Morrissey & Co

What Morrissey & Co does

Morrissey & Co is a fifth-generation, family-owned Australian manufacturer of cattle handling equipment, founded in 1910 and headquartered in Jandowae, Queensland. The company designs and builds heavy-duty steel cattle equipment using up to 6mm Australian steel in laser-cut, bolted modular construction, with a core product portfolio spanning branding cradles (Calf, Heavy Duty, Weaner, and Hydraulic variants), calf and weaner races, branding irons (stainless steel, freeze, and paint types), and ancillary tools such as earmarking pliers, dehorning irons, and crowbars. In 2024, the company extended its range with two flagship launches: the Morrissey Hydraulic Crush — the world's first solar-powered, battery-powered cattle crush, developed from acquired Rolfe Designs IP and designed for off-grid stations — and the M12 Speed Tagger, a battery-powered automatic livestock tag applicator.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce (morrisseyco.com.au), a network of trusted Australian agricultural dealers (Norco AgriSolutions, AIRR, Elders, Nutrien Ag Solutions, CRT, Pursehouse Rural), and an active field-day circuit spanning Mareeba, Farm Fest, Richmond, AG GROW, AGQUIP, and Henty. Revenue is generated almost entirely through one-time equipment sales to cattle producers, with a small branded merchandise line (caps, cooler bags, bucket hats, enamel mugs) sold via the online store. Customers are predominantly large Australian cattle stations and stud operations, with testimonials referencing global use including American ranches; the company employs 7 people, has no external funding, and is privately held by the Morrissey family.

Name

Morrissey & Co

Legal name

Morrissey & Co

Website

https://morrisseyco.com.au

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

1–10 employees

Short description

Morrissey & Co is a fifth-generation, family-owned Australian manufacturer founded in 1910 that designs and builds heavy-duty cattle handling equipment — branding cradles, hydraulic crushes, races, and branding irons — for cattle producers across Australia and globally, selling direct, via field days, and through major ag retailers.

Ownership category

akta.pro rank

Product category

Cattle Handling Equipment

NAICS

Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Calf & Youngstock Equipment (Calf Feeders, Hutches, Pasteurizers) (AFAAAIAL)

akta.pro secondary industry

Livestock & Dairy Equipment (IMAHACAG)

Keywords

• Cattle handling equipment
• Branding cradles
• Hydraulic cattle crush
• Livestock branding tools
• Cattle equipment manufacturing

Headquarters

HQ city

Jandowae

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cattle Equipment Sales: Sale of cattle handling equipment including branding cradles, hydraulic crushes, calf races, branding irons, and accessories. Products are sold as one-time purchases with modular design allowing for part replacement.
2. Merchandise Sales: Sale of branded merchandise including caps, cooler bags, and other apparel items through the online store.
3. Speed Tagger and Accessories: Sale of the M12 Speed Tagger and compatible tags, batteries, and replacement pins through the e-commerce store.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Morrissey & Co is a fifth-generation family-owned manufacturer established in 1910 that produces heavy-duty cattle handling equipment including branding cradles, the world's first solar-powered hydraulic cattle crush, calf and weaner races, stainless steel/freeze/paint branding irons, livestock handling tools, and battery-powered tagging equipment. Products are built using up to 6mm Australian steel with laser-cut, bolted modular construction, and are sold to cattle producers across Australia and globally.

Product overview

Morrissey & Co is a fifth-generation family-owned manufacturer of quality cattle equipment, producing a comprehensive portfolio of complementary products since 1910. The core product line centers on cattle branding and handling equipment: the flagship Morrissey Hydraulic Crush (world's first solar-powered cattle crush), manual and hydraulic branding cradles (Calf, Heavy Duty, Weaner, and Hydraulic models), calf races (Calf Race, Weaner Race, Curved Calf Race), and Weigh Boxes. Supporting accessories include Meng Latch and Lift Spring Kits for cradles, plus Mounting Attachments and Galvanised Equipment options. The company also manufactures Branding Irons in three types (Stainless Steel, Freeze, and Paint Brands), livestock handling tools (Earmarking Pliers, Dehorning Irons, Crowbars and Barking Bars), and the battery-powered Speed Tagger for power-assisted livestock tagging. Merchandise items featuring the brand logo complete the product range. Products are sold direct and through agricultural agents including Norco AgriSolutions, AIRR, Elders, Nutrien Ag Solutions, CRT, and Pursehouse Rural.

