Champion Petfoods

What Champion Petfoods does

Champion Petfoods is a Canadian premium pet food manufacturer founded in 1985 in Barrhead, Alberta. The company produces biologically appropriate dog and cat food under two principal brands — ORIJEN, featuring up to 90% animal ingredients, and ACANA, featuring protein-rich recipes balanced with whole fruits and vegetables. Champion operates an exclusively in-house manufacturing model with two purpose-built kitchens: NorthStar Kitchen in Acheson, Alberta (421,000 sq. ft., opened December 2019) and DogStar Kitchen in Auburn, Kentucky. Production technologies include sous-vide cooking, freeze-drying, and proprietary handling of fresh and raw animal ingredients; the company uses WholePrey ingredient formulation (meat, organs, bones) and runs AAFCO feeding trials with enhanced metabolic and health measurements. Food safety credentials include the first-ever GFSI Global Markets Award (2017), SQF certification, and EU-certified status.

The company sells its products in more than 90 countries through a hybrid channel: specialty pet retailers, national chains (Petco, Chewy), independent neighborhood pet stores, and international distributors. Marketing is consumer-led, combining influencer campaigns (e.g., Wander with Willow for ORIJEN FRESHPREY), community-building programs (Neighborhood Pet Month mobile tours across 13 U.S. states), and academic partnerships (University of Calgary Canine Performance Lab, University of Guelph). In 2023, Champion was acquired by Mars Petcare and now operates as a subsidiary within the Mars Petcare portfolio. Revenue is generated through one-time product sales of premium kibble, freeze-dried food and treats, wet food, biscuits, and the newer FRESHPREY fresh line; the company employs 501–1,000 people and has been recognized as one of Canada's Best Managed Companies (2020, 2021) and Alberta's Top 75 Employers (2023).

Name

Champion Petfoods

Legal name

Champion Petfoods Holding Inc.

Website

https://championpetfoods.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Champion Petfoods is a Canadian premium pet food manufacturer producing biologically appropriate dog and cat food under the ORIJEN and ACANA brands from purpose-built kitchens in Alberta and Kentucky, distributing to pet owners in over 90 countries through specialty retail and e-commerce, and operating as a subsidiary of Mars Petcare since 2023.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Pet Treats & Chews (AFADAFAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Premium pet food
• Dog and cat nutrition
• Freeze-dried pet food
• Biologically appropriate diets
• Pet food manufacturing

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Premium Pet Food Product Sales: Champion Petfoods generates revenue through the sale of premium pet food products under the ORIJEN and ACANA brands, including premium kibble, freeze-dried foods and treats, biscuits, and wet food. Products are sold through specialty pet retailers, national chains (Petco, Chewy), independent pet stores, and distributors across nearly 100 countries. The company only sells through its own kitchens and does not outsource production.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Champion Petfoods manufactures premium pet food products for dogs and cats under the ORIJEN and ACANA brands, producing kibble, freeze-dried food and treats, wet food, biscuits, and the FRESHPREY fresh food line. All products are made in the company's purpose-built kitchens using Biologically Appropriate nutrition philosophy with high inclusions of fresh and raw animal ingredients, including WholePrey meat, organs, and bones.

Product overview

Champion Petfoods is a premium pet food manufacturer operating two primary sub-brands: ORIJEN and ACANA. ORIJEN is the ultra-premium brand featuring up to 90% animal ingredients, while ACANA offers protein-rich recipes balanced with whole fruits and vegetables. The product portfolio spans premium kibble, freeze-dried food and treats, biscuits, wet food, and a new FRESHPREY fresh food line. All products adhere to the company's Biologically Appropriate philosophy, emphasizing evolutionary nutrition with WholePrey ingredients including meat, organs, and bones. The company operates state-of-the-art kitchens in Alberta, Canada and Auburn, Kentucky.

Differentiator

Problem solved

Functional benefit

Brands

• FRESHPREY: Fresh dog food line featuring fresh or raw animal-based ingredients prepared using sous-vide cooking process. Launched March 2026 as ORIJEN brand extension.

Products and services

• ORIJEN Premium Pet Food ORIJEN is Champion's ultra-premium pet food sub-brand featuring up to 90% animal ingredients inspired by ancestral canine and feline diets. The product line includes premium kibble, freeze-dried food and treats, biscuits, and wet food formulated under the Biologically Appropriate nutrition philosophy.
• ACANA Premium Pet Food ACANA is Champion's premium pet food sub-brand featuring protein-rich meat, poultry, and fish ingredients balanced with whole fruits and vegetables. Offers diverse range of products for dogs and cats in all life stages, free from wheat, corn, and soy.
• ORIJEN FRESHPREY Fresh Dog Food FRESHPREY is a fresh pet food line featuring fresh or raw animal-based ingredients as the first five ingredients, prepared using a sous-vide cooking process to preserve nutrients and flavor. Launched as an ORIJEN brand extension targeting pet owners who value minimally processed food and outdoor lifestyles.
• ORIJEN Small Breed Dog Food ORIJEN Small Breed is a dry food recipe specifically formulated to support small breed dogs' immune systems and joint mobility, addressing the nutritional needs of urban pet owners with small dogs living in smaller living spaces.
• ACANA Cat Food Recipes ACANA Cat recipes include Cat First Feast for kittens, Cat Indoor Entrée for indoor weight management, Cat Bountiful Catch for skin and coat health, and Cat Homestead Harvest for overall health, all featuring high animal protein content.
• ORIJEN Freeze-Dried Food and Treats Freeze-dried pet foods and treats featuring raw animal ingredients for peak nutrition and ultimate flavor, manufactured using proprietary freeze-drying technology.

