What Now Fresh does

Now Fresh is a premium pet food brand owned by Petcurean (PPN Limited Partnership), a privately held Canadian company headquartered in Chilliwack, British Columbia. The brand produces fresh meat-based dry kibble and wet food for dogs and cats, formulated without meat meals, by-product meals, or artificial preservatives, coloring, or flavors. Its technical differentiation centers on a single-cook processing method intended to preserve nutrients and flavor, a proprietary bone broth coating system applied to its flagship Good Gravy line that allows kibble to be served dry or rehydrated into a gravy, and Near Infra Red (NIR) spectroscopy used in production to measure fat, protein and moisture content. The product portfolio is segmented by life stage (puppy/kitten, adult, senior) and breed size (small, large), and includes grain-free and ancient grain formulations in proteins such as chicken, salmon, beef, lamb, duck and tuna.

Now Fresh products are manufactured at Elmira Pet Products Ltd in Ontario under a partnership established in 2015, with manufacturing equipment owned by Petcurean. The manufacturing partner holds FDA, BRC, GFSI, CFIA and EU certifications, supported by a certified Food Safety and Quality auditor, and all recipes are formulated to meet AAFCO Dog and Cat Food Nutrient Profiles. The brand is operated by a small specialized team including a Nutrition Manager with an MSc in Companion Animal Nutrition from the University of Guelph.

The go-to-market is a hybrid direct-to-consumer and retail model. Direct sales are executed through nowfresh.com, which supports English (US, Canada, Europe, International), French Canada, Russian, Hebrew and Simplified Chinese versions. Distribution also extends through pet specialty retailers and general retail channels, with a 'Where to Buy' locator on the website. Marketing emphasizes educational content marketing, organic social (Facebook, Instagram, TikTok, YouTube), email newsletters, an ambassador program on AspireIQ, and a charitable partnership with CUDDLY. Now Fresh is one of multiple pet food brands under Petcurean, alongside Go! Solutions, Gather and Summit, and holds Carbon Neutral certification and Pet Sustainability Coalition accreditation.

Name

Now Fresh

Legal name

PPN Limited Partnership

Website

https://nowfresh.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Now Fresh, a brand of Canadian private pet food company Petcurean, produces premium fresh meat-based dry kibble and wet food for dogs and cats, including a bone broth-coated Good Gravy line, selling direct-to-consumer and through retailers across North America and select international markets.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Wet & Canned Pet Food (AFADAFAB), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Premium pet food
• Fresh dog food
• Fresh cat food
• Freeze-dried pet food
• Natural pet nutrition

Headquarters

HQ city

Chilliwack

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Product Sales: Direct sales of premium fresh pet food products for dogs and cats through dry kibble, wet food, and Good Gravy product lines. Products are sold in various sizes and formulations targeting different life stages (puppy/kitten, adult, senior) and breed sizes (small, large).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Now Fresh is a premium pet food brand that manufactures and sells fresh, minimally processed dog and cat food products. The product lineup includes bone broth-coated kibble, oven-baked dry food, and freeze-dried raw recipes made with fresh meats, fruits, and vegetables, marketed as an alternative to highly processed conventional pet foods.

Product overview

Now Fresh is a premium pet food brand offering a portfolio of fresh, minimally processed dog and cat food products. The product line centers on the 'Good Gravy' sub-brand featuring bone broth-coated kibble (dry) and bone broth-based wet foods in both grain-free and ancient grain varieties. Core offerings span dry kibble, wet food (canned and pouched), and formulations tailored by life stage (puppy/kitten, adult, senior) and breed size (small, large). The portfolio emphasizes fresh meat as the primary ingredient, with proteins including chicken, salmon, beef, lamb, duck, and tuna. Products are designed for versatility, with dry kibble convertible to gravy when mixed with water. Now Fresh is part of the Petcurean family of pet food brands.

Differentiator

Problem solved

Functional benefit

Brands

• Good Gravy: A product line featuring bone broth-coated kibble and wet food recipes for dogs and cats that can be served dry or mixed with water to create gravy meals.

