Pavo Pferdenahrung

What Pavo Pferdenahrung does

Pavo Pferdenahrung GmbH is a German equine nutrition company headquartered in Vechta-Langförden (with a secondary address in Goch), founded in 1969 and operating as a brand under Stimulan B.V., which is itself a subsidiary of ForFarmers N.V. The company manufactures and distributes scientifically formulated horse feed, muesli, mash, pellets, treats, mineral feeds, and a broad portfolio of specialized nutritional supplements targeted at every life stage and activity level of horses — from leisure and breeding through elite sport (show jumping, dressage, eventing, driving) to senior and metabolic-sensitive horses. Core product technology rests on proprietary ingredient systems including Intellibond® chelated trace elements (acid-activated, palatability-masked), CellProtect natural antioxidants, the Protexin In Feed Formula for gastric health, and whey-based muscle-support formulations, with most products formulated to be FEI-compliant for competitive use and to meet GMO-free, no-palm-oil, and sustainable-soy sourcing standards.

Pavo operates a dual-channel commercial model. The consumer-facing channel is the pavo-futter.de e-commerce storefront (DTC, with PayPal/card/Sofort checkout, DPD next-day shipping on orders before 15:00), augmented by personalized feeding consultation from named advisors, an extensive SEO and content-marketing footprint, paid Google Shopping, social media, and an influencer plus elite-athlete ambassador program featuring riders such as Marcus Ehning, Helen Langehanenberg, Merel Blom, and Team Chardon. The B2B channel comprises a separate dealer and large-stable portal (my.pavo-futter.de), BigBox bulk programs for stables of five or more horses, Silo systems for stables of twelve or more, and a regional field-sales team of three Gebietsleitungen plus a dedicated Sales Manager for Germany & Austria. Pricing is unit-based, VAT-inclusive, and publicly disclosed (€1.49 to €69.98 per SKU).

Revenue mechanics are one-time transactional sales across a fragmented long tail of individual horse owners, breeders, and professional stables in the DACH region, with no subscription or recurring-contract structure evident. The company is privately held within the ForFarmers group, has 11–50 employees, and does not disclose external funding, revenue, or valuation figures.

Name

Pavo Pferdenahrung

Legal name

Pavo Pferdenahrung GmbH

Website

https://pavo-futter.de

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Pavo Pferdenahrung is a German equine nutrition company (founded 1969) that formulates and sells horse feed, muesli, supplements, and minerals directly to German and Austrian horse owners, breeders, and professional stables via e-commerce, a B2B dealer portal, and a regional field-sales team, operating as a brand within the ForFarmers N.V. group.

Ownership category

akta.pro rank

Product category

Equine Animal Feed & Supplements

NAICS

Pet and Pet Supplies Retailers (45991), Farm Supplies Merchant Wholesalers (42491)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

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

akta.pro secondary industries

Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Breeding & Growth Feeds (Mares, Foals, Yearlings) (AFADAEAF), Equine Treats & Reward Products (AFADAEAH), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ)

Keywords

• Horse feed nutrition
• Equine supplements
• Equine nutrition consulting
• Bulk horse feed
• Competition horse feed

Headquarters

HQ city

Vechta

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (B2C): Pavo sells horse feed and supplements directly to end consumers through its German-language e-commerce website www.pavo-futter.de. Products include pellets, müsli, mash, vitamins, minerals, and specialty supplements. Orders are shipped via DPD or freight forwarder to consumers across Germany. Orders placed before 15:00 are shipped the next business day.
2. B2B Dealer Portal: Dealers and large stable operators access a separate B2B ordering portal (my.pavo-futter.de) for wholesale purchasing. The portal provides order management, order tracking, and invoice access.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Pavo Pferdenahrung manufactures and sells a full range of horse (equine) feed and nutritional supplements, organized into targeted product lines for sport, hobby, recreation, breeding, and senior horses. It operates two distinct channels: a B2C e-commerce shop for private horse owners with home delivery, and a separate B2B portal for retailers, dealers, and large stables, including bulk BigBox and Silo delivery programmes for high-volume customers.

