Agrifeeds

What Agrifeeds does

Agrifeeds (legal entity International Nutritionals Limited) is a New Zealand animal nutrition company founded in 2015 and headquartered in Hamilton, operating as a subsidiary of Wilmar International, the Singapore-listed global agribusiness conglomerate. The company manufactures and distributes complementary feed products for pasture-based dairy systems, organized across five core categories: dry feeds (PKE, DDGS, grains, soy and tapioca products), liquid feeds (Feedgrade Molasses and the Molasses Xtra mineral-blend range including Rumol300, Rumag300, Calcimol, and Himag), precision blends (PKExtra 10/20/30, Protein Plus, Spring/Summer/Southern Spring Blends), minerals (Forti-Min, MineralBoost, Sollus Lactisol and Tranzsol lines), and additives/calf products (Vistacell live yeast, FeedXtra pre-treatment, Grower 18). Underlying technology includes proprietary precision-blending for PKE/molasses combinations validated by independent rumen fermentation research, and the forthcoming Agrifeeds Connect silo-sensor delivery platform.

Agrifeeds generates revenue through direct sales of feed products to dairy farmers across New Zealand, employing a sales-led go-to-market model built around 8 regional Animal Nutrition Sales Representatives (ANSRs) who provide on-farm consultation, supported by bulk freight partnerships (Logistics Solutions NZ from January 2023) and a retail channel through Farm Source stores nationwide. Orders are quoted under standard pricing valid until 4:30pm same-day, with credit terms available to approved accounts and contracts available in 3, 6, or 12-month tenors; deliveries range from 5–28 tonne bulk loads to 250kg drums and 25kg pails. Service revenue is emerging through FeedSCAN on-farm NIR feed analysis (powered exclusively by AB Vista's technology) and the Agrifeeds Connect freight management system launching in Waikato in July 2026. Distribution is operated from company sites in Tauriko, Norgate (North Island), and the new purpose-built Kennington facility in Invercargill (South Island, opened 2023).

The customer base is a long tail of mid-market New Zealand dairy farmers, with no single enterprise customer dominating revenue; named case-study customers (e.g., Karl Siddins in Turua, Blair McKenzie in Invercargill, the Riordans in Ashburton, Robbie Cookson in Morrinsville) illustrate diversified mid-market accounts ranging from 150-hectare heifer-rearing operations to larger commercial dairy farms. End markets are concentrated in the NZ pasture-based dairy sector, exposing the business to New Zealand dairy economics, milk solids payouts, and seasonal feed-demand cycles. The company holds eight distinct registered trademark families (PKExtra, Rumol/Rumag, FeedSCAN, Agrifeeds Connect, Forti-Min, MineralBoost, Sollus, Molasses Xtra) and references DairyNZ research in support of product claims.

Name

Agrifeeds

Legal name

International Nutritionals Limited

Website

https://agrifeeds.co.nz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Agrifeeds is a New Zealand animal nutrition company (owned by Wilmar International) that manufactures and distributes complementary feed products — molasses blends, PKE blends, minerals, additives, and calf feeds — to dairy farmers across New Zealand via a sales-led network of regional representatives, bulk delivery, and Farm Source retail.

Ownership category

akta.pro rank

Product category

Animal Feed

NAICS

Other Animal Food Manufacturing (311119), Animal Food Manufacturing (31111), Farm Supplies Merchant Wholesalers (42491)

SIC

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

akta.pro primary industry

Dairy Cattle Feed (Lactation, Transition, Dry Cow) (AFADAAAB)

akta.pro secondary industries

Textured/Sweet Feed Blending (Molasses-Based) (AFADAIAE), Byproduct & Co-Product Feed Blending (DDGS, soybean hulls, wheat midds) (AFADAIAG), Performance & Health Outcome Consulting (growth, FCR, milk yield, gut health) (AFADAMAG)

Keywords

• Animal feed supplements
• Dairy cow nutrition
• Complementary feed products
• Molasses-based feeds
• Mineral supplements

