True Leaf Medicine International

What True Leaf Medicine International does

Trueleaf Petcare Inc is a Canadian pet supplement company headquartered in Vernon, British Columbia, that develops, manufactures, and sells veterinary-formulated functional supplements, treats, and topical/oral care products for dogs and cats. The product portfolio spans calming support chews and oils built on cold-pressed hemp seed oil, L-theanine, chamomile, and lemon balm; hip and joint formulations using New Zealand green-lipped mussel and 95% curcuminoid turmeric extract; oral and topical care lines based on Mediterranean oil of oregano; cat-specific calming, senior, and hairball chews; and the True Love soft-treat line. All products are small-batch produced in a company-owned, food-grade facility in Vernon, BC, and the formulations carry Veterinary Health Product (VHP) endorsement in Canada and National Animal Supplement Council (NASC) compliance for the United States.

The business operates a product-led go-to-market model anchored on a Shopify-based direct-to-consumer storefront with a subscription tier offering 20% recurring discounts and a 15% welcome bonus, complemented by a wholesale program with MAP pricing enforcement and a Canadian retail store locator. Pricing is structured across multiple SKU sizes (cheat supplements from $13.99 to $54.99 USD per jar; oils at $43.99 USD; cat chews at $8.99 USD), and the company serves two primary customer segments—dog owners and cat owners—through content marketing, organic social (Facebook and Instagram), email capture, and verified customer reviews. Co-founders Darcy Bomford (CEO, 35+ years pet industry) and Dr. Daniela Fischer (DVM, MSc, PhD, 20+ years animal health R&D), supported by VP Finance Ruth Brennan (CMA), lead a team of 11–50 employees.

The entity evolved from the prior True Leaf Medicine International business (originally founded in 2015, sold in 2020) which was reacquired by Bomford and relaunched as Trueleaf Petcare Inc in January 2023; the legacy cannabis-focused parent was delisted from the CSE under the symbol MJ, and the current operating company is privately held with no public market listing.

Name

True Leaf Medicine International

Legal name

Trueleaf Petcare Inc.

Website

https://trueleaf.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Trueleaf Petcare Inc is a Vernon, BC-based pet supplement company that formulates, small-batch manufactures, and sells veterinary-formulated calming, hip and joint, oral, and topical care products for dogs and cats directly to consumers via Shopify with subscriptions, plus wholesale and Canadian retail distribution.

Ownership category

akta.pro rank

Product category

Pet Supplements

NAICS

Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Calming & Behavioral Support Supplements (HLAMALAD), Immune Support Supplements (HLAMALAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Treats & Chews (CRADAFAE)

Keywords

• Pet supplements
• Pet health products
• Veterinary-formulated supplements
• Pet functional chews
• Natural pet care

Headquarters

HQ city

Vernon

HQ country

Canada

HQ region

North America

Offices2 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. Pet Supplements and Treats Sales: Direct-to-consumer and wholesale sales of functional pet supplements (calming, hip & joint, immune support) and oral/topical care products for dogs and cats. Products sold in multiple sizes with subscription options offering 20% recurring discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Trueleaf Petcare Inc manufactures and sells natural, veterinary-formulated pet supplements, treats, and care products for dogs and cats. The product line spans calming support, hip and joint support, immune and allergy support, oral care, topical care, and cat-specific functional chews (calming, senior, hairball), plus the True Love soft treats line. Products are sold direct-to-consumer via a Shopify e-commerce storefront with subscription options and through Canadian retail partners and wholesale accounts.

