New distributor The Petfellas has been launched, with the bold promise to “redefine brand-led distribution in the UK pet industry”.
The new operation is headed up by Gerard O’Mahony, who brings over six years of experience in the specialist pet industry, including a term as managing director of Pedigree Wholesale. The venture is owned and backed by The FoodFellas, a food importer and distributor serving the foodservice market across the UK and Ireland.
Supporting O’Mahony will be Chris Simmons as Head of Pet, as well as more than 40 professionals across marketing, supply chain, technical, and customer service functions, as well as an operational infrastructure and integrated digital platforms from its parent company. The distributor maintains this will facilitate customer ordering, account management and ensure scalable operations and efficient next-day delivery services from the new year.
The PetFellas is aiming to empower emerging and challenger pet brands looking to grow their business in the UK, with a focus on the specialist pet market, through a “LID” framework, described as Limited brand focus, Investment in marketing, and Demand creation. The company claims to have a pipeline of brands, including premium treats and chews, dog and cat food and toys ready to launch over the coming months.
The first brand to throw its support behind the new venture is Earth Animal which has appointed The PetFellas as its exclusive UK distributor. Following a transitional phase, Earth Animal will be available at www.thepetfellas.co.uk from October 20. Established distributor Pedigree Wholesale will continue supplying remaining stock until January 31, 2026.
The PetFellas aims “to become a significant player in the UK pet space within three years”, says the company, with “a roadmap that includes partnerships with new brands, OEM manufacturing, and strategic acquisitions”.
O’Mahony said: “The PetFellas is the culmination of everything I’ve learned in this industry.
“I’m incredibly excited to lead a venture that’s passionate about pets and professional about business. We’re building something different, giving brands the platform they deserve and retailers the support they need. The PetFellas sets itself apart from the traditional wholesaler model, where we want to build brands, story tell on their behalf and most importantly focus on getting the brands into consumers hands through our retail partners. The energy, innovation, and commitment behind this launch are extraordinary, and I can’t wait to see the impact we’ll make together.”
Graham Hillier, managing director of The FoodFellas, added: “We’re absolutely thrilled to support the launch of The PetFellas.
“This venture brings the same energy, innovation, and partnership focus that have driven our success in foodservice and we’re excited to help redefine how pet brands grow and thrive in the UK market.”
