While some companies hit pause, Wakefield Canada is pressing forward with a larger footprint, new talent, and ambitious plans for the future.

At a time when some companies are scaling back operations and others are adopting a wait-and-see approach to business, Wakefield Canada is moving ahead with bold plans, new offices, and a larger warehouse facility.

In recent months, Wakefield relocated to a new 165,000 square foot warehouse facility in Meadowvale, Ontario. Their new warehouse and their newly-built office facility (just across the street) will significantly increase the company’s capacity and ability to serve their customers across Canada. Wakefield’s manufacturing plant, which produces 90% of the products for the Canadian market, remains in Etobicoke.

Last year, when the move to this new location was first announced, Wakefield Canada President Dave Fifield noted that the new location would lead to expansion of the business, resulting in new Jobs for Canadians, as the company continues to grow their business and market share.

Fast-forward to the summer of 2026, and not only is Wakefield Canada increasing the size of their team, but according to Fifield, it’s the people who are making a difference, and it’s thanks to them that Wakefield Canada continues to go from success to success.

With that in mind, here’s a quick look at some of the key members of the Wakefield Canada team, and the opportunities they’re pursuing as the brand continues to grow.

Anthony Stadelman

For more than three decades, Anthony Stadelman, Vice President of Marketing for Wakefield Canada has witnessed the evolution of the Canadian lubricants business from the ground floor, quite literally.

Stadelman, who began his career with the former Castrol Canada in an entry-level support role, has been with the company for over 35 years, started off in a “Joe Friday” role, to use his words. “I would make coffee for the guys in the plant, grab the mail from the post office, and even stock the bathrooms,” he says. “These were humble beginnings.”

To say that Stadelman is humble would be an understatement. He has a Masters degree in Science and Genetics. “But it’s very hard to find a job in genetics, unless you want to clean test tubes,” he laughs.

His career with the company has seen Stadelman handle a variety of responsibilities, including product management and trade marketing. “I love the people, I love the industry, I love the brand and I love the company,” he says.

With a career that spans almost four decades, he has seen Wakefield grow into the success we see today. “We are a privately-owned entrepreneurial company that’s focused on Canada,” he says. “We fundamentally believe that investing in the brand and building trust with consumers not only generates value for Wakefield, but for our customers as well.”

With that in mind, Stadelman believes that Wakefield’s new facilities will allow the company to better service their existing and future customers. The bigger warehouse, for starters, will allow Wakefield to carry more stock. “We outgrew our old facilities,” he says, “and with SKUs proliferating, the extra warehouse space makes a big difference. It allows us to get product to our customers in a more efficient and timely manner.”

Donny Braga

Donny Braga joined Wakefield Canada four years ago, but he’s been in the automotive industry for almost two decades, working on both sides of the Canada/ U.S. border. “My whole career has been in marketing,” he says, “and I was attracted to the company because of the strength of the brand.”

Recently, Braga took on a new role as Wakefield’s Strategic National Account Manager – CTC. “I’m excited to handle the Canadian Tire account,” he says. “They’re one of our biggest customers, and I’m excited about this new phase of my career.”

A go-getter by nature, Braga is looking forward to presenting Canadian Tire with new opportunities, and then testing his ideas in the market to see if consumers have an appetite for his innovations.

He offers, as an example, the launch of EDGE 0W8 here in Canada—a project Braga personally spearheaded. “Even though this is next-generation motor oil, I had to overcome a lot of challenges with BP in order to get it approved for market here in North America,” he explains. “We led the development of EDGE 0W8, and we had to get different formulations, different specifications and different approvals. But we made it happen, and I’m proud to be able to say that it’s available at Canadian Tire as of last September.”

“We fundamentally believe that investing in the brand and building trust with consumers not only generates value for Wakefield, but for our customers as well.”

– Anthony Stadelman, VP Marketing, Wakefield Canada

Laurence Serchuk

One of the newest members of the Wakefield Canada team is Laurence Serchuk, who was hired just a few months ago, and is currently the National Accounts Manager focused on the Mr. Lube & Tires account.

Although new to Wakefield, Serchuk is a seasoned pro with more than two decades experience in the oil, gas and automotive industry. His experience and expertise will be put to good use since Serchuk is responsible for onboarding the more than 180 Mr. Lube & Tires stores across Canada.

Although Mr. Lube & Tires has been a Wakefield customer for years, the national chain now has an exclusive bulk relationship with Wakefield as their primary supplier, as well as a virtually exclusive packaged goods deal.

Speaking of the big task at hand, Serchuk notes, “It has to be a well-oiled machine. We need to make sure they have enough product, that each store is up-to-date with all our promotions, and that our objectives line up with theirs. It’s a huge project.”

Wakefiled VP, Anthony Stadelman explains how important the Mr. Lube & Tires account is to Wakefield: “To put it in perspective, it represents a 20% increase in Wakefield’s overall business volume, and if we look at bulk only, then it’s closer to 40%,” he says.

Serchuk admits that this is a big responsibility, but he’s not one to shy away from the challenge. “It is a lot of weight on my shoulders,” he admits, “but that’s one of the reasons I joined the team. I’m looking forward to a new challenge, and I know that Wakefield has a solid plan in place for growth in the future. These are exciting times.”

Jeff Brown

Another newcomer to the Wakefield team is Jeff Brown, VP of Automotive Sales for the company. Brown has a solid history in the oil and automotive industry, including a number of years with some of the biggest players in the business, including Shell and Petro-Canada.

He says he was eager to join the Wakefield team because the brand is so well respected. “Wakefield has a best-in-class reputation in the oil industry, and the Castrol brand is number one in Canada,” he says. “So the chance to work with these brands is exciting—as is the fact that this is a Canadian company, through and through.”

Brown looks after all the automotive business, which includes retail sales with chains like Walmart, Home Hardware and Canadian Tire; franchised dealerships; aftermarket shops; and quick-lube locations.

“It’s a big role, and it keeps me very busy,” he adds, “but it’s also very exciting.”

Having working for major oil brands, Brown is very familiar with the way they do business, and is refreshed by the contrast he sees at Wakefield. “While ‘big oil’ is reducing staff and managing their head count, Wakefield is growing,” he says. “We are pursuing opportunities in the market, hiring new staff, investing in new offices, new warehouse facilities, new delivery trucks, new software and much more.”

As Wakefield Canada continues to expand its operations and strengthen its partnerships across the country, the company’s leadership remains focused on long-term growth rooted in customer service, innovation, and investment in people. From their new Meadowvale headquarters to the addition of experienced industry talent, Wakefield is positioning itself not simply to keep pace with a changing market, but to lead within it. At a time when much of the industry is focused on caution and consolidation, Wakefield Canada is sending a very different message: The company sees opportunity ahead, and they’re building aggressively for the future.