At Newell Brands, we’re focused on unlocking the power of our brands through consumer-led innovation and strategic expansion into new categories. That’s why we’re excited to share that Rubbermaid Commercial Products® is further investing in the farming products space with the launch of its BRUTE® Farm Feeders, designed specifically for the hobby farmer.

The expansion was guided by a dedicated consumer insights study, where our teams immersed themselves in the fields and daily lives of hobby farmers to learn their routines and pain points with existing products. They visited farms across the United States, surveyed consumers, and solicited video interviews from farmers, generating over 100 responses.

Through this research, one challenge stood out clearly: hobby farmers often struggle with products that simply aren’t built to last. They often face significant challenges with equipment that lacks durability. Unlike large-scale commercial farmers who can invest in high-end machinery designed for extensive use, hobby farmers typically rely on more affordable, consumer-grade or even homemade options. These products, while cost-effective, are often not built to withstand the rigorous demands of farming activities and livestock. Frequent use in tough conditions such as rocky soil, heavy loads, and varied weather, along with wear-and-tear from the animals, can lead to rapid deterioration. Consequently, hobby farmers find themselves spending more time and money on repairs and replacements, which can hinder productivity and increase operational costs. Durable products are essential for maintaining efficiency and ensuring that farming activities can be carried out smoothly without constant interruptions. Hear from Christine Sensibaugh, Senior Director of Consumer Insights, and Megan White, Owner of Crooked Creek Farms, about some of the team’s findings in this video:

To meet this consumer need, the team developed and launched the BRUTE Farm Feeders. They're engineered to meet the daily demands of hobby farmers and they’re a testament to the brand’s commitment to durable, purpose-built solutions that make a difference in the lives of our end users, on the farm and beyond.

With BRUTE Farm Feeders, Rubbermaid Commercial Products is fueling a movement toward smarter, more resilient farming practices. By listening directly to hobby farmers and translating insights into innovation, the brand team has expanded into this category, reinforcing its commitment to solving real-world challenges and making an impact with consumers.