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DistributionBy The PetRetailNews Desk2 min readOctober 5, 2026
Pet Food Experts adds Finfare seafood line to national distribution roster
The deal went live October 1 and gives the Rhode Island seafood brand access to PFX's 12,000-store network.
Pet Food Experts announced October 1 that it will distribute Finfare, a seafood-focused pet treat and topper line, across all PFX regions. The deal gives the Rhode Island brand immediate access to PFX's network of more than 12,000 pet retail locations nationwide.
What Finfare brings to the PFX portfolio
Finfare makes treats and meal toppers from sashimi-grade salmon using what the company calls a Cold-Craft process, which combines cold smoking and freeze drying. The brand's parent company has decades of experience producing seafood for the human food industry and applies the same sourcing and processing standards to the pet line, according to the announcement.
The portfolio includes salmon skin strips, nuggets, bites, crumbles, and sprinkles for dogs and cats, plus a Wild Alaskan Salmon & Pollock Omega-3 Oil Drizzle packaged in a mess-free bottle. Pack sizes range from 1.3 ounces for cat treats to 9 ounces for dog formats.
Finfare won the 2026 Pet Innovation Award for Alternative Cat Treat of the Year, the company said.
The distribution angle for independents
For stores already ordering through PFX, Finfare is now one more line available through the existing account. Retailers avoid setting up a new vendor relationship, meeting a separate minimum, or coordinating a second delivery window. That consolidation value is what a national distributor sells, and it is why brands chase these deals.
For Finfare, the PFX partnership is the distribution shortcut. The brand goes from regional to coast-to-coast specialty overnight, with access to PFX's cold-chain network and parcel fulfillment. Pet Food Experts describes itself as the largest cold-chain service in the pet specialty channel, which matters for a brand built on freeze-dried and frozen formats.
PFX continues adding seafood and novel protein brands to its roster, and Finfare fits the pattern: premium positioning, human-grade sourcing story, award recognition, and formats that span treats and toppers. The category has been growing, particularly on the cat side, where fish-based products have always held share but are now moving upmarket.
What the announcement does not tell us: Finfare's sell-through data before the PFX deal, the brand's existing retail footprint, or what PFX's internal category review showed about seafood velocity that made this brand worth the slot. Those are the specifics that would tell a buyer whether this line is riding momentum or building it.
The product innovation is real. The drizzle bottle solves a genuine mess problem with fish oil pumps, and the Cold-Craft process is a differentiated claim in a category where most freeze-dried salmon looks identical on the ingredient deck. Whether that differentiation translates to repeat purchase is something every new topper faces, and PFX is backing this one. Retailers looking to stock Finfare can order through PFX Marketplace starting October 1.
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