Sure Crop Feeds

What Sure Crop Feeds does

Sure Crop Feeds is a privately held animal feed manufacturer and nutrition services provider headquartered in Grindrod, British Columbia, Canada, in continuous operation since 1957. The company produces bagged and bulk livestock and poultry feeds, grains, forages, milk replacers, salt and mineral supplements, and custom mineral blends, alongside in-house nutrition consulting and forage analysis services. Its product portfolio covers six primary species segments (beef, dairy, poultry, equine, hog, and small ruminants including sheep, goats, and rabbits) and is sold through an authorized dealer network of over 30 locations across Interior BC plus direct bulk sales (3-ton minimum) for large-scale operations.

The company's production infrastructure includes advanced pelleting lines and steam flaking systems designed to optimize pellet quality and feed digestibility, with Near Infrared (NIR) nutrient analysis capability accessed through its sister company Ritchie Smith Feeds in the Fraser Valley, complemented by third-party wet chemistry lab verification. A team of in-house nutritionists and field consultants delivers ration balancing, custom mineral formulation, and on-farm advisory services that are bundled with product sales, while multi-year custom mineral contracts represent a recurring revenue stream alongside transactional bagged and bulk feed sales. Long-tenured customer relationships (20-50 years) and affiliations with provincial and national livestock associations (BC Egg, BC Dairy, BC Chicken, BC Turkey, BC Pork, Dairy Farmers of Canada, Aviagen Ross) underpin the company's regional brand position in the BC agricultural market.

Sure Crop distributes primarily through its channel partner network targeting SMB farmers, ranchers, and poultry producers, with no disclosed enterprise customers, no external funding, and no M&A activity. The business is founder/management-owned, employs 40+ staff across manufacturing, delivery, nutrition, and support functions, and does not disclose pricing or financial results publicly. Harmony Premium Equine Feed, manufactured by sister company Ritchie Smith Feeds, is distributed through the Sure Crop channel, indicating cross-brand leverage within the affiliated manufacturing network.

Name

Sure Crop Feeds

Legal name

Sure Crop Feeds

Website

https://surecropfeeds.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Short description

Sure Crop Feeds is a privately held, family-run livestock and poultry feed manufacturer founded in 1957 in Grindrod, British Columbia. It produces bagged and bulk feeds, custom mineral blends, and nutrition consulting services for beef, dairy, poultry, equine, and small ruminant producers across Interior BC via a 30+ dealer network.

Ownership category

akta.pro rank

Product category

Animal Feed Manufacturing

NAICS

Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Bagged Retail Commodity Feeds (Small Pack Formats) (AFADAIAJ)

akta.pro secondary industries

All-Stock & General-Purpose Complete Feeds (Multi-Species) (AFADAIAB), Grain Processing for Feed (Cracking, Rolling, Grinding) (AFADAIAF), Performance & Health Outcome Consulting (growth, FCR, milk yield, gut health) (AFADAMAG)

Keywords

• Livestock feed manufacturing
• Poultry feed production
• Custom mineral blends
• Animal nutrition consulting
• Bulk feed supply

Headquarters

HQ city

Grindrod

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bagged Feed Sales: Sale of pre-packaged bagged feed products for various livestock including poultry, cattle, hog, horse, goat, rabbit, and sheep. Products sold in various sizes (20kg, 25kg bags) through dealer network.
2. Bulk Feed Sales: Bulk feed orders with minimum 3 ton requirement for large-scale livestock operations
3. Custom Mineral Blends: Custom-formulated mineral blends for all species, formulated by in-house nutritionists to meet specific livestock needs. Premium service offering with consultation.
4. Nutritional Consulting Services: Consulting services provided by nutritionists and field consultants to help producers optimize livestock health, nutrition and productivity. Includes ration balancing and forage analysis.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Sure Crop Feeds manufactures and sells bagged and bulk livestock and poultry feeds (cattle, dairy, poultry, hog, horse, goat, rabbit, sheep), custom-formulated mineral blends, grains, forages, milk replacers, and supplements. The company complements its physical feed products with on-farm nutrition consulting, ration balancing, and NIR-based forage analysis delivered by in-house nutritionists and field consultants across Interior British Columbia.

