What Raw Elements Inc. does

Raw Elements Inc. is a privately held Canadian wholesale distributor of natural health products, supplements, functional foods, and personal care items, headquartered in Rockwood, Ontario. Founded in 2005 by Dawn Vickery after she encountered the superfood category in California in 2001, the company has operated continuously for over 20 years and is co-owned by Dawn Vickery and Brent Vickery (who joined in 2011). The business serves more than 3,000 retail accounts across Canada, spanning independent health food stores, national chain retailers, healthcare practitioners, and foodservice professionals. It distributes a catalog of 500+ SKUs from approximately 25-40 brand suppliers, including Four Sigmatic, E3Live, BIOptimizers, Dandy Blend, Giddy Yo, Active Green Pro, Lakanto, and Sum Good Foods.

The core product is the wholesale distribution platform itself: a B2B ordering infrastructure that allows approved retailers to purchase curated natural health products at wholesale prices with a $150 minimum order, tiered regional shipping, and Net 30 credit terms for approved accounts. The company's underlying technology is a standard e-commerce storefront (login-gated pricing and checkout) rather than a proprietary platform; the differentiated asset is the Health Canada Site License that permits the company to manufacture, package, label, import, and store Natural Health Products in compliance with NHP regulations, including NPN licensing and CFIA requirements.

Revenue is generated through traditional wholesale margins: Raw Elements purchases from brand suppliers at wholesale prices and resells to Canadian retailers at a markup, with pricing concealed behind login. The company does not sell direct to consumers. Go-to-market relies on a national sales team serving large chain accounts and regional independents, supplemented by trade show presence at CHFA Toronto and Vancouver, email newsletters, and SEO-optimized brand landing pages. The company is profitable on a founder-owned basis with no external institutional investment and no disclosed plans for a capital raise or exit.

Name

Raw Elements Inc.

Legal name

Raw Elements Inc.

Website

https://rawelements.ca

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Raw Elements Inc. is a Canadian wholesale distributor of natural health products, supplements, and functional foods, serving over 3,000 retailers, healthcare practitioners, and foodservice professionals across Canada with 500+ SKUs from 25+ brand suppliers.

Ownership category

akta.pro rank

Product category

Natural Health Products Wholesale Distribution

NAICS

Other Farm Product Raw Material Merchant Wholesalers (424590)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

akta.pro secondary industries

Organic & Natural Packaged Grocery Wholesale (AFAIAJAB), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Wholesale distribution
• Natural health products
• Supplements distribution
• Functional foods wholesale
• Organic products supply

Headquarters

HQ city

Rockwood

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale distribution of natural health products: Raw Elements generates revenue by purchasing natural health products, supplements, functional foods, and personal care items from brand suppliers at wholesale prices and reselling them to Canadian retailers (independent health stores, national chains, foodservice operators) at a margin. The business model is a traditional wholesale distribution model with volume-based ordering.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Raw Elements is a Canadian wholesale distribution platform that purchases natural health products, supplements, functional foods, and personal care items from approximately 25 partner brand suppliers and resells them to over 3,000 Canadian retailers, healthcare practitioners, and foodservice professionals. The company operates a national sales team supported by an online B2B ordering platform and holds a Health Canada Site License to manufacture, package, label, import, and store Natural Health Products in Canada.

