AF Group
AF Group is a UK farmer-owned procurement cooperative serving more than 3,000 farms and rural businesses, aggregating over £300m of annual spend with 1,400+ approved suppliers to deliver an average 15% cost saving across nine categories of farm and rural inputs via digital platforms and dedicated account management.
- Company typePrivate
- Founded-
- HeadquartersNorwich, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingServices
What AF Group does
AF Group (legally The AF Group Limited, formerly trading as Anglia Farmers) is a UK member-owned cooperative headquartered in Norwich, Norfolk, structured under the Co-operative and Community Benefit Society Law (Society No. 29539R). The company aggregates the procurement demand of 3,000+ UK farms and rural businesses, channelling more than £300m of annual spend annually through a network of 1,400+ approved suppliers across fuel, electricity, telecoms, building materials, crop inputs, livestock inputs, machinery, vehicles, insurance, and HR services. AF operates as an independent, supplier-agnostic intermediary whose stated value to members is an average 15% saving across nine input categories versus non-member benchmark pricing, delivered for an average 1.3% service charge on orders plus an annual membership fee scaled to predicted spend.
The technology stack centres on a member-facing digital platform: AF Online for 24/7 ordering, the myAF portal for invoice tracking, cash-flow prediction, and accounting-software integration, the AF Interactive supplier directory, and an AF Charge Card issued in partnership with Lloyds Bank that consolidates business purchases into a single monthly direct-debit settlement. IoT-enabled fuel tank monitoring auto-triggers replenishment orders, and a broader IoT offering for farms covers temperature, wind speed, humidity, moisture, and chemical volume sensing. Specialist procurement teams in each category (Crop Inputs, Fuels, Machinery, Telecoms, General Inputs) sit alongside a dedicated account management function, supported by a multi-channel demand-generation approach spanning content, a savings calculator, events (Royal Norfolk Show), social media, and community programmes (Fresh AF, Taste AF).
Revenue is generated through three primary mechanisms: annual membership fees scaled to predicted member spend, an average 1.3% service charge on procured orders, and ancillary income streams including HR Services hourly billing (from £95/hour), telecommunications contract commissions, insurance commissions, and renewables project fees. The core GTM combines direct sales-led acquisition with self-service digital ordering and strategic channel partnerships — most notably the May 2026 Camgrain partnership extending grain handling and marketing services to arable members. As a member-owned mutual with no external shareholders, AF is not subject to typical PE/VC ownership dynamics and instead reinvests in member value and product expansion.
AF Group firmographics
Firmographics- Name
- AF Group
- Legal name
- The AF Group Limited
- Website
- https://af.farm
- Company type
- Private
- Operating status
- Operating
- Short description
- AF Group is a UK farmer-owned procurement cooperative serving more than 3,000 farms and rural businesses, aggregating over £300m of annual spend with 1,400+ approved suppliers to deliver an average 15% cost saving across nine categories of farm and rural inputs via digital platforms and dedicated account management.
- Ownership category
- akta.pro rank
AF Group industry classification
Industry- Product category
- Agricultural Procurement Services
- NAICS
- Business Associations (813910)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Buying Clubs & Community Bulk Purchasing Co-ops (CRAHALAE)
Keywords
Where AF Group is headquartered
LocationHeadquarters
- HQ city
- Norwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AF Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Fees: Annual membership fee based on predicted annual spend rather than acreage. Provides access to all procurement services, account management, and negotiated pricing across all categories.
- Service Charges: Average 1.3% service charge added to orders. This is the primary revenue mechanism for the cooperative, charged on all procurement transactions processed through the group.
- Procurement Volume: AF procures over £300m per year of fuel, electricity, telecoms, building materials, and other inputs for members. The cooperative leverages collective purchasing power to negotiate volume discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual membership with fee based on predicted spend and 1.3% average service charge on orders |
| Professional services/ project-based | Pay-as-you-go | HR Services billed from £95 per hour with retainer option available |
| Subscription | Monthly | Telecoms contracts starting from £1.80 per month for low-use seasonal worker tariffs |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels10 records
AF Group product offering
Product offeringCore offering
AF Group is a UK-based, member-owned agricultural procurement cooperative that pools the collective buying power of over 3,000 member farms and rural businesses to negotiate volume discounts on nine input categories including crop inputs, livestock inputs, fuels, utilities, telecoms, insurance, machinery, and general inputs. Members benefit from an average 15% saving on these inputs, expert technical advice from qualified agronomists, and consolidated monthly invoicing that simplifies rural business accounting.
