Seed wholesaler invests in expansion and European partnership

Seed wholesaler All Things Rural is investing £3m in its site as it rebrands as ATR Seed Limited and establishes a strategic partnership with German supplier Feldsaaten Freudenberger.

The internally funded investment will support site expansion, land acquisition, upgraded manufacturing facilities and increased storage and distribution capacity.

The company has also purchased what it describes as the UK’s largest grass-seed mixer, capable of mixing more than 120t a day at its Willicote site, in Alcester, Warwickshire.

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Chief executive Will Compson said the investment would substantially increase the business’s purchasing power and enable it to expand the range of seed mixtures available to customers.

Established in 2004, the company currently stocks more than 750 species for agricultural, amenity, game-cover, tree and wildflower markets.

Rene Freudenberger, chief executive of Feldsaaten Freudenberger © ATR Seed Limited

Mr Compson said the investment would help future-proof the business while maintaining the quality and supply efficiency customers expected.

The partnership with Feldsaaten Freudenberger, described as Europe’s second-largest grass-seed supplier, is expected to strengthen ATR Seed’s access to international seed supplies and support its long-term growth in the UK.

Rene Freudenberger, chief executive of the German company, said ATR’s focus on speed, quality and continued investment matched his own firm’s values.

“This internal investment gives ATR a strong financial platform for growth, and our new international partnership will offer them access to an even greater seed supply network,” he added.