Complete Feed Milling & Blending (Cattle/Swine/Poultry) (AFADAIAA)

akta.pro secondary industries

Livestock & Poultry Nutrition (Feed & Premixes) (HLAMAHAD), Specialty Small Animal Feed (Rabbits, Guinea Pigs, Ferrets, etc.) (AFADAFAI), Specialty Species Nutrition (Exotics, Zoo, Wildlife) (HLAMAHAG)

Keywords

• Animal feed manufacturing
• Livestock nutrition products
• Poultry feed production
• Dairy cattle feed
• Pet food manufacturing

Headquarters

HQ city

Centurion

HQ country

South Africa

HQ region

Africa

Offices10 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed Products: AFGRI Animal Feeds generates revenue through the sale of manufactured animal feed products including livestock feeds (dairy, beef, sheep, game, pig, broiler, layer, ostrich, rabbit) and pet food (JOCK Dog Food). Products are sold through strategically located mills, depots, and a network of co-operative partners across South Africa.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

AFGRI Animal Feeds manufactures and supplies scientifically formulated animal feed products for all major livestock species in South Africa, including dairy, beef, sheep, pig, broiler, layer, ostrich, rabbit, and game animals. The company also produces pet food under the JOCK Dog Food brand. Products are manufactured at six strategically located mills using innovative technology, research-based formulations, and high-quality raw materials, supported by technical advisory services and specialized feeding programs.

Product overview

AFGRI Animal Feeds is an innovative and technologically advanced supplier of animal feed products and services operating from six strategically located mills and five depots across South Africa. The company offers a comprehensive portfolio of livestock feed products organized by animal type: AFGRI Dairy (dairy cattle), AFGRI Beef (beef cattle), AFGRI Sheep (sheep), AFGRI Game (wild/game animals), AFGRI Pig (pigs), AFGRI Broiler (broiler chickens), AFGRI Layer (laying hens), AFGRI Rabbit, and AFGRI Ostrich. Their core product lines include specialized feeding programs such as the Topgro range (Starter, Grower, Finisher, Maintenance) for broilers, Optilay range (20, 40, 60, Complete Layer Feed) for layers, HPC (High Protein Concentrate) range for dairy cattle, Wintertech HPC and Ekonotech 55 for cattle/sheep lick concentrates, and the Broiler One Step single-phase feeding system. They also compete in the pet food market through the JOCK Dog Food brand. The company provides technical expertise through skilled staff, superior products, sound advice and services, including the AFGRI Fractionated Feeding Program integrated with Afifarm and Alpro software for precision dairy feeding.

Differentiator

Problem solved

Functional benefit

Brands

• JOCK Dog Food: Well-known pet food brand competing in the pet food market through the JOCK Dog Food brand.

Products and services

• Broiler One Step Single-phase feeding ration for broilers from one-day old until slaughter. Designed for commercial broiler producers seeking simplified feeding programs.
• Topgro Starter Starter feed for one-day old broiler chicks until 18 days of age. Part of the Topgro phased broiler feeding range.
• Topgro Grower Grower feed for growing broiler chicks from 18 days of age until 32 days. Mid-phase feed in the Topgro phased broiler feeding range.
• Topgro Finisher Finisher feed for broiler birds from 28 days of age until slaughter. Final-phase feed in the Topgro phased broiler feeding range.
• Topgro Maintenance Maintenance feed for broiler birds that have achieved desired growth and body weight. Does not contain standard growth promoter or coccidiostat.
• Chicken Starter Starter feed for one-day old pullets/young hens until 6-8 weeks of age. First phase of pullet rearing for layer operations.
• Chicken Grower Grower feed for growing pullets from 6 weeks of age until point of lay (17 weeks old). Maximizes body weight development for future egg production.
• Optilay 20 Laying mash for hens from point of lay until 39 weeks of age. First laying-phase feed in the Optilay phased layer feeding range.
• Optilay 40 Laying mash for hens from 40 weeks of age until 59 weeks of age. Mid laying-phase feed in the Optilay phased layer feeding range.
• Optilay 60 Laying mash for hens from 60 weeks of age until depletion. Final laying-phase feed in the Optilay phased layer feeding range.
• Complete Layer Feed Single-phase feeding ration for laying hens from point of lay until depletion. Alternative to phased Optilay range for layer operations.
• HPC Product Range High Protein Concentrate range for dairy cows formulated with high-quality raw materials for average to high milk production. Contains Dairy HPC 40, Dairy HPC 40 NPN Free, Dairy HPC 60, Dairy 32 Concentrate Maize Free, Scientific Bovine 21% Maize Free, Scientific Bovine 23% Maize Free. Includes necessary vitamins and minerals and contains no ruminant by-products (eliminating Mad Cow disease risk).
• Wintertech HPC High quality lick concentrate for cattle and sheep, suitable for mixing of high quality maintenance and production licks. Provides optimal quantities of quality natural protein, NPN, minerals and trace minerals for economic utilisation of low quality roughages.
• Ekonotech 55 Ready-mix maintenance lick for cattle. Product code R1190. Suitable for cattle on low quality grazing or roughages. Provides optimal quantities of quality protein, NPN, minerals and trace minerals for economic utilization of low quality roughages.
• JOCK Dog Food AFGRI's pet food sub-brand offering dog food products. Competes in the South African pet food market, sold through retail outlets and via the jockdogfood.co.za website.
• AFGRI Fractionated Feeding Program Precision in-parlour feeding program for individual dairy cows. Significantly updated from the Ideal Weight feeding model within Afifarm. Available to AFGRI customers with Afifarm or Alpro systems at no extra cost. Addresses both nutrition and feeding requirements with great accuracy and remarkably low management burden.

