Hartog

What Hartog does

Hartog (legal entity Grasdrogerij Hartog B.V.) is a privately held Dutch animal feed producer headquartered in Lambertschaag, Netherlands, with over 70 years of operating history. The company operates its own grass drying facility (Grasdrogerij) and manufactures fiber-rich, low-starch/sugar roughage, pellets, müsli, mash, mineral balancers, recovery feeds, and treats for horses, alongside an agricultural (AGRO) range serving alpacas, goats, cows, poultry, sheep, and pigs. Its HORSE portfolio is organized by use case — breeding, sensitive horses, older horses, recreational, and sport — and includes branded SKUs such as Hartog Daily (claim: 60% less sugar and starch than average base pellets), Hartog Energy, Hartog Digest, Hartog Recovery, and the Harties treat lines co-developed with riders Matt Harnacke and Dr. Peyo.

Hartog generates revenue primarily through direct-to-consumer e-commerce via its own webshop (hartog.eu), with per-unit pricing in the €15-€41 range and shipping zones covering at least 11 European countries (Netherlands, Belgium, Germany, Austria, France, Denmark, Italy, Luxembourg, Poland, Spain, Czech Republic) via a PostNL delivery partnership. A parallel channel serves large consumers (stables, farms, riding schools) and dealers via bulk/pallet orders, custom quotes, and a dedicated Hartog Dashboard, with a separate sales contact ([email protected]) handling B2B. The company also operates a reseller network (verkooppunten) across Europe and runs a Family Farm Member loyalty program offering exclusive discounts (e.g., 40% for HorsefeedUK), feeding-advice content, and an ambassador program. Marketing is multi-channel — content/SEO, organic social (Instagram, Facebook, LinkedIn, Vimeo), the FeedNews newsletter, and event presence at Hippiade 2026 (Ermelo) and Longines Balve Optimum 2026 (Germany).

Name

Hartog

Legal name

Grasdrogerij Hartog B.V.

Website

https://www.hartog.eu

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Hartog is a privately held Dutch producer of fiber-rich, low-starch animal feed and roughage, operating its own grass drying facility in Lambertschaag to serve horse owners, stables, dealers, and livestock farmers across at least 11 European countries via DTC e-commerce, bulk orders, and a reseller network.

Ownership category

akta.pro rank

Headquarters

HQ city

Lambertschaag

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce product sales: Direct sales of horse feed and agro products through the Hartog webshop to consumers, large consumers, and dealers. Products include various feed types (pellets, müsli, mash, roughage), treats, accessories, and mineral supplements. Revenue is generated through one-time product purchases with shipping costs added.
2. Bulk/pallet orders: Large volume orders for stables, farms, and dealers are processed through a dedicated bulk ordering system with custom quotes for dealers and large consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hartog produces and sells fiber-based animal feed, roughage, treats, and feeding accessories for horses, poultry, and other livestock through its own grass drying facility (Grasdrogerij) in Lambertschaag, Netherlands. The company offers pellets, müsli, mash, complete feeds, mineral balancers, treats, and bulk pallet orders, distributed via its e-commerce webshop, a reseller network, and direct sales to stables and farms across approximately 11 European countries.

Product overview

Hartog operates as a dual-category animal feed company with two main divisions: HORSE (equine nutrition) and AGRO (agricultural livestock). The HORSE division offers a comprehensive portfolio of fiber-based feed products including roughage (Hartog Lucerne Mix, Hartog Lucerne Plus, Hartog Lucerne Pellets, Hartog Grass Mix, Hartog Grass Pellets, Hartog Compact Grass), concentrate feeds (Hartog Energy, Hartog Balance, Hartog Comfort), digestive health products (Hartog Digest), base pellets (Hartog Daily), vitamin/mineral balancers (Hartog Essential), recovery/mash products (Hartog Recovery, Hartog Haycobs), and treats (Hartog Harties by Matt Harnacke, Hartog Harties by Dr. Peyo). The AGRO division provides products for alpacas, goats, cows, poultry, sheep, and pigs. The portfolio is organized by horse type (breeding, sensitive horses, older horses, recreational horses, sporting performance) and targets both consumers and dealers/bulk buyers.