Product overview

Pavo Pferdenahrung is a horse feed manufacturer offering a comprehensive portfolio of specialized nutrition products for horses at all life stages and activity levels. The product line consists of core feed products (pellets, muesli, mash), mineral supplements (Vital, DailyFit), sports nutrition (SportsFit, AllSports, Ease&Excel, MuscleBuild, NervControl, Performance), senior horse formulas (18Plus line with multiple variants), digestive health products (GutHealth, ReVital, GastricEase, FibreBeet), and complementary supplements (BiotinForte, MultiVit15, Eplus, HealthBoost, MuscleCare). The portfolio also includes a forage analysis service, feeding guide tool (Fütterungskompass), and the CellProtect antioxidant technology integrated across multiple supplements. Products emphasize grain-free, low-sugar, and natural ingredient formulations with specific solutions for performance horses, senior horses, and horses with metabolic or digestive sensitivities.

Differentiator

Problem solved

Functional benefit

Products and services

• Pavo Sport horse feed range Performance-oriented complete feed line for sport horses competing at various levels, including higher-energy pellet and muesli formulations engineered for workload, recovery, and condition.
• Pavo Freizeit horse feed range (recreation/hobby) Complete feed range formulated for light-work, recreational, and hobby horses, focused on digestion, condition, and low-intensity energy supply.
• Pavo Zucht horse feed range (breeding) Specialty feed range for the breeding lifecycle — covering pregnant and lactating mares, stallions, foals, and young horses — with formulations tailored to gestation, lactation, and developmental nutrition.
• Pavo Senior horse feed range Feed range tailored for older horses, addressing tooth and digestive efficiency with easily chewed, highly digestible formulations that support condition and topline.
• Pavo Ergänzungsfutter (supplement line) Concentrated feed supplements covering joints, hooves, electrolytes, stomach, behaviour/calming, and other targeted needs, used as top-ups alongside the base feed.
• Pavo BigBox bulk-delivery programme B2B bulk-delivery service for large stables and operations, supplying large-format drops of compound feed to reduce bag handling and per-unit cost.
• Pavo Silo bulk-feed programme B2B silo-delivery service that supplies compound feed directly into on-site storage silos at large stables, enabling continuous, low-handling bulk feeding.
• Pavo Fütterungskompass (feeding consultation) Tailored feeding-consultation service through which Pavo's nutritionists and veterinarians advise customers on the right feed and supplements for their specific horse based on workload, age, and condition.
• Pavo online shop (direct-to-consumer) B2C online retail shop (pavo-futter.de) where private horse owners can purchase Pavo feeds, supplements, and consultation packages directly, with home delivery (free shipping above €30).
• Pavo B2B dealer portal Separate trade ordering portal (my.pavo-futter.de) for retailers, dealers, and trade customers to place wholesale orders and manage Pavo accounts.

