the leader in controlled feeding

About us


Robert Ball
Robert Ball has been involved in agriculture and machinery sales for over 25 years. Robert also owns and runs Farmline Machinery. He is a former managing director of two John Deere dealerships based in Shropshire and Derbyshire.

Robert started in the agricultural industry back in the mid 1980s on a Shropshire dairy farm. He has had 15 years experience in agricultural finance and 10 years in the machinery trade, and has built a strong understanding of both the industry and the customer's needs.

Robert is based near Shrewsbury in Shropshire, and is ideally placed to all the major motorways and easily reached by most of the UK.

Managing Director: Gerard Roney

Gerard Roney
Advantage Feeders was started in 2006 by Gerard Roney. Gerard grew up as one of seven children on a sheep and cropping property. He developed his main product, the grain feeder, while he was studying at university. In 2005 Gerard bought 1000 ewes, and found that the feeders he bought could not offer a low enough ration. Gerard wanted to feed 250g/head/day, but the feeders only had one adjusting slide, and the lowest consistent ration he was able to feed was 600/head/day. The inability to feed a low ration meant that Gerard was finding the cost of feed and feeding very expensive, and was struggling to find the time to constantly feed the sheep.

Gerard spent 6 months making and testing prototypes featuring the Advanced Adjustment System that he had developed. His goal was to develop a system within grain feeders that would limit the sheep to accessing only what they could touch with their tongue at any one time. Gerard's trials indicated that sheep were leaving a feeder set to a low ration after about 5 minutes of feeding.

Gerard now spends the majority of his time developing new products and expanding internationally.

3IN1FEEDERS Spreading:

3IN1FEEDERS and its parent Advantage Feeders have a focus on innovation as this is the basis to our success. Developing products is a continual process at 3IN1FEEDERS and every year since its inception, innovative products have been released.

3IN1FEEDERS and Advantage Feeders are continuing to expand across the UK, Australia, New Zealand, Ireland and North America.