Product overview

Raw Elements Inc. operates as a Canadian wholesale distribution platform for natural health products, supplements, and functional foods. The company serves over 3000 retail stores across Canada with a portfolio of 500+ products distributed in partnership with 25+ brand suppliers. Their product portfolio spans multiple categories including Beverages & Mushrooms (coffees, teas, mushroom elixirs), Proteins (plant-based, collagen, mushroom proteins), Supplements & Greens (adaptogens, brain health, immune support, greens superfoods), Pantry & Snacks (baking ingredients, chocolate, nuts, sweeteners), and Bulk ingredients (organic cacao products, coconut oil). Key distributed brands include Active Green Pro (plant-based proteins and greens), BIOptimizers (digestive enzymes and probiotics), Dandy Blend (dandelion coffee substitute), E3Live (blue-green algae superfood), Four Sigmatic (functional mushroom products), Giddy Yo (organic superfoods and chocolates), Lakanto (monkfruit sweeteners), and Sum Good Foods (electrolyte products). The platform offers online ordering for wholesale customers with regional shipping across Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Raw Elements Wholesale Distribution Platform Canadian B2B wholesale distribution platform serving retailers, healthcare practitioners, and foodservice professionals with 500+ natural health products, supplements, and functional foods distributed to over 3,000 stores nationwide. Includes online ordering, national sales team support, and Health Canada Site License-backed regulatory compliance for Natural Health Products.
• Active Green Pro A premium Canadian plant-based protein and greens product line distributed to retailers across Canada, including fermented vegan proteins, daily greens boosts, and targeted formulas for energy, vitality, brain health, immune support, and detoxification.
• BIOptimizers A health optimization brand offering MassZymes (full-spectrum enzyme formula) and P3-OM (enhanced probiotic formula) designed to support biological optimization and digestive health, distributed to Canadian retailers through Raw Elements' wholesale platform.
• Dandy Blend An instant dandelion beverage and herbal coffee substitute offering the health benefits of dandelion with the rich flavor of real coffee; macrobiotic, gluten-free, and caffeine-free. Available in bulk packaging (100 to 454 servings) through Raw Elements' wholesale channel.
• E3Live Wild-grown AFA blue-green algae harvested from Klamath Lake, Oregon, marketed as a nutrient-dense superfood supporting physical vitality, mental clarity, and emotional balance, distributed across Canada through Raw Elements.
• Four Sigmatic Functional mushroom products distributed across Canada including coffee mixes, elixirs, lattes, and ground coffees infused with mushroom extracts (Lion's Mane, Chaga, Reishi) for brain function, immune support, and relaxation.
• Giddy Yo Organic superfoods, peacefully pure chocolates and coffees, functional superfoods, and body-care products ethically produced and carefully crafted, distributed to Canadian retailers through Raw Elements.
• Lakanto Monkfruit-based sugar substitutes (Classic White and Golden varieties) with zero net carbs, zero calories, and zero glycemic impact, targeting keto, diabetic, paleo, and low-sugar diet consumers. Distributed across Canada through Raw Elements' wholesale platform.
• Sum Good Foods Electrolyte freeze pops made with undiluted fruit juices (apple, blueberry, cranberry) containing no dyes, added sugars, or natural flavoring, made with Canadian-grown fruit, distributed across Canada through Raw Elements.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Four SigmaticcoreChannel Partner/ Reseller/ DistributorFour Sigmatic is a key brand partner distributed by Raw Elements in Canada. Products include mushroom coffees, elixirs, matcha lattes, and cacao mixes featuring functional mushrooms (Lion's Mane, Chaga, Reishi). Raw Elements serves as the exclusive or primary Canadian wholesale distributor for Four Sigmatic products.
• E3LivecoreChannel Partner/ Reseller/ DistributorE3Live is a pioneering brand specializing in wild-grown AFA blue-green algae harvested from Klamath Lake, Oregon. Distributed by Raw Elements across Canada, E3Live products include nutrient-dense superfood supplements. Note: E3Live is not permitted to be sold on Amazon per Raw Elements' MAP policy.
• BIOptimizerscoreChannel Partner/ Reseller/ DistributorBIOptimizers, partly founded by a 3X natural bodybuilding champion, offers health optimization supplements including MassZymes (full-spectrum enzyme formula) and P3-OM (patented probiotic). Raw Elements distributes BIOptimizers products in Canada. Note: BIOptimizers is not permitted to be sold on Amazon per Raw Elements' MAP policy.
• Dandy BlendcoreChannel Partner/ Reseller/ DistributorDandy Blend produces instant herbal coffee substitute beverages made from roasted barley, rye, chicory, and dandelion root extracts. Available in bulk packaging (100 to 454 servings) through Raw Elements' wholesale channel. Note: Dandy Blend is not permitted to be sold on Amazon per Raw Elements' MAP policy.
• Giddy YocoreChannel Partner/ Reseller/ DistributorGiddy Yo offers organic chocolates, superfoods, and body care products. Raw Elements distributes Giddy Yo's peacefiul pure chocolates, coffees, functional superfoods, and body care across Canadian retailers.
• Active Green ProcoreChannel Partner/ Reseller/ DistributorActive Green Pro is a Canadian brand distributed by Raw Elements offering plant-based protein powders, green superfood supplements, and fermented vegan proteins. Products include Vegan Protein + Greens Powder, Daily Greens Boost, and Immune/Energy/Vitality formulations.
• LakantominorChannel Partner/ Reseller/ DistributorLakanto produces monkfruit-based sweeteners (Classic White, Golden) distributed by Raw Elements in Canada. Products target keto, diabetic, paleo, and low-sugar diets.
• Sum Good FoodsminorChannel Partner/ Reseller/ DistributorSum Good Foods (Moncton, NB) produces electrolyte freezie products made from undiluted fruit juices. Raw Elements distributes these products across Canada.
• Health CanadacoreOthersRaw Elements operates under a valid Site License from Health Canada for manufacturing, packaging, labelling, importing, and storing Natural Health Products. All distributed NHPs require Health Canada NPN (Natural Product Number) licensing for sale in Canada.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Purity Life Health Products: One of Canada's largest wholesale distributors of natural health products, supplements, and wellness brands to retailers across Canada. Direct overlap with Raw Elements in supplier portfolio (e.g., Four Sigmatic-class brands), NHP regulatory expertise, and B2B retailer coverage.
• SISU Health: Canadian distributor of premium natural health supplements and vitamins, serving Canadian retailers with a comparable category mix and B2B distribution model.
• Prairie Naturals: Canadian natural products brand and distributor selling supplements, superfoods, and personal care to health retailers across Canada. Direct overlap in categories and distribution channel.
• Naka Herbs & Vitamins: Canadian distributor of herbal and natural health products to retailers and health practitioners nationally. Comparable B2B model, category mix, and Canadian regulatory positioning.

Broad incumbents

• Flora Manufacturing & Distributing: Canadian manufacturer and distributor of natural health products and supplements with nationwide distribution to health-food retailers. Larger, vertically integrated competitor offering overlapping NHP categories and competing for the same Canadian retail accounts.
• CanPrev Natural Health Products: Canadian practitioner-focused natural health brand with broad retail distribution in Canada. Overlaps with Raw Elements in targeting health retailers and practitioners with premium NHP SKUs.
• Genuine Health: Canadian natural health brand owner with distribution across Canadian retailers in supplements and functional foods. Comparable product mix and channel to Raw Elements' distributed brand portfolio.
• AOR (Advanced Orthomolecular Research): Canadian practitioner-grade supplement brand distributed nationally to retailers and health practitioners. Comparable channel and customer overlap with Raw Elements' practitioner segment.
• Natural Factors (Factors Group of Nutritional Companies): Vertically integrated Canadian natural products manufacturer and distributor with a broad brand portfolio distributed to Canadian health retailers. Comparable in serving the same natural-products channel with overlapping supplement and functional-food SKUs.

Emerging players

• Preferred Nutrition: Canadian distributor of natural health and supplement brands to health-food retailers. Smaller scale but directly comparable product portfolio and channel focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/raw-elements-inc.

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Raw Elements Inc.