Products and services

• Now Fresh Fresh Kibble for Dogs Bone broth-coated dry kibble recipes for dogs made with fresh meat, fruit, and vegetable ingredients, offered across life-stage and size variants for everyday premium feeding.
• Now Fresh Fresh Kibble for Cats Bone broth-coated dry kibble recipes for cats using fresh meat proteins, fruits, and vegetables, designed for premium everyday feline nutrition.
• Now Fresh Oven-Baked Recipes Oven-baked dry food recipes for dogs and cats prepared through an oven-baking process rather than conventional extrusion, marketed as a minimally processed alternative.
• Now Fresh Freeze-Dried Raw Recipes Freeze-dried raw recipes for dogs and cats offering a raw-style feeding option in a shelf-stable, minimally processed format using fresh meat ingredients.

Quantifiable outcome

• Formulated to meet AAFCO Cat Food Nutrient Profiles for All Life Stages and Dogs for all life stages including growth of large size dogs
• +1 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Elmira Pet Products LtdcoreStrategic or Co-development Partner · 1 January 2015Manufacturing partner for Now Fresh kibble recipes. Elmira Pet Products holds FDA, BRC, GFSI and CFIA certifications. In 2015, Petcurean partnered with Elmira Pet Products to ensure secure supply for growing customer base. Their new facility features state-of-the-art manufacturing equipment owned by Petcurean, run by Elmira's operations staff.
• Pet Sustainability Coalition (PSC)coreStrategic or Co-development PartnerNow Fresh is an accredited company with the Pet Sustainability Coalition. PSC accreditation reflects commitment to measuring and improving sustainability practices, meeting rigorous environmental and social standards set by UN Sustainable Development Goals.
• AspireIQ (Now Fresh Ambassadors)minorGTM or Marketing PartnerPartnership platform for ambassador collaborations, allowing pet influencers to join the Now Fresh brand ambassador program through AspireIQ.
• CUDDLYminorGTM or Marketing PartnerCharitable giving platform partnership allowing Now Fresh to support pet rescue and welfare organizations through donations.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nature's Variety (Instinct): Premium raw and freeze-dried and kibble pet food brand owned by AGROLAC. Directly comparable on raw/fresh ingredient narrative, freeze-dried and minimally processed product formats, and premium pricing tier.
• Go! Solutions: Sister brand under the Petcurean portfolio targeting premium functional pet food (digestive, skin/coat, hip/joint). Comparable as a Petcurean sibling with overlapping product architecture, distribution channels, and target consumer.
• Open Farm: Premium sustainably sourced kibble, wet, and raw pet food brand with strong DTC and specialty retail presence. Closely comparable on premium positioning, sustainability messaging, fresh-meat ingredient story, and life-stage/breed-size segmentation.
• Merrick Pet Care: Premium grain-inclusive and grain-free kibble plus wet food lines owned by Nestle Purina. Comparable on premium natural positioning, multi-format portfolio (dry/wet/treats), and broad life-stage and breed-size segmentation.
• Wellness Pet Food: Premium natural dog and cat food portfolio spanning dry kibble, wet, and grain-free SKUs across life stages. Comparable on product format breadth, life-stage segmentation, and placement in pet specialty retail.
• Acana: Champion Petfoods' flagship premium kibble and freeze-dried line emphasizing fresh meat and biologically appropriate formulas. Closest direct competitor on premium positioning, fresh-meat ingredient story, and global specialty retail presence.
• Canidae: Premium natural pet food brand offering kibble, wet, and treat lines across life stages and breed sizes. Comparable on premium natural positioning, multi-format portfolio, and specialty and mass retail distribution.
• Stella & Chewy's: Premium raw, freeze-dried, and minimally processed pet food brand now owned by Nestle Purina. Comparable on raw/fresh-meat positioning, freeze-dried and kibble formats, and DTC plus specialty retail distribution.
• Blue Buffalo: Mass-premium natural pet food brand (General Mills) offering dry, wet, and treat lines with life-stage and breed-specific formulas. Comparable on premium natural positioning, life-stage segmentation, and broad US retail distribution.
• Orijen: Premium dog and cat food brand from Champion Petfoods made with fresh regional ingredients in Alberta, Canada. Directly comparable as a Canadian-origin premium kibble and freeze-dried brand competing in the same fresh-meat-first positioning as Now Fresh.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xfacebook.com/nowfresh.petfood
• YouTubeyoutube.com/@nowfresh.petfood
• Facebookfacebook.com/nowfresh.petfood
• Instagraminstagram.com/nowfresh.petfood
• TikToktiktok.com/@nowfresh.petfood
• LinkedInlinkedin.com/company/now-fresh

Compliance6 records

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 Now Fresh