FULLWOOD LIMITED

What FULLWOOD LIMITED does

Fullwood Limited (operating jointly with JOZ as the Fullwood JOZ Group) is a privately held Dutch dairy-farm automation company founded in 1785 and headquartered in Middenmeer, Netherlands, with engineering operations in Utrecht and production sites across Europe. The company designs, manufactures and services robotic and conventional milking systems for dairy farmers worldwide, with its flagship product being the M²erlin automated milking robot — a stainless-steel, energy-efficient unit introduced in 2010 and extended in 2018 with the M²erlin Meridian batch-milking system for large herds of up to 1,500+ cows. Its portfolio also includes conventional herringbone and Quick-series side-by-side milking parlours, the Streampulse milking technique that reduces pressure on teat sphincters to lower mastitis incidence, a cow-traffic management system, and the FULLSENSE herd-management software platform with a companion Android/iOS mobile application.

Fullwood monetises primarily through capital-equipment sales (M²erlin robots, Meridian systems, conventional parlours) distributed via an independent dealer network covering more than 80 countries, supplemented by recurring revenue from FULLSENSE software subscriptions, spare parts, udder-care consumables and dealer-delivered installation and after-sales services. Pricing is quote-based and not publicly disclosed. The customer base is highly fragmented and consists of individual dairy farms ranging from small 100-cow operations to mega-farms with 1,500+ cows, served by territory-dedicated sales managers across Western Europe, the UK, the USA, Eastern Europe, the CIS and Central Asia.

The company is privately held, with CEO Maarten van Raaij and CFO Steven Le Poole (installed in late 2024) acting as minority shareholders alongside Rabo Participaties since March 2026. Recent strategic emphasis has been on software-led differentiation: a real-time integration with UNIFORM-Agri herd-management software (October 2025), the launch of the FULLSENSE Mobile application (April 2026), continued celebration of the M²erlin's 10-year market anniversary (December 2025), and the consolidation of global commercial functions under a newly appointed Head of Commerce.

Name

FULLWOOD LIMITED

Legal name

Fullwood Ltd

Website

https://fullwood.com

Company type

Private

Founded year

1785

Operating status

Operating

Headcount range

11–50 employees

Short description

Fullwood Limited is a 240-year-old Dutch manufacturer of robotic and conventional milking systems, serving dairy farmers in 80+ countries through a global dealer network with its flagship M²erlin milking robot, Meridian batch-milking system, and FULLSENSE herd-management software.

Ownership category

akta.pro rank

Product category

Dairy Farm Automation

NAICS

Dairy Cattle and Milk Production (112120)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Automatic Milking Robots (AMS) (AFAAAIAB)

akta.pro secondary industries

Milking Systems & Parlors (Conventional, Rotary, Pipeline) (AFAAAIAA), Dairy Housing, Milking Systems & On-Farm Infrastructure Operations (AFAEACAG), Dairy Farm Data, Monitoring & Precision Dairy Operations (AFAEACAO)

Keywords

• Milking robots
• Dairy farm automation
• Herd management software
• Conventional milking parlors
• Robotic milking systems

Headquarters

HQ city

Middenmeer

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Milking Robot Sales: Sale of M²erlin and M²erlin Meridian automated milking robots to dairy farmers through the dealer network. Primary flagship product generating high demand.
2. Conventional Milking Equipment: Sale of herringbone milking parlours and Quick series side-by-side milking parlours to dairy farms.
3. FULLSENSE Software and Herd Management: FULLSENSE herd management software providing real-time data, monitoring, and recommendations for dairy operations. Includes mobile app access.
4. Spare Parts and Udder Care Products: Extensive range of spare parts and udder care products sold through dealers to ensure equipment performance, herd health, and maximum milk yield.
5. After-Sales Service and Support: Service and support services delivered through the dealer network, including installation and ongoing maintenance.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Fullwood designs, manufactures, and sells automated milking robots (M²erlin and M²erlin Meridian batch-milking system) and conventional milking parlors (Quick Series side-by-side and Herringbone) for commercial dairy farms. Its FULLSENSE herd management software turns milking sensor data into real-time recommendations, with a mobile app for remote monitoring. Spare parts, udder care products, and after-sales service are delivered through its global dealer network.

Product overview

Fullwood offers a comprehensive smart milking solutions portfolio consisting of robotic milking systems (M²erlin and M²erlin Meridian for batch milking), conventional milking parlors (Quick Series and Herringbone), and herd management software (FULLSENSE). The M²erlin serves as the core robotic milking product, while M²erlin Meridian extends this technology for large-scale operations. FULLSENSE provides the software intelligence layer, converting sensor data into actionable insights. Supporting technologies include Streampulse milking technique for udder health and cow traffic management systems. The product architecture supports farms ranging from small operations to mega-farms with 1500+ cows.

