Alfred C. Fuller was born on an Annapolis Valley farm in Welsford, Kings County, Nova Scotia, Canada.

[3] A self-described country bumpkin, he felt his success was attributed to his farm-boy charm, his ability to make his customer feel comfortable and his full money-back guarantee.

[2] In 1932 Fuller married Mary Primrose (Pelton) from Yarmouth, Nova Scotia, Canada at New York City.

[6] Alfred's sons would take over the business in the capacity of president; Howard, led the company from 1943 until his death in an automobile accident in 1959,[7] at which time Avard took over the helm until 1969.

In 1996, Primrose donated the house, at 20 Collins Street, to the Yarmouth County Museum where it has been restored and is open to the public.

[11][12] Fuller was initiated to the York Rite of Freemasonry,[13][14][15] till his elevation to the highest degree of Grand Master.

He is buried at Pleasant Valley Cemetery in Somerset, Nova Scotia, approximately 4 kilometres (or 2.5 miles) from his birthplace.