More Than Just Feed

How does customer centricity shape nutrition and manufacturing decisions for livestock producers?

Customer centricity is the foundation of More Than Just Feed. As a prairie-focused, multi-species animal nutrition company serving livestock producers across Western Canada, it delivers high-quality manufacturing and customized nutrition solutions aligned with each operation’s specific goals and performance benchmarks. By integrating consulting and manufacturing under one roof, the company keeps decision-making close to the customer, ensuring that recommendations translate directly into positive on-farm results. Its open-book operating model reinforces transparency, accountability and a shared commitment between the company and its customers to measurable performance outcomes.

That operating philosophy was forged in 2005, when the business began as a dairy-only consulting practice supported by precision small-scale manufacturing. Working closely with producers, the founders quickly identified a broader structural gap in the industry. While nutritional advice and feed production often operated separately, that separation created distance between formulation and execution, limiting accountability and consistency at the farm level.

From the outset, the founders believed credibility required full alignment. By steadily expanding manufacturing alongside consulting, custom nutrition, and on-farm expertise, these areas were intentionally developed within a single accountable system. What began as a focused dairy platform evolved into the broader More Than Just Feed framework, expanding across species while maintaining the same farm-first discipline and performance-driven mindset.

Today, that integrated structure remains the company’s greatest strength. Experienced nutrition consultants and technical specialists work directly with producers to identify inefficiencies, address nutritional gaps and adjust programs as farms' needs and market conditions change. The objective is clear: enhance productivity, strengthen operational resilience and improve each customer's long-term profitability.

“We are built around a simple conviction. On-farm expertise, custom nutrition and manufacturing should operate within one coordinated system, with decisions shaped as close to the customer as possible,” says Jeff Pascoe, CEO.

The Power of Five

What role do specialized brands play in supporting different livestock production segments?

At the core of the organization is a family of specialized brands operating under the More Than Just Feed umbrella: Nutrisource, Bullseye, Dairytech, Connect OnFarm and Monarch Ag Merchants. Each brand serves a clearly defined segment within the dairy, beef, poultry and swine industries, while benefiting from centralized manufacturing, infrastructure and operational oversight, ensuring consistent quality standards that have been a core commitment of the company since its founding.
More Than Just Feed serves as the centralized entity overseeing manufacturing and operations for all the brands, equipping them with resources, infrastructure, guidance and expertise that extend well beyond feed and nutrition. Its capabilities, from ration optimization and cow comfort to forage management, environmental and management conditions, animal welfare, and agribusiness support, boost overall farm performance.

Nutrisource delivers customized feed and full-farm consulting services to independent dairy producers. Dedicated nutrition consultants are supported by technical teams and shared specialists across the organization, allowing programs to extend beyond ration formulation into broader herd and farm performance.

Dairytech focuses on serving communal dairy producers. Recognizing this distinct, highly integrated, dynamic production model, Dairytech applies the same transparent, customer-first approach to dairy-specific feed and progressive consulting support tailored to each customer's production model.

“Our structure enables a holistic approach that extends beyond feed, addressing all areas to help producers get the most from their herds,” says Kyla Quirk, COO.

Built to Serve Every Segment

How has the company expanded to serve multiple livestock sectors beyond dairy production?

Realizing the focused dairy approaches success, diversification of the brand was the next step to serve other livestock segments in a similar model.

In 2017, More Than Just Feed identified the need for a focused consulting model in beef production. Bullseye was introduced to meet the needs of cow/calf, backgrounder and feedlot beef producers. Its focused consulting model combines customized nutrition with innovative technology, delivering better information to help producers optimize returns.

Connect OnFarm joined the family of brands in 2021 to support monogastric producers, including swine and poultry. Its nutrition programs and advisory services are designed to align with production systems, enhancing efficiency, profitability and long-term success.

As customized nutrition programs evolved, so did the need for efficient access to supplemental commodities. Monarch Ag Merchants emerged to support producers with transloading, ingredient sourcing, market insight and logistics, enabling direct delivery of bulk commodities to farms across all the brands.

“Our specialized brands allow us to support all major livestock sectors through a unified, farm-focused approach,” says Mark Bishop, VP of Operations.

Purpose-Built Manufacturing for Quality and Precision

How does in-house manufacturing ensure quality, consistency, and responsiveness in feed production?

All feed manufacturing is conducted in-house, allowing formulation updates to be implemented quickly and seamlessly as farm needs evolve. By managing ingredient sourcing, specifications and feed safety programs internally, More Than Just Feed maintains consistency and reliability across its customized products.

Quality is reinforced through a structured FeedAssure program aligned with CFIA regulations. Extensive quality control, including sampling and testing of raw ingredients and finished feeds, ensures they meet defined industry standards. These efforts are supported by nutrition consultants and ruminant and monogastric nutritionists who work directly with producers to optimize diets and performance.

More Than Just Feed is FeedAssure certified across the Prairie provinces and is an active member of the Animal Nutrition Association of Canada, contributing to industry standards and advocacy within feed manufacturing.

Where Nutrition Meets On-Farm Execution

While livestock nutrition has become increasingly precise, More Than Just Feed identified early on that advanced science alone does not guarantee success. The real challenge lies in translating that science into consistent, on-farm execution.

To bridge that gap, the company employs PhD-level nutritionists, supported by expert nutrition consultants who work directly with producers. Customers are shown exactly what goes into their feed and why, building trust, understanding and confidence in the program.

Beyond nutrition, specialists work with producers to address biological and economic factors, from sustainable production practices to informed marketing decisions. By integrating nutrition with management and financial insight, More Than Just Feed helps producers build resilient operations positioned for long-term success.

Driving Efficiency from the Inside Out

More Than Just Feed is proud to continue investing in the Prairie Provinces. Over the past five years, it has added an expander pelleter facility to meet growing demand for robotic feeding systems, a state-of-the-art premix facility, and manufacturing upgrades to enhance its capabilities to serve customers' evolving needs. Together, these investments have introduced modern facilities and manufacturing capabilities to the Prairie Provinces that provide value-added quality products specific to their customers.

At the heart of More Than Just Feed are its people. From the beginning, the company has focused on hiring individuals with shared values, building a strong culture powered by a passionate team behind the infrastructure. As a recently named Alberta Top 85 employer, More Than Just Feed prioritizes internal development through mentorship and training, building a team of experienced, highly engaged professionals who create the most value for producers. From consultants and sales coordinators teams to production, delivery drivers and support staff, every role is integral to delivering quality products and services.

Operating in an environment shaped by market volatility, trade pressures and shifting economic conditions, More Than Just Feed has remained intentionally focused on helping producers succeed across the Prairie Provinces. It continues to refine production and logistics processes while exploring emerging technologies, based on their ability to deliver practical, measurable benefits.

This approach has earned industry recognition. More Than Just Feed was named Top Animal Feed Manufacturing Service 2026 for its combination of precision manufacturing, rigorous quality standards and a transparent, consultative model that delivers customized, measurable results for livestock producers across Western Canada.