Seneca Trading Fortifies Pet Food Division with Industry Veteran Roger Lund as General Manager

By Pet Age Staff & Industry Analysis Desk
Published: September 29, 2026

Main Facts

In a strategic move designed to capitalize on shifting consumer demands and accelerate corporate expansion, Seneca Trading has officially announced the appointment of Roger Lund as its new General Manager – Petfood. In this pivotal leadership role, Lund will spearhead the rapid growth of the company’s pet food division, focusing heavily on scaling Seneca’s sustainable ingredient portfolio. His primary mandate is to support North American pet food manufacturers as they navigate an increasingly complex regulatory landscape, demanding supply chains, and a consumer base that prioritizes ecological responsibility alongside optimal pet nutrition.

Lund brings to Seneca Trading more than two decades of elite, hands-on experience in global sourcing, international sales execution, and end-to-end supply chain management. His illustrious career is marked by tenure at some of the most recognized and influential brands in the pet food and consumer packaged goods (CPG) sectors, including Mars, Bumble Bee, Solid Gold, Nature’s Variety, and Nulo.

The announcement comes at a transformative time for the pet care industry. As sustainability transitions from a marketing buzzword to an operational necessity, ingredient suppliers are under mounting pressure to deliver transparent, eco-friendly, and nutritionally dense components. Seneca Trading—a prominent provider of agricultural ingredients and animal protein solutions for the livestock feed, pet food, and bio-refining industries—has positioned Lund at the helm of this division to ensure the company remains at the bleeding edge of these market shifts. By leveraging direct relationships with farms and processing facilities, Seneca aims to utilize Lund’s expertise to streamline its transparent supply chain, driving efficiency and minimizing waste across the board.

Chronology of Leadership and Industry Evolution

To understand the weight of Roger Lund’s appointment at Seneca Trading, it is necessary to examine both his professional trajectory and the chronological development of the sustainable pet food sector over the last twenty years.

The Foundation Years (Late 1990s – Early 2000s)

During the early stages of Lund’s career, the pet food industry operated under a vastly different paradigm. The market was largely dominated by mass-market commodity feeds, and global sourcing was viewed primarily through the lens of cost-efficiency rather than sustainability or traceability. As Lund entered the supply chain and international sales arenas, he bore witness to the initial globalization of ingredient sourcing. Working within large-scale food and pet care ecosystems, including his formative experiences at global giants like Mars, Lund developed a comprehensive understanding of how raw materials move from remote agricultural origins to commercial manufacturing facilities.

The Premiumization Wave (2010s)

The subsequent decade marked a massive pivot in consumer behavior. Pet owners increasingly began to view companion animals as full family members—a phenomenon commonly referred to as the "humanization" of pets. This cultural shift catalyzed the "premiumization" wave, during which brands like Nature’s Variety, Solid Gold, and later Nulo gained immense market share by offering grain-free, high-protein, and biologically appropriate diets.

During this era, Lund was actively involved in steering supply chains and international sales strategies for several of these high-growth brands. Navigating the stringent quality controls, shifting regulatory frameworks, and specialized sourcing requirements demanded by premium pet food manufacturers sharpened his ability to forecast supply chain bottlenecks, secure ethical and sustainable ingredients, and foster long-term partnerships with agricultural producers.

The Sustainability Mandate and Seneca’s Ascent (2020s – Present)

Entering the post-pandemic era, the pet food industry faced unprecedented logistical challenges, inflation, and a stark awakening regarding climate change. Modern consumers no longer just want high-protein kibble or wet food; they demand to know the carbon footprint of their pet’s diet, the ethical treatment of farm animals, and the circularity of the packaging and ingredients used.

Seneca Trading recognized this industry-wide maturation. Positioned as a direct bridge between agricultural producers, processors, and manufacturers, Seneca built its reputation on efficiency, waste reduction, and enhanced nutritional yields. However, scaling a sustainable ingredient portfolio requires elite leadership capable of anticipating global macro-trends. Enter Roger Lund. By bringing in an executive who has spent over twenty years on both the manufacturing/brand side (Mars, Nulo, Nature’s Variety) and the supply-chain execution side, Seneca Trading has effectively bridged the gap between farm-level realities and brand-level sustainability goals.

Supporting Data & Market Dynamics

The strategic timing of Roger Lund’s hiring is underscored by robust market data highlighting the explosive growth and structural evolution of the global and North American pet food ingredient sectors.

North American Pet Food Market Overview

According to recent industry analytics, the North American pet food market valuation continues to climb at a steady compound annual growth rate (CAGR), projected to surpass tens of billions of dollars over the next decade. Within this macroeconomic environment, the demand for specialized, functional, and sustainable ingredients is outpacing traditional commodity inputs by a significant margin.

• Sustainability as a Purchase Driver: Market research consistently shows that over 60% of modern pet owners actively seek out pet food brands that utilize sustainable sourcing, eco-friendly packaging, and upcycled or lower-carbon ingredients.
• Supply Chain Resilience: Supply chain disruptions experienced globally over the past five years have forced pet food manufacturers to re-evaluate their supplier networks. Companies are shifting away from opaque, multi-tiered broker systems in favor of direct-relationship suppliers like Seneca Trading, which maintain transparent ties to farms and processing plants.
• Protein and Agricultural Solutions: The market for high-grade animal proteins and functional agricultural ingredients is experiencing a supply crunch, driven by rising feed costs, climate-related agricultural shifts, and stricter environmental regulations. Sourcing executives with deep global networks—such as Lund—are vital for securing reliable volumes without compromising on sustainability metrics.

