What Sano - Moderne Tierernährung GmbH does

Sano - Moderne Tierernährung GmbH is a family-owned German animal nutrition company founded in 1976 in Grafenwald, Lower Bavaria, by the Waldinger family. It develops, manufactures, and sells mineral feed (Mipro series, SUSan series), calf and piglet milk replacers (Sanolac, SanAmmat), silage additives (Labacsil), and specialty nutritional supplements for dairy cattle, pigs, and small ruminants. Its core technology stack is the "Smart Animal Nutrition" platform, which pairs CNCPS-based feed analysis (via the Sano Labor in Croatia using NIR and X-ray fluorescence) with ration-calculation tools and herd-management software (MyDairyS), delivered to farmers, veterinarians, and dealers through the Sano24 digital portal.

The company generates revenue primarily through unit-priced B2B sales of feed products, supplemented by laboratory feed-analysis services and digital tools. Distribution is hybrid: a national German field-consultant network (Fachberater) provides on-farm technical advice and bottom-of-funnel selling; the Sano24 e-commerce shop enables direct ordering; agricultural dealers serve as resellers; and nine wholly-owned international subsidiaries (Austria, Czech Republic, Slovakia, Hungary, Romania, Croatia, China, Chile, South Africa) plus independent sister companies extend the brand into more than 35 countries. Total group headcount is approximately 1,000 employees across this network.

Sano's customer base is overwhelmingly SMB dairy and pig farms in DACH and Central/Eastern Europe, with veterinary practitioners and agricultural dealers as secondary channels. The company markets through the Sano Magazine (Rind/Schwein), digital content, social media, webinars, and industry events, and supports R&D through the Sano Agrar Institutes in Hungary, which run practical feeding trials and academic collaborations.

Name

Sano - Moderne Tierernährung GmbH

Legal name

Sano - Moderne Tierernährung GmbH

Website

https://sano.de

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

Sano - Moderne Tierernährung GmbH is a German family-owned animal nutrition company founded in 1976, selling mineral feed, calf milk, silage additives, and specialty products for dairy and pig farms in 35+ countries, supported by field consultants, its Sano24 digital portal, MyDairyS herd software, and an in-house CNCPS laboratory.

Ownership category

akta.pro rank

Product category

Animal Feed and Nutrition

NAICS

Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Medicated & Functional Ruminant Feed (Ionophores, Buffers, Yeast/Probiotics, Mycotoxin Binders) (AFADAAAL), Mineral & Salt Products for Ruminants (Free-Choice Minerals, Salt Blocks) (AFADAAAF), Companion Animal Milk Replacers & Weaning Diets (AFADAFAG), Ingredient Sourcing & Substitution Advisory (availability, price-risk, alternatives) (AFADAMAC), Animal Nutrition & Feeding Support Services (On-Farm Feeding, Feed Management) (AFAEALAJ), Livestock & Herd/Flock Operations Management Advisory (Nutrition, Housing, Performance) (AFACAJAL)

Keywords

• Animal nutrition products
• Mineral feed manufacturing
• Calf milk replacers
• Dairy cattle nutrition
• Swine feed supplements

Headquarters

HQ city

Grafenwald

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mineral Feed Sales: Sale of mineral feed products for cattle, pigs, and small ruminants including specialized formulations for lactating cows, dry cows, bulls, piglets, fattening pigs, and breeding sows
2. Calf Milk Products: Sale of calf milk replacers and specialty milk products for intensive calf rearing
3. Silage Additives: Sale of silage additives including bacterial inoculants and preservation chemicals for grass and corn silage
4. Laboratory Services: Feed analysis services including NIR analysis, mineral profiling, and CNCPS-based ration calculations

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sano manufactures and sells mineral feed, calf milk replacers, silage additives, and specialty nutritional products for dairy cattle, beef cattle, pigs, sheep, and goats. The product portfolio is complemented by the Smart Animal Nutrition consulting platform, CNCPS-based feed analysis laboratory services, MyDairyS herd management software, ration calculation tools, and research services through the Sano Agrar Institute. Sales are conducted via field sales consultants, an online shop (sano24.de), agricultural dealers, and international subsidiaries.

