Natural Pet Food Group, the New Zealand-based company behind K9 Natural and Feline Natural, has announced a significant partnership with Pet Valu, Canada’s largest specialty retailer of pet food and supplies. The collaboration will see the brands’ premium freeze-dried, canned, and supplement lines distributed nationwide, bringing science-backed, high-protein pet diets to a wider audience.
The partnership with Pet Valu is a milestone for Natural Pet Food Group as it aims to make its products more accessible to Canadian pet owners. Pet Valu’s extensive retail network, with more than 830 locations under several banners, provides a platform to introduce K9 Natural and Feline Natural to a broader customer base.
“As demand for health-focused pet foods continues to grow, Pet Valu is the perfect partner to help us expand our reach and impact,” said Michael Harrison, Sales Executive for Western Canada at Natural Pet Food Group. “Together, we’re empowering pet parents across Canada with access to nutritionally superior, high protein diets that support long-term health and vitality.”
The portfolio includes complete diets and targeted supplements designed to support pets with sensitivities, allergies, and chronic conditions. The products are made with ethically sourced proteins from New Zealand and formulated under the guidance of leading animal nutritionists.
Meeting a Rising Demand for Premium Pet Food
Pet food is one of the fastest-growing segments in Canada’s consumer goods market, driven by pet owners seeking better health outcomes for their animals. According to industry data, sales of premium and natural pet foods have outpaced traditional offerings, reflecting a shift toward transparency, sustainability, and ingredient quality.
Natural Pet Food Group’s focus on ethically sourced proteins and science-based recipes positions it to meet this growing demand. By partnering with Pet Valu, which is known for its knowledgeable in-store staff and community presence, the company is betting that Canadian consumers will respond to products that combine convenience with high nutritional value.
Founded in Toronto in 1976, Pet Valu has become a publicly traded company (TSX: PET) and a leading retailer for pet owners across Canada. The company operates under banners including Bosley’s by Pet Valu, Total Pet, Paulmac’s Pets, and Tisol Pet Nutrition & Supply, serving both urban and rural communities.
With over 7,000 products in its assortment and a mix of corporate-owned and franchised stores, Pet Valu is known for its in-store “Animal Care Experts” who provide guidance on nutrition and wellness. The company also supports adoption events, health programs, and fundraising efforts, having raised more than $32 million for animal charities and helping over 51,000 pets find homes since 2010.
Building on North American Growth
The collaboration with Pet Valu follows Natural Pet Food Group’s recent expansion in the United States through a partnership with Pet Food Experts (PFX). Together, these efforts underline the company’s mission to make high-quality nutrition accessible to pet parents across North America.
For Natural Pet Food Group, the Canadian rollout represents both a business opportunity and a step toward shaping the future of pet health. The company’s leadership has emphasized its commitment to providing products that not only nourish but also improve the overall well-being of pets.
The Pet Valu partnership positions K9 Natural and Feline Natural as key players in the competitive Canadian pet food market, where consumer expectations continue to rise. With Pet Valu projecting between $1.17 and $1.2 billion in revenue for 2025, and with its ongoing expansion into new markets, the retailer offers a platform for sustained growth.
