Vente Paardenvoeding

What Vente Paardenvoeding does

Vente Paardenvoeding is a Dutch specialist animal feed company founded in 1878 and headquartered in Lienden, Netherlands, operating under the AR Paard B.V. entity since a September 1, 2024 strategic partnership with AgruniekRijnvallei. The company designs and produces GMP+ certified horse feed formulations spanning pellets, muesli, roughage and supplements, integrating proprietary inputs such as AleuVita XF70 (wheat aleurone), Actisaf live yeast, Acid Buf buffering agent and Mycofix mycotoxin binder into condition-specific SKUs for maintenance, sport, breeding, senior and gastric-sensitive horses. It also offers a livestock feed portfolio (cattle, sheep, goats, pigs, poultry, deer, small animals) under the Vente Diervoeding sub-brand and operates a physical pet specialty store, Vente Dierenspecialzaak, in Nieuwerkerk aan den IJssel.

The business reaches customers through a multi-channel distribution model that includes a network of more than 20 Dutch dealers, two e-commerce storefronts (the Mijn AR B2B portal and Paardenvoer.nl for occasional buyers), the physical retail store, and inside-sales customer support. Vente monetizes through one-time sales of physical feed, supplements and accessories in 20kg bags, big bags and bulk quantities with free delivery for orders over 300kg, complemented by free business analysis services (Vente Scan, Voerkostenmonitor) and content resources (Kennisbank articles, e-books) that target equestrian entrepreneurs.

Customer segments span individual horse owners across recreational and top sport disciplines, commercial equestrian businesses (riding schools, breeding operations, pension stables), livestock farmers, and retail pet owners. The brand has remained a family-led operation across four generations, with the current owners, Paul Vente and Kees Naalden, transitioning into self-employed customer-relationship roles under AR following the lack of a successor.

Name

Vente Paardenvoeding

Legal name

AR Paard B.V.

Website

https://vente-paardenvoeding.nl

Company type

Private

Founded year

1878

Operating status

Operating

Headcount range

11–50 employees

Short description

Vente Paardenvoeding is a Dutch specialist horse feed manufacturer founded in 1878, producing GMP+ certified pellets, muesli, roughage and supplements across more than 40 SKUs, distributed through 20+ Dutch dealers, two e-commerce portals and a pet specialty store. Since September 2024 it has operated under AgruniekRijnvallei's AR Paard B.V.

Ownership category

akta.pro rank

Product category

Animal Feed and Equine Nutrition

NAICS

Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro industry

PRIMARYAFADAEAA

Complete Equine Feeds (Pelleted/Extruded/Textured)

Agriculture & Food Production/Animal Feed Manufacturing/Equine Feed

SECONDARYAFADAEAB

Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates)

Agriculture & Food Production/Animal Feed Manufacturing/Equine Feed

SECONDARYAFADAEAD

Equine Performance & Conditioning Feeds (High-Energy/Sport Horse)

Agriculture & Food Production/Animal Feed Manufacturing/Equine Feed

SECONDARYCRADAFAJ

Small Animal Food (rabbit/guinea pig/hamster)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYAFADAMAG

Performance & Health Outcome Consulting (growth, FCR, milk yield, gut health)

Agriculture & Food Production/Animal Feed Manufacturing/Custom Feed Formulation Services

Keywords

• Horse feed manufacturing
• Equine nutrition products
• Animal feed production
• Livestock feed supply
• Horse supplements

Headquarters

HQ city

Lienden

HQ country

Netherlands

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. Horse Feed Products: Sale of concentrated feeds, muesli, roughage, and single-ingredient feeds for horses. Products sold in 20kg bags, big bags, and bulk quantities.
2. Horse Supplements: Sale of vitamin and mineral supplements including horse lick blocks, Paddock Blocks, vitamin granules, and linseed oil.
3. Livestock Feed Products: Sale of feed for cattle, pigs, sheep, goats, poultry, and rodents/rabbits through the diervoeding division.
4. Pet Specialty Retail: Physical retail store selling pet food and accessories for dogs, cats, rodents, rabbits, birds, fish, and turtles.
5. Business Analysis Services: Vente Scan and Voerkostenmonitor tools provide business analysis services for equestrian entrepreneurs to optimize feed costs and farm profitability.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Vente Paardenvoeding manufactures and sells specialized horse feed products including pellets, muesli, roughage, and supplements, alongside a secondary livestock feed range covering cattle, pigs, sheep, goats, poultry, and small animals. Production is GMP+ certified and the products are distributed across the Netherlands via a dealer network, an e-commerce platform, and a physical pet specialty store. The company also provides business analysis tools (Vente Scan and Voerkostenmonitor) targeted at commercial equestrian businesses, and operates as a content hub with a knowledge bank and e-books on horse nutrition.

