What Lyssy and Eckel does

Lyssy and Eckel is a family-owned feed manufacturer founded in 1945 in Poth, Texas, producing livestock, wildlife, equine, show, and specialty feeds under proprietary sub-brands including Stubble Buster (cattle), Stamina (equine), Zala (exotic species), and Legacy (show animals), as well as the post-2022 Pecos Valley Alfalfa (PVA) line. The company operates six retail locations across Texas (Poth, George West, Hondo, Llano, Roosevelt) and a manufacturing mill and mill store in Roswell, New Mexico acquired from AC Nutrition in June 2022, complementing direct retail with a dealer locator network and delivery services spanning protein feeder blowers, bulk paddlewagon orders, and custom deliveries with a 6-ton minimum.

The underlying technology relies on animal-nutrition domain expertise rather than digital platforms, including custom formulations reviewed by a noted ruminant and equine nutritionist, a proprietary mineral stack featuring IntelliBond hydroxy chelated and Zinpro amino acid complex trace minerals, and over 35 years of deer nutrition research (since 1989) with a continuous scientific breeding herd and the On-Target program (since 2002) testing thousands of native Texas browse plants. Distribution partnerships with Victor Super Premium Pet Foods, Atascosa Wildlife Supply, and MB Ranch King extend the retail footprint into pet food, deer blinds, and feeders.

Revenue mechanics combine one-time-product sales across feed lines, mineral and protein supplements, grains, animal health and parasite control products, hunting supplies, pet food, and fertilizer, sold directly through company stores, bulk delivery, and third-party dealers. Pricing is not publicly disclosed; custom feed requires a 4-ton minimum for pellets and 1-ton for textured feed, and custom bulk delivery requires 6-ton minimum orders. The customer base is a fragmented long-tail of Texas and New Mexico ranchers, deer and exotic animal producers, show exhibitors, hunters, and pet owners rather than concentrated enterprise accounts.

Name

Lyssy and Eckel

Legal name

Lyssy & Eckel Feeds

Website

https://lefeeds.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

101–250 employees

Short description

Lyssy and Eckel is a family-owned Texas feed manufacturer founded 1945, producing custom-formulated livestock, wildlife, equine, show, and exotic feeds, plus pet food, animal health, hunting supplies, and fertilizer across six retail locations and a Roswell, New Mexico mill.

Ownership category

akta.pro rank

Product category

Animal Feed Manufacturing

NAICS

Other Animal Food Manufacturing (311119)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Animal Nutrition & Feeding Support Services (On-Farm Feeding, Feed Management) (AFAEALAJ)

akta.pro secondary industries

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ), Nutrition & Production Medicine Advisory (Transition Cow, Performance Optimization) (AFACADAI)

Keywords

• Livestock feed manufacturing
• Wildlife feed nutrition
• Custom animal feeds
• Agricultural supply retail
• Deer nutrition research

Headquarters

HQ city

Poth

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Livestock Feed Sales: The company manufactures and sells a comprehensive line of animal feeds including cattle feeds, deer feeds, show feeds, equine feeds, sheep and goat feeds, hog feeds, and poultry feeds. Products are available in various forms including cubes, pellets, textured feed, and meal. Custom formulations are available with minimum orders.
2. Pet Food Distribution: Distribution of Victor Super Premium Pet Foods, Valu Pak Performance Dog Food, Next Level Super Premium Pet Food, dog treats, and cat food through retail locations.
3. Animal Health Products: Sale of animal health supplies including ear tags, insecticides, antibiotics, vaccines, wound care, show supplies, and de-wormers at all Lyssy & Eckel locations.
4. Hunting Supplies: Sale of hunting supplies including flashlights, knives, bird bags, game calls, game cameras, feeder timers, deer blinds (Atascosa and MB Ranch King brands), and deer feeders.
5. Fertilizer and Soil Services: Soil services and fertilizer products for forage producers, providing technical expertise to help meet increased demand for forages.
6. Ranch Supplies: Sale of ranch supplies including fencing materials, tack, and general ranch equipment at store locations.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Lyssy and Eckel manufactures and sells a comprehensive line of quality livestock and wildlife feeds including cattle feeds, deer feeds, equine feeds, exotic feeds, show feeds, sheep and goat feeds, hog feeds, and poultry feeds. The company also distributes animal health products, hunting supplies, deer blinds and feeders, pet food, fertilizer, and grains, and operates six retail store locations across Texas and New Mexico with delivery services.

