Priority 1 Canine Enters the ‘Shark Tank’: 5 Fast Facts You Need to Know

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Priority 1 Canine entered the Shark Tank on November 7. The episode is rerunning on March 27.

Heavy interviewed Wade Morrell about his business which provides security dogs for families and individuals.

Here’s what you need to know about the background of the owners and the benefits of these particular animals.

To read all of Heavy’s Shark Tank coverage, click here.

1. Wade is a Former Marine, Lori Is a Dog Trainer

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A husband and wife team started the company. 
Morrell is a former U.S. Marine and police officer, and uses that experience at Priority 1.

“I started training service dogs over 16 years ago. During that time my training methods for police and military units have been requested all over the world. Last year I taught police and military units as far away as Colombia and Brazil,” he said.

In 2006, his wife Lori opened her own pet dog training company, Buckeye K9.

Now, she trains around 700 dogs per year, focusing on behavior problems and obedience.

2. 98% of the Dogs Are From Europe

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The dogs come from a kennel in Holland. Besides the four employees they have here in the U.S., five are based in Europe.

Breeds include German Shepherds, Dutch Shepherds, Belgian Malinois, Giant Schnauzers and Dobermans.

3. There Are 3 Levels of Protection

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The dogs are classified into three categories based on their abilities.

A Level one canine costs $20,000, Level 2, $30,000 and a Level 3, $40,000.

They sell the most Level 2 dogs.

4 It’s About Quality, Not Quantity

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The couple is more concerned with providing the right dogs instead of the amount sold.

This year, they are set to sell 17 canines.

5. They Are Trained in Homes

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The dogs are used to being in homes, because they are trained with the Morrell family or with other trainers’ families. They do not live in kennels.

“Our families love their dogs. We constantly receive pictures, emails and get calls from our clients telling us how much they love their new family member,” Morrell said.

Also on this episode:

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