Product overview

Trueleaf Petcare Inc is a Canadian pet supplement company offering a comprehensive portfolio of natural health products for cats and dogs. The product line centers on three core functional supplement categories: Calming (hemp seed-based relaxation products), Hip + Joint (green-lipped mussel and turmeric joint support), and Immune/Wellness support. These are supplemented by an Oil of Oregano-based grooming line covering oral care (dental spray, dental gel), ear care (clear Ear Drops), and topical care (deodorizing spray). Cat-specific products include Calming Support, Senior Support, and Hairball Support chews. The True Love Treats line provides all-natural soft dog treats in six flavors. Products are offered in multiple formats (chews, oils, sprays, gels) and various sizes, with bundled options combining complementary products for comprehensive care routines. All products feature human-grade, GMP-quality ingredients and are manufactured in company-owned facilities in Vernon, BC, Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• True Love All Natural Soft Treats for Dogs All-natural soft and chewy dog treats small-batch crafted in Canada with human-grade ingredients; available in six flavors. Sold in 142g pouches at $9.99 USD per pouch. Targeted at dog owners seeking natural, low-calorie treats.
• Calming Support Chews for Dogs Veterinary-formulated calming chew supplement for dogs combining hemp seed oil with L-theanine, chamomile, and lemon balm to support relaxation and normal emotional balance. Available in 90g, 200g, and 600g sizes. Targeted at dog owners addressing anxiety, separation anxiety, noise sensitivity, and situational stress.
• Calming Support Oil for Dogs Hemp seed oil-based functional food topper for dogs containing L-theanine, chamomile, and lemon balm to promote calm behavior. Available in 237ml bottles. Designed for owners of dogs who won't take chews or need flexible, fast-acting calming support.
• Hip + Joint Support Chews for Dogs Joint health chew supplement for dogs featuring green-lipped mussel from New Zealand, turmeric root extract (95% curcuminoids), and hemp seed oil. Available in 90g, 200g, and 600g sizes. Targeted at dog owners seeking joint and mobility support for dogs of all ages, including seniors.
• Hip + Joint Support Oil for Dogs Cold-pressed hemp seed oil-based food topper for dogs containing green-lipped mussel and turmeric root extract to support joint health, mobility, and normal inflammatory response. Available in 237ml bottles. Targeted at dog owners whose dogs prefer oil toppers over chews.
• Calming Support Chews for Cats Hemp seed-based calming chew supplement specifically formulated for cats to promote calm behavior during stressful events. Available in 50g size. Targeted at cat owners managing feline anxiety and stress.
• Senior Support Chews for Cats Daily supplement for senior cats containing green-lipped mussel, hemp seed oil, cranberry, calendula, and vitamins to support normal joint function, mobility, and healthy aging. Available in 50g size. Targeted at owners of senior cats needing joint and aging support.
• Hairball Support Chews for Cats Cat supplement with salmon oil, hemp seed oil, and pomegranate to support normal digestion, healthy gut function, and minimize hairball formation. Soft bite-sized chews with omega-3 fatty acids. Available in 50g size. Targeted at cat owners seeking natural hairball prevention.
• Immune + Allergy Support Oil for Dogs Hemp seed oil-based functional oil topper with quercetin and pomegranate to support immune function and histamine balance in dogs. Available in 237ml bottles. Targeted at dog owners seeking immune and allergy support for their pets.
• Healthy Mouth Dental Spray for Dogs Oral spray for dogs containing Mediterranean oil of oregano, peppermint oil, and lime extract to freshen breath and support oral health. Available in 60mL spray bottles. Targeted at dog owners seeking natural oral care and breath freshening.
• Healthy Teeth Dental Gel for Dogs Dental gel for dogs with oregano oil and peppermint essential oils to help maintain healthy teeth and gums. Available in 60mL amber glass bottle with push dispenser. Targeted at dog owners seeking daily dental hygiene.
• Cleansing Ear Drops for Dogs Ear cleansing drops containing Mediterranean oil of oregano and extra virgin olive oil to clean ears, freshen, and support overall ear health in dogs. Available in 30mL dropper bottles. Targeted at dog owners seeking natural ear care.
• Bed & Body Deodorizing Spray for Dogs All-purpose spray for dogs containing Mediterranean oregano oil (1.5%), palo santo oil, and lemongrass oil to hydrate and deodorize skin and coat between washes. Available in 120mL bottles. Targeted at dog owners seeking natural topical and deodorizing care.
• Hip & Joint Support Bundle Comprehensive joint health bundle combining Hip + Joint Support Chews (200g) and Hip + Joint Support Oil (237mL) for dual-format daily joint support. Available as a bundle at $54.99 USD regular and $46.00 USD subscription. Targeted at dog owners seeking a holistic joint care routine.
• Calming Support Bundle Calming support bundle combining Calming Support Chews (200g) and Calming Support Oil (237mL) for flexible daily calming support and targeted stress relief during high-anxiety situations. Available at $54.99 USD regular and $46.00 USD subscription. Targeted at dog owners seeking a comprehensive calming routine.