Product overview

Lyssy & Eckel Feeds is a family-owned feed manufacturing company operating since 1945 with a diverse portfolio of livestock and wildlife feed products. The company offers a comprehensive range of animal feeds organized across multiple product lines: Cattle Feeds (cubes, textured feeds, pelleted feeds, meal, mineral feeds, and molasses tubs), Deer Feeds (free-ranging feeds and Scientific Breeder line developed through decades of research), Stamina Equine Feeds (100% all-natural formulations), Zala Exotic Feeds (for zoo, wildlife, and exotic species), Legacy Show Feeds (for show cattle, sheep, goats, and pigs), Sheep & Goat Feeds, Hog Feeds, and Poultry Feeds. The portfolio is complemented by mineral and protein supplements, grains, animal health products, parasite control products, hunting supplies (blinds and feeders), pet food, and fertilizer products. The company also operates retail locations including Simon Bros. Mercantile & Cafe, and provides delivery services including protein feeder deliveries, bulk deliveries via paddlewagon trailers, and custom deliveries. Following the June 2022 acquisition of AC Nutrition's feed mill in Roswell, New Mexico, the company also launched Pecos Valley Alfalfa (PVA) as an alfalfa forage-based feed business.

Differentiator

Problem solved

Functional benefit

Brands

• Stubble Buster: Brand of cattle feeds including range cubes, breeder cubes, and related cattle nutrition products
• Stamina
• Zala
• Legacy
• Pecos Valley Alfalfa (PVA)

Products and services

• Cattle Feeds Cattle feeds formulated to improve forage digestibility by enhancing rumen fermentation, featuring cottonseed, Pecos Valley Alfalfa, Stubble Buster brand, IntelliBond hydroxy chelated and Zinpro amino acid complex trace minerals. Sold to ranchers and cattle producers.
• Deer Feeds Research-based deer feeds developed through decades of research with scientific breeding herds, including free-ranging feeds, Scientific Breeder line, and exotic deer feeds for whitetail management, antler growth, and herd health.
• Stamina Equine Feeds 100% all-natural equine feeds formulated in facilities free of Rumensin, Bovatec or Urea, featuring Zinpro amino acid complex trace minerals, Pecos Valley Alfalfa, Organic Selenium, Vitamin E, and EDGE prebiotics and probiotics. Sold to horse owners and breeders.
• Zala Exotic Feeds Exotic feeds line for zoo, wildlife, and exotic species formulated with Zinpro amino acid complexes and IntelliBond hydroxy trace minerals to enhance reproduction and generational herd impact.
• Legacy Show Feeds Show feeds supporting health and performance of show cattle, sheep, pigs and goats, built on quality, consistency, and proven results for livestock show exhibitors.
• Sheep & Goat Feeds Reliable nutrition feeds for growing, breeding, and maintaining sheep and goats, backed by commitment to quality and performance.
• Hog Feeds Reliable hog feed options designed with quality ingredients to help producers achieve consistent, dependable results.
• Poultry Feeds Complete nutritional feed supplements for quail populations and other poultry including egg layers, turkeys, and game birds.
• Animal Health Products High-quality, affordable animal health products including ear tags, insecticides, antibiotics, vaccines, wound care, de-wormers, and show supplies sold at all store locations.
• Hunting Supplies Top brand hunting supplies including flashlights, knives, bird bags, game calls, game cameras, and feeder timers for hunters.
• Deer Blinds Premium deer hunting blinds from Atascosa Wildlife Supply and MB Ranch King, with delivery and set up available for tower blinds up to 16 feet.
• Deer Feeders Protein feeders from Outback, HB, and Atascosa brands built with all-steel construction for durability against wildlife and weather.
• Pet Food Premium pet foods including Victor Super Premium Pet Foods (all-natural, no artificial preservatives), Valu Pak Performance Dog Food, and Next Level Super Premium Pet Food for pet owners.
• Fertilizer Soil services and fertilizer products for forage producers, providing technical expertise to help maximize forage production through healthy, nutrient-balanced soils.
• Delivery Services Protein feeder deliveries using Heavybilt Blower System, bulk deliveries via paddlewagon trailers, custom deliveries with 6-ton minimum, and deer blind delivery services.
• Simon Bros. Mercantile & Cafe Country cafe located at the Roosevelt, Texas store location, serving food to local customers and families.
• Pecos Valley Alfalfa (PVA) Alfalfa forage-based feed business sourcing locally grown alfalfa to produce premium alfalfa-based feeds, pure alfalfa pellets, and fortified alfalfa pellets.

