This is the preserved partners audience version of this release. It is part of the ALRT story background.
ALRT — Distribution and Retail Partnership Opportunities in the First Responder Market
This release was issued as part of the ALRT First Responder Distribution story. It reflects how ALRT described this event at the time. The story has since been updated — see the current editorial coverage at the link below.
WPG Brands Inc. is seeking distribution, supply, and retail partners for ALRT — the non-nicotine energy pouch built for first responders.
The market: Canada has roughly 75,000 police officers (Statistics Canada, 2025), 125,000 firefighters (Canadian Association of Fire Chiefs National Fire Census), and 30,000+ paramedics. These professionals represent a captive, underserved consumer segment. Existing energy products were not built for shift-based, high-consequence operating environments. ALRT was.
Distribution opportunities:
Direct-to-department bulk supply for police services, fire departments, and EMS organizations. Canteen and commissary placement in emergency service facilities. Specialty retail placement in uniform supply, first aid, and occupational health channels. Corporate wellness and employee benefit programs for first responder organizations.
Current model: ALRT is operating DTC through stayalrt.ca. WPG is seeking direct-to-department wholesale partnerships as the primary way to grow beyond DTC.
For partnership inquiries: patrick@wpgbrands.com
This is the partners audience version from the ALRT public record, issued as part of ALRT First Responder Distribution. It is preserved here as background context. For current editorial coverage, see the ALRT First Responder Distribution page.