What Bell-Booth Ltd does

Bell-Booth Ltd is a third-generation, family-owned New Zealand agricultural company founded in 1964 and headquartered in Palmerston North, Manawatu. The company develops, manufactures and distributes animal and plant health products for New Zealand livestock and pastoral farmers, with operations staffed by approximately 18 employees and a nationwide network of Territory Sales Managers. Core proprietary offerings include the Nutrimol reproduction and calving range (Ascophyllum nodosum seaweed formulations, 400+ million doses delivered since 1972), the Bell-Booth Intense mineral and trace element range, and the Queen of Calves calf nutrition programme (STARTER and FINISHER) backed by 5-year peer-reviewed Massey University research demonstrating 95% survival to third lactation versus a New Zealand herd average of 62% and 150 kg additional milk-solids per cow over five lactations.

The technology base combines nutritional chemistry and seaweed bio-stimulant formulation (Maxicrop Ascophyllum nodosum range, N-Telligent liquid mineral/humate range for pasture, maize and brassicas) with exclusive New Zealand distribution and after-sales support for third-party capital equipment: German-engineered Holm & Laue CalfExpert automated calf feeders (with WeighScale, CalfGuide app, HygieneStation, QuadroFlex four-calf simultaneous feeding and frost adaptation) and MilkTaxi milk pasteurisation/transport systems, plus French Dosatron water-powered proportional injection dosing pumps across animal health, horticulture and industrial series. A BioGro-certified organic range extends reach into certified-organic dairy farming.

Revenue is generated primarily through one-time product sales of mineral and trace element supplements, calf and young-stock nutrition products, plant bio-stimulants and fungicides (Topsin, X-spore for facial eczema control), pest control products (PestOff rodent and possum baits), and hardware sales of automated feeding and dosing equipment. Distribution runs through direct Territory Sales Manager field sales, an online shop (bell-booth.co.nz), and leading agricultural stockists nationwide. Primary customers are New Zealand dairy farmers (large-scale 1,000+ cow operations, mid-size 500–1,000 cow contract milkers, and smaller family farms), with secondary segments in pastoral and horticultural farming, equine owners (Ché Garl) and biosecurity/pest control operators. Pricing is not publicly disclosed and is established on a quote basis for commercial farm customers.

Name

Bell-Booth Ltd

Legal name

Bell-Booth Ltd

Website

https://bell-booth.co.nz

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Bell-Booth Ltd is a third-generation, family-owned New Zealand manufacturer and distributor of animal and plant health products — mineral supplements, the Queen of Calves calf nutrition programme and seaweed bio-stimulants — plus exclusive NZ distribution of Holm & Laue CalfExpert automated calf feeders and Dosatron dosing pumps, serving dairy, pastoral, equine and pest-control customers across New Zealand.

Ownership category

akta.pro rank

Product category

Animal Health & Nutrition

NAICS

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

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Mineral & Salt Products for Ruminants (Free-Choice Minerals, Salt Blocks) (AFADAAAF)

akta.pro secondary industries

Calf & Youngstock Equipment (Calf Feeders, Hutches, Pasteurizers) (AFAAAIAL), Milk Replacers, Colostrum & Neonatal Nutrition (HLAMAHAJ), Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG), Animal Nutrition & Feeding Support Services (On-Farm Feeding, Feed Management) (AFAEALAJ)

Keywords

• Animal health supplements
• Calf nutrition programs
• Plant bio-stimulants
• Automated calf feeders
• Agricultural minerals

Headquarters

HQ city

New Zealand

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Animal Health Product Sales: Sale of mineral and trace element supplements, calf nutrition products (Queen of Calves, Nutrimol range), animal health formulations, and loose-lick supplements to dairy and livestock farmers across New Zealand.
2. Plant Health Product Sales: Sale of seaweed bio-stimulants (Maxicrop range, N-Telligent range) and pasture fungicides (Topsin, X-spore) for facial eczema control to farmers and growers.
3. Automated Equipment Distribution: Distribution of Holm & Laue CalfExpert automated calf feeders and MilkTaxi systems, and Dosatron inline water dispensers to New Zealand farmers.
4. Pest Control Products: Distribution of PestOff rodent baits, waxed baits, and possum control products for farm and environmental pest management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bell-Booth Ltd develops and manufactures mineral and trace element supplements for livestock health, reproduction and metabolic function, the proprietary Queen of Calves calf nutrition programme, and seaweed and mineral-based bio-stimulants for plant growth. The company also distributes and supports German-engineered Holm & Laue automated calf feeding systems, French Dosatron water-powered dosing pumps, and the PestOff environmental pest control range for New Zealand farmers.

Product overview

Bell-Booth Ltd is a family-owned, 3rd generation New Zealand company with over 60 years of innovation in animal and plant health. The company manufactures and distributes a comprehensive portfolio of products across seven core ranges: (1) Nutrimol reproduction/calving products with Ascophyllum nodosum seaweed formulations; (2) Bell-Booth Intense Range mineral and trace element supplements; (3) Bell-Booth Organic Range BioGro-certified products; (4) Queen of Calves advanced calf nutrition programme with STARTER and FINISHER; (5) N-Telligent liquid plant bio-stimulants; (6) Maxicrop seaweed-based plant biostimulants. The company also distributes world-leading third-party technology including Holm & Laue CalfExpert automated calf feeders, MilkTaxi automated milk systems, and Dosatron inline water dispensing pumps. Additional products include pest control (PestOff), facial eczema fungicides (Topsin, X-spore), equine supplements (Ché Garl), and farm supplies. This integrated portfolio enables sustainable, ecologically-sound on-farm solutions for dairy, beef, sheep, deer, goats, horses, and crops.

