Seneca Trading Appointed New Pet Food General Manager
The supplier has hired Roger Lund to lead the growth of its North American pet food ingredient portfolio.
Updated on Sept. 29, 2026 in People
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Seneca Trading has appointed Roger Lund as the new general manager of its pet food division. Lund will oversee the expansion of the company's ingredient offerings for the North American market.
Why it matters
The hire signals an attempt to scale Seneca Trading's reach in the pet food supply chain by leveraging a leader with two decades of industry experience. This move aims to deepen the company's influence in the animal protein and agricultural ingredient sectors.
Roger Lund brings over 20 years of experience in global sourcing, sales, and supply chain management. He joins a firm that supplies agricultural ingredients to the pet food, livestock feed, and biorefining industries.
The players
Seneca Trading
An ingredient supplier for the livestock feed, pet food, and biorefining industries that operates through direct farm-to-processor sourcing relationships.
Roger Lund
An executive with over 20 years of experience in global sourcing, international sales, and supply chain management at companies including Mars and Bumble Bee.
The details
Seneca Trading manages its supply chain through direct relationships with farms and processing facilities. Lund is tasked with utilizing this sourcing model to broaden the company's North American ingredient footprint. His previous leadership roles included positions at Mars, Bumble Bee, Solid Gold, Nature's Variety, and Nulo.
Timeline
September 29, 2026: Seneca Trading announced the appointment of Roger Lund.
Market Landscape
This appointment follows the broader industry trend of the consolidation of vertical supply chains in the specialty pet food sector. The move underscores the competitive necessity for ingredient suppliers to tighten control over farm-to-processor sourcing models.
Operators in the pet food supply chain should monitor Seneca Trading's North American ingredient pricing and availability for potential competitive shifts. Procurement managers should review their own sourcing agreements to ensure parity with the company's direct-farm supply model.
The takeaway
Securing a veteran with experience in both global sourcing and specific pet food brands suggests a pivot toward aggressive expansion of North American ingredient market share. Managers should track new portfolio additions to benchmark against their own supplier performance metrics.
Further reading
For broader trends in executive leadership shifts, visit People.
Source note: This article includes information reported by Petfood Industry Community.
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