Who We Are

In 2014, inspired by the desire to bring new and innovative products to the United States equestrian market, Seadog Trading, Inc was formed. The founders believed that in an industry centered on equine performance and wellness, the availability of new technologies and access for boutique brands was critical in encouraging diversification, healthy competition and product availability. In 2017, Seadog Canada Import & Export, Inc was formed to service the Canadian market. In 2019 both companies expanded into the pet industry, and in 2020 Seadog Canada was rebranded as Pepperfox Canada, adding marketing and market growth strategy to its service roster.

The mission of Seadog Trading is simple: to provide innovative brands with seamless access to new markets in the US. Our values are: to earn and maintain loyal relationships, develop successful market entry and growth strategies, and offer exceptional communication and customer service. We believe our brands and dealers have very important roles in the consumer retail channel, and we are proud to showcase their products and stories to the consumer market.

Our brand relationship starts well before market entry. We provide thorough market research to support new brands in their pricing and branding strategies. Market competition is assessed, as is brand strength, and an entry plan is developed to ensure each brand is represented and serviced in the way that best suits their goals and budget. We operate on a "small but mighty" operating philosophy, providing authentic service, flexibility in servicing both dealer and consumer channels, and a family run culture supported by highly efficient service.