Product overview

Vente Paardenvoeding is a Dutch animal feed company offering a comprehensive portfolio of specialized feeds across multiple categories. The horse feed division (Paardenvoeding) includes seven pellet varieties (Econ, Sport, Prestatie, Optisport XF70, Optibreed XF70, Bodyboost XL, LS) addressing different horse needs from maintenance to top sport and breeding, plus eight muesli products (Gastro-Relax, SeniorFit, Ultra Sportmuesli, Powermix Plus, Granenmix Plus, Reform Kruidenmix, Kruidenslobber, Economix) for various requirements including digestive health, senior horses, and sport performance. The roughage range (HippoLuz, HippoLuz Zero, Red Fibre, Bietenpulp) and supplements (Paardenlikemmer, Paddock Block, Granulor NAS-TROP, Lijnzaadolie) complete the horse nutrition offering, along with accessories. The livestock division (Diervoeding) serves cattle, sheep/goat, pigs, poultry, and small animals with species-specific pellets and feeds. The company also provides business analysis tools (Vente Scan, Voerkostenmonitor) and educational resources (Kennisbank, E-books) to support customers in optimal feed management and business efficiency.

Differentiator

Problem solved

Functional benefit

Products and services

• Paardenbrok Econ A basic horse feed pellet designed to meet daily maintenance needs of horses and ponies, also suitable as a supplement with ample roughage.
• Paardenbrok Sport A balanced, complete, well-vitaminized all-round concentrate pellet feed for recreational to basic sport horses.
• Paardenbrok Prestatie High-quality concentrate feed made from luxury raw materials with a wide range of vitamins and minerals for horses performing heavy work and active top sport.
• Paardenbrok Optisport XF70 A top sport feed of high quality with lots of energy, little sugar and starch, and high content of magnesium, vitamin E, and B-vitamins.
• Paardenbrok Optibreed XF70 Optimal nutrition pellet for the entire breeding herd including pregnant mares, lactating mares, and foals, containing AleuVita XF70, Mycofix, and Actisaf.
• Paardenbrok Bodyboost XL Pellet to quickly restore lean horses to healthy weight, containing unlocked maize and linseed to promote weight gain and coat shine.
• Paardenbrok LS Regulates moisture balance in the intestines and normalizes ration passage, resulting in better nutrient absorption and less manure during riding, reducing manure production by 25-35% during exercise.
• Gastro-Relax Muesli with special properties for stomach and intestinal sensitive horses, rich in fat and fiber, with Acid Buf for good acid-base balance and a relax factor with magnesium and tryptophan.
• SeniorFit A muesli specifically tailored to the needs of senior horses, co-developed with Frederike Domenie based on research of 200 senior horses, containing green oats, esparcette, live yeasts, probiotics, Acid Buf, and toxine binder.
• Ultra Sportmuesli A top sport muesli with 20-25% more energy than average concentrate feed, high fat content (15%), and essential amino acids for intensive competition periods.
• Paardenlikemmer (Horse Lick Bucket) Mineral lick for horses and ponies receiving little to no concentrate feed, ideal for grazing, sober breeds, young stock, or resting horses, with high levels of vitamins A, D3, E, B complex, and minerals.
• Paddock Block Vitamin and mineral block for paddock use to prevent sand eating, with self-regulating intake by horses.
• Granulor NAS-TROP Vitamin pellet/balancer for horses and ponies receiving little or no concentrate feed, containing Mycofix to bind mycotoxins in the ration.
• Lijnzaadolie (Linseed Oil) Linseed oil that provides a beautiful shine, rich in essential fatty acids, available in 2.5L and 10L jerry cans.
• Rundveebrok (Cattle Pellet) A responsibly composed, price-competitive pellet suitable for farms with average milk production, produced according to GMP+ MI103 Responsible Dairy Feed.
• Schapenbrok (Sheep Pellet) A complete sheep pellet that serves as the ideal supplement to the ration of sheep.
• Bivabrok (Pig Pellet) A very complete nutrient package for pigs, an all-round pig feed pellet.
• Scharrel Legmeel (Free-range Layer Meal) Complete feed for free-range laying hens with a coarse structure due to unique grinding.
• Konijnenkorrel (Rabbit Pellet) A supplementary feed for rabbits providing a complete package of vitamins and minerals alongside hay and greenery, with all raw materials compressed into one pellet to prevent selective eating.
• HippoLuz An alfalfa mixture that can be mixed with concentrate feed to promote concentrate intake.
• Vente Scan A business analysis tool that helps equestrian entrepreneurs identify how profitability can be increased by adjusting variables around feed costs, bedding costs, horse profitability, price adjustments, and labor efficiency.
• Voerkostenmonitor (Feed Cost Monitor) A tool providing quick insight into current horse feeding practices and where cost accents lie on the business.

