ABOUT
naoka inc.
Naoka Inc. is an Alberta-based company that manufactures Vehicle Safety Whips and Buggy Whips.
WHO WE ARE
Naoka Incorporated is an Indigenous-owned company located in Strathcona County, Alberta.
We are in the business of demonstrating unquestionable ethical approaches to industry performance, innovation, and professionalism. We light up the Safety World.
Naoka Incorporated designs and manufactures high-quality Vehicle Safety Whips, Buggy Whips, and other safety products to serve our customers with consistent innovative development designs that contribute to a safer workplace. Naoka Incorporated distributes its products through established dealers.
OUR BUSINESS MANDATE
One of our aims is to support local businesses by sourcing available supplies in Canada.
It is our belief that while purchasing policies and practices have traditionally focused narrowly on price, consumers are increasingly incorporating ethical and sustainability considerations into purchasing decisions. Local companies form the backbone of the economy; yet, the link between the impacts of purchasing on economic development is rarely made. Purchasing can be used to reinforce economic development and support strong communities.
It is through persistence and determination to improve the economic circumstances of the Indigenous community as well as the Canadian economy that the company remains focused on these small yet meaningful advances while maintaining a profitable business.
OUR NAME
The word Naoka comes from the Dene language meaning “Northern Lights”.
Our company has its roots established in Northern Alberta, and its ownership originates from further north in Canada’s Northwest Territories. To the Dene, the Northern Lights have significance in our history, legends, and culture. To our owners, the name also represents a family connection.
Over the course of mankind’s history, the Northern Lights have represented many things to many cultures. Some of you may know Naoka as the Aurora Borealis – named after the Roman goddess of dawn, Aurora, and the Greek name for the north wind, Boreas.
As our name suggests, we understand the harsh conditions of Canada’s North, and our product lines demonstrate our commitment to safety in these conditions.
Naoka is a natural phenomenon in safety manufacturing.
OUR CEO
Shelly Mandeville
B. MGT, CAFM, PAED
Shelly Mandeville is the CEO and co-founder of three companies operating in the Northwest Territories (NWT) and Alberta. She was born in the NWT into a Dene-Métis family and is a direct descendant of Chief KaTayWee, also known as Le Camarade de Mandeville, who was instrumental in the peace treaty between Akaitcho and Edzo.
As one of very few women to lead a 100% Indigenous-owned company operating in the oil and gas industry, Shelly serves as an example of a woman who has rightfully taken her place in a historically male-dominated industry. Her tenacity and unwavering commitment to the betterment of Indigenous peoples through economic development has impacted the lives of communities, individuals, her employees, and her peers. Respected for her ability to lead with courage, Shelly is known as a human catalyst for economic and personal growth, as well as for her keen socio-economic consciousness.
Shelly supports students through Naoka Inc. by allowing it to serve as a case study for MBA and business program undergrads who work to solve various strategic and marketing challenges. Her company has also participated in research with respect to women-led SMEs and international strategy modes.
OUR TEAM
SaDea Diehl
I grew up in an entrepreneurial household with strong ties to the oil and gas industry. Right out of high school, I began operating heavy equipment on large infrastructure projects across Alberta. That experience taught me the critical importance of safety—not just for myself, but for everyone on site. Once I started my own family, it became clear that coming home safely was non-negotiable. The opportunity to be part of the safety industry within oil and gas was a natural and meaningful next step.
I began working at Naoka Inc. in 2013 as an assembly line worker and gradually advanced to the role of Chief Operating Officer. In my role as COO, I take pride in delivering services that ensure our customers receive the best equipment for their needs.
Naoka Mandeville
I am a descendant of the Chipewyan and South Slavey Dene peoples, residing on Treaty 6 territory. As the namesake of the company, I grew up in the industry and began working in the shop as an assembly line worker once I was of age. I’m grateful to have learned the manufacturing process from the ground up—it gave me valuable perspective on how to deliver high-quality products efficiently and how to guide employees in best practices. Striving to create the best products on the market remains at the heart of everything I do.
I have worked at Naoka Inc. since 2017 and currently serve as the Operations Manager. I work closely with our products and manage employees at our manufacturing shop. As this is my family’s business, I view our team as an extension of that family. Employees are the backbone of any small business, and providing them with a livable wage and meaningful benefits is one way we show our appreciation for their dedication and the vital role they play in keeping this business thriving.
INDIGENOUS RELATIONS
Naoka Inc. employs over 70%, Indigenous members.
The long-term objective is to expand the employment opportunities for Indigenous People at every education and skill level. All businesses require input from legal, financial, and accounting professionals. The Manufacturing business format requires inputs from skilled and unskilled labour-force. A key objective is to involve as many of those professionals, skilled and unskilled labourers from the Indigenous community at large.
It is a firm belief that a synergistic phenomena can be obtained in working with like-minded yet diverse individuals; thus the company slogan “A Natural Phenomenon in Safety Manufacturing”.