Shoof International
Shoof International is a New Zealand-founded (1973) designer, manufacturer, and distributor of branded animal care and farming equipment — hoof care, feeding systems, electric fencing, and biosecurity — sold to dairy farmers, veterinarians, and livestock producers across New Zealand, Australia, Chile, and export markets.
- Company typePrivate
- Founded1973
- HeadquartersCambridge, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Shoof International does
Shoof International Ltd. is a privately held New Zealand company founded in 1973 that designs, manufactures, assembles, and sources animal care and farming equipment for dairy and livestock farmers, veterinarians, and rural retailers. Its product portfolio spans hoof care (Tubbease, Walkease, Hoofers, Hoofmat), animal identification and management (QuickStrap, FIL marking, Tailwell power trimmer), feeding systems (Trusti, Speedy Feeder, Speedy Drencher), electric fencing (Taragate), and biosecurity (Sweetmat disinfectant mats), with several products originating from in-house R&D and vet-designed specifications and others acquired through a sustained buy-and-build strategy (Lester 1994, AgStar 2002, Hayes 2003, Sweetmat 2018, Hoofers 2021, Antahi 2023, Taragate 2024). The company operates through wholly-owned subsidiaries in Cambridge (NZ headquarters with a 4,000 sqm warehouse), Tullamarine/Melbourne (Australia), and Osorno (Chile), and reaches Europe, North America, and Asia through dedicated distributor partners.
Shoof generates revenue through the wholesale and direct sale of branded hardware products, with pricing not publicly disclosed and sales executed via field offices and the Shoof Direct e-commerce platform (launched 2020). The customer base is overwhelmingly SMB — individual dairy, beef, sheep, and goat farmers, plus veterinary clinics — with no disclosed enterprise or recurring service contracts. The 2024 introduction of the Shoof Masterbrand consolidated acquired brands under a two-tier architecture (Shoof Farm value, Shoof Farm Pro premium), and the company's 2024 APCO membership signals an emerging sustainability positioning. Manufacturing was offshored to Asia in 1989, with limited in-house production retained in New Zealand (Sweetmat sewing, Hoofers PVC, Tubbease assembly). The firm is owned by New Zealand interests, led by CEO Michaela Dumper (formerly of The Collective) and CFO Colin Foster, with no disclosed external institutional investors.
Shoof International firmographics
Firmographics- Name
- Shoof International
- Legal name
- Shoof International Ltd.
- Website
- https://shoof.com.au
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Shoof International is a New Zealand-founded (1973) designer, manufacturer, and distributor of branded animal care and farming equipment — hoof care, feeding systems, electric fencing, and biosecurity — sold to dairy farmers, veterinarians, and livestock producers across New Zealand, Australia, Chile, and export markets.
- Ownership category
- akta.pro rank
Shoof International industry classification
Industry- Product category
- Animal Care and Farming Equipment
- NAICS
- Veterinary Services (54194)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Animal Handling & Housing Equipment (Stalls, Headlocks, Chutes, Gates) (AFAAAIAK)
- akta.pro secondary industry
- Pharmacy, Biologics & Veterinary Supply Dispensing (Farm Animal) (AFACADAM)
Keywords
Where Shoof International is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- New Zealand
- HQ region
- Oceania
Offices3 records
Markets served
Shoof International business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Design, manufacture, assemble and source a diverse range of animal care and farming equipment products sold to farmers and veterinarians worldwide.
- E-commerce Direct Sales: Shoof Direct online retail platform launched in 2020 for direct-to-consumer sales of products.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Shoof International product offering
Product offeringCore offering
Shoof International designs, manufactures, assembles and sources a diverse range of animal care and farming equipment products — including hoof care solutions, calf feeding systems, electric fencing, animal identification/marking products, tail trimmers and disinfection mats — selling them to farmers and veterinarians worldwide through wholly-owned businesses in New Zealand, Australia and Chile, plus distributor partners and the Shoof Direct e-commerce platform.
Product overview
Shoof International is a manufacturer and supplier of animal care and farming equipment products serving the agricultural and veterinary industries since 1973. The company operates as a unified product portfolio under the Shoof Masterbrand, which includes two primary sub-brands (Shoof Farm for everyday reliable products and Shoof Farm Pro for premium professional-grade offerings) alongside several acquired brands. The product range spans multiple categories including hoof care solutions (Tubbease, Walkease, Hoofers, Hoofmat), animal identification and management (QuickStrap, FIL Animal Marking, Tailwell), feeding systems (Trusti, Speedy Feeder), electric fencing (Taragate), and biosecurity (Sweetmat). Products are manufactured in New Zealand, Australia, and Chile with distribution to Europe, North America, Asia, and worldwide through dedicated distributor partners.