Quantifiable outcome

• Deer feeds based on proven research and not theories

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• AC NutritioncoreStrategic or Co-development Partner · 1 June 2022In June 2022, Lyssy & Eckel acquired AC Nutrition's feed mill in Roswell, New Mexico. This expansion allows Lyssy & Eckel to extend its reach into New Mexico while continuing a tradition of quality and service.
• Performance Horse Nutrition LLCcoreStrategic or Co-development PartnerPartnership with Performance Horse Nutrition LLC for equine nutrition expertise. Through this collaboration, Stamina equine feeds are formulated to ensure customers receive the highest quality equine feed in every bag.
• Victor Super Premium Pet Food CompanycoreChannel Partner/ Reseller/ DistributorLyssy & Eckel is one of the first distributors selected by Victor Super Premium Pet Food Company to distribute their pet food products.
• Atascosa Wildlife SupplycoreChannel Partner/ Reseller/ DistributorAtascosa Wildlife Supply is a premier deer blind manufacturer. Lyssy & Eckel is a distributor for Atascosa blinds, offering innovative design and comfort with delivery and setup available for tower blinds up to 16 feet.
• MB Ranch KingcoreChannel Partner/ Reseller/ DistributorMB Ranch King is a legendary deer blind manufacturer. Lyssy & Eckel distributes MB Ranch King deer blinds known for innovative design and comfort.
• Zinpro CorporationcoreTechnology or IntegrationZinpro amino acid complex trace minerals are used in Stamina equine feeds and Zala exotic feeds. The minerals are encapsulated to make it through the rumen and into the small intestine, allowing direct entry into the bloodstream for cellular re-mineralization.
• IntelliBond (NutriQuest)supportingTechnology or IntegrationIntelliBond hydroxy trace minerals are used in cattle feeds. These minerals are not neutralized by ruminal fluids and have higher bioavailability compared to sulfate and oxide trace minerals.
• Ag Pay PortalsupportingTechnology or IntegrationAg Pay Portal provides online payment processing for Lyssy & Eckel customer accounts. Customers can log in through the Ag Pay Portal to manage their Lyssy & Eckel customer account.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Regional players

• MFA Incorporated: Farmer-owned cooperative headquartered in Missouri with feed manufacturing, animal health, and farm-supply operations across the south-central U.S. Comparable to Lyssy & Eckel in cattle, swine, and equine feed offerings and in dealer/store distribution, though its footprint is north and east of TX/NM.
• Producer's Cooperative Association: Bryan/College Station-based farm cooperative operating feed mills, farm stores, and fuel/fertilizer services across central and east Texas. Comparable to Lyssy & Eckel in core cattle, equine, and small-ruminant feed categories and in store-level distribution, though it serves a different sub-region of Texas.

Broad incumbents

• Purina Animal Nutrition (Land O'Lakes): National feed manufacturer and the dominant premium feed brand in the U.S. livestock, equine, and lifestyle-animal markets. Comparable because it sells the same product categories (cattle, equine, show, lifestyle/wildlife feeds) through dealer networks and direct delivery, but operates at vastly greater scale and national geography.
• Cargill Animal Nutrition: Global agribusiness with a major animal nutrition business serving beef, dairy, swine, and poultry producers with feeds, premixes, and digital herd-management tools. Overlaps with Lyssy & Eckel in cattle feed manufacturing and nutritional additives but spans a far broader portfolio and geography.
• ADM Animal Nutrition: Global agribusiness with a substantial animal feed and pet food manufacturing footprint across livestock, aquaculture, and companion animal categories. Competes with Lyssy & Eckel in commodity and complete feeds while also serving as an upstream supplier of grains and protein meal.

Direct peers

• Antler King: Specialty manufacturer of whitetail deer nutrition and attraction products including feeds, minerals, and food-plot seed. Directly comparable because it competes in the same research-driven deer feed niche Lyssy & Eckel has cultivated since 1989, with overlapping customers in the TX/NM deer ranching and hunting market.
• Bartlett Milling Company: Family-owned regional miller and feed manufacturer based in the south-central U.S., producing livestock feeds, custom rations, and flour for food manufacturers. Comparable because of its family ownership, custom-formulation focus, and regional dealer-driven distribution.
• Standlee Premium Western Forage: Idaho-based grower and manufacturer of premium alfalfa, grass, and forage products for equine, cattle, and small-animal markets. Comparable through its vertically integrated alfalfa sourcing model (similar to Lyssy & Eckel's Pecos Valley Alfalfa) and its premium-positioned forage SKUs for livestock and equine customers.
• Hi-Pro Feeds: Regional feed manufacturer serving Texas, Oklahoma, and New Mexico with cattle, equine, show, sheep/goat, and wildlife feeds through dealer and direct channels. Highly comparable to Lyssy & Eckel in product mix, customer segments, and core geography, making it the closest direct competitor in the TX/NM ranch-supply market.
• Manna Pro (Record Rack / Trophy Rock): Manufacturer of specialty animal nutrition products across livestock, equine, and wildlife categories under brands including Record Rack (deer feed) and Trophy Rock. Directly comparable because it competes with Lyssy & Eckel in deer/wildlife nutrition and equine supplements via similar dealer and farm-store channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/LyssyEckel
• Facebookfacebook.com/simonbrosmercantilecafe
• Xx.com/LEFeeds

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 Lyssy and Eckel