About Us

Our story

In 2020, Adam Merrifield set out to create an open source, patent-free biopolymer that could be manufactured in the kitchen, with conventional stove top methods using store-bought ingredients. This was to address the growing popularity of custom bait making using the industry standard plastisol, a PVC resin that doesn’t break down in water. Adam thought if he could make a safer, environmentally friendly alternative, hobbyists might be inclined to produce baits that don’t contribute further to environmental degradation.

Adam’s many attempts to perfect the recipe and process got him close, but ultimately the science was beyond him. Adam then sought to fund more advanced research by selling custom tackle, designed and manufactured with sustainability in mind. From the use of recycled materials, the method of manufacturing, and right down the packaging. Each aspect of the early prototypes, from hook strength, and wire tied skirts, was considering to ensure lures lasted longer, and didn’t break off or fall apart in the water prematurely.

Today, a portion of the proceeds goes towards continual research and development for biopolymers and other sustainable material and manufacturing methods. Another portion goes towards conservation organizations to help maintain and sustain our local waterways, and continue educational efforts to protect our natural resources for years to come.

Mission Statement

At Seydoggy, we are dedicated to promoting responsible and sustainable fishing practices while protecting the health and beauty of our local creeks and rivers. Our mission is to create innovative, high-quality fishing lures that enable anglers to enjoy their time on the water while minimizing their impact on the environment.

At Seydoggy, we recognize that healthy fish populations depend on healthy aquatic habitats, and we are committed to doing our part to protect these habitats for future generations. We believe that by educating and inspiring our customers to be “River Responsible”, we can create a community of like-minded individuals who share our commitment to protecting our planet’s natural resources.

Our products are designed with the environment in mind, sourcing eco-friendly materials and manufacturing processes, recycling and reusing components whenever possible. We work closely with conservation organizations to support efforts to protect and restore local waterways, and we are dedicated to educating our customers about the importance of responsible fishing practices.

Through our commitment to sustainability and responsible fishing, we hope to inspire a new generation of anglers who share our passion for the sport and our dedication to preserving the natural world around us.


As a custom lure manufacturer dedicated to promoting sustainable and environmentally conscious practices, Seydoggy has the following core values:

Environmental Stewardship: We are committed to protecting and preserving the natural environment for future generations by promoting sustainable business practices and supporting local conservation efforts.

Quality: We believe in delivering high-quality products and services to our customers, while adhering to the highest standards of craftsmanship and design.

Innovation: We are constantly striving to develop new and innovative products and manufacturing methods that meet the needs of our customers while minimizing our impact on the environment.

Community: We believe in creating a community of like-minded individuals who share our commitment to protecting the natural world around us.

Accountability: We hold ourselves accountable for the impact of our business on the environment and strive to continually improve our sustainability practices.

Education: We are dedicated to educating our customers about the importance of responsible and sustainable practices in outdoor recreation, and encouraging them to be stewards of the environment.

By upholding these values, we aim to make a positive impact on the world and inspire others to join us in our mission to protect and preserve the natural environment for future generations.