LeBeau Excel Sales & Marketing

What LeBeau Excel Sales & Marketing does

LeBeau Excel Sales & Marketing (legal entity LeBeau Excel Ltd.) is a Canadian sales and marketing brokerage founded in January 2010 by Matt LeBeau and headquartered in Fergus, Ontario. The firm represents approximately 33 natural and organic health and wellness brands to Canadian retailers and distributors, operating from a model in which full-time regional sales employees (rather than independent contractors) call on accounts across all provinces including dedicated Quebec and Vancouver Island coverage, executing roughly 16,250 in-person sales calls per year. Its service portfolio spans Reporting (Salesforce-powered real-time, store-by-store and SKU-by-SKU analytics integrated with retail scan-data feeds from Walmart, Loblaws, Sobeys, PFG, Metro, and Federated Co-op), Marketing (monthly LeBeau Exceller newsletter, trade shows, trade-spend coordination, demos and training), Retail Customer Base access, Distributor Relationship management with natural health wholesalers such as UNFI and PFG, Food Service/Convenience & Gas channel coverage, E-Commerce marketplace management across Amazon, Walmart.ca, Well.ca, National Nutrition, and Vitasave, and National Sales Coverage.

Revenue is generated primarily on a commission/transaction-fee basis tied to the wholesale performance of the brands LeBeau represents; pricing is quote-based and not publicly disclosed. The customer base is concentrated in natural and organic food brands and natural health product (NHP) manufacturers, with named principals spanning startups (Mitsoh), mid-market players (Prairie Naturals, Hydralyte, O'Dough's), and enterprise CPG brands (Nature's Path, Beyond Meat, Babyganics, Sun Bum). Distribution channels span FDM (Loblaw's, Sobeys, Metro), drug (Shoppers Drug Mart), mass and warehouse club, independent natural food stores, food service and convenience/gas, and online marketplaces.

Operationally, the firm is founder-owned (Matt LeBeau as President, Kim LeBeau as Vice President) with no disclosed institutional investors, PE/VC backing, or parent company. Leadership is reinforced by industry recognition including the 2025 CHFA Best Large Broker award, the 2023 UNFI Best Large Broker award, the 2023 CHFA John Holtmann Leadership Award, and a 2023 Women of Influence nomination, alongside Board roles for Matt LeBeau at Plant-Based Foods of Canada and the Organic Council of Canada (Chair, Ontario).

Name

LeBeau Excel Sales & Marketing

Legal name

LeBeau Excel Ltd.

Website

https://lebeauexcel.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

LeBeau Excel is a Canadian sales and marketing brokerage that represents approximately 33 natural and organic health and wellness brands to major retailers and distributors across all Canadian provinces using a dedicated full-time field sales team.

Ownership category

akta.pro rank

Headquarters

HQ city

Fergus

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Broker/Sales Representation Services: As a sales and marketing broker firm, LeBeau Excel generates revenue by representing natural and organic brands to retailers and distributors across Canada. They earn commissions or fees based on sales performance and brand growth outcomes.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

LeBeau Excel is a Canadian sales and marketing broker firm that represents natural, organic, and health/wellness brands to Canadian retailers, distributors, and e-commerce marketplaces. Using a 30-person dedicated full-time sales team positioned across regional territories (including Quebec), Salesforce CRM, and integrated retail scan data, the firm delivers national sales coverage, transparent reporting, marketing support, and distributor relationship management for its 33 partner brands.

Product overview

LeBeau Excel is a sales and marketing brokerage firm, not a software platform. The company offers a suite of integrated service modules for natural and organic brands seeking Canadian market representation: Reporting (Salesforce-powered real-time analytics), Marketing (newsletter, trade shows, promotions), Retail Customer Base (national/regional retail network access), Distributor Relationships (natural health distributor partnerships), Food Service/Convenience & Gas (on-the-go retail channel), E-Commerce (Amazon/Walmart.ca marketplace management), and National Sales Coverage (full-time regional sales teams across Canada). These services work together as a comprehensive go-to-market solution for health and wellness brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Reporting Real-time sales reporting and analytics service leveraging Salesforce CRM, providing store-by-store and SKU-by-SKU sales data, competitive insights, and market data access with field feedback and store images for partner brands in the natural and organic sector.