Quantifiable outcome

• ORIJEN food features up to 90% animal ingredients (approximate and derived from unprocessed state)
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• University of Calgary Faculty of Veterinary Medicine (UCVM)coreStrategic or Co-development Partner · 8 June 2026Champion Petfoods invested $1.135 million in the University of Calgary to launch the Canine Performance Lab, a transdisciplinary initiative combining clinical care, research, and state-of-the-art gait and behavior monitoring tools. The lab focuses on early detection and management of pain and mobility issues in aging dogs, musculoskeletal disease prevention and rehabilitation, obesity management, and evidence-based evaluation of veterinary interventions. Champion's Research and Innovation Leader Jeff Johnston emphasized this as a shared vision to advance the science of healthy aging and set new standards for pet wellness.
• Wander with WillowminorGTM or Marketing Partner · 1 January 2026Influencer partner for the ORIJEN FRESHPREY 'World's Most Extreme Unboxing' campaign, featuring outdoor adventures in the Red Mountains at 12,000 feet elevation to promote the fresh dog food line targeting adventurous pet owners.
• Wander with WillowminorGTM or Marketing Partner · 1 January 2026Influencer campaign targeting dog owners who value minimally processed food and outdoor lifestyles. The partnership combined adventure content with pet nutrition messaging for the FRESHPREY product launch.
• University of GuelphcoreStrategic or Co-development PartnerChampion collaborates with the University of Guelph, one of the world's leading institutions in veterinary medicine and animal science, to advance pet nutrition science. As one of the world's top institutions in the field, the partnership supports research and development in pet nutrition and wellness.
• IndiePetcoreGTM or Marketing PartnerChampion Petfoods is a founding sponsor of IndiePet, an organization dedicated to supporting independent and neighborhood pet retailers. The partnership aims to maintain a strong and sustainable place for independent pet retailers at the heart of the pet industry. Champion leverages IndiePet for channel advocacy and community-building.
• Edmonton Humane SocietyminorOthersChampion sponsors the Edmonton Humane Society through year-round dog and cat food donations for foster programs, sponsoring all puppy training classes with high-protein biscuit donations, and serving as exclusive 'Top Dog' sponsor of the Run for Pets event. Also supports the Humane Education School Outreach program and Champion Kids youth recognition program.
• Calgary Veterinary Wellness and Training CentreminorStrategic or Co-development PartnerPartner in the Canine Performance Lab alongside the University of Calgary Faculty of Veterinary Medicine. The initiative combines clinical care, research, and monitoring tools to support dogs' lifelong health and comfort, representing a unique partnership model in canine wellness.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Open Farm: Premium ethically-sourced pet food brand with strong DTC and retail presence. Competes with Champion on transparency, sustainability, and high-quality protein positioning across kibble, freeze-dried, and fresh formats.
• The Farmer's Dog: DTC fresh, human-grade pet food subscription brand. Direct competitor to Champion's FRESHPREY line in the fresh/refrigerated subcategory, with strong consumer brand and direct customer relationship versus Champion's retail-led model.

Direct peers

• Wellness Pet Company: Premium natural pet food maker (Wellness CORE, Holistic Health) competing in the same natural, grain-free, high-protein segment as ORIJEN and ACANA across U.S. specialty and mass channels.
• Solid Gold Pet Food: Holistic premium pet food brand emphasizing whole-food ingredients and gut health. Competes in the same natural/premium tier as ACANA, with overlapping specialty retail distribution and similar functional-ingredient positioning.
• Blue Buffalo: Leading natural and premium pet food brand in North America, owned by General Mills. Direct competitor to ORIJEN and ACANA in the natural/premium segment, with similar positioning around high-quality animal ingredients and absence of corn/wheat/soy.
• Stella & Chewy's: Premium raw and freeze-dried pet food brand. Direct overlap with Champion's freeze-dried ORIJEN line, competing on raw, high-meat-content positioning in specialty and natural pet retail.
• Fromm Family Foods: Family-owned premium pet food manufacturer with a multi-decade heritage, family-owned ownership profile, and broad product range spanning kibble, wet, and treats. Highly comparable to Champion in heritage, premium positioning, and family-business origins.

Broad incumbents

• Hill's Pet Nutrition: Premium science-led pet food brand owned by Mars Petcare (sister brand to Champion post-2023). Both Hill's and Champion target the premium tier with science-backed positioning, though Hill's leans veterinary/therapeutic while Champion emphasizes biologically appropriate nutrition.
• Royal Canin: Premium pet food brand owned by Mars Petcare, focused on breed- and life-stage-specific nutrition. Sibling brand to Champion within Mars; competes in the super-premium tier and shares Mars' specialty retail and veterinary channels.
• Nestlé Purina PetCare: World's largest pet food company with broad mass-market and premium portfolio (Purina ONE, Pro Plan, Fancy Feast). Competes with Champion across multiple price tiers and is the dominant global pet food player; included as a benchmark incumbent rather than a pure direct peer because Purina spans mass-market to super-premium.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/championpetfood
• YouTubeyoutube.com/user/ChampionPetfoodsLP
• Facebookfacebook.com/ChampionPetfoods
• LinkedInlinkedin.com/company/champion-petfoods
• Instagraminstagram.com/championpetfood

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Champion Petfoods