The FOUNDER award is presented to a Chamber member who has built a business from its beginning or expanded an existing business that enhances the reputation of Belleville as a place where business can come to grow.
Jeff Cox – Where the Road Leads
Story prepared by Ashley Foley, Foley Communications & Consulting.
Just off the edge of Belleville’s busy corridors sits a family business that’s helped thousands of people hit the road with confidence, comfort, and dreams in tow.
Carl Cox RV is celebrating more than 45 years in business—an impressive feat on its own. The recognition highlights not only the entrepreneurial legacy of the Cox family but also Jeff’s founding role in one of the region’s most successful and community-driven events: the Quinte Sportsman, Boat & RV Show.
This story starts with a strong foundation.
A Garage, a Dream, and a Legacy in the Making
Carl Cox RV began in 1980 with only a small garage, a few trailers, and a big vision. Founded by the late Carl Cox—a serial entrepreneur who once owned a tire distributorship, bulldozers, dump trucks, racehorses, and more—Carl Cox RV became a fixture in the Belleville area.
Carl’s son Jeff joined him from day one. “I quit school at 16 to work with my dad,” Jeff recalls. “Some say that’s not an inspiration, but I don’t regret it. You learn by doing—and I’ve done it all.”
Over the years, car and horse trailer sales evolved into a full-service RV dealership serving customers from Montreal to London —and beyond. Trailers have been shipped as far as Newfoundland and Prince Edward Island, but the business has remained proudly rooted in Belleville.
A Different Kind of Dealership
From the beginning, Carl Cox RV built its reputation on more than just great trailers. It became known for how it did business—honest, fair, and personal. Deals were often sealed with a handshake, and trades weren’t limited to cash. Jeff and Carl accepted everything from cattle and horses to lawnmowers, boats, and ATVs.
“If Dad saw value in it, he’d make a deal,” Jeff says with a grin. “That’s how business worked back then. You figured it out together.”
That entrepreneurial flexibility and trust still define the dealership today.
Carl Cox RV is now led by Jeff and his brother Glenn, with a small but mighty team of long-time employees and family. Jeff’s daughter, Catherine represents the third generation, and there’s even a fourth-generation “employee-in-training” often found crawling around the office beside her mom and grandpa.
“We don’t just sell trailers,” Jeff explains. “We sell dreams. People aren’t just buying a vehicle—they’re buying their cottage, their family time—their freedom.”
That kind of relationship-first approach has paid off. Some families have purchased trailers from Carl Cox RV for three generations. Word-of-mouth referrals stretch far beyond Quinte. “That’s the best kind of advertising,” Jeff says. “If you do right by people, they remember.”
More Than a Dealership: A Regional Movement
Jeff’s vision didn’t stop at the business. Twenty-five years ago, he launched