Product overview
AF Group is a UK agricultural procurement cooperative offering a comprehensive portfolio of products and services unified by its collective buying power model. The core offering spans agricultural inputs (Crop Inputs, Livestock Inputs), energy products (Fuels, Utilities, Renewables), and operational services (Machinery & Vehicles, Insurance, HR Services, Telecoms & Broadband, General Inputs & Construction). Financial services include the AF Charge Card (powered by Lloyds Bank partnership) for consolidated purchasing. Digital member services comprise myAF portal for account management and AF Online for 24/7 ordering. Special initiatives include Fresh AF (young professional development programme) and Taste AF (member product showcase). All services are tied together through a single monthly invoice and direct debit payment system, delivering average 15% savings across 9 input categories for over 3,000 members.
Differentiator
Problem solved
Functional benefit
Brands
- AF Affinity: Fuel affinity program mentioned in footer links.
- Fresh AF
- Taste AF
Products and services
- Crop Inputs
Quantifiable outcome
- Average 15% savings across 9 categories of farm inputs vs non-member benchmark prices
- +6 more outcomes
Companies that use AF Group
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
AF Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
AF Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- CamgraincoreAF Group and Camgrain announced a partnership to help UK arable farmers improve profitability by offering discounted grain handling and marketing services. The collaboration combines AF Group's purchasing network with Camgrain's storage, drying, and marketing facilities, aiming to reduce costs and maximize crop returns amid rising costs and market volatility. This extends AF's service offering to include grain marketing alongside its existing procurement services.
- Lloyds BankcoreAF Charge Card is offered in partnership with Lloyds Bank, enabling members to charge business purchases to their AF account. The card integrates with AF's consolidated billing system, allowing payments via monthly direct debit through the AF account management platform.
- CamgraincoreAF Group and Camgrain formed a farming collaboration to enhance benefits for farmers through combined purchasing, grain storage, and marketing expertise. The partnership aims to deliver discounts, improved storage, and marketing opportunities to farmers, leveraging AF's procurement scale and Camgrain's storage and handling capabilities.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
AF Group competitors and assessment
Company assessmentDirect peers
- Camgrain: UK farmer-owned grain storage, drying and marketing cooperative serving arable members. Directly comparable member-owned cooperative model in UK agriculture; AF Group's announced 2026 partner.
- AtlasFram Group: UK agricultural fuel, lubricants and energy buying group serving farm and rural business members. Direct overlap with AF's fuels and energy procurement categories.
- Mole Valley Farmers: UK agricultural buying group supplying farmers and rural businesses with feed, fertiliser, livestock products, fuel and farm inputs through member-owned stores and digital channels. Highly comparable membership-driven procurement model.
- Openfield: UK grain marketing and arable inputs cooperative serving farmer members across England. Comparable cooperative procurement and marketing structure aimed at UK arable farmers.
- Wynnstay Group plc: Listed UK supplier of agricultural inputs, feeds and farm services with cooperative heritage. Comparable in product breadth (crop inputs, livestock feed, fuels) and farmer-customer base, though it operates a hybrid commercial/cooperative model.
- Fram Farmers: UK farmers' purchasing cooperative serving arable, livestock and mixed farms with collective buying on crop inputs, fuel, machinery and business services. Closest direct analogue to AF Group's cooperative procurement model.
Broad incumbents
- Country Land and Business Association (CLA): UK membership organisation for rural landowners and businesses providing advice, member benefits and advocacy. Overlap with AF's rural business segment, though not procurement-focused.
- National Farmers' Union (NFU): Largest UK farming membership organisation providing advocacy, representation and member services. Comparable in farmer membership scale and UK agricultural remit, but focused on lobbying rather than procurement.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat7 records
Key risks5 records
Key highlights6 records
Customer concentration
AF Group social profiles
Digital presenceAF Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
AF Group leadership team
Management profileNumber of profiles
Profiles16 records
AF Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AF Group 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 AF Group
What does AF Group do?
AF Group is a UK-based, member-owned agricultural procurement cooperative that pools the collective buying power of over 3,000 member farms and rural businesses to negotiate volume discounts on nine input categories including crop inputs, livestock inputs, fuels, utilities, telecoms, insurance, machinery, and general inputs. Members benefit from an average 15% saving on these inputs, expert technical advice from qualified agronomists, and consolidated monthly invoicing that simplifies rural business accounting.
Is AF Group a public or private company?
AF Group is a private company. It is classified as management employee owned and is currently operating.
When was AF Group founded?
AF Group was founded in -1.
Where is AF Group based?
AF Group is headquartered in Norwich, United Kingdom, in the Europe region.
How does AF Group make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are service Charges and procurement Volume.
Who are AF Group's main competitors?
Direct peers on record are Camgrain, AtlasFram Group, Mole Valley Farmers, Openfield, Wynnstay Group plc and Fram Farmers. Broad incumbents are Country Land and Business Association (CLA) and National Farmers' Union (NFU).
Does AF Group have an API?
No public API is recorded for AF Group.
What industry is AF Group in?
AF Group's product category is Agricultural Procurement Services. Its primary akta.pro industry code is CRAHALAE, Buying Clubs & Community Bulk Purchasing Co-ops. Its NAICS code is 813910 and its SIC code is 8600.