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Feed Product Sales: Agrifeeds generates revenue through the sale of complementary animal feed products to dairy farmers across New Zealand. Products are sold directly through sales representatives and via rural retail partner Farm Source. Revenue comes from bulk shipments (5-28 tonnes), intermediate formats (250kg drums), and smaller retail formats (25kg pails). The company offers both one-off spot purchases and fixed-period purchase contracts (3, 6, or 12 months) with flexible collection terms.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Agrifeeds manufactures and supplies complementary feed products for New Zealand dairy cows, including dry feeds (PKE, grains, soybean meal), liquid feeds (Feedgrade Molasses and Molasses Xtra blends), precision blends (PKExtra 10/20/30), mineral supplements (Forti-Min, MineralBoost, Sollus), additives (Vistacell live yeast, FeedXtra), and calf feeds (Grower 18). The company supports dairy farmers with on-farm feed analysis (FeedSCAN) and a freight management system (Agrifeeds Connect).

Product overview

Agrifeeds is a New Zealand-based animal feed company offering a comprehensive portfolio of complementary feed products for dairy cows. The product range includes: Dry Feeds (Palm Kernel Expeller, DDGS, grains, soy products), Liquid Feeds (Feedgrade Molasses and Molasses Xtra variants with mineral blends including Calcimol, Himag, Rumag300, Rumol300), Blends (PKExtra 10/20/30 precision blends of PKE and molasses, plus Protein Plus and seasonal blends), Minerals (Forti-Min line with various formulations including Monensin 400, Zinc Oxide, Calf, Hyfat, Max variants; MineralBoost line; Sollus Lactisol and Tranzsol products), Additives (Vistacell live yeast and FeedXtra feed pre-treatment), and Calf products (Grower 18). Supporting services include FeedSCAN on-farm feed analysis (powered by AB Vista technology) and Agrifeeds Connect freight management system.

Differentiator

Problem solved

Functional benefit

Brands

• PKExtra: Palm Kernel Expeller (PKE) precisely blended with 10%, 20% or 30% molasses - precision blended feed product
• FeedSCAN
• Agrifeeds Connect
• Molasses Xtra
• Forti-Min
• MineralBoost
• Sollus
• Vistacell
• FeedXtra
• Grower