Differentiator

Problem solved

Functional benefit

Products and services

• Morrissey Hydraulic Crush The world's first solar-powered, battery-powered cattle crush featuring 12-volt lithium hydraulics with dual 475W solar panels, remote control operation (25-30m range), independent top/bottom squeeze, rubber head bail and floor, neck extension for safe head access, and modular bolted design built with up to 6mm Australian steel. Designed for remote cattle stations without grid power, processing up to 1,000 head on a full battery charge. Compatible with Gallagher and Tru-Test scale systems.
• Speed Tagger (M12 Two-Piece Tagger) Lithium-powered automatic livestock tag applicator for VID, EID, and fly tags. Features 18-volt battery delivering approximately 3x faster tagging than manual applicators, reduces hand strain and prevents ripped animal ears. Compatible with all major tag brands including Z-Tags, Allflex, Leader, Shearwell, and Y-Tex tags. Priced at AU$495.00. Includes 1 Year Yard-Proof Warranty.
• Calf Branding Cradle The original calf branding cradle invented by the Morrissey family over 70 years ago, designed for processing smaller calves with durability for harsh Australian climates. Pioneered Australia's first steel calf branding cradle design.
• Heavy Duty Cradle Reinforced branding cradle with same dimensions as standard calf cradle but built for continual branding of heavier, larger calves. Features neck bar to prevent head lifting and ratchet-style Meng latch. Optional lift assist spring available for reduced operator fatigue.
• Weaner Cradle
• Hydraulic Branding Cradles
• Calf Race
• Weaner Race
• Curved Calf Race
• Stainless Steel Branding Irons Hand-forged stainless steel branding irons made from 304 grade stainless steel, open at back to minimize blotching. Includes 760mm long handle. Pioneered as Australia's first stainless steel branding irons, used across Australia and globally by stud cattle operations.
• Freeze Branding Irons
• Paint Branding Irons
• Morrissey & Co Merchandise

Quantifiable outcome

• Solar-powered hydraulic crush can process 1,000 head of cattle from full battery charge with no solar panels attached
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature11 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Rolfe Designs (Greg and Neiliya Rolfe)coreStrategic or Co-development PartnerGreg Rolfe partnered with Morrissey & Co to bring his hydraulic cattle crush design to market. Rolfe, who developed the world's first battery-powered solar-charged hydraulic crush, sold his design to Morrissey & Co after four years of trials and helped build the first production unit. The partnership combines Rolfe's innovative design with Morrissey's manufacturing expertise and established distribution network.
• Country Trucker CapsminorGTM or Marketing PartnerMorrissey & Co collaborated with Country Trucker Caps to produce branded merchandise including caps with the Anvil and Est. 1910 logo, enamel mugs, wallets, and genuine leather notebook covers.
• Norco AgriSolutionscoreChannel Partner/ Reseller/ DistributorNorco AgriSolutions is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment to customers.
• ElderscoreChannel Partner/ Reseller/ DistributorElders is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment.
• Nutrien Ag SolutionscoreChannel Partner/ Reseller/ DistributorNutrien Ag Solutions is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment.
• AIRRcoreChannel Partner/ Reseller/ DistributorAIRR is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment.
• CRTcoreChannel Partner/ Reseller/ DistributorCRT is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment.
• Pursehouse RuralcoreChannel Partner/ Reseller/ DistributorPursehouse Rural is listed as a trusted agent for Morrissey & Co, distributing the hydraulic crush and other cattle equipment.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Others

• Gallagher Animal Management: New Zealand-headquartered manufacturer of livestock weighing, electric fencing, and animal management systems. Morrissey's hydraulic crush is explicitly compatible with Gallagher load bars, making this a complementary ecosystem peer rather than direct crush competitor.
• Allflex Livestock Intelligence (MSD Animal Health): Global leader in livestock identification tags and monitoring systems. Morrissey's Speed Tagger is compatible with Allflex tags, positioning Allflex as an adjacent ecosystem partner/tag supplier rather than a cattle handling equipment competitor.

Direct peers

• Te Pari Products: New Zealand-based manufacturer of cattle handling equipment including hydraulic crushes, autodrafters, and dosing guns. Direct competitor in the Australasian cattle equipment market with overlapping product categories in hydraulic crushes and livestock handling systems.
• Arrowquip: Manufacturer of hydraulic and manual cattle crushes, calf cradles, and cattle handling systems with global distribution. Closely comparable to Morrissey's hydraulic crush and cradle lines, competing in the same premium hydraulic-cattle-equipment niche.
• Pearson Livestock Equipment: US manufacturer of cattle chutes, branding cradles, and livestock handling equipment. Directly comparable product portfolio to Morrissey's cradle and crush lines, serving commercial and ranch cattle producers.
• Priefert Ranch Equipment: One of North America's largest manufacturers of cattle handling equipment, including hydraulic squeeze chutes, branding cradles, and livestock panels. Directly comparable to Morrissey in product category (cattle handling) and customer base (commercial cattle operations), though at materially larger scale and broader geographic distribution.

Emerging players

• Ritchie Agricultural Industries: New Zealand manufacturer of cattle crushes and livestock equipment focused on animal welfare and operator safety. Comparable in product category and target customer (commercial cattle producers), with emphasis on hydraulic and innovative handling systems similar to Morrissey's approach.
• Stampede Steel: US-based manufacturer of heavy-duty cattle squeeze chutes and handling systems. Comparable in product category (cattle crushes) and target customer (commercial cattle operators), though primarily North American in focus.
• Beast Technologies: Australian manufacturer of cattle crushes and livestock handling equipment. Regional competitor to Morrissey in the Australian market, focused on similar hydraulic and manual cattle handling solutions.

Regional players

• Yards Plus: Australian cattle yard design and equipment supplier offering crushes, races, and branding cradles. Directly comparable product mix in the Australian cattle handling market, though primarily focused on yard systems rather than innovative hydraulic technology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/morrissey-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Morrissey & Co