Quantifiable outcome

• Feed accounts for approximately 70–75% of total production costs in egg production
• +2 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core.

• South African Pork Producers Organisation (SAPPO)coreStrategic or Co-development PartnerAFGRI Animal Feeds participates in SAPPO Symposium, the premier pork industry event hosted by the South African Pork Producers Organisation. The AFGRI Pig Technical Team, led by Dr. Franscois Crots, engages with industry stakeholders on pork production and feed formulations. SAPPO aims to promote pork production in South Africa by 45% over five years.
• HinterlandcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.
• OVKcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.
• BKBcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.
• VKBcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.
• NWKcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.
• Die Humansdorp Ko-OpcoreChannel Partner/ Reseller/ DistributorAgricultural co-operative partner distributing AFGRI Animal Feeds products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Epol: Specialist pet food and animal feed brand in South Africa, historically part of Astral Foods. Competes with AFGRI in pet food (dog food) and in specialty animal nutrition segments, serving a similar farmer and pet owner customer base.
• Bupo Animal Feeds: South African feed manufacturer producing complete feeds and concentrates for cattle, sheep, poultry and pigs. Direct competitor in the same commercial and emerging-farmer segments that AFGRI addresses.
• Voermol Feeds: South African animal feed manufacturer focused on livestock supplements, licks and concentrates. Direct overlap with AFGRI's cattle, sheep and dairy ranges, particularly the HPC concentrate and Wintertech-type product lines.
• Meadow Feeds: Largest South African animal feed manufacturer, owned by Astral Foods. Operates multiple feed mills producing livestock and poultry feed across the same species spectrum as AFGRI, including broilers, layers, dairy and beef.

Emerging players

• Alltech South Africa: Global animal nutrition company with a South African presence focused on premixes, supplements and feed additives. Comparable to AFGRI on the specialty nutrition and HPC-style product end rather than commodity feed milling.
• Quantum Foods: South African poultry and animal feed producer operating smaller-scale feed milling for its integrated poultry business and third parties. Compares with AFGRI in layer and broiler feed with a regional rather than national footprint.

Broad incumbents

• RCL Foods: Large South African food group with an animal feed division serving its own poultry operations (Rainbow) and third-party farmers. Competes with AFGRI in broiler, layer and pig feed, supported by integrated poultry demand.
• Cargill Animal Nutrition (South Africa): Global animal nutrition major with operations in South Africa offering compound feed and premix solutions for livestock and poultry. Competes with AFGRI at the national level but as part of a much broader global portfolio.
• Astral Foods: Vertically integrated South African poultry producer that owns Meadow Feeds and Epol — both direct feed mill competitors to AFGRI. Important strategic competitor because of captive demand for its integrated broiler operations.
• Trouw Nutrition (Nutreco) South Africa: Subsidiary of Nutreco, supplying premixes, specialty feeds and animal nutrition services to the South African livestock and poultry industries. Overlaps with AFGRI's HPC range and bypass protein offerings but is a global player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AFGRIAnimalFeeds

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 AFGRI Animal Feeds