Product overview

Sano is an animal nutrition company offering a comprehensive product portfolio centered around mineral feeds, calf milk, and specialty products for cattle and pigs, complemented by digital services and consulting. The core product lines include the Mipro series (Mipro M 500, Mipro HP 600, Mipro RB 600, Mipro T 350, Mipro Pren, Mipro Close Up, Mipro NU 350, MiproBull) for cattle mineral nutrition at various life stages (lactation, dry period, bull fattening), the Sanolac series (Sanolac Startino, AM18, Sanolac Sprint, Sanolac Lamb) for calf and small ruminant milk replacers, the SUSan series (SUSan Mast, SUSan Trag, SUSan MultiVital) for pig nutrition, and various supplementary products like DextroFat, DairyFat, LinAmin, and feed additives. The digital platform Sano24 provides Smart Animal Nutrition services including ration calculation tools for cattle and pigs, herd controlling software (MyDairyS), feed analysis through the Sano Labor, and online product purchasing. Research and development support comes from the Sano Agrar Institutes in Hungary. The company publishes the Sano Magazine (Rind and Schwein) as a knowledge resource.

Differentiator

Problem solved

Functional benefit

Brands

• Smart Animal Nutrition: Comprehensive animal nutrition consulting concept integrating farm analysis, ration calculation, and feeding concepts for cattle and pigs.
• Smart Dairy Nutrition
• Smart Porc Nutrition
• Sano Labor
• Sano Agrar Institute
• MyDairyS
• Sano Akademie

Quantifiable outcome

• Reduced nitrogen and phosphorus excretion in pig manure through optimized amino acid profiles in SUSan products
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• MyDairyScoreTechnology or IntegrationMyDairyS is a herd management software platform integrated with Sano's digital ecosystem. It provides health monitoring, performance tracking, and feeding control for dairy farms, enabling data-driven decision making alongside Sano's nutritional products and consultation services.
• Sano Agrar Institute (Hungary)coreStrategic or Co-development PartnerResearch and demonstration facility in Hungary where Sano conducts practical trials for cattle and pig nutrition. The institute collaborates with universities and international research institutions to develop feeding concepts and test new products in real farm conditions.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Lallemand Animal Nutrition: Canadian-headquartered specialist in microbial-based animal nutrition solutions, including yeast, probiotics, and silage inoculants. Direct overlap with Sano's silage additive (Labacsil) and functional feed additive lines for ruminants.
• Alltech: US-based global animal nutrition company focused on feed additives, premixes, and on-farm solutions across multiple species. Comparable as a science-led, branded animal nutrition specialist with a similar specialty-feed and advisory value proposition.
• De Heus Animal Nutrition: Global animal nutrition company owned by Royal De Heus, with a strong presence in Europe, Asia, Africa, and the Middle East. Directly comparable as a family-owned, multi-species feed and premix specialist competing in dairy and swine nutrition.
• ForFarmers: Dutch-headquartered European compound feed and animal nutrition company serving dairy, pig, and poultry farmers. Direct peer in mineral feed, specialty nutrition, and on-farm advisory across Northern and Western Europe with a comparable field-sales-led model.

Broad incumbents

• ADM Animal Nutrition: Animal nutrition arm of ADM providing complete feeds, premixes, ingredients, and feed additives worldwide. Comparable broad incumbent competing with Sano across multiple species and geographies.
• Cargill Animal Nutrition: Division of global agribusiness Cargill offering compound feed, premixes, and digital livestock solutions. Overlaps with Sano in mineral feed and ruminant/swine nutrition but at a vastly larger scale and broader portfolio.
• Evonik Animal Nutrition: Specialty chemicals business of Evonik producing essential amino acids (e.g., MetAMINO, Biolys) used in livestock feed. Comparable as a science-driven feed additive supplier whose products are inputs into Sano's mineral and pig feed formulations.
• dsm-firmenich Animal Nutrition & Health: Global science-based animal nutrition business of dsm-firmenich, focused on vitamins, premixes, and performance solutions. Overlaps with Sano's mineral and functional feed portfolio and sustainability-led value proposition.

Regional players

• AGRAVIS Raiffeisen: Major German agricultural cooperative and trading house with a significant animal feed and crop inputs business. Closest like-for-like competitor in the German SMB dairy and pig farmer market, though broader in scope (also grain, fertilizer, machinery).

Emerging players

• Phibro Animal Health: US-listed animal health and nutrition company offering mineral nutrition, feed additives, and specialty nutrition products for livestock producers. Comparable as a publicly traded mid-sized specialist in animal nutrition adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SanoGrafenwald
• Facebookfacebook.com/SanoDeutschland
• Instagraminstagram.com/sano_die_tierernaehrer
• LinkedInlinkedin.com/company/sano---moderne-tierern%C3%A4hrung-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 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 Sano - Moderne Tierernährung GmbH