Products and services

• Palm Kernel Expeller (PKE) Dry feed supplement derived from palm kernel extraction, high in fibre and energy for dairy cow nutrition.
• High Fibre Pellet Pelleted feed supplement providing high fibre content for dairy cow diets.
• Distiller's Dried Grains with Soluble (DDGS) Corn-derived feed supplement high in protein and energy from ethanol production process.
• DDGS Plus Enhanced version of distiller's dried grains with solubles for improved nutritional profile.
• High-Starch Meal High starch feed supplement for dairy cows requiring additional energy.
• Kibbled Maize Processed maize grain supplement providing starch and energy for dairy cows.
• Rolled Feed Barley Processed barley grain supplement high in starch and energy for dairy cow nutrition.
• Rolled Feed Wheat Processed wheat supplement high in energy and starch content for dairy cow nutrition.
• Soybean Meal High-protein meal supplement derived from soybeans, providing concentrated protein and energy.
• Soy Hull Pellet Pelleted supplement from soybean hulls, providing digestible fibre and energy for dairy cows.
• Tapioca Pellet High starch pellet supplement derived from tapioca root, used to increase dry matter uptake.
• Feedgrade Molasses Sugarcane-derived liquid feed supplement popular in New Zealand, high in palatability and energy.
• Molasses Xtra - Calcimol Molasses blended with calcium (lime flour) for post-calving cow nutrition to address calcium demands during early lactation.
• Molasses Xtra - Himag Molasses and magnesium chloride blend with low DCAD, providing 18g elemental magnesium per kg for transition diets.
• Molasses Xtra - Rumag300 Molasses blend with Rumensin and magnesium for ketosis control and bloat prevention (ACVM No. A7871).
• Molasses Xtra - Rumol300 Molasses with 300mg Rumensin for diet balancing, rumen function improvement, and bloat prevention throughout lactation.
• PKExtra 10 Precision blend of 90% PKE and 10% molasses, flowable and suitable for silos and troughs.
• PKExtra 20 Precision blend of 80% PKE and 20% molasses for improved feed conversion and palatability.
• PKExtra 30 Precision blend of 70% PKE and 30% molasses for maximum energy and palatability.
• Protein Plus High-performance 40% crude protein supplement for high-producing dairy cows.
• Spring Blend Blend formulated to complement spring pasture nutrient profile and meet energy demands from calving through mating.
• Southern Spring Blend Blend specifically designed for Southland dairy farmers to optimize early and peak milk production.
• Summer Blend Energy and protein-based blend for hot, dry summer conditions when pasture quality declines.
• Forti-Min Low dust mineral supplement with calcium, magnesium, and sodium for lactating dairy cows.
• Forti-Min + Monensin 400 Forti-Min with added Monensin 400 for increased milk protein production and ketosis control (ACVM Reg A011418).
• Forti-Min + Zinc Oxide Mineral supplement with zinc for facial eczema prevention (ACVM No.A010933).
• Forti-Min Calf Specially formulated premix for dairy calves with minerals, flavours, and coccidiostat Bovatec.
• Forti-Min Hyfat High energy rumen protected bypass fat (Calcium Salt of Palm Fatty Acids) for lactating and non-lactating ruminants.
• Forti-Min Max Low dust, flowable mineral supplement with calcium, magnesium, sodium, trace minerals, and 300mg sodium monensin.
• MineralBoost Classic Rumen dispersible granules with calcium, magnesium, and sodium for optimum dairy cow health.
• MineralBoost Rumensin MineralBoost Classic with added Rumensin for early-mid lactation ketosis control and milk production improvement.
• MineralBoost Zinc Mineral supplement with zinc, calcium, magnesium, and sodium for facial eczema prevention (ACVM No. A10914).
• Sollus Lactisol Complete Complete supplement with calcium, salt, minerals, vitamins, antioxidants, and Hy-D for high-producing dairy cows.
• Sollus Lactisol Nucleus Supplement with minerals, vitamins, antioxidants, and Hy-D for cows grazing pasture and consuming meals/silage.
• Sollus Tranzsol Complete Complete transition supplement with calcium, magnesium, salt, antioxidants, and Rovimix Hy-D for New Zealand dairy cows.
• Sollus Tranzsol Nucleus Transition supplement with antioxidants, magnesium, calcium, and Rovimix Hy-D for easy cow transition.
• FeedXtra Liquid feed pre-treatment that unlocks energy potential from feed, creating higher ME and lower NDF values.
• Vistacell Live yeast product (2.0 x 10^10 live yeast) that improves rumen efficiency and boosts animal performance in dairy cows.
• Grower 18 18% protein calf feed with molasses, sweeteners, and flavours for rumen development stimulation in calves on milk.
• FeedSCAN On-farm feed analysis service using FEEDSCAN technology available exclusively from AB Vista, providing instant analysis of fresh grass, silage, and maize silage.
• Agrifeeds Connect Comprehensive freight management system with track and trace capabilities, connecting customers, facilities, schedulers, dispatchers, carriers, and sales teams on a unified platform.

Quantifiable outcome

• PKExtra increases milk fat and milk protein yields compared to equivalent ME from starch-based supplements (based on DairyNZ research showing 6.7kg more milksolids over 8 weeks)
• +2 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Logistics Solutions NZcoreChannel Partner/ Reseller/ Distributor · 1 January 2023Partnership with Logistics Solutions NZ to provide all bulk freight needs to farm from Agrifeeds sites in Tauriko and Norgate (North Island). Logistics Solutions services customers for a large portion of the North Island, handling deliveries from January 2023 onwards.
• Wilmar InternationalflagshipStrategic or Co-development PartnerAgrifeeds is trading as Agrifeeds, owned by International Nutritionals Limited, which is part of Wilmar International. Wilmar is one of the largest agribusiness groups globally with operations across palm oil, sugar, grains, and animal feed. Agrifeeds benefits from Wilmar's global supply chain, sustainability policies (No Deforestation, No Peat, No Exploitation), and agribusiness expertise.
• AB VistacoreTechnology or IntegrationAgrifeeds has exclusive access to AB Vista's FeedSCAN technology for the New Zealand market. This on-farm feed analysis service uses near-infrared reflectance (NIR) technology to provide instant analysis of fresh grass, silage, and maize silage, enabling agrifeeds to identify nutrient gaps and recommend complementary feed solutions.
• Farm SourcecoreChannel Partner/ Reseller/ DistributorFarm Source is Agrifeeds' rural retail partner, offering Agrifeeds products including Feedgrade Molasses and Molasses Xtra in 25kg pails and 250kg drums through their store network across New Zealand. Farm Source branding appears on the Agrifeeds website alongside the company logo.
• DairyNZminorStrategic or Co-development PartnerAgrifeeds references DairyNZ research in their marketing materials, including studies on supplement effects on milk production. Content about facial eczema prevention and supplement research is sourced from DairyNZ, indicating a collaborative relationship for industry education.

