Morand Industries

What Morand Industries does

Morand Industries Ltd. is a family-owned, privately held manufacturer of heavy-duty livestock handling equipment headquartered in Onoway, Alberta, Canada, founded in 1986. The company designs and builds modular, made-to-order systems spanning cattle handling (squeeze chutes, crowding tubs, alleys, loading chutes, maternity components), bison handling (stationary and portable squeeze chutes, quarter tubs, rolling-door alleys), equine products (welded box stalls, round pens), and rodeo equipment (bucking chutes, roping and stripping chutes, herringbone pens), supported by a broad catalog of heavy gates, overhead gates, walk-in gates, panels, feeder panels, and continuous fence. Its core technical differentiators are mechanical: a proprietary self-catching headgate with a roller system marketed as 'Often Copied But Never Matched,' a shoulder-holder squeeze mechanism referenced as patented, a hydraulic squeeze enabling single-operator control, and bison-specific designs developed with Peace River District producers.

The business model is build-to-order manufacturing sold via quote-based pricing (no public price list, with quotes promised within two business days), distributed primarily through a North American dealer network and supplemented by direct sales from the Onoway facility. Secondary revenue comes from custom outdoor furniture — picnic tables, firepits, swings, deck railings, and pergolas — leveraging the same steel-fabrication capability. Customer segments are horizontal and SMB-heavy: cattle ranchers, commercial bison producers, equestrian operators, rodeo organizers, property owners seeking custom ranch gates, and residential furniture buyers. Marketing is driven by an updated website with product pages and blog content, presence at Alberta agricultural events (Farm Fair, Horse Expo at Westerner Park, regional rodeos), and a heavy reliance on word-of-mouth testimonials. Strategic priorities signaled by the data include deepening the dealer footprint, integrating third-party weighing and EID technology (Gallagher, Tru-Test) into handling systems, and incremental capacity expansion through the new Onoway site.

Name

Morand Industries

Legal name

Morand Industries Ltd.

Website

https://morandindustries.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Morand Industries is a family-owned Canadian manufacturer of heavy-duty livestock handling equipment, including cattle, bison, equine, and rodeo systems, plus custom outdoor furniture. The company sells through a North American dealer network and serves primarily ranchers, farmers, and equestrian operators.

Ownership category

akta.pro rank

Product category

Livestock Handling Equipment

NAICS

Agricultural Implement Manufacturing (33311), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Support Activities for Animal Production (115210)

SIC

Farm Machinery & Equipment (3523), Special Industry Machinery (No Metalworking Machinery) (3550)

akta.pro primary industry

Livestock & Dairy Equipment (IMAHACAG)

akta.pro secondary industries

Animal Handling & Housing Equipment (Stalls, Headlocks, Chutes, Gates) (AFAAAIAK), Herd Handling, Sorting & Restraint Services (Chute Work, Weighing, Tagging) (AFACAEAG), Horse Boarding, Livery & Stable Operations (AFAEAGAG), Hay & Bale Handling Equipment (IMAHACAF)

Keywords

• Livestock handling equipment
• Cattle handling systems
• Bison handling equipment
• Rodeo equipment
• Equine stall products

Headquarters

HQ city

Onoway

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Livestock Handling Equipment Sales: Morand Industries manufactures and sells heavy-duty livestock handling equipment including cattle systems, bison systems, squeeze chutes, gates, panels, rodeo equipment, and equine products. Products are sold through a dealer network across North America.
2. Outdoor Furniture Sales: The company also manufactures and sells outdoor garden and lawn furniture including picnic tables, firepits, custom swings, deck railings, bleachers, and pergolas. Products are custom-built and quote-based.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Morand Industries designs, manufactures, and sells heavy-duty livestock handling equipment, including cattle and bison squeeze chutes, hydraulic systems, alleys, crowding tubs, rodeo equipment (bucking chutes, roping chutes, stripping chutes, herringbone pens), equine products (horse stalls, round pens), heavy gates and panels, and custom ranch/estate gates. The company also produces outdoor garden and lawn furniture such as picnic tables, firepits, custom swings, and deck railings. Products are custom-built in Onoway, Alberta, and sold through a dealer network across North America.

