All Things Rural becomes ATR Seed Limited

October 22, 2026

All Things Rural becomes ATR Seed Limited

Specialist seed wholesaler announces £3M internal capital investment and secures new international partnership with Feldsaaten Freudenberger

All Things Rural becomes ATR Seed Limited

All Things Rural, a successful wholesale seed supplier established in 2004, has today announced an internally funded £3M investment to upgrade their existing site facilities and purchase new land for future site development confirms the company’s CEO Will Compson.

In conjunction with this, the company has simultaneously unveiled both a comprehensive corporate rebrand and secured an international partnership with German-based Feldsaaten Freudenberger, Europe’s second largest grass seed supplier.

Effective immediately, the UK business will operate under its new name, ATR Seed Limited, as part of a major rebranding initiative.

Mr Compson says” The new investment will enable ATR Seed to expand and further develop our existing Willicote site, modernise our manufacturing infrastructure and, invest in further storage and distribution. The Willicote investment has also included the purchase of the UK’s largest grass seed mixer, offering the business a mixing capacity of over 120t /day, enabling us to further improve the quality, output and range of products we currently supply to our customers.

“By future proofing the business in this way we can substantially increase our current buying power, offering customers an even more comprehensive range of seed mixtures than the 750 species we currently hold in stock for the agricultural, amenity, game cover, trees and wildflower sectors, whilst retaining both the quality and supply efficiency they have come to expect since the business began in 2004.

“The new strategic alliance with Feldsaaten Freudenberger is also crucial to our ambitions for long-term growth in the UK” he confirms.

Rene Freudenberger, CEO of Feldsaaten Freudenberger, adds “Today’s announcement represents the beginning of an exciting new era for both companies, our employees, and most importantly, our customers.

“We have watched All Things Rural achieve remarkable momentum in the last 22 years. Their team, culture, and core principles focusing on speed, quality and ongoing investment to continually meet customer expectations align strongly with our own 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”

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