Differentiator

Problem solved

Functional benefit

Brands

• Hartog Family Farm: The company's farm operation offering top-quality horse feed based on fibers
• Hartog Harties

Products and services

• Hartog Balance A balanced feed product designed for recreational horses, providing essential nutrients in appropriate proportions.
• Hartog Comfort A feed product designed for horses, particularly suitable for horses with digestive sensitivities or those prone to stomach issues.
• Hartog Compact Grass A concentrated grass product serving as a fiber-rich base feed for horses, ideal for horses with low energy requirements.
• Hartog Condition A feed product designed to support body condition and weight management in horses.
• Hartog Daily A base pellet made with fiber-rich raw materials like alfalfa and oat hulls, grain-free formula with 60% less sugar and starch compared to average base pellets on the market, suitable for horses sensitive to sugar and starch.
• Hartog Digest A digestive support feed enriched with postbiotics, magnesium, alfalfa, and linseed oil, designed for horses prone to stomach ulcers and digestive issues.
• Hartog Essential A vitamin and mineral balancer for horses, grain-free and molasses-free, containing high amounts of vitamin E and biotin to support hoof health, providing essential vitamins, minerals, and trace elements.
• Hartog Eimer (Feeding Bucket) A feeding bucket accessory for horses.
• Hartog FlexiTrug A flexible feeding trough/bowl accessory for horses.
• Hartog Futterschaufel (Feeding Scoop) A feeding scoop accessory for measuring and dispensing horse feed.
• Hartog Grass Mix A fiber-rich grass mix for horses, serving as a healthy protein source and supporting digestion when mixed with concentrate feed.
• Hartog Grass Pellets Grass pellets providing concentrated roughage for horses.
• Hartog Harties by Matt Harnacke A conscious horse treat developed in collaboration with international dressage rider and content creator Matt Harnacke, designed for modern riders and their horses.
• Hartog Harties by Dr. Peyo A horse treat developed in partnership with Dr. Peyo, an international dressage rider and content creator.
• Hartog Haycobs A roughage mash product providing fiber-rich nutrition for horses.
• Hartog Lucerne Mix A lucerne (alfalfa) mix providing fiber-rich nutrition and serving as a healthy protein source for horses.
• Hartog Lucerne Pellets Pelleted lucerne (alfalfa) providing concentrated roughage and protein for horses.
• Hartog Lucerne Plus An enhanced lucerne (alfalfa) product providing fiber-rich nutrition for sporting horses.
• Hartog Recovery An electrolyte mash for horses that provides high electrolyte content and helps replenish lost energy after intense exercise, with high palatability for post-training recovery.
• Hartog Energy A sport muesli with high energy density and rich vitamin content, based on a mixture of various grain types including oats, with additional vitamin E, selenium, and natural antioxidants that promote rapid recovery after training; contains elevated magnesium and tryptophan content for muscle relaxation and reduced nervousness.
• Hartog AGRO Livestock Feed Range Hartog's AGRO division provides feed products for agricultural livestock including alpacas, goats, cows, poultry, sheep, and pigs, covering roughage and feed needs for mixed farms and smallholders across Europe.

Quantifiable outcome

• Hartog Daily contains 60% less sugar and starch compared to average base pellets on the market
• +1 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Matt HarnackecoreStrategic or Co-development Partner · 1 April 2026International dressage rider and content creator Matt Harnacke collaborated with Hartog to develop Harties by Matt Harnacke - a conscious horse treat launched in April 2026. The product represents a meeting of two worlds combining modern rider values with horse welfare focus.
• HorsefeedUKminorGTM or Marketing PartnerHorsefeedUK is a Family Farm Member receiving exclusive benefits including 40% discount on all horse roughage products from Hartog. The partnership provides marketing visibility and customer access through the loyalty program.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses3 records

Competitive moat4 records

Customer concentration

• YouTubevimeo.com/user133480046
• Facebookfacebook.com/hartogpaardenvoeders
• LinkedInlinkedin.com/company/grasdrogerij-hartog-b-v-
• Instagraminstagram.com/hartog_horsefeed

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hartog