Case study: How Loona Products accelerated its growth in the Canadian veterinary market through an integrated partnership

The challenge

Loona Products, a Quebec-based Canadian manufacturer specializing in animal-safe disinfectant and cleaning products, sought to accelerate its growth in the veterinary market and expand its presence across Canada.

While the company offered an innovative product portfolio, it faced several challenges commonly encountered by growing manufacturers:

• Increasing brand visibility among veterinary clinics;

• Expanding into new geographic markets;

• Gaining access to a broad network of potential customers;

• Maximizing commercialization efforts while remaining focused on product development.

Loona Products was looking for a partner that could go beyond traditional distribution and actively contribute to building its brand among animal health professionals.

The approach

By leveraging CDMV’s national network and commercialization capabilities, Loona Products benefited from an integrated strategy designed to increase visibility and facilitate product adoption within veterinary clinics.

This approach included:

• Access to CDMV’s distribution network serving thousands of animal health professionals across Canada;

• Enhanced visibility on CDMV’s digital platforms;

• Product promotion through targeted customer communication and sample campaigns;

• Exposure at veterinary conferences and industry events;

• Ongoing support to strengthen market development and brand awareness;

• Distribution of educational content on CDMV CAMPUS to facilitate knowledge transfer, promote the benefits of Loona's product portfolio and protocols, and position Loona as a trusted expert in disinfection and cleaning solutions for the veterinary industry.

By combining distribution, marketing, and knowledge sharing, Loona Products was able to effectively reach both existing customers and new markets across Canada, while helping veterinary teams better understand the benefits of its product portfolio.

The results

This partnership enabled Loona Products to accelerate its penetration of the veterinary market and increase its visibility among animal health professionals across the country.

Through the combination of CDMV’s distribution network and targeted promotional initiatives, the company strengthened its presence in markets where it had previously been less established while driving a 50% sales growth within the veterinary channel.

The visibility generated through digital platforms, customer communications, and industry events helped increase awareness of the Loona brand and its products among key decision-makers in the veterinary sector.

Key success factors

The success of this collaboration was built on several key elements:

• A national network providing access to the entire Canadian market;

• A deep understanding of veterinary clinic needs;

• An effective combination of distribution and commercialization services;

• Consistent engagement with industry professionals;

• A strategy aligned with the manufacturer's growth objectives.

Conclusion

For animal health manufacturers, growth often requires more than simply making products available.

The ability to reach the right audiences, build brand awareness, and create meaningful engagement opportunities with industry professionals can have a significant impact on commercial performance.

Loona Products’ experience demonstrates how a partner that combines a broad distribution network with strong commercialization capabilities can play a pivotal role in accelerating growth and supporting expansion into new markets.