Fuller Supply

What Fuller Supply does

Fuller Supply Company is a family-owned wholesale distributor, founded in 1936 and headquartered in Birmingham, Alabama, that supplies farm, pet, and garden products to independent retailers across the Southeastern United States. The company operates four distribution centers — in Birmingham, Montgomery, and Dothan, Alabama, and in Douglas, Georgia — supported by an owned fleet running 20 delivery routes and a field sales team of six outside sales representatives. Its product offering spans three categories (Farm and Ranch, Pet, and Home and Garden) drawn from more than 250 vendor brands and totaling over 7,000 SKUs.

The company generates revenue through wholesale product sales to over 700 independent farm store retailers, with orders placed either through the field sales team or through its 24/7 Dealer Portal e-commerce platform. Pricing is not publicly disclosed and is handled through the dealer portal and direct sales relationships. The vendor base is broad and diversified, including major animal health and equipment brands such as Zoetis, Merck, Durvet, Priefert, Behlen, and Farnam, which underpins the company's positioning as a one-stop supplier for small, independent farm stores. The underlying technology layer is a standard B2B e-commerce portal; no proprietary technology, AI/ML capabilities, integrations, or applications are disclosed.

The go-to-market motion is sales-led and relationship-driven, combining outside sales coverage with self-serve online ordering and owned last-mile delivery. The customer segment is exclusively independent SMB farm/pet/garden retailers in the Southeast; no enterprise or chain anchor accounts are publicly identified. No funding rounds, M&A, leadership changes, or restructuring events are disclosed, consistent with a privately held, family-operated business that has operated continuously since 1936.

Name

Fuller Supply

Legal name

Fuller Supply Company

Website

https://fullersupply.co

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

51–100 employees

Short description

Fuller Supply is a family-owned wholesale distributor, founded in 1936 and based in Birmingham, Alabama, that supplies farm, pet, and garden products from 250+ vendors to over 700 independent retailers across the Southeast US via four distribution centers and an owned delivery fleet.

Ownership category

akta.pro rank

Product category

Wholesale Distribution

NAICS

Farm Supplies Merchant Wholesalers (42491), Other Farm Product Raw Material Merchant Wholesalers (424590)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Farm Supply Retail (Independent Dealers) (AFABAJAA)

akta.pro secondary industry

Veterinary Medical/Surgical Supply Wholesalers (HLAMAIAB)

Keywords

• Wholesale distribution
• Farm store supplies
• Pet supplies wholesale
• Garden product distribution
• Farm and ranch supplies

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Distribution: Fuller Supply operates as a wholesale distributor serving independent farm store retailers. They stock over 7,000 items from 250 vendors and deliver products via their own fleet of delivery routes. Revenue is generated through product sales to independent retailers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Fuller Supply Company is a wholesale distributor serving the farm store market in the Southeastern United States. The company distributes over 7,000 items from 250 vendor brands across three core product categories—Farm and Ranch, Pet, and Home and Garden—to more than 700 independent retailers through four distribution centers, 20 delivery routes, and an online dealer portal.

Product overview

Fuller Supply Company is a wholesale distributor offering a unified product portfolio across three core categories: Farm and Ranch, Pet, and Home and Garden. The company distributes over 7,000 items from 250 vendor brands through four distribution centers across the Southeast. Their primary customer-facing platform is the Dealer Portal, an e-commerce system that allows independent retailers to browse and order products at any time. The product categories are supported by a network of six outside sales representatives and 20 delivery routes serving over 700 independent retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Farm and Ranch Supplies

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered minor.

• DurvetminorOthersVendor partner providing livestock health and wellness products.
• ZoetisminorOthersVeterinary pharmaceutical products supplier for livestock and pet care.
• PriefertminorOthersFarm equipment and ranch supplies manufacturer.
• Control Solutions IncminorOthersAnimal health and pest control product supplier.
• MerckminorOthersVeterinary pharmaceuticals and animal health products.
• FarnamminorOthersHorse health and care products manufacturer.
• BekaertminorOthersFencing and wire products for agricultural applications.
• Tru-TestminorOthersLivestock weighing and monitoring equipment supplier.
• Miller ManufacturingminorOthersFarm and ranch equipment manufacturer.
• ValhomaminorOthersLivestock mineral and feed supplement supplier.
• BonideminorOthersGarden and lawn care products supplier.
• TaylorminorOthersBrand/product supplier through Fuller Supply distribution.
• CenturionminorOthersLivestock equipment and supplies manufacturer.
• High CountryminorOthersPet products and accessories supplier.
• Redmond MineralsminorOthersNatural mineral salt and livestock supplements.
• PetAgminorOthersSmall animal nutrition and care products.
• Sunshine MillsminorOthersPet food and animal feed manufacturer.
• AllflexminorOthersLivestock identification and monitoring technology.
• Manna ProminorOthersAnimal nutrition and care products for livestock and pets.
• Z TagsminorOthersLivestock identification ear tags and tracking products.
• For MostminorOthersLivestock equipment and fencing products.
• BehlenminorOthersBuilding and fencing solutions for agricultural use.

Scale indicators7 records

Recent moves4 records

Expansion highlights4 records

Regional players

• Runnings: Regional farm, ranch, and pet retail chain in the Upper Midwest and Plains states with a comparable product assortment and customer base of rural and small-town consumers.
• Atwoods Ranch & Home: Regional farm and ranch retailer serving the South Central U.S. with farm, pet, and home categories supplied through its own distribution; comparable in product mix and independent retailer competition.
• Coastal Farm & Ranch: Regional farm and ranch retail chain in the Pacific Northwest that combines retail and wholesale distribution of farm, ranch, and pet products; comparable in product mix and customer type though geographically distant.
• Bomgaars: Regional farm and ranch supply retailer in the Midwest, comparable in product categories (farm, ranch, pet, lawn & garden) and in serving rural independent customers through a mix of company stores and distribution.

Broad incumbents

• Tractor Supply Company: Largest U.S. farm and ranch retail chain; competes with Fuller Supply's end customers (independent farm stores) and exerts pricing pressure on its vendor partners, making it the dominant broad incumbent in the same space.
• Rural King: Large farm and ranch retail chain with strong Midwest and Southeast presence; directly competes with the independent farm stores Fuller Supply serves and represents a major share-shift threat to its end customers.

Direct peers

• Southern States Cooperative: Farmer-owned cooperative distributing farm, pet, and home products across the Southeast, overlapping directly with Fuller Supply's geographic footprint and customer base of independent farm retailers.
• Orscheln Farm & Home: Mid-sized regional farm and ranch retailer and supplier operating across the Midwest and South, with a comparable mix of farm, pet, and ranch products and a similar multi-DC distribution model serving independent and company-owned stores.
• GROWMARK: Regional agricultural supply cooperative providing crop inputs, livestock products, and farm supplies through member cooperatives; comparable as a multi-state farm supply wholesaler with a similar go-to-market through independent retailers.
• MFA Incorporated: Regional farm supply cooperative and wholesaler serving farmers, ranchers, and independent retailers across the Midwest and South. Closely comparable as a multi-category farm and ranch distributor with owned distribution infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fuller-supply-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fuller Supply