Round Lake Farm

What Round Lake Farm does

Round Lake Farm is a third-generation, family-owned agricultural business headquartered in Soap Lake, Washington that grows, harvests, hand-selects, and packages Timothy hay, Orchard grass, Alfalfa hay, and adjacent small-pet products on a 4,000-acre farm in Central Washington's high desert, producing approximately 20,000 tons of hay per year for both U.S. and global export markets. The company's consumer-facing brand, Round Lake Farm Products (officially created in 2016), sells direct-to-consumer through a Shopify storefront at roundlakefarmproducts.com, alongside Amazon Prime and regional pet retail partners including Chuck and Don's and Wilco. The product catalog spans Timothy and Orchard grass hays in 18oz to 20lb sizes, blends, Alfalfa hay for young animals, baked Timothy treats, seed head treats, nutritionist-formulated grain-free pelleted diets for adult and young rabbits and guinea pigs, and Aspen and Hemp bedding.

The company's core technology is its vertically integrated supply chain rather than a software platform: GPS-enabled farming equipment identifies hay from specific field sections as suitable for specific animal species, allowing hand-selection across multiple microclimates, while on-site packaging by company staff immediately boxes product to prevent nutrient loss from sun exposure. The business model is transactional and consumer-direct: unit-priced pay-as-you-go purchases through the DTC website (with free shipping over $49), Amazon marketplace sales, and wholesale-style distribution to retail pet stores. Revenue concentration is in the U.S. small-pet consumer segment — primarily rabbit and guinea pig owners — with a long tail of individual buyers rather than enterprise accounts. The company is privately held, bootstrapped within the Reber family, with no disclosed external investors, parent company, or public listing.

Name

Round Lake Farm

Legal name

Round Lake Farm

Website

https://roundlakefarmproducts.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Round Lake Farm is a third-generation family-owned farm in Central Washington's high desert that grows, hand-selects, and packages Timothy hay, Orchard grass, treats, grain-free small-animal diets, and bedding for sale to rabbit, guinea pig, and other small-pet owners through DTC, Amazon, and regional pet retail.

Ownership category

akta.pro rank

Product category

Pet Food & Supplies

NAICS

Hay Farming (11194)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Hay Products (Baled, Chopped, Cubes) (AFADAHAA)

akta.pro secondary industry

Straw & Bedding Roughage (Baled Straw, Chaff, Stover) (AFADAHAE)

Keywords

• Small animal feed
• Timothy hay products
• Pet nutrition supplies
• Small pet bedding
• Family farm agriculture

Headquarters

HQ city

Kent

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Round Lake Farm sells directly to consumers through their Shopify e-commerce website (roundlakefarmproducts.com). Products are shipped directly from their farm to customers' doors with free shipping on orders over $49.
2. Retail/Distribution Sales: Products are sold through third-party retail pet stores and pet supply chains. The company uses a Store Locator to direct customers to local retailers carrying their products.
3. Marketplace Sales: Products are available on Amazon with Prime shipping options including free one-day shipping for Prime members.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Round Lake Farm is a vertically integrated agricultural producer that grows, harvests, hand-selects, and packages Timothy hay, Orchard grass hay, hay blends, Alfalfa hay, seed head treats, baked treats, grain-free pelleted diets for rabbits and guinea pigs, and natural bedding (Aspen and Hemp) on its 4,000-acre farm in Soap Lake, WA. The company sells these small-animal products direct-to-consumer through its Shopify website, via Amazon Prime, and through regional pet retail partners.

Product overview

Round Lake Farm is a 3rd-generation family-owned farm business offering a comprehensive portfolio of pet products centered on Timothy hay, Orchard grass hay, and formulated pet diets. The product line includes multiple hay varieties in various sizes (18oz to 20lb), seed head treats, baked treats with natural ingredients, grain-free pelleted diets for rabbits and guinea pigs (Young and Adult formulations), and natural bedding products (Aspen and Hemp). All hay products are grown and packaged on their 4,000-acre farm in Soap Lake, WA, with hand-selected quality and GPS tracking capabilities for specific animal applications. The company ships directly to consumers and through retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Timothy Hay Timothy hay grown on the company's 4,000-acre farm, high in fiber and low in protein and calcium, packaged on-site in multiple sizes (18oz through 20lb) for adult rabbits, guinea pigs, chinchillas, and other small herbivores.
• Orchard Grass Hay Orchard grass hay grown on the farm, high in fiber and low in protein, with a softer texture and sweeter profile than Timothy hay, packaged in multiple sizes for adult rabbits, guinea pigs, and chinchillas.
• Timothy & Orchard Hay Blends and Variety Packs Pre-blended Timothy and Orchard grass hay SKUs (18oz blend, 90oz Variety, 9lb Variety) combining both hay types for small animals that benefit from dietary variety.
• Alfalfa Hay Alfalfa hay high in fiber, protein, and calcium, optimized for young and nursing small animals, and offered as a supplemental treat for healthy adult rabbits.
• Seed Head Treats (Timothy and Orchard) All-natural 10g premium treats made from Timothy or Orchard seed heads, rich in fiber and nutrition, designed to support digestive health and natural chewing behavior in small animals.
• Baked Timothy Treats 3oz limited-ingredient baked treats in Apple, Carrot & Pumpkin, Cranberry & Orange, and Strawberry & Banana flavors, formulated without added sugars, molasses, artificial flavors, colors, or preservatives.
• Rabbit Pelleted Diets (Young and Adult) Nutritionist-formulated, grain-free, Timothy-hay-based complete pelleted diets for rabbits, in 4lb, 8lb, and 25lb sizes with separate Young (under 1 year) and Adult (over 1 year) formulations; no added sugar/molasses, no artificial flavors/colors/preservatives, and no wheat middlings or soybean hulls.
• Guinea Pig Pelleted Diets (Young and Adult) Nutritionist-formulated, grain-free, Timothy-hay-based complete pelleted diets for guinea pigs, in 4lb, 8lb, and 25lb sizes with separate Young (under 1 year) and Adult (over 1 year) formulations; addresses guinea pigs' inability to synthesize Vitamin C; no added sugar/molasses, no artificial flavors/colors/preservatives, and no wheat middlings or soybean hulls.
• Aspen and Hemp Small Animal Bedding All-natural small animal bedding made from 100% Aspen (10lb, 20lb) or hemp stalks (10lb); highly absorbent, odor resistant, low-dust, sustainable, and biodegradable, free of additives.

