Puresource

What Puresource does

Puresource is a Canadian wholesale B2B distributor and manufacturer of natural and organic wellness products, founded in 1989 and headquartered in Guelph, Ontario. The company is a wholly owned subsidiary of NOW Health Group, Inc., a family-owned U.S. natural products company established in 1968. Puresource distributes over 3,400 products from more than 100 brands to 3,000+ independent and national retailers across Canada, operating three warehouses in Guelph (Ontario), Calgary (Alberta), and Vancouver (British Columbia) that together provide 115,000 square feet of inventory capacity and next-day delivery on most orders. Its product portfolio spans supplements, health and beauty, essential oils, organic and gluten-free foods, green cleaning, herbal and medicinal teas, natural pet products, and well-being items, combining third-party featured brands (NOW Foods, BioSteel, Weleda, Alba Botanica, AquaOmega, Bragg) with 18+ exclusive proprietary brands (Bio-Strath, Magic Scoop, Akascha, Le Comptoir Aroma, Andersons Health Solutions, Harlow, and others).

The company's go-to-market is a sales-led wholesale model combining field sales (Outside Account Managers calling on major grocery, mass, and health food chains, supported by Regional Sales Managers), inside sales (bilingual customer service and order processing), and self-serve wholesale ordering through an online/mobile portal. Retailers apply for wholesale accounts by submitting business licenses and GST/HST numbers. Puresource holds a valid Canadian NHP Site License for manufacturing, packaging, labelling, importing, and storing Natural Health Products, enabling in-house packaging operations at its Guelph manufacturing plant. The business generates revenue through wholesale product sales to retailers with low minimum order requirements across its catalog, serving health food stores, grocery chains, and mass-market retailers, and does not sell direct to consumers.

The company maintains industry certifications including NON-GMO Project Verified, USDA Organic, Kosher, and Fairtrade International, and is a member of the Canadian Health Food Association. Distinguishing operational claims include 100% supply chain traceability, dedicated bilingual customer service, and cross-channel expertise spanning grocery, mass, and natural health retail. Puresource is also the Canadian distribution arm for parent NOW's ESG initiatives, including a partnership with rePurpose Global to recover 600,000 pounds of plastic waste by end of 2028.

Name

Puresource

Legal name

Puresource Corporation

Website

https://puresource.ca

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Puresource is a Canadian wholesale B2B distributor of natural and organic wellness products, serving 3,000+ independent and national retailers across Canada from three warehouses with 100+ brands and 3,400+ products. The company is a wholly owned subsidiary of NOW Health Group.

Ownership category

akta.pro rank

Product category

Natural Health Products Wholesale Distribution

NAICS

Merchant Wholesalers, Nondurable Goods (424), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Organic & Natural Packaged Grocery Wholesale (AFAIAJAB)

akta.pro secondary industries

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Natural products distribution
• Wholesale health products
• Canadian wellness distribution
• Natural supplements wholesale
• B2B product distribution

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution: Puresource operates as a wholesale distributor providing natural health products to Canadian businesses operating in the Natural Health industry with valid business licenses. They do not sell direct to consumers. Revenue is generated through product sales to retailers with low minimum order requirements on over 100 brands and 3,400+ products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Puresource is a Canadian wholesale distributor of natural and organic wellness products, operating three warehouses across Canada (Alberta, BC, and Ontario) to supply more than 3,000 independent and national retailers. The company carries 3,400+ products from 100+ brands spanning supplements, health and beauty, essential oils, organic foods, green cleaning, herbal teas, and natural pet products. It also performs packaging operations at its Guelph manufacturing plant and supports retailers with an online/mobile ordering platform, bilingual customer service, and next-day delivery on most orders.

Product overview

Puresource is a wholesale B2B distributor of natural and organic products serving over 3,000 independent and national retailers across Canada. Founded in 1989, the company operates three warehouses in Alberta, BC, and Ontario, distributing over 3,400 products from more than 100 brands. The portfolio is organized into two main brand categories: exclusive proprietary brands (including Just Juice, Bio-Strath, Magic Scoop, Akascha, Le Comptoir Aroma, and others) and featured third-party brands (including NOW Foods, BioSteel, Alba Botanica, Weleda, Aura Cacia, and many more). Product categories span Supplements, Health & Beauty, Essential Oils, Organic/Natural/Gluten-Free Foods, Green Cleaning, Herbal & Medicinal Teas, Natural Pet, and Well-being products. Services include online/mobile ordering, bilingual customer service, national delivery, and supply chain traceability.

Differentiator

Problem solved

Functional benefit

Brands

• Just Juice: Exclusive brand offering juices
• La Luna
• Bio-Strath
• Gabriel/Zuzu/CleanKids
• Harlow
• Le Comptoir Aroma
• Anderson's Health Solutions
• Protocol
• SD Naturals
• Saavy Naturals
• Foley Dog
• Moss Creek
• UpCircle
• Akascha
• Sipology
• Magic Scoop
• Orange aPeel
• Good Juju