Quantifiable outcome

• All Pavo products (except Pavo 18Plus Comfort) are compliant with FEI doping regulations for tournament use
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Marcus EhningcoreGTM or Marketing PartnerMarcus Ehning, one of Germany's most successful international show jumping riders with multiple European team championships, Olympic gold, and team world championship titles, is a Pavo sport partner. He relies on Pavo products to support his top-level show jumping performance.
• Helen LangehanenbergcoreGTM or Marketing PartnerGerman horse trainer and breeder Helen Langehanenberg is a successful international dressage rider and a Pavo sport partner. She uses Pavo Ease&Excel for her sensitive-stomached dressage horses and advocates for animal welfare in feeding practices.
• Merel BlomcoreStrategic or Co-development PartnerMerel Blom is an experienced international eventing rider who has competed at World Championships and Olympic Games. She has co-developed Pavo TopSport topping for top sport horses together with Pavo, making her a co-development partner.
• Team Chardon (IJsbrand & Bram Chardon)coreGTM or Marketing PartnerIJsbrand and Bram Chardon are four-in-hand driving athletes competing at the highest international level, known as the 'Flying Dutchmen'. They are Pavo sport partners who trust Pavo for power and energy supply for peak performance.
• Fahrteam SchäferminorGTM or Marketing PartnerProfessional driving team competing at the highest level, with a team philosophy that emphasizes collective success. Uses Pavo products for their driving horses.
• Van Hall Lerenstein University of Applied SciencecoreStrategic or Co-development PartnerPavo is a proud partner of a research project by Van Hall Lerenstein University of Applied Science investigating the sustainability of horse keeping. Students research various aspects of the equine industry to raise awareness and develop sustainable practices. Pavo also partners with the university on the Pavo Planet Program sustainability research.
• Mira Müller-Steinmann (Miraaams)minorGTM or Marketing PartnerFashion, lifestyle, and top sport influencer on Instagram. Sport-ambitious rider and horse lover who takes followers behind the scenes of sports training, groundwork, and loading training. She is attentive to animal welfare and feeds her horses with Pavo.
• Kim & Sandros (Kimsandros_)minorGTM or Marketing PartnerInstagram influencer with her Haflinger stallion Sandros. Challenges stereotypes about robust breeds by demonstrating elegance and style. Partner for reaching the robust breed and hobby horse community.
• Emilia Schlotterbeck (Dancinghorses_)minorGTM or Marketing PartnerInstagram influencer known for horsemanship, working equitation, and liberty dressage. Engages followers with the harmony between horse and human, and uses Pavo products for her horses.
• Fenna (HoefWijzer)minorGTM or Marketing PartnerYoung horse-loving influencer who combines animal welfare and fun. Uses creative approaches like riding without a saddle and teaching young audiences about horse care. Pavo partnership targets younger equestrian audiences.
• Stimulan B.V. (Parent Company)coreOthersPavo Pferdenahrung GmbH is a brand of Stimulan B.V., which is in turn a subsidiary of ForFarmers N.V. The parent company provides corporate governance, shared services, and strategic direction.
• ForFarmers N.V. (Ultimate Parent)coreOthersForFarmers N.V. is the ultimate parent company of the Pavo brand. Pavo operates as part of the ForFarmers Group with shared data processing for administrative purposes within the group.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Salvana Pferdefutter: German horse feed manufacturer specializing in mineral feeds, supplements, and specialty products for sport, breeding, and senior horses. Competes with Pavo in the German equine supplement and mineral-feed segment, with comparable scientific formulation and veterinary-channel distribution.
• Marstall Premium Pferdefutter: Premium equine feed brand owned by the Liebrecht family, focused on natural, grain-free, and low-sugar formulations with strong sustainability messaging. Direct competitor in the German hobby and sport horse segment, with overlapping product categories and DTC e-commerce distribution.
• Höveler Pferdefutter: Long-established German horse feed manufacturer producing muesli, pellets, mash, and supplements for sport, breeding, and leisure horses. Competes across Pavo's core categories with comparable technical formulations and dealer-network distribution in the German market.
• Josera (Josera Equirum): German family-owned pet and equine feed producer with a dedicated horse feed range distributed via specialist retailers. Direct competitor in the German equine feed market, particularly in mineral and supplement categories, leveraging the same DTC and dealer-channel ecosystem.
• St. Hippolyt Mühle Ebert: German premium equine feed manufacturer headquartered in Dielheim with scientifically formulated horse feeds and supplements. Direct competitor in the German premium equine nutrition market, serving similar hobby, sport, breeding, and senior horse segments with overlapping athlete ambassador programs.
• Mühldorfer Pferdefutter: German horse feed specialist offering muesli, pellets, mash, and supplements with a focus on natural ingredients and grain-free formulations. Direct competitor to Pavo in the German premium hobby and sport horse feed segment, with comparable sustainability and natural-ingredient messaging.
• Eggersmann Tierfutter (EQUIPUR): German family-owned compound feed producer with a dedicated EQUIPUR horse feed and supplement line. Competes directly with Pavo across complete feeds, mineral feeds, and functional supplements with comparable premium positioning and scientific formulation claims.
• Deukavallo (Deutsche Tiernahrung Cremer): German horse feed brand owned by Deutsche Tiernahrung Cremer, offering muesli, pellets, and supplements under the Deukavallo label. Direct competitor in the German equine feed market, with overlapping sport, leisure, and breeding horse product lines distributed through agricultural retail.
• DERBY Pferdefutter (Nordisk): German horse feed brand owned by Nordisk (previously Bio-Farm-Plus), offering a broad range of muesli, pellets, supplements, and treats. Direct competitor in the German equine feed market with wide distribution across agricultural retail, online, and equestrian specialist stores.

Broad incumbents

• ForFarmers N.V. (Corporate Parent): Dutch-listed European animal nutrition conglomerate and ultimate parent of the Pavo brand, with broad livestock feed operations across poultry, swine, ruminants, and equine. Operates Pavo as a specialized equine sub-brand alongside broader compound-feed product lines serving agricultural and commercial customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights7 records

Customer concentration

• Xx.com/PavoPferdenahr

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Pavo Pferdenahrung