Quantifiable outcome

• Paardenbrok LS reduces manure production by 25% to 35% during exercise and reduces straw consumption by 10% to 15%
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• AgruniekRijnvallei (AR) / AR Paard B.V.coreStrategic or Co-development Partner · 1 September 2024Vente Paardenvoeding entered a strategic partnership with AgruniekRijnvallei (AR) on September 1, 2024. The current owners Paul Vente and Kees Naalden had no successors for the business activities. To ensure continuity for customers, they sought a partner. AR shares Vente's customer-centric approach and provides personal advice. The familiar products of Vente Paardenvoeding are now produced and delivered by AR Paard B.V. Paul Vente and Kees Naalden continue as contact persons for Vente relationships, now working as self-employed professionals under AR.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Spillers (Mars Horsecare): Major UK horse feed brand owned by Mars, offering broad equine nutrition portfolio. Larger incumbent with greater marketing budget and retail presence, competing for the same European equestrian customers at scale.
• ForFarmers: Major European animal feed producer with equine product lines alongside livestock focus. Dutch-headquartered broad incumbent with extensive distribution and bulk feed capabilities that compete across multiple categories Vente serves.
• De Heus Animal Nutrition: Large Dutch-headquartered animal feed manufacturer with multi-species portfolio including equine lines. Broader incumbent with greater scale, international footprint, and cross-species procurement leverage.

Direct peers

• Cavalor: Belgian premium horse nutrition brand specializing in sport performance, digestive health, and care products. Comparable R&D-driven formulation approach with proprietary ingredient technologies (similar positioning to Vente's AleuVita and Actisaf innovations).
• Baileys Horse Feeds: UK specialist horse feed manufacturer producing pellets, mixes, and balancers for sport, breeding, and leisure horses. Comparable science-led formulation philosophy and specialty equine positioning.
• Pavo (Pavo Paardenvoeders): Largest Dutch horse feed brand, offering comparable pellets, muesli, and supplements for sport, breeding, and recreational horses. Direct competitor serving the same Dutch equestrian customer base with a similar multi-channel distribution model.
• Hartog: Dutch specialist in horse roughage, concentrates, and supplements with strong focus on digestive health. Comparable equine-only positioning, GMP+ quality standards, and direct-to-customer distribution in the Netherlands.
• Dodson & Horrell: Established UK horse feed manufacturer with comprehensive range of pellets, mixes, balancers, and supplements. Comparable specialization in equine-only nutrition with similar R&D-backed product development approach.
• Brogaarden: Dutch animal feed specialist with equine, pet, and livestock ranges plus retail distribution. Comparable mid-sized Dutch competitor with similar multi-channel approach and equine product specialization.
• Subli Diervoeders: Dutch feed manufacturer with equine product lines alongside livestock and pet feeds. Direct competitor in the Netherlands with overlapping dealer networks and similar multi-species portfolio strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ventepaardenvoeding
• LinkedInlinkedin.com/company/vente-paardenvoeding

Compliance3 records

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 Vente Paardenvoeding