Seneca Trading’s Operational Footprint

Seneca Trading operates within a unique niche of the agricultural and pet food supply chain ecosystem. Unlike traditional brokers who act merely as transactional middlemen, Seneca maintains direct, foundational relationships with agricultural producers and processing facilities.

• Waste Reduction & Upcycling: A cornerstone of Seneca’s business model is the recovery and repurposing of co-products and agricultural outputs, converting what might otherwise be waste into high-value livestock feed and pet food ingredients.
• Nutritional Enhancement: By focusing on nutrient-dense animal proteins and agricultural solutions, Seneca enables manufacturers to formulate recipes that optimize animal health, digestion, and longevity.
• Traceability: In an era defined by food safety alerts and consumer skepticism, Seneca’s streamlined supply chain guarantees end-to-end traceability, a feature that has become non-negotiable for premium North American pet food brands.

Official Responses and Executive Insights

The leadership team at Seneca Trading, alongside newly appointed General Manager Roger Lund, have shared candid insights regarding the strategic vision behind this high-profile hire and what it signals for the future of the company’s pet food division.

Michael Gill on the Strategic Appointment

Michael Gill, General Manager of Feed Ingredients at Seneca Trading, expressed immense enthusiasm regarding the integration of Lund into the corporate structure.

"We are extremely excited to bring Roger on board to build up our portfolio of ingredients for the pet industry," stated Gill.

"We are incredibly proud to have someone of his caliber and influence in the industry on our team, and we look forward to the leadership and vision he will bring to our expanding operations."

Gill’s remarks emphasize a deliberate effort by Seneca Trading to elevate its internal expertise. By recruiting an executive who has navigated the boardrooms and supply chains of multi-national conglomerates and agile disruptors alike, Seneca is signaling to the broader pet food manufacturing community that it is fully equipped to handle complex, large-scale, and high-standard ingredient demands.

Roger Lund on Culture and Corporate Philosophy

Reflecting on his transition to Seneca Trading, Roger Lund highlighted the unique cultural attributes of the privately owned business as a primary driving factor in his decision to accept the role.

"I’m incredibly excited to join such a down-to-earth, privately-owned business, one that deeply values treating people well while delivering quality ingredients every time," Lund remarked.

"This culture aligns with my own belief in building strong, respectful relationships and ensuring every customer is satisfied."

Lund’s statement touches upon an essential dichotomy in modern corporate growth: the balance between scaling aggressively and maintaining ethical, relationship-driven business practices. In an industry often dominated by faceless conglomerates, Seneca Trading’s identity as a privately owned, relationship-centric enterprise provides a distinct competitive advantage—one that Lund intends to leverage as he expands the sustainable ingredient portfolio.

Implications for the North American Pet Food Industry

The appointment of Roger Lund as General Manager – Petfood at Seneca Trading carries wide-ranging implications for North American pet food manufacturers, agricultural producers, and the broader supply chain ecosystem.

1. Accelerated Innovation in Sustainable Ingredients

With Lund orchestrating the expansion of Seneca’s sustainable portfolio, pet food manufacturers can expect an influx of innovative ingredient options. As brands race to meet corporate social responsibility (CSR) goals and consumer eco-demands, having a reliable supplier capable of delivering upcycled proteins, responsibly sourced agricultural outputs, and low-carbon feedstocks will be a game-changer. Lund’s background with trendsetting brands like Nulo and Nature’s Variety gives him unique insight into what emerging formulations require to succeed on retail shelves.

2. Strengthening Supply Chain Transparency

The pet food industry has faced persistent calls for absolute transparency regarding ingredient origins. Seneca’s direct-to-farm model, combined with Lund’s expertise in global sourcing and logistics management, creates a fortified supply chain network. Manufacturers partnering with Seneca will likely benefit from reduced geopolitical and environmental supply risks, ensuring steady production schedules even during broader macroeconomic volatility.

3. Heightened Competitive Pressures Among Ingredient Suppliers

As Seneca Trading expands its footprint under veteran leadership, competitor ingredient suppliers will be forced to elevate their own sustainability and transparency standards. The bar has been raised. Suppliers can no longer rely solely on basic commodity distribution; they must emulate Seneca’s model of direct producer relationships, waste reduction, and high nutritional yield to remain competitive in the North American market.

4. Cultural Synergy and Industry Talent Retention

Finally, Lund’s migration from major multinational CPG companies to a privately owned, relationship-driven firm like Seneca Trading underscores a broader professional trend. Industry veterans are increasingly seeking out agile, values-driven organizations where their strategic vision can make an immediate, tangible impact without getting bogged down by bureaucratic red tape. This cultural alignment bodes well for Seneca’s ability to attract top-tier talent across other divisions in the future.

Conclusion

Roger Lund’s appointment as General Manager – Petfood at Seneca Trading marks a defining milestone for both the executive and the company. By uniting decades of top-tier global supply chain experience with Seneca’s robust, farm-to-manufacturer infrastructure, the organization is uniquely positioned to lead the next wave of sustainable evolution in the North American pet food industry. As manufacturers face mounting pressures to deliver eco-friendly, highly nutritious, and fully transparent products, Seneca Trading—fortified by Lund’s leadership, vision, and relationship-driven ethos—stands ready to meet the moment.