Product overview

Sure Crop Feeds is an animal feed and nutrition company serving British Columbia since 1957. The company operates as a single unified offering combining bagged feed products across multiple livestock categories with nutrition services. The product portfolio includes specialized bagged feeds for poultry (chick starter/grower, broiler, layer, turkey, duck/goose), cattle and dairy (calf starter, dairy text, beef performer), hogs (pig starter, grower, finisher), horses (horse rations, pellets, grains), goats, rabbits, and sheep. Supporting products include grains (rolled, cracked, whole), forages (alfalfa/timothy pellets and cubes), milk replacers for lambs/kids/calves, and mineral supplements (salts, grit, oyster shell, sodium bicarbonate, soybean meal). The company also provides custom mineral blending services formulated by in-house nutritionists, NIR-based forage analysis, and nutrition consulting for beef, dairy, poultry, equine, and other livestock. A related brand, Harmony Premium Equine Feed manufactured by sister company Ritchie Smith Feeds, is also distributed.

Differentiator

Problem solved

Functional benefit

Products and services

• Bagged Poultry Feed Complete line of bagged poultry feeds for broilers, layers, pullets, turkeys, ducks and geese in crumb and pellet form, including chick starter/grower, broiler starter/grower/finisher, layer rations, scratch grains, and turkey and waterfowl feeds. For commercial poultry producers in BC.
• Bagged Cattle Feed Bagged feed products for beef and dairy cattle including high-protein medicated calf text, corn dairy text, beef performer text, lactating and dry cow dairy minerals, and custom beef mineral blends such as Okanagan Range Mineral. For beef cattle ranches and dairy farms.
• Bagged Hog Feed Bagged hog feed products covering pig starter (20%), grower (16%) and economical finisher (14%) pellets to provide balanced proteins, minerals and vitamins for each growth stage. For commercial hog producers.
• Bagged Horse Feed Bagged horse feeds and supplements including 15% Hi-Text Horse Ration for moderate-to-heavy workloads, 16% Horse Pellet, and steam flaked/rolled grains as a supplemental energy source. For equine owners across life stages and workloads.
• Bagged Goat Feed 16% Goat Ration formulated with minerals and vitamins for freshening, dry pregnant, and lactating goats. For commercial and small-scale goat dairies and producers.
• Bagged Rabbit Feed Rabbit feed pellets including 18% Rabbit Pellet for growing rabbits and breeding, pregnant or lactating does, and 15% Rabbit Hold Pellet for dry does, herd bucks and older rabbits. For rabbit breeders and hobby farms.
• Bagged Sheep Feed Sheep feed products including 18% Lamb Text for lambs from start to finish and 16% Sheep Ration formulated for freshening, dry pregnant, and lactating sheep. For commercial and small-scale sheep operations.
• Bagged Grains Steam flaked, rolled, cracked, and whole grain products including mixed rolled oats and barley, COB (corn, oats and barley), rolled corn, rolled barley, rolled oats, whole grains (barley, oats, wheat, corn), cracked corn and wheat, mixed chop pellets, and beet pulp pellets. For mixed livestock and poultry operations.
• Miscellaneous Feed Products Forage and supplemental products including dehydrated alfalfa/timothy pellets, alfalfa cubes, lamb/kid/calf milk replacers, salt products (cobalt, trace mineral, iodized, selenium, white, sulphur), silica grit, oyster shell, hydrated lime, sodium bicarbonate, and soybean meal. For diversified livestock and poultry producers.
• Beef Nutrition Services Complete beef nutrition program combining bagged and bulk feeds, custom minerals, and on-farm nutritionist support across cow-calf, backgrounding, replacement heifers, bulls, feedlot, and finishing cattle stages. For commercial beef cattle producers and ranchers.
• Dairy Nutrition Services Complete dairy nutrition program for lactation, dry and transition period, calf, and heifer stages, including bagged and bulk feeds, dairy minerals, and nutritionist-led ration guidance. For commercial dairy farms.
• Poultry Nutrition Services Complete poultry nutrition program covering broiler, layer, pullet, and turkey feeds with specialty options and nutritionist consultation. For commercial poultry producers.
• Equine Nutrition Services Complete horse feed, supplement, and nutrition consulting program for all stages of equine needs including ration balancing and consultation. For horse owners and equine operations.
• Other Livestock Nutrition Services Specialized nutrition programs for sheep, goat dairies, hogs, llamas and alpacas, including ration formulation and on-farm support. For diversified small ruminant and specialty livestock producers.
• Custom Mineral Blends Custom-formulated mineral blends for all species, designed by in-house nutritionists using NIR forage analysis and third-party wet chemistry lab data to fill specific nutrient gaps in producer forages and grains. For livestock producers seeking tailored mineral programs.
• Harmony Premium Equine Feed Premium equine feed brand manufactured at sister company Ritchie Smith Feeds and distributed locally by Sure Crop Feeds. For horse owners seeking a premium equine nutrition option.
• Bulk Feed Sales (Direct) Direct bulk feed sales with a 3-ton minimum order for large-scale livestock operations requiring full feed deliveries rather than bagged units. For commercial-scale livestock producers.