Differentiator
Problem solved
Functional benefit
Brands
- Shoof Farm: Selection of everyday, reliable products that deliver great value for money. Built to be dependable and cost-effective.
- Shoof Farm Pro
- Trusti
- Taragate
- Tailwell
- Tubbease
- Walkease
- Hoofers
- Hoofmat
- Sweetmat
- QuickStrap
- FIL
Products and services
- Shoof Farm
Quantifiable outcome
- Tailwell trims a single tail within ten seconds
- +3 more outcomes
Companies that use Shoof International
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Shoof International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Shoof International partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered regional and core.
- Zeitlow Distributing CompanyregionalTaragate Total Fence dealer for Boonville, Missouri, USA. Zeitlow Distributing Company distributes Taragate electric fencing products in the US market. Located at 11025 Hwy OO, Boonville, Missouri 35233.
- Australian Packaging Covenant Organisation (APCO)coreIn 2024, Shoof became a member of APCO with a commitment to introducing the ARL (Australasian Recycling Label) across all products. APCO is a co-regulatory partnership that brings together government and industry to meet the 2025 National Packaging Targets.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Shoof International competitors and assessment
Company assessmentDirect peers
- GEA Farm Technologies: Major dairy farming equipment manufacturer providing milking parlors, hygiene solutions, and herd management technology, overlapping with Shoof's product categories of hoof care, feeding, and animal management.
- BouMatic: Global manufacturer of dairy farming equipment and milking systems, including hoof care, hygiene, and animal handling products, directly comparable to Shoof's hoof care, feeding, and hygiene portfolio serving dairy farmers.
- InterPuls: Manufacturer of milking equipment components and dairy hygiene products, comparable to Shoof's dairy consumables and animal care equipment portfolio.
- DairyMaster: Manufacturer of dairy milking, feeding, and animal handling equipment for dairy farmers, offering a comparable product mix and customer base to Shoof's dairy-focused equipment offerings.
- Lely: Dairy farming equipment innovator specializing in robotic milking and feeding systems, comparable to Shoof's focus on automating and improving dairy cow care and farm efficiency.
- DeLaval: Global dairy farming equipment supplier offering milking, cooling, feeding, and animal health products to dairy operations worldwide, directly comparable to Shoof's dairy-focused equipment and consumables portfolio.
Broad incumbents
- Zoetis: Largest global animal health company offering pharmaceuticals, diagnostics, and livestock support products, including dairy cow health solutions that overlap with Shoof's veterinary-targeted product range.
- Merck Animal Health: Global animal health leader providing livestock pharmaceuticals, vaccines, and health management tools, serving the same dairy and livestock customers as Shoof with broader portfolio depth.
Emerging players
- Vettec: Specialized manufacturer of hoof care products for dairy cattle including blocks and adhesives, directly competing with Shoof's Walkease and Hoofers therapeutic block product lines.
- Demotec: Manufacturer of hoof care and lameness treatment products for livestock, directly comparable to Shoof's Walkease and Hoofers therapeutic hoof block range.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Shoof International social profiles
Digital presenceShoof International compliance and trust
Trust signalCompliance1 record
Shoof International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shoof International leadership team
Management profileNumber of profiles
Profiles8 records
Shoof International subsidiaries and ownership
Company hierarchySubsidiaries10 records
Shoof International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shoof International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shoof International
What does Shoof International do?
Shoof International designs, manufactures, assembles and sources a diverse range of animal care and farming equipment products — including hoof care solutions, calf feeding systems, electric fencing, animal identification/marking products, tail trimmers and disinfection mats — selling them to farmers and veterinarians worldwide through wholly-owned businesses in New Zealand, Australia and Chile, plus distributor partners and the Shoof Direct e-commerce platform.
Is Shoof International a public or private company?
Shoof International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shoof International founded?
Shoof International was founded in 1973. It employs 1 to 10 people.
Where is Shoof International based?
Shoof International is headquartered in Cambridge, New Zealand, in the Oceania region.
How does Shoof International make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are E-commerce Direct Sales.
Who are Shoof International's main competitors?
Direct peers on record are GEA Farm Technologies, BouMatic, InterPuls, DairyMaster, Lely and DeLaval. Broad incumbents are Zoetis and Merck Animal Health. Emerging players are Vettec and Demotec.
Does Shoof International have an API?
No public API is recorded for Shoof International.
What industry is Shoof International in?
Shoof International's product category is Animal Care and Farming Equipment. Its primary akta.pro industry code is AFAAAIAK, Animal Handling & Housing Equipment (Stalls, Headlocks, Chutes, Gates), with a secondary code of AFACADAM, Pharmacy, Biologics & Veterinary Supply Dispensing (Farm Animal). Its NAICS code is 54194 and its SIC code is 3523.