Differentiator

Problem solved

Functional benefit

Products and services

• M²erlin Milking Robot Automated milking robot with stainless steel construction, energy-efficient operation, low water and energy consumption, and exceptionally low maintenance costs. Designed for up to 400 cows per robot and serving as Fullwood's flagship robotic milking product for dairy farmers.
• M²erlin Meridian Batch-Milking System Variant of M²erlin enabling automatic group milking (batch-milking) for large herds. Allows farmers with 400+ cows, including mega-farms with 1,500+ cows, to use M²erlin technology in coordinated large-scale operations.
• FULLSENSE Herd Management Software Software platform that turns complex milking sensor data into smart recommendations for dairy herd management. Provides real-time monitoring, health alerts, heat detection, fertility, and production analytics, with desktop access and a mobile app for remote oversight and automated milking permissions.
• Quick Series Milking Parlors Side-by-side milking parlor series providing rapid throughput and efficient workflow, with a robust design ensuring fast cow entry and exit and customizable configurations to suit farm requirements. Targets dairy farms preferring conventional (non-robotic) milking setups.
• Herringbone Milking Parlor (Visgraatmelkstal) Flexible and efficient herringbone milking parlor designed for optimal milking performance and accessibility, allowing farmers to milk cows in a configuration that maximizes efficiency while maintaining cow comfort.

Quantifiable outcome

• Milk production increased by 3 litres per cow per day
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• UNIFORM-AgricoreTechnology or Integration · 24 October 2025Fullwood and UNIFORM-Agri launched a new real-time event-driven integration between UNIFORM herd management software and the FULLSENSE platform used by the M²erlin milking robot. When events such as calving are registered in UNIFORM, information is immediately sent to FULLSENSE, enabling instant cow milking, feed adjustment, and automatic I&R notifications. Milk production, feed structure, animal movements, fat/protein/lactose levels, heat detection, and health alerts are automatically synchronized between systems. Full integration with national systems (I&R, VKI, RMO, EMM) is included.
• JOZcoreStrategic or Co-development PartnerFullwood and JOZ operate as Fullwood JOZ Group, sharing headquarters, production sites, and commercial operations. CEO Maarten van Raaij and CFO Steven Le Poole became shareholders of both JOZ and Fullwood simultaneously, and both companies share a joint R&D facility in Utrecht. The companies serve the same customer base with complementary dairy farm automation solutions.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DairyMaster: Irish-based manufacturer of milking equipment including rotary parlours, conventional systems, and milking robots (Swiftflo, RobotMaster). Closely comparable to Fullwood in serving dairy farmers with similar hardware products across Europe and globally.
• SAC (S.A. Christensen & Co.): Danish milking equipment manufacturer focused on conventional parlours, rotary systems, and robotic milking solutions. Direct competitor to Fullwood in the European dairy equipment market with similar product positioning.
• Waikato Milking Systems: New Zealand-based manufacturer of rotary and conventional milking parlours, milking equipment, and dairy automation. Comparable to Fullwood in conventional milking parlours and dairy farm infrastructure, with strong presence in dairy-exporting regions.
• DeLaval: Swedish multinational and one of the largest dairy equipment manufacturers globally, offering the VMS (Voluntary Milking System) robot and a full portfolio of conventional milking systems and herd management software. Competes directly with Fullwood across robotic and conventional milking segments worldwide.
• BouMatic: US-based dairy equipment manufacturer offering robotic milking systems, conventional parlours, and dairy farm automation solutions. Competes directly with Fullwood in conventional milking parlours and is expanding its robotic milking presence.
• GEA: German industrial equipment manufacturer with a Dairy Farming division offering the R9500 milking robot and comprehensive conventional milking systems. GEA is a direct peer competing in both robotic and conventional milking equipment, with strong global distribution.
• Lely: Dutch-based global leader in dairy farming automation, with the Astronaut milking robot as its flagship product. Lely is Fullwood's most direct competitor in robotic milking, serving the same dairy farmer customer base with overlapping product portfolios (robots, conventional parlours, and herd management software).
• Milkline: Italian manufacturer of milking equipment, including conventional parlours, milking robots, and milk cooling/storage. Comparable to Fullwood in offering a portfolio that bridges conventional and robotic milking for dairy farms.

Emerging players

• Afimilk: Israeli dairy technology company specializing in herd management software, sensors, and milking systems. Comparable to Fullwood in the data and herd management software layer (overlapping with FULLSENSE) and selected milking equipment.

Others

• JOZ: Dutch sister company of Fullwood under the Fullwood JOZ Group, specializing in stable automation and barn equipment (manure removal, bedding, feeding). Operates as a complementary adjacent provider to Fullwood's milking solutions, sharing headquarters, R&D, and a joint sales channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fullwoodjozgroup
• Facebookfacebook.com/FullwoodNederlandBelgie
• LinkedInlinkedin.com/company/fullwood-limited
• Instagraminstagram.com/fullwoodjoznl

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 FULLWOOD LIMITED