Products and services

• Puresource Distribution Services Full-service wholesale distribution of 3,400+ natural and organic wellness products from 100+ brands to over 3,000 Canadian retailers, including online and mobile ordering, low minimum orders, national coverage via three warehouses, dedicated bilingual customer service, next-day delivery, and 100% supply chain traceability.
• Online Ordering Platform Self-serve retailer portal at ordernow.puresource.ca providing online and mobile ordering capabilities, catalogue access, and account management for wholesale customers across Canada.
• Supplements Distribution Wholesale distribution of vitamin, mineral, and dietary supplement products (including the NOW Foods line) to Canadian health food, grocery, and mass retail channels.
• Health & Beauty Distribution Wholesale distribution of natural personal care and beauty products to Canadian retailers, including brands such as Alba Botanica, Avalon Organics, Weleda, and Be.Bare Life.
• Essential Oils Distribution Wholesale distribution of pure essential oils and aromatherapy products to Canadian retailers, including the exclusive Le Comptoir Aroma brand and featured brand Aura Cacia.
• Organic, Natural & Gluten-Free Foods Distribution Wholesale distribution of organic, natural, and gluten-free food products to Canadian retailers, including brands such as Bragg, Celtic Sea Salt, Chimes, Camino, Brooklyn Born Chocolate, and Canadian Heritage Organic Syrup.
• Herbal & Medicinal Teas Distribution Wholesale distribution of herbal and medicinal tea products to Canadian retailers, including Algonquin Tea Company and Bach Flower Treatments.
• Green Cleaning Distribution Wholesale distribution of eco-friendly green cleaning products to Canadian retailers, including the exclusive Gabriel/Zuzu/CleanKids brand family and Bio Bag compostable bags.
• Natural Pet Distribution Wholesale distribution of natural pet products to Canadian retailers, including the exclusive Foley Dog brand.
• NOW Foods Brand Distribution Exclusive distribution of NOW Health Group brands (vitamins, minerals, supplements, sports nutrition) in Canada, including the NOW Magtein product line, leveraging the parent's position as a natural products leader.
• Magic Scoop Green Powder Products Exclusive green powder product line distributed by Puresource to Canadian retailers, part of the company's exclusive brand portfolio expansion.
• Puresource NHP Packaging & Labelling Services Manufacturing, packaging, labelling, importing, and storing of Natural Health Products (NHPs) at the Guelph plant, operating under a valid Health Canada NHP Site License.

Quantifiable outcome

• 100% supply chain traceability
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• MCS Associates Inc.minorImplementation/ SI/ Consulting PartnerRegulatory consultant recommended by Puresource to assist with product submissions and NHP requirements in Canada.
• dicentra Regulatory & Scientific SolutionsminorImplementation/ SI/ Consulting PartnerRegulatory consultant recommended by Puresource for NHP registration and Canadian market compliance assistance.
• Natural Health Products Consulting Corp.minorImplementation/ SI/ Consulting PartnerRegulatory consultant recommended by Puresource for natural health product regulatory requirements in Canada.
• rePurpose GlobalminorStrategic or Co-development PartnerNOW brand partners with rePurpose Global to fund plastic recovery efforts worldwide. NOW is committed to helping recover 600,000 pounds of plastic waste by the end of 2028.
• Vitamin AngelsminorOthersNon-profit organization that provides life changing vitamins to millions of mothers and children in more than 70 countries, including many underserved communities across Canada. Puresource supports this charitable initiative.
• Food Banks CanadaminorOthersNOW caring tea is proud to give back to communities with commitment to provide 20,000 meals across Canada. For every $1 NOW donates, Food Banks Canada is able to provide 2 meals to help those in need. Puresource supports this initiative through NOW brand products.
• Genesis FoodsminorChannel Partner/ Reseller/ DistributorGenesis Foods is listed as a contact for the Vancouver warehouse location, indicating a warehouse relationship or co-location partnership.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Organika Health Products: Canadian supplements and natural health brand that manufactures and distributes domestically. Competes for similar health food and natural retailer shelf space and addresses the same end consumer trends as Puresource's exclusive brands.
• Flora Manufacturing & Distributors: Canadian manufacturer and distributor of natural health products with a broad brand portfolio and Canadian retail reach. Comparable product breadth in supplements and natural health, and overlapping Canadian retailer customer base.
• CanPrev Natural Health Products: Canadian natural health products company that manufactures and distributes premium supplements and wellness products through Canadian retailers. Overlaps with Puresource's supplements and well-being categories.
• Webber Naturals (Factors Group): Canadian contract manufacturer and distributor of natural health products and supplements for retailer-owned and private-label brands. Comparable in scale and Canadian natural-products focus, with overlapping manufacturer/distributor capabilities.

Others

• NOW Health Group: Parent company of Puresource and one of the largest natural products manufacturers in North America. Beyond the parent-subsidiary relationship, NOW operates in adjacent manufacturing/wholesale activities and could vertically absorb Canadian distribution functions.

Direct peers

• KeHE Distributors: US-headquartered specialty/natural products distributor serving independent retailers, chain grocers, and natural food stores. Closely comparable business model and customer base, providing scale and assortment in natural/wellness categories similar to Puresource.
• UNFI (United Natural Foods): Largest natural, organic, and specialty foods distributor in North America. Operates the same wholesale-distribution model to retailers across grocery, mass, and natural channels and competes directly for the same brand-supplier relationships Puresource cultivates.
• National Nutrition: Canadian distributor of natural health products, supplements, and organic foods. Competes head-to-head with Puresource for the same independent health food store and chain retail customers across Canada.

Broad incumbents

• Jamieson Wellness: Canadian-market leader in vitamins, minerals, and natural health products. While primarily a manufacturer, it distributes nationally through the same retail channels Puresource serves and competes for shelf space at health food and drug retailers.
• Sysco Canada: Largest foodservice distributor in Canada and a broad-line incumbent in wholesale distribution. While not natural-products focused, it competes for foodservice and broadline grocery distribution budgets and represents a scaled incumbent that adjacent customers may choose over specialized natural distributors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/puresource-inc

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

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 Puresource