Differentiator

Problem solved

Functional benefit

Brands

• Nutrimol: Nutrimol is a product range using Ascophyllum nodosum seaweed combined with vitamins, prebiotics and key ingredients to support productivity, reproduction and animal wellbeing. Available in formulations including Nutrimol 4n1, Nutrimol 4n1+ Selenium, Nutrimol 7n1, Nutrimol Classic, and Nutrimol For Calves.
• Queen of Calves
• Bell-Booth Organic
• Bell-Booth Minerals
• Maxicrop
• N-Telligent
• PestOff
• Ché Garl
• Just Beet It
• EggTek-C

Products and services

• Nutrimol Range

Quantifiable outcome

• Cows raised on Queen of Calves produce ~150kg more milk-solids over 5 lactations vs traditionally reared cows (Massey University 5-year study)
• +6 more outcomes

Named customers7 records

Segments4 records

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

Six partnerships are on record, tiered core, supporting and minor.

• Holm & LauecoreTechnology or IntegrationGerman-engineered Holm & Laue CalfExpert automated calf feeder systems are distributed and supported exclusively by Bell-Booth in New Zealand. Bell-Booth provides local installation, training, annual servicing, and after-sales technical support. The CalfExpert is designed specifically for New Zealand conditions including frost protection.
• Dosatron (French water-powered dosing pumps)coreTechnology or IntegrationBell-Booth distributes and supports the full range of Dosatron inline water dispensing pumps in New Zealand, including the D25, D9, D20, D30, D90, and DIA4 series models, plus Trough2Trough dispensers. Products serve animal health, horticulture, and industrial applications.
• BioGro New ZealandsupportingOthersBell-Booth Organic mineral product range carries BioGro New Zealand certification — the country's leading organic certification mark. Bell-Booth products including Organic Zinc, Organic Selenium, Organic Iodine, Organic Copper, Organic Cobalt, Organic Magnesium Chloride, Organic Intense 240, Organic Trifecta, and Organic Apple Cider Vinegar are BioGro-certified for use by certified organic farmers.
• AgRecoveryminorOthersBell-Booth is an AgRecovery partner, participating in New Zealand's agricultural waste management programme for the responsible disposal of agricultural chemicals and containers.
• Massey UniversitysupportingStrategic or Co-development PartnerBell-Booth collaborated with Massey University on 5-year calf growth research comparing Queen of Calves-raised cows vs traditionally raised cows on milk production, fertility, and survivability. The research produced peer-reviewed papers published in world-class journals and informed the company's product development.
• DairyNZminorOthersDairyNZ Gap Calculator is referenced and used by Bell-Booth in case studies to quantify economic benefits of improved reproductive performance for farmers using Bell-Booth programmes.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Elanco Animal Health: Global animal health leader across farm and companion animals following acquisition of Bayer Animal Health. Comparable in dairy cattle health, fertility, and metabolic product categories but at substantially larger scale and with broader species coverage.
• Cargill Animal Nutrition: Global animal feed and nutrition business producing premixes, compound feeds, and digital farm management tools for livestock producers. Overlaps with Bell-Booth in mineral supplementation and integrated on-farm nutrition programmes but at vastly larger scale and across multiple geographies.
• DSM Animal Nutrition & Health: Global animal nutrition business producing vitamins, premixes, and functional feed additives for livestock producers. Comparable to Bell-Booth in the trace-element and nutritional supplement category but operating as a large multinational ingredient supplier rather than a regional branded specialist.
• Zoetis: World's largest animal health company offering pharmaceuticals, vaccines, diagnostics, and nutrition across livestock species. Overlaps with Bell-Booth in reproductive health, metabolic disease management, and calf nutrition but operates as a broad incumbent portfolio rather than a NZ-specialty player.

Direct peers

• Alltech: Global animal nutrition and feed supplement company producing mineral, trace-element, probiotic and seaweed-based products for livestock producers. Closest direct analogue to Bell-Booth in mineral/trace element supplementation, bio-stimulant technology (Ascophyllum nodosum based products), and on-farm technical-service-led GTM model.
• Virbac: Global specialty animal health company focused on nutritional supplements, parasiticides, and reproduction products for livestock and companion animals. Most comparable to Bell-Booth in product philosophy (targeted, science-backed animal health SKUs) though operating at far larger scale and across multiple geographies.
• Dechra Pharmaceuticals: Specialty veterinary pharmaceuticals and nutrition company with strong equine and livestock product portfolios. Comparable to Bell-Booth in its specialty-animal-health focus, science-led equine range, and supplement-led approach to farm-animal reproduction and metabolic conditions.
• Vetoquinol: Independent global animal health company focused on livestock and equine pharmaceuticals, nutraceuticals, and reproduction products. Comparable to Bell-Booth in its specialty, science-driven positioning, equine range (analogous to Bell-Booth Ché Garl), and livestock nutrition offerings.
• Kemin Industries: Global ingredient manufacturer specializing in nutritional and health solutions for animal feed and agriculture, including trace minerals, palatability enhancers, and bio-stimulants. Closely comparable to Bell-Booth's trace-element supplementation and farm-supply-focused nutrition categories.
• AgriHealth New Zealand: New Zealand-based animal health company marketing veterinary medicines, nutritional supplements, and reproduction products to NZ livestock farmers. Most direct NZ-domestic peer to Bell-Booth, sharing target customer base (NZ dairy, beef, sheep farmers), channel model (vet and rural retailer distribution), and product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bell-booth-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Bell-Booth Ltd