Quantifiable outcome

• Approximately 16,250 independent, in-person sales calls annually
• +1 more outcomes

Named customers7 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

Integration12 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core, key and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorKey e-commerce platform partnership for online marketplace management. LeBeau Excel provides product listing services, optimization for maximum visibility and sales, stock monitoring and management, and advertising campaign orchestration on Amazon marketplace.
• Well.cacoreChannel Partner/ Reseller/ DistributorKey e-commerce platform partnership established for selling partner brands' products online. Collaboration includes product optimization and visibility enhancement on the platform.
• National NutritionkeyChannel Partner/ Reseller/ DistributorKey e-commerce platform partnership for natural health products online sales and distribution.
• VitasavekeyChannel Partner/ Reseller/ DistributorKey e-commerce platform partnership for natural and organic brand distribution in Canadian online marketplace.
• Walmart.cacoreChannel Partner/ Reseller/ DistributorMajor e-commerce marketplace partnership for product optimization and online presence enhancement. LeBeau Excel strategizes optimal approach for selling on Walmart.ca.
• Walmart Retail LinkkeyTechnology or IntegrationScan data and reporting integration providing retail scan data for customer shopping pattern analysis and sales trend insights.
• Loblaws LDIAkeyTechnology or IntegrationScan data integration for retail analytics providing competitive insights and market data from Loblaw's retail network.
• Sobeys IRI CircanakeyTechnology or IntegrationRetail scan data partnership providing sales analytics and market intelligence from Sobeys retail operations.
• PFG IRI CircanakeyTechnology or IntegrationScan data and market intelligence partnership from PFG (Performance Food Group) for retail analytics.
• Metro DunnhumbykeyTechnology or IntegrationCustomer data and analytics partnership providing shopping pattern insights and sales trend data from Metro retail network.
• Canadian Health Food Association (CHFA)coreStrategic or Co-development PartnerIndustry association membership and partnership. LeBeau Excel participates in CHFA events, has won multiple CHFA awards (Best Large Broker 2025, John Holtmann Leadership Award, Women of Influence nomination).
• Plant-Based Foods of CanadakeyStrategic or Co-development PartnerIndustry association membership. Matt LeBeau serves as Board Member volunteering to promote plant-based foods across industry, government, and consumers.
• Organic Council of CanadakeyStrategic or Co-development PartnerIndustry advocacy organization. Matt LeBeau serves as Board Chair representing Ontario to Provincial and Federal Governments for organic industry advocacy.
• UNFIcoreChannel Partner/ Reseller/ DistributorMajor natural health distributor partnership. LeBeau won UNFI's Best Large Broker Award 2023 and works closely with UNFI representatives for business expansion.
• Restaurants CanadakeyStrategic or Co-development PartnerIndustry association membership supporting food service industry connections and trade show participation.
• Organic Trade AssociationkeyStrategic or Co-development PartnerIndustry association membership supporting organic products industry advocacy and standards.
• CCUFSA (Canadian Union of Food and Commercial Workers)minorStrategic or Co-development PartnerIndustry association membership in the food and commercial sector.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Others

• KeHE Distributors: Major North American natural products distributor with broker and retail services capabilities. Adjacent rather than directly competitive, but a key channel partner for natural brands and a potential acquirer of broker capabilities.
• UNFI Canada: Largest natural products distributor in North America, named LeBeau Excel 'Best Large Broker' partner. Adjacent ecosystem participant — LeBeau works closely with UNFI representatives, making it a key channel partner rather than direct competitor.

Broad incumbents

• Advantage Solutions: Large North American sales and marketing agency providing brand representation, retail merchandising, and category management to CPG manufacturers. Overlaps LeBeau Excel's broker function but operates at significantly broader scale across multiple categories.
• Acosta: Sales and marketing agency serving CPG brands across North America with retail sales, category management, and digital commerce capabilities. Directly comparable broker function but at much larger scale and broader category breadth than LeBeau Excel.
• Daymon Worldwide: Global retail brand services firm offering private label development, brokerage, and retail marketing. Comparable sales and marketing service offering for CPG brands though operating at much larger scale and broader geographic footprint.
• CROSSMARK: Retail services agency offering headquarter sales, in-store execution, and retail analytics to CPG brands. Comparable as a competing broker/retail services provider but serving a much broader category mix than LeBeau's natural/organic focus.

Direct peers

• TNG (The Natural Group): Canadian natural products sales and marketing agency representing health and wellness brands to retail channels. Closest direct competitor to LeBeau Excel with similar vertical focus on natural/organic and Canadian retail relationships.
• Presence Marketing: US-based natural products broker representing health and wellness brands to natural and conventional retail channels. Highly comparable to LeBeau Excel in mission (natural/organic brand representation), channel coverage, and selective portfolio approach.
• National Brands Inc: Canadian sales and marketing brokerage representing CPG brands across grocery, drug, and mass channels in Canada. Comparable Canadian broker function but with broader category scope than LeBeau Excel's natural/organic specialization.

Regional players

• Tree of Life Canada: Canadian natural and organic foods distributor with broker-style brand representation services. Comparable natural-channel expertise but primarily a distributor; competes for some of the same brand relationships as LeBeau Excel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/lebeauexcel
• Facebookfacebook.com/lebeauexcel
• LinkedInlinkedin.com/company/lebeau-advance-sales-&-marketing
• Instagraminstagram.com/lebeauexcel

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 LeBeau Excel Sales & Marketing