Quantifiable outcome

• Taste-approved by over 10,000 pets
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Veterinary Health Product (VHP) ProgramcoreOthersAll formulations and claims are reviewed and endorsed by the Veterinary Health Product (VHP) designation in Canada, providing regulatory credibility and compliance for pet supplement products.
• National Animal Supplement Council (NASC)coreOthersCompany follows NASC regulations for products sold in the United States, demonstrating commitment to quality standards and regulatory compliance in the US market.
• Saskatchewan Hemp FarmcoreTechnology or IntegrationHemp seed powder and oil sourced from a trusted farm in Saskatchewan that carefully selects its seeds to comply with Canadian regulations and is tested for absence of THC and psychotropic cannabinoids.
• New Zealand Green Lipped Mussel SupplierscoreTechnology or IntegrationHigh-fat green lipped mussels sourced from New Zealand, known for rich content of chondroitin, glucosamine, EPA, DHA and rare ETA fatty acids for joint support.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pet Releaf: Veterinary-formulated CBD/hemp-based pet wellness brand offering calming, joint, and immune products. Directly comparable hemp-derived positioning, though Pet Releaf spans into CBD where Trueleaf stops at hemp seed oil.
• Zesty Paws: Leading US DTC pet supplement brand with multi-category functional chews (calming, joint, skin, hip + joint). Closest direct competitor in format, ingredient philosophy, and target customer.
• iHeartDogs: Veterinary-formulated pet supplement brand covering calming, joint, dental, and skin products. Comparable on vet-formulated credibility and multi-category DTC portfolio.
• Pet Honesty: US-based DTC natural pet supplement brand offering calming, joint, skin/coat, and digestive chews for dogs and cats. Direct competitor to Trueleaf on positioning, channel mix (DTC + Amazon), and product taxonomy.
• Native Pet: Premium DTC pet supplement brand focused on functional ingredients (bone broth, omega oils, joint support). Comparable premium-natural positioning and DTC subscription model.
• NaturVet: Established US pet supplement manufacturer with calming, joint, skin/coat, and grooming lines distributed through mass retail. Comparable product taxonomy and veterinary-formulated positioning, with much broader retail penetration.

Broad incumbents

• Open Farm: Premium pet nutrition brand with treats, supplements, and topicals emphasizing traceability and ingredient sourcing. Comparable on transparency narrative, broader portfolio, and premium positioning.
• Vet's Best: Veterinarian-founded pet wellness brand offering supplements, grooming, and topical care including calming and joint products. Overlaps with Trueleaf on calming, ear care, and dental categories but operates at significantly broader scale.
• Stella & Chewy's: Raw and natural pet food/treat brand with expanding supplement and topper lines. Comparable on natural-ingredient positioning and DTC/wholesale hybrid model.

Emerging players

• Bark (BarkBox): DTC pet brand (formerly BarkBox) operating Bark Snacks, Bark Bright, and Bark Supplements. Overlaps on subscription mechanics and DTC-first pet wellness expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/trueleafpet
• Instagraminstagram.com/trueleafpet
• Xx.com/trueleafpet

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

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 True Leaf Medicine International