About Us

Our Story

The story of Rival Feed & Seed Outdoors is rooted in Northwest Alabama, locally known as "The Shoals". Originally founded in 2016 as G&O Feed and Outdoors, our beginnings were modest on the eastside of Woodward Avenue. From those humble beginnings, our team became known as an honest & reliable supplier to the local hunting, fishing, and farming communities.

In addition to our agricultural background, Rival's founders are avid outdoorsmen with years of experience in hunting & managing properties. The Rival Team has been fortunate to hunt big game animals all across the United States. Rival competed in filmed hunts dating back to 2007, and RivalTV documented the success of those hunts over the years. In their first season, The Rival Team competed and won against five other hunting teams. That victory launched new opportunities with other partnered outdoors teams — those successful hunts culminated in Rival winning Outdoorsman of the Year in 2015.

In spite of this success, The Rival Team remained hungry to grow and developed a passion for managing land & wildlife. Over the last nine years, Rival has collected a vast knowledge base in plants, herbicides, pesticides, farming, and wildlife. In 2024, Rival grew once again with the addition of new partners, a new storefront, and a bold vision. This new partnership launched the Rival Brand into exciting new services including Rival Drone Works, Rival Hunting Apparel, Outdoor Lifestyle Brands, and Building Materials. RivalTV also has plans to continue broadcasting hunts on their YouTube Channel, with the products and brands featured on those hunts available both in-store and online.

The Rival Team is excited to offer a unique experience for farmers, fishers, hunters, builders, and outdoor enthusiasts throughout the Tennessee Valley. Rival's retail environment brings a varied customer base together under one roof from all across the South. We welcome consumer feedback and aim to provide a catered customer experience across every industry we serve. Even with all that's new, Rival remains at heart a local company — proud to call "The Shoals" home, and honored to serve our community and beyond.

Our services

Discover what we can do for you

Drone AG. Spraying

Rival Drone Works are a vital instrument in modern agriculture, offering farmers immediate information on crop health, irrigation efficiency, and soil conditions. Our team's capacity to cover large areas using necessary crop treatment with minimal invasiveness to crops helps lower labor expenses and enhances crop management.

Specialty Lumber

Rival's specialty lumber program focuses on high-quality, unique wood types for our client's custom projects. We carry various hard-woods that include but are not limited to: Cedar, Cherry, Hickory, Maple, Oak, and Poplar. Place your order and have it delivered.

Building Materials Delivery

Rival's building material delivery service ensures that construction sites receive the necessary supplies to keep projects on schedule. This product service includes: lumber, cement, bricks, and hardware.

Wildlife Consulting

Rival's wildlife management consulting provides expert guidance on conserving and managing animal populations and their habitats. Over the last 10 years our team has worked with landowners, hunters, and farmers to develop sustainable strategies based on ecological data and regulatory requirements.

Specialized Building Materials

Rival's specialty building materials include high-performance or custom products like hardwood flooring, stone, masonry, fire-resistant panels, acoustic insulation, and eco-friendly composites. Rival's customers choose us for these items due to the care, sourcing and handling we provide for these materials.

Seed Full-Service Center

Rival offers a fully stocked feed room serving a wide range of animals — from livestock to pets and wildlife. Take advantage of our convenient drive-thru full-service feed room, making loading up quick and easy. We carry a broad selection of farm supply products, a large inventory of hunting and fishing retail accessories, and a complete line of small and large animal health products to keep your operation running strong.