Product overview

Morand Industries is a manufacturer of livestock handling equipment offering a modular, component-based product architecture. The core product lines include Bison Systems (stationary and portable squeeze chutes and handling facilities), Cattle Systems (squeeze chutes, alleys, crowding tubs, palpation cages), Rodeo Equipment (bucking chutes, roping chutes, stripping chutes, herringbone pens), and Equine products (horse stalls, round pens). These systems are supported by Heavy Gates & Panels including overhead gates, walk-in gates, heavy panels, feeder panels, and continuous fencing. The company also produces Custom Systems for unique applications like zoo installations. A secondary product line includes outdoor Garden & Lawn Furniture (custom swings, firepits, picnic tables, deck railings). All livestock systems are designed to interconnect via standardized pin connections, allowing customers to build complete handling facilities from modular components.

Differentiator

Problem solved

Functional benefit

Products and services

• Bison Systems
• Bison Squeeze Chute
• Cattle Systems
• Cattle Squeeze Chutes
• Hydraulic Squeeze
• Loading Chutes
• Rodeo Equipment
• Horse Stalls
• Round Pens
• Heavy Gates
• Heavy Panels
• Heavy Walk In Gates
• Heavy Overhead Gates
• Feeder Panels
• Continuous Fence
• Custom Ranch Gates
• Custom Systems
• Custom Swings
• Firepits
• Picnic Tables
• Custom Deck Railings

Quantifiable outcome

• The system paid for itself first time out when used to recover escaped bison
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Six partnerships are on record, tiered minor.

• One Time FencingminorOthersSupplier partner providing livestock fencing solutions. Recommended by Morand Industries as a complement to their handling equipment. Located at onetimefencing.ca.
• Ritchie (Ritchie Fount)minorOthersWatering solutions supplier. Made in the USA since 1921, built in Conrad, Iowa. Recommended by Morand Industries.
• Reliable ScaleminorOthersScale manufacturer. Motto: 'When profits hang in the balance, get a Reliable Scale.' Recommended by Morand Industries for weighing solutions.
• Darwell Bull BashminorGTM or Marketing PartnerRodeo event in Alberta. Morand Industries is a proud supporter of rodeos across Alberta.
• Stony Plain Kinsmen RodeominorGTM or Marketing PartnerRodeo event in Alberta. Morand Industries is a proud supporter of rodeos across Alberta.
• Grande Prairie StompedeminorGTM or Marketing PartnerRodeo event in Alberta. Morand Industries is a proud supporter of rodeos across Alberta.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stampede Steel: Manufacturer of livestock handling equipment with strengths in cattle squeeze chutes and hydraulic systems, serving North American ranches. Direct competitor in hydraulic squeeze equipment.
• Priefert Ranch Equipment: One of the largest US manufacturers of livestock handling equipment, including squeeze chutes, panels, gates, and rodeo equipment. Overlaps heavily with Morand's product portfolio across cattle, equine, and rodeo segments.
• Powder River (Livestock Equipment): US manufacturer of livestock handling equipment including squeeze chutes, alleys, panels, and rodeo equipment. Direct competitor in cattle handling systems, heavy panels, and rodeo chutes.
• Pearson Chutes & Equipment: Manufacturer of cattle squeeze chutes, alleys, and livestock handling systems serving primarily US ranchers. Comparable in product line and customer base to Morand's cattle squeeze chute offerings.
• Arrowquip: Canadian livestock equipment manufacturer specializing in cattle squeeze chutes and handling systems. Closest geographic and product peer to Morand's core cattle systems business.
• WW Livestock Systems (Tommy's): Manufacturer of livestock handling and rodeo equipment including chutes, alleys, and rodeo components. Overlaps with Morand's rodeo equipment lineup and cattle handling systems.
• Hi-Hog Farm & Ranch Equipment Ltd. Alberta-based manufacturer of livestock handling equipment including squeeze chutes, alleys, and cattle systems. Directly comparable in product line, geography, and customer base to Morand's cattle and bison handling equipment.

Broad incumbents

• Tarter USA: Major US manufacturer of farm and ranch equipment including livestock handling systems, gates, panels, and equine products. Larger-scale broad incumbent that competes with Morand across multiple product lines.
• Behlen Industries: Large Canadian manufacturer of agricultural, livestock, and storage equipment with a wide product range. Broader portfolio player that overlaps with Morand on livestock handling and gates/panels but also serves grain storage and other farm segments.

Emerging players

• Real Tuff Livestock Equipment: Smaller-scale manufacturer of livestock handling equipment focused on squeeze chutes and handling systems. Niche player with partial overlap on cattle handling equipment compared to Morand's catalog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/morandindustriesltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Morand Industries