Quantifiable outcome

• 20,000 tons of hay produced annually across 4,000 acres
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• Binky Bunny-Tales RescueminorStrategic or Co-development PartnerRabbit rescue located in Puyallup, WA, founded by Jennifer Lowe in Spring 2016. Round Lake Farm highlights this rescue in their blog as part of their charitable giving initiative, donating $1 from every website purchase to local rabbit rescues during November 2023.
• Hare BNB RescueminorStrategic or Co-development PartnerBunny rescue located in Lacey, WA, founded by Patricia Lee-Jenkins in 2020. Also operates a bunny spa and boutique. Featured in Round Lake Farm's blog as part of their charitable giving initiative for local rabbit rescues.
• Jade Rabbit Small Animal RescueminorStrategic or Co-development PartnerNon-profit rabbit rescue located in Lebanon, Oregon, founded in 2020 by Madeline. Round Lake Farm highlights this rescue as one of their favorite rescues in the Pacific Northwest, promoting charitable giving to support mistreated and dumped rabbits.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Small Pet Select: Small Pet Select is a farm-to-package hay and small animal product brand selling Timothy hay and related supplies directly to consumers. It mirrors Round Lake's vertically integrated, DTC-led model in the same niche category.
• Oxbow Animal Health: Oxbow is the leading brand in small animal nutrition (hay, pellets, treats) for rabbits, guinea pigs, and other small pets. It is the most direct comparable to Round Lake Farm in product mix, target customer, and retail positioning, and is the incumbent brand customers frequently switch from based on Round Lake's testimonials.
• Standlee Premium Western Forage: Standlee is a major Western U.S. forage producer selling hay, pellets, and cubes for small pets, equine, and livestock. It is a direct comparable on the hay-farming/production side and competes in the same specialty and small-pet channels.
• Higgins Group: Higgins produces specialty foods and treats for small animals, birds, and other pets, including Timothy-based treats and natural products. It overlaps with Round Lake on the treat and limited-ingredient small-pet nutrition side.
• American Pet Diner: American Pet Diner produces high-quality Timothy hay and small animal products, often sold through farm and pet retail channels. It is a comparable specialty hay producer in the same Pacific Northwest-adjacent category.

Broad incumbents

• Kaytee: Kaytee is a mass-market pet product brand owned by Central Garden & Pet, offering hay, treats, and diets for small animals alongside bird and wild-pet products. It competes across price tiers and retail channels, representing the broader incumbent that Round Lake must displace.
• ZuPreem: ZuPreem is a well-known formulated pet food brand for birds and small animals, selling pelleted diets and treats. It is a broader incumbent competing in adjacent small-pet nutrition categories that Round Lake addresses with its guinea pig and rabbit diets.
• Mazuri: Mazuri produces formulated animal feeds and diets, including specialty diets for small mammals and exotic pets. It is comparable as a formulated-diet competitor in the small-animal segment, though it serves a broader institutional/zoo customer base as well.
• Vitakraft: Vitakraft is a long-established international manufacturer of small pet food, treats, and hay products with broad retail distribution. It is comparable as a broader incumbent in the same small animal category, though it operates more as a packaged-goods brand than a farm.
• Brown's (Brown's Tropical Carnival): Brown's is a diversified pet food and treat manufacturer with offerings for small animals, including fortified diets and natural treats. It overlaps with Round Lake on pet treats and small animal diets sold through mass and specialty retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/roundlakefarmproducts
• Instagraminstagram.com/roundlakefarmproducts
• LinkedInlinkedin.com/company/round-lake-farm-products-llc

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 Round Lake Farm