Pestell Group
Pestell Group, founded 1972 in New Hamburg, Canada, manufactures pet and household care products including cat litter, small animal bedding, ice melter, and hay products serving retail, agricultural supply, and seasonal ice-melt distribution channels.
- Company typePrivate
- Founded1972
- HeadquartersNew Hamburg, Canada
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Pestell Group does
Pestell Group, operating as Pestell Pet Products, is a Canadian manufacturer of consumer and light-industrial pet and household consumables, founded in 1972 and headquartered in New Hamburg, Ontario. Per its self-description, the company produces a "full offering" of cat litter, small animal bedding, ice melter, and hay products — categories that are largely commodity-grade, packaged goods typically sold through pet specialty retail, agricultural supply, and seasonal hardware / ice-melt channels. The firm is privately held and founder/owner-operated (Jennifer Whelan).
Between October 2018 and June 2019, Pestell executed three acquisitions — BPV Environmental (2018-10-03), Targeted Pet Treats (2018-12-17), and VersaPet (2019-06-26) — all for undisclosed consideration. These deals signal an explicit strategy of category broadening beyond the legacy bedding-and-litter core, with movements into environmental/ice-melt products and the pet-treats specialty vertical. The firm sizes itself at 101–250 employees, consistent with a mid-tier specialty manufacturer rather than a small artisan shop.
The Pestell entity is visibly co-located with, and appears within the organizational structure of, Barentz's Animal Nutrition division at the same New Hamburg address, with the Barentz site referencing Canada, United States, and EMEA Animal Nutrition operations. This implies an ingredient-supply and distribution linkage extending Pestell's reach beyond what an independent mid-cap manufacturer could typically assemble on its own. No public pricing model, customer concentration, or revenue disclosures are available in the source data.
Pestell Group firmographics
Firmographics- Name
- Pestell Group
- Legal name
- Barentz
- Website
- https://pestell.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Pestell Group, founded 1972 in New Hamburg, Canada, manufactures pet and household care products including cat litter, small animal bedding, ice melter, and hay products serving retail, agricultural supply, and seasonal ice-melt distribution channels.
- Ownership category
- akta.pro rank
Pestell Group industry classification
Industry- Product category
- Pet Care Products Manufacturing
- NAICS
- Animal Food Manufacturing (31111)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Small Animal Food (rabbit/guinea pig/hamster) (CRADAFAJ)
- akta.pro secondary industries
- Pet Treats & Chews (AFADAFAF), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)
Keywords
Where Pestell Group is headquartered
LocationHeadquarters
- HQ city
- New Hamburg
- HQ country
- Canada
- HQ region
- North America
Markets served
Pestell Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Pestell Group product offering
Product offeringCore offering
Pestell Pet Products manufactures and distributes a full offering of cat litter, small animal bedding, ice melter, and hay products. Founded in 1972 and headquartered in New Hamburg, Canada, the company operates as a private for-profit manufacturer serving pet care and agricultural inputs markets. The company has expanded its portfolio through acquisitions of complementary businesses such as BPV Environmental, Targeted Pet Treats, and VersaPet.
Differentiator
Problem solved
Functional benefit
Companies that use Pestell Group
Customer profileIdeal customer profiles1 record
Pestell Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pestell Group partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights4 records
Pestell Group competitors and assessment
Company assessmentDirect peers
- Supreme Petfoods: UK-based manufacturer specializing in small animal food and treats (Trio, Selective brands). Comparable niche small animal manufacturer with similar category focus to Pestell.
- The Clorox Company: Manufacturer of Fresh Step and Ever Clean cat litter brands. Closely comparable to Pestell's cat litter manufacturing business and a benchmark for category economics.
- Dr. Elsey's: Specialty cat litter manufacturer (Cat Attract, Precious Cat). Independent mid-sized player directly competing with Pestell in the cat litter category with a branded, premium positioning.
- Mars Petcare: Global pet care giant behind brands such as Temptations, Whiskas, and several cat litter lines (e.g., Scoop Away, Cat's Pride). Overlaps directly with Pestell in cat litter and pet treats manufacturing.
- World's Best Cat Litter: Manufacturer of corn-based natural cat litter; comparable in scale and category focus to Pestell, with a branded, premium-positioned independent profile similar to where Pestell could evolve.
- Oxbow Animal Health: Specialty manufacturer of small animal food, hay, and care products for rabbits, guinea pigs, and other small pets. Directly comparable to Pestell's hay and small animal categories.
- Church & Dwight: Owner of the Arm & Hammer cat litter franchise and several pet care brands. Direct competitor to Pestell in the cat litter category with much larger scale and marketing spend.
- Nestlé Purina PetCare: Largest North American pet care manufacturer, producing cat litter (Tidy Cat) and a full range of pet treats and food. Directly comparable to Pestell across cat litter and pet treats categories, though at vastly greater scale.
- Central Garden & Pet: Diversified pet and garden products company owning Kaytee (small animal food, treats, bedding) and several other pet brands. Highly comparable to Pestell's small animal bedding and hay portfolio.
Others
- Barentz: Global specialty ingredient distributor with an animal nutrition business operating out of New Hamburg, Ontario (co-located with Pestell). Acts as a supplier of feed ingredients and pet specialty ingredients to manufacturers including Pestell — an enabler/ecosystem participant rather than direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
Pestell Group social profiles
Digital presencePestell Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pestell Group leadership team
Management profileNumber of profiles
Profiles1 record
Pestell Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pestell Group M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pestell Group
What does Pestell Group do?
Pestell Pet Products manufactures and distributes a full offering of cat litter, small animal bedding, ice melter, and hay products. Founded in 1972 and headquartered in New Hamburg, Canada, the company operates as a private for-profit manufacturer serving pet care and agricultural inputs markets. The company has expanded its portfolio through acquisitions of complementary businesses such as BPV Environmental, Targeted Pet Treats, and VersaPet.
When was Pestell Group founded?
Pestell Group was founded in 1972. It employs 101 to 250 people.
Where is Pestell Group based?
Pestell Group is headquartered in New Hamburg, Canada, in the North America region.
Who are Pestell Group's main competitors?
Direct peers on record are Supreme Petfoods, The Clorox Company, Dr. Elsey's, Mars Petcare, World's Best Cat Litter, Oxbow Animal Health, Church & Dwight, Nestlé Purina PetCare and Central Garden & Pet. Barentz is listed as an others.
Does Pestell Group have an API?
No public API is recorded for Pestell Group.
What industry is Pestell Group in?
Pestell Group's product category is Pet Care Products Manufacturing. Its primary akta.pro industry code is CRADAFAJ, Small Animal Food (rabbit/guinea pig/hamster), with a secondary code of AFADAFAF, Pet Treats & Chews. Its NAICS code is 31111 and its SIC code is 200.