What Freedom Pet Supplies does

Freedom Pet Supplies Inc. is a Canadian B2B wholesale distributor of pet food, litter, and accessories, headquartered at 480 Thompson Drive in Cambridge, Ontario. Founded in September 2001 by John and Kelly Ayres, the company sells exclusively to pet retailers across Canada and positions itself as a sales and marketing extension for its vendor partners rather than a manufacturer or brand owner. Operations are anchored to a 120,000 square foot distribution facility, scaled from an original 15,000 square foot warehouse and a six-person team to a current headcount of more than 100 employees. The company maintains separate food, litter, and accessory partner programs and reaches retail customers exclusively through direct B2B sales relationships; consumer purchases are routed to local pet retailers.

The operating model is a wholesale/transaction-margin distribution business delivered through a web-based B2B ordering portal (built on commercebuild.com infrastructure) with account login, cart, and order-processing functionality. New retailer onboarding requires a New Account Request Form capturing business name, address, province, and business number, indicating a controlled B2B channel. Revenue is derived from wholesale transactional margins on third-party pet brands — pricing is not publicly disclosed and the company does not sell direct-to-consumer. Subsidiary structure includes Trueman Distribution Ltd., a wholly-owned Western Canadian distributor acquired in December 2025 that gave the company nationwide Canadian reach.

Freedom Pet Supplies is a privately held corporation owned by Novacap, a Canadian private equity firm, which funded the Trueman Distribution acquisition as part of a national expansion strategy. Subsequent distribution agreements with Vital Essentials and Anipet Animal Supplies (May 2026, raw pet food) and Better Pets/Ultrack Systems (February 2026, extending Health Canada-approved pet wellness products to an estimated 1,800–2,000 retail locations) materially expanded the vendor catalog and addressable footprint. Pricing, revenue, employee count above 100, and financial statements are not publicly disclosed.

Name

Freedom Pet Supplies

Legal name

Freedom Pet Supplies Inc.

Website

https://freedompet.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Freedom Pet Supplies is a Canadian B2B wholesale distributor of pet food, litter, and accessories serving pet retailers nationwide. Founded in 2001 and backed by private equity firm Novacap, it operates from a 120,000-square-foot facility in Cambridge, Ontario.

Ownership category

akta.pro rank

Product category

Pet Product Wholesale Distribution

akta.pro primary industry

Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)

Keywords

• Pet product distribution
• Wholesale pet supplies
• B2B pet distribution
• Pet food wholesale
• Pet retailer supply

Headquarters

HQ city

Cambridge

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Distribution: Freedom Pet Supplies generates revenue by distributing pet products (food, litter, accessories) to pet retailers across Canada. The company acts as an intermediary between vendor partners and retail customers, selling products wholesale to retailers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Freedom Pet Supplies is a B2B distributor of pet food, litter, and accessories, selling exclusively to pet retailers across Canada through its web-based ordering platform. The company acts as a wholesale intermediary between more than 100 vendor partners and retail customers, serving as a sales and marketing extension for pet product manufacturers. Consumers are directed to local pet retailers for purchases.

Product overview

Freedom Pet Supplies operates a B2B e-commerce distribution platform serving pet retailers across Canada. The company functions as a wholesale distributor and sales/marketing extension for pet product manufacturers, offering pet retailers access to a catalog of food, litter, and accessory products through its web-based ordering platform. The company does not manufacture its own branded products but rather distributes third-party pet product brands to pet retail stores.

Differentiator

Problem solved

Functional benefit

Products and services

• B2B E-Commerce Distribution Platform Web-based B2B ordering platform that enables pet retailers across Canada to browse, order, and purchase pet food, litter, and accessories from multiple vendor partners. Includes account management, shopping cart, and order processing functionality, and is restricted to registered pet retail business accounts.
• Wholesale Pet Food Distribution Wholesale distribution of pet food products from multiple vendor brands to pet retailers across Canada as part of FPS's core distribution business.
• Wholesale Pet Litter Distribution Wholesale distribution of pet litter from FPS's network of litter vendor partners to pet retailers across Canada.
• Wholesale Pet Accessories Distribution Wholesale distribution of pet accessory products from FPS's accessory vendor partners to pet retailers across Canada.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Vital EssentialscoreChannel Partner/ Reseller/ Distributor · 13 May 2026Vital Essentials entered into a strategic partnership with Anipet Animal Supplies Inc. and Freedom Pet Supplies Inc. to expand distribution of their raw pet food products across Canada.
• Anipet Animal Supplies Inc.coreChannel Partner/ Reseller/ Distributor · 13 May 2026Anipet Animal Supplies Inc. partnered with Vital Essentials and Freedom Pet Supplies Inc. to expand distribution of raw pet food across Canada.
• Better Pets (Ultrack Systems Inc.)coreChannel Partner/ Reseller/ Distributor · 19 February 2026Better Pets secured a distribution agreement in principle with Freedom Pet Supplies representing approximately 1,800-2,000 retail locations for their Health Canada-approved Pet Balm product and future pet wellness products.
• Trueman Distribution Ltd.coreChannel Partner/ Reseller/ Distributor · 19 December 2025Freedom Pet Supplies acquired Trueman Distribution Ltd., a Western Canadian pet distributor, as part of its strategic plan to expand national presence across Canada. The acquisition was supported by Novacap to enhance Freedom Pet's distribution network.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Pet Valu: Canada's largest specialty pet retail chain and a primary downstream customer for pet distributors like FPS. Listed on TSX, Pet Valu is both a market signal for Canadian pet retail health and a counterpart in the FPS distribution flow.
• Global Pet Foods: Canadian specialty pet retail franchise network operating more than 170 stores. Representative of the independent/regional retailer base that Freedom Pet Supplies distributes to across Canada.

Direct peers

• Pet Food Experts: US-based pet products distributor serving independent pet retailers through a national warehouse network. Closest functional analogue to Freedom Pet Supplies: multi-category B2B wholesaler of pet food, accessories, and supplies with a regional-to-national geographic scaling story.
• Animal Supply Company: US wholesale distributor of pet food, supplies, and accessories to independent pet retailers, with comparable B2B e-commerce ordering, brand distribution agreements, and regional-to-national expansion history.
• Rolf C. Hagen Inc. Canadian pet products manufacturer and distributor (Montreal, Quebec) with pet specialty, aquarium, and small-animal category presence. Comparable as a Canadian-headquartered multi-category pet product supplier operating across distribution and brand management.
• Phillips Pet Food & Supplies: Independent pet product distributor on the US East Coast serving independent pet retailers and manufacturers. Directly comparable on B2B-only distribution model, multi-category assortment, and exclusive brand partnerships.
• Central Pet Aquatics & Pet Supplies: US-based independent pet distributor (specialty focus including aquatics) representative of the mid-size B2B pet distributor archetype. Comparable business model and customer type to Freedom Pet Supplies.

Others

• Champion Petfoods (ACANA/Orijen): Canadian premium and biologically-appropriate pet food manufacturer (ACANA, Orijen). Functions as a vendor partner rather than competitor, but is the comparable Canadian-headquartered pet food manufacturer that defines the premium distribution tier FPS participates in.

Broad incumbents

• Nestlé Purina PetCare Canada: Mass-market pet food manufacturer that distributes to the same independent pet retailers as FPS across Canada. Not a wholesale competitor per se, but competes for retail shelf space and represents the scale end of the vendor spectrum FPS services.
• PetSmart Canada: Mass-market specialty pet retailer and a potential customer or competitive channel depending on FPS's account mix. Comparable as a structurally large Canadian pet retail touchpoint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Freedom Pet Supplies