McGregors Farm

Name

McGregors Farm

Legal name

McGregors Farm Services 2018 Ltd

Website

https://mcgregorsfarmservices.co.nz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Dairy Farm Equipment & Services

NAICS

Support Activities for Animal Production (115210), Dairy Cattle and Milk Production (112120)

SIC

Farm Machinery & Equipment (3523), Wholesale-Machinery, Equipment & Supplies (5080), Pumps & Pumping Equipment (3561)

akta.pro primary industry

Dairy Housing, Milking Systems & On-Farm Infrastructure Operations (AFAEACAG)

akta.pro secondary industries

Milking Parlor & Dairy Farm Support Services (Non-veterinary) (AFAEALAK), Milk Cooling, Storage & Transfer Equipment (Bulk Tanks, Plate Coolers, Pumps) (AFAAAIAC), Livestock & Dairy Equipment (IMAHACAG)

Keywords

• Dairy farm equipment
• Milking systems
• Agricultural supplies
• Farm maintenance services
• Effluent management

Headquarters

HQ city

Morrinsville

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Hardware and Equipment: Sale of dairy farming equipment including milking systems, pumps, water fittings, belts, filtration products, and dairy consumables through their retail store in Morrinsville.
2. Product Sales - Chemicals and Consumables: Sale of dairy hygiene chemicals, spa/pool chemicals, and general consumables with direct-on-farm delivery to dairy sheds.
3. Service and Maintenance: 24/7 dairy shed breakdown service, annual machine testing, and on-site technical support for milking equipment and systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

McGregors Farm Services is an authorized DeLaval dealer and rural dairy farm solutions provider based in Morrinsville, New Zealand. The company sells dairy farm equipment including milking systems, cow comfort products, cooling, effluent management, hygiene chemicals, and water/pumping systems, while also providing 24/7 dairy shed breakdown service, annual machine testing, and direct-to-farm chemical delivery. It also retails spa/pool chemicals and consumables.

Product overview

McGregors Farm is an agricultural equipment retailer and service provider specializing in dairy farm solutions. They operate as a local DeLaval dealer offering a comprehensive portfolio of milking systems, cow comfort products, and farm infrastructure equipment including cooling, effluent, hygiene, water and pump systems. They partner with Bovonic for QuadSense mastitis detection technology. Beyond products, they provide services including 24/7 dairy shed breakdown support, annual machine testing, and chemical delivery. The company also stocks consumer products like spa/pool supplies, headlamps, and water filters as a retail outlet in Morrinsville, New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Milking Systems Complete milking system solutions for dairy operations, including DeLaval products and associated equipment, for dairy farmers.
• Cow Comfort Products Products designed to improve dairy cow comfort and welfare in the shed environment, for dairy farmers.
• Sheep and Goats Milking Solutions Milking and management solutions tailored for sheep and goat dairy operations, for small ruminant dairy farmers.
• Cooling Systems Cooling systems for milk storage and dairy shed temperature management, for dairy farmers.
• Effluent Management Systems Effluent management and disposal systems for dairy operations, for dairy farmers.
• Hygiene Products Cleaning and hygiene products for dairy sheds and milking equipment, for dairy farmers.
• Water and Pumps Water fittings, pumps, and filtration products for farm water systems, including submersible calf milk pumps, for dairy farmers.
• Bovonic QuadSense Mastitis Detection Advanced mastitis detection system using QuadSense technology partnered with Bovonic for automated early detection, for dairy farmers.
• Spa and Swimming Pool Products Spa and swimming pool chemicals, pumps, filters, and accessories with free water testing service, for residential and commercial pool and spa owners.
• 24/7 Dairy Shed Breakdown Service Round-the-clock emergency breakdown service for dairy shed equipment to keep farms running, for dairy farmers.
• Dairy Shed Machine Testing Annual machine testing services for milking equipment to ensure compliance and optimal performance, for dairy farmers.
• Chemical Delivery Service Direct-to-farm chemical delivery service for dairy shed hygiene and treatment products, for dairy farmers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• DeLavalcoreTechnology or IntegrationAuthorized DeLaval dealer providing sales, installation, and service of DeLaval milking systems and dairy equipment. DeLaval is a global leader in dairy farming equipment and technology.
• BovoniccoreTechnology or IntegrationPartnership with Bovonic to offer QuadSense mastitis detection technology. McGregors is the local supplier for this advanced herd health monitoring solution.
• Lynn RiverminorChannel Partner/ Reseller/ DistributorNew supplier partnership for Lynn River products available in store.
• Trusten ToolsminorChannel Partner/ Reseller/ DistributorNew supplier of Trusten Tools - New Zealand-made tools engineered for farming applications. Proudly NZ-made products.
• COASTminorChannel Partner/ Reseller/ DistributorLocal stockist of COAST headlamps and torches for farming applications.
• PuretecminorChannel Partner/ Reseller/ DistributorLocal stockist of Puretec water filter products.
• MPTA NZminorOthersMilk Treatment Plant Association of New Zealand - industry membership organization for dairy sector.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GEA Farm Technologies: Global dairy equipment manufacturer offering milking systems, cooling, and automation. Comparable through overlapping product categories competing for the same NZ dairy farmer upgrade spend, and would be the most likely alternative brand a competing local dealer could represent.
• Lely: Dutch global leader in dairy robotics and automation, including the Astronaut milking robot. Comparable as a competing premium dairy equipment brand that NZ farmers may choose over DeLaval, making it a downstream competitive threat to McGregors' installed-base economics.
• FarmSource: Fonterra's retail arm providing farm supplies, equipment, and services to NZ dairy farmers. Overlaps with McGregors in selling dairy consumables, equipment, and on-farm service to the same primary customer segment, but at a national scale tied to the dominant milk processor.
• PGG Wrightson: Major NZ rural services company offering agricultural supplies, livestock services, and farm infrastructure products. Comparable as a broad-spectrum supplier competing for dairy farmer wallet share, though at much larger scale and across more diverse agricultural segments.
• Farmlands Cooperative: New Zealand's largest rural supplies cooperative, offering dairy equipment, consumables, and technical services nationwide. Comparable as a competing channel for the same dairy farmer customers, though Farmlands operates at national scale across much broader product categories.
• LIC (Livestock Improvement Corporation): NZ farmer-owned cooperative providing herd improvement, dairy genetics, and farm technology services. Comparable through shared dairy farmer customers and complementary on-farm technology offerings (herd recording, automation), though LIC's core focus is genetics and milk testing.

Others

• DeLaval: Global manufacturer of dairy farming equipment and McGregors' principal supplier. Not a direct competitor in the local dealer sense, but DeLaval's distribution strategy decisions directly govern McGregors' market position, making it a critical ecosystem participant.

Regional players

• Effluent NZ: NZ specialist in dairy effluent management systems, design, and compliance. Comparable as a complementary regional supplier touching the same Waikato dairy farmer customers for effluent equipment — an overlap that could see McGregors either partner or compete in the effluent category.

Emerging players

• Bovonic: NZ agtech startup behind the QuadSense mastitis detection technology that McGregors distributes. Comparable as a partner that also competes indirectly by potentially expanding its own direct-to-farmer channel, bypassing dealer partners over time.

Direct peers

• Waikato Milking Systems: NZ-based manufacturer and supplier of milking systems and dairy shed equipment. Closely comparable to McGregors as both serve Waikato dairy farmers with milking systems, parlour equipment, and on-farm service, though WMS also operates as a manufacturer rather than purely a dealer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mcgregorsfarmservices22
• LinkedInlinkedin.com/company/mcgregors-farm

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 McGregors Farm