Tru-Test Group
Tru-Test Group is a New Zealand–based, privately held manufacturer founded in 1964 that produces agricultural technology products and livestock tools for farmers in New Zealand and international markets, operating with 101–250 employees from Auckland.
- Company typePrivate
- Founded1964
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Tru-Test Group does
Tru-Test Group is a New Zealand–based, privately held manufacturer of agricultural technology products and livestock tools, founded in 1964 and headquartered in Auckland. The company produces agri-technology hardware and equipment used by farmers both domestically and in international markets; historically this product category includes livestock weighing systems, electronic identification (EID) equipment, electric fencing, and related on-farm tools, although the available source material does not enumerate specific SKUs. With an employee base of 101–250, Tru-Test sits in the small-to-mid-cap manufacturing tier and appears to operate a traditional product-sale business model serving primary-sector customers rather than a software or subscription model.
Business model specifics (pricing, channels, customer segments, GTM motion) are not disclosed in any source. The firmographic record notes only that customers are "farmers in New Zealand and internationally," suggesting a distributed volume sales motion through agricultural retail and distribution partners rather than enterprise contracts. There is no evidence in the input of recurring software revenue, subscription pricing, or platform-based monetization. Leadership visibility is limited to two named executives — Greg Muir (Managing Director) and Ian Hadwin (CFO) — and a single historical capital-markets event (a 2013 round led by Kestrel Capital Pty Ltd) is recorded, with no further funding activity disclosed.
The data environment surrounding Tru-Test Group is sparse: the corporate website (tru-testgroup.com) currently serves only a default Apache HTTP Server page rather than company content, and most enrichment fields (revenue, customers, products, partnerships, certifications, headcount detail, leadership team) are empty or unpopulated. This materially limits the granularity of any investment thesis and should be treated as a data-gap risk in any downstream decision-making.
Tru-Test Group firmographics
Firmographics- Name
- Tru-Test Group
- Website
- https://tru-testgroup.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Tru-Test Group is a New Zealand–based, privately held manufacturer founded in 1964 that produces agricultural technology products and livestock tools for farmers in New Zealand and international markets, operating with 101–250 employees from Auckland.
- Ownership category
- akta.pro rank
Tru-Test Group industry classification
Industry- Product category
- Agricultural Technology Equipment
- NAICS
- Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors) (AFAAAIAG)
- akta.pro secondary industries
- Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Livestock Weighing, Sorting & Handling Facility Services (AFAEALAG), Livestock & Dairy Equipment (IMAHACAG)
Keywords
Where Tru-Test Group is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Tru-Test Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Tru-Test Group product offering
Product offeringCore offering
Tru-Test Group manufactures and sells agri-technology products and livestock tools for farmers. Its offering spans electronic weighing equipment, electronic identification systems, and related farm hardware used to manage livestock productivity in New Zealand and international markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Livestock weighing equipment
Companies that use Tru-Test Group
Customer profileIdeal customer profiles1 record
Tru-Test Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tru-Test Group partnerships and signals
Strategic signalRecent moves1 record
Expansion highlights1 record
Tru-Test Group competitors and assessment
Company assessmentDirect peers
- BouMatic: Manufacturer of dairy milking equipment and herd management systems. Direct peer in dairy farm equipment, milk metering, and livestock management technology, with overlapping customer segments in dairy operations.
- Gallagher Group: New Zealand-based manufacturer of livestock weighing and management solutions, electric fencing, and animal identification. Direct competitor to Tru-Test in livestock weighing scales and farm management tech, particularly across NZ and Australia.
- Datamars: Global supplier of livestock identification, weighing, and traceability solutions. Closely comparable to Tru-Test's livestock weighing and identification portfolio, and historically tied to Tru-Test through ownership relationships.
Broad incumbents
- John Deere (precision agriculture): Global agricultural machinery leader with a growing precision livestock and farm management portfolio. Adjacent comparator given its dominance in precision agriculture and bundled farm data solutions.
- Allflex Livestock Intelligence (MSD Animal Health): Global leader in livestock identification, monitoring, and traceability solutions, owned by Merck Animal Health. Competes with Tru-Test in livestock monitoring sensors and increasingly in herd data analytics at global scale.
- DeLaval: World-leading dairy equipment and milking technology provider. Overlaps with Tru-Test in dairy farm automation, milk metering, and herd management technology, particularly for dairy-focused customers.
- Lely: Dutch manufacturer of dairy robotics and farm automation, including milking robots and herd management software. Overlaps with Tru-Test in dairy-focused precision livestock technology and farm data platforms.
- GEA Farm Technologies: Major supplier of integrated dairy and livestock farming solutions including milking, cooling, and herd management. Comparable to Tru-Test in milking and farm management categories, with broader portfolio across processing.
Emerging players
- Afimilk: Provider of advanced dairy farm management systems including milk meters, sensors, and herd analytics. Comparable to Tru-Test in dairy precision monitoring, with strong software and data platform focus.
Regional players
- Ritchie (agricultural implements): New Zealand-based agricultural equipment and livestock handling supplier. Regional peer in livestock handling and farm equipment distribution, particularly in NZ and Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Tru-Test Group social profiles
Digital presenceTru-Test Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tru-Test Group leadership team
Management profileNumber of profiles
Profiles2 records
Tru-Test Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tru-Test Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tru-Test Group
What does Tru-Test Group do?
Tru-Test Group manufactures and sells agri-technology products and livestock tools for farmers. Its offering spans electronic weighing equipment, electronic identification systems, and related farm hardware used to manage livestock productivity in New Zealand and international markets.
When was Tru-Test Group founded?
Tru-Test Group was founded in 1964. It employs 101 to 250 people.
Where is Tru-Test Group based?
Tru-Test Group is headquartered in Auckland, New Zealand, in the Oceania region.
Who are Tru-Test Group's main competitors?
Direct peers on record are BouMatic, Gallagher Group and Datamars. Broad incumbents are John Deere (precision agriculture), Allflex Livestock Intelligence (MSD Animal Health), DeLaval, Lely and GEA Farm Technologies. Afimilk is listed as an emerging player. Ritchie (agricultural implements) is listed as a regional player.
Does Tru-Test Group have an API?
No public API is recorded for Tru-Test Group.
What industry is Tru-Test Group in?
Tru-Test Group's product category is Agricultural Technology Equipment. Its primary akta.pro industry code is AFAAAIAG, Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors), with a secondary code of AFAAAFAM, Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts). Its NAICS code is 33311 and its SIC code is 3523.