Scale indicators2 records

Recent moves8 records

Expansion highlights4 records

Regional players

• Volac International: Volac is a UK/IE-based animal nutrition company specialising in rumen-protected fats, milk replacers, and young animal feed. Comparable in molasses-blending and dairy nutrition adjacencies (different geography) and serves as a comparable specialty dairy-nutrition operator for benchmarking.

Broad incumbents

• AB Agri: AB Agri is the international animal nutrition and agriculture division of ABF, owning AB Vista (Agrifeeds' FeedSCAN technology partner). Operates globally in compound feed, premixes, and feed additives for ruminants, swine, and poultry, providing scale benchmarking against Agrifeeds' specialty NZ dairy play.
• ADM Animal Nutrition: ADM Animal Nutrition is a global feed manufacturer and ingredient supplier producing complete feeds, premixes, concentrates, and specialty ingredients for dairy, beef, and other livestock. Comparable broader incumbent across ruminant nutrition.
• Ballance Agri-Nutrients: Ballance is a large NZ farmer-owned co-operative spanning fertilisers,SealesWinslow animal nutrition, and broader farm inputs. Its SealesWinslow subsidiary directly competes with Agrifeeds, while Ballance provides a much larger portfolio and capital base with overlapping dairy farmer customers.
• DSM-Firmenich Animal Nutrition & Health: DSM-Firmenich ANH supplies vitamins, premixes, eubiotics, and feed additives (including Hy-D used in Agrifeeds' Sollus range) to compounders and farmers globally. Comparable as an additives/premix upstream supplier and indirect competitor in nutrition solutions for dairy herds.
• Cargill Animal Nutrition: Cargill Animal Nutrition is a global feed manufacturer producing compound feeds, premixes, and specialty ingredients for dairy, beef, and other livestock. Relevant broader incumbent in dairy feed formulations; provides context on what global scale looks like versus Agrifeeds' regional focus.

Direct peers

• SealesWinslow (Ballance Agri-Nutrients): SealesWinslow is Ballance's NZ animal nutrition brand selling molasses blends, PKE-based feeds, minerals, and calf feeds to NZ dairy farmers. Direct head-to-head competitor with overlapping SKUs (molasses, blends, minerals) and shared dairy farmer customer base in New Zealand.
• Farmlands Co-operative: Farmlands is NZ's largest rural retail co-operative, selling animal nutrition products including feeds, minerals, and supplements through its store and direct-delivery network. Competes with Agrifeeds in retail-channel distribution to dairy farmers and partner-channel dynamics (Farmlands vs Farm Source).
• NRM / NZ Feed Mills: NRM is one of New Zealand's largest compound animal feed manufacturers producing dairy meals, pellets, minerals, and supplements for pasture-based dairy systems. Highly comparable in product range (dry feeds, blends, minerals) and target market (NZ dairy farmers), making it a direct competitor.
• PGG Wrightson Seeds / Animal Nutrition: PGG Wrightson is a major NZ rural services and supplies company offering complementary feed products, supplements, and on-farm nutrition advice to dairy farmers via its retail and field network. Competes directly on dairy complementary feeds and minerals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Agrifeeds
• LinkedInlinkedin.com/company/agrifeeds

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Agrifeeds