Quantifiable outcome

• Many customers served for 20-50 years indicating long-term relationship satisfaction

Named customers2 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Ritchie Smith FeedscoreStrategic or Co-development PartnerRelated/sister company located in the Fraser Valley that provides Near Infrared (NIR) nutrient analysis technology to evaluate forages and commodities for ration formulation. Sure Crop leverages this technology along with third-party wet chemistry labs to formulate precise custom minerals and feeds.
• BC Egg Marketing Board & BC Egg Producers AssociationminorOthersIndustry affiliation showing support and partnership with BC egg producers
• BC Dairy ConferenceminorOthersAnnual industry conference affiliation supporting BC dairy industry
• Chicken Farmers of CanadaminorOthersNational industry association affiliation
• Dairy Farmers of CanadaminorOthersNational industry association affiliation
• Turkey Farmers of Canada & BC Turkey Growers AssociationminorOthersNational and provincial industry association affiliations for turkey producers
• Canada Pork InternationalminorOthersNational pork industry organization affiliation
• BC PorkminorOthersProvincial pork industry organization affiliation
• BC Chicken Growers AssociationminorOthersProvincial chicken industry association affiliation
• BC Agriculture CouncilminorOthersProvincial agriculture council affiliation representing BC farmers and ranchers
• Aviagen (Ross Brand)minorOthersPoultry genetics company affiliation providing breeding stock information

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Ritchie Smith Feeds: Sure Crop's sister company located in the Fraser Valley, BC. Manufactures and distributes livestock and equine feeds including the Harmony Premium Equine brand that Sure Crop also carries. Most directly comparable feed manufacturer operating in the same regional market with shared NIR analysis technology.
• Hi-Pro Feeds: Western Canadian livestock feed manufacturer (subsidiary of Viterra/GrainCorp) producing complete feeds, supplements, and mineral programs for beef, dairy, poultry, and swine across the Prairies and Western Canada. Directly comparable in product breadth, species coverage, and dealer distribution model.
• Otter Co-op: Fraser Valley BC agricultural cooperative operating feed stores, bulk feed, and farm supply retail across BC. Comparable regional BC market presence, dealer-style distribution model, and multi-species farm supply offering.
• Masterfeeds: Canada's largest national animal feed manufacturer, producing livestock, poultry, and equine feeds through a network of mills across Canada. Closest scale-comparable Canadian peer with multi-species product lines and dealer distribution across all provinces.
• Unifeed (Unifeed Ltd.): Alberta-based feed manufacturer producing complete feeds, custom minerals, and supplements for beef, dairy, and poultry operations. Comparable in regional Western Canadian scope, species coverage, and custom-formulation capability.

Regional players

• Floradale Feed Mill: Ontario-based regional feed manufacturer producing bagged livestock feeds, custom mineral mixes, and farm supply products. Comparable independent, family/privately-owned regional feed mill business model serving a defined provincial geography.

Broad incumbents

• Cargill Animal Nutrition: Global animal nutrition division of Cargill producing complete feeds, premixes, and custom nutrition programs across all major livestock species. Significantly larger scale than Sure Crop, but directly overlapping in species coverage and custom-formulation offerings in Western Canada.
• ADM Animal Nutrition: North American animal feed manufacturer producing complete feeds and supplements under brands including Pen Pals, MoorMan's, and Grown By. Overlaps with Sure Crop's bagged feed lines for poultry, swine, and cattle across the continent.
• Trouw Nutrition (Nutreco): Global animal nutrition company producing premixes, specialty feeds, and feed additives through LifeStart and Selko brands. Competes in the custom mineral and feed additive category Sure Crop addresses with its custom blending service.

Emerging players

• Elite Feed (Performance Feeds): Western Canadian producer of Show & Performance livestock feeds and supplements targeting show rings, purebred operations, and small-acreage producers. Comparable premium-niche product positioning adjacent to Sure Crop's equine and specialty livestock lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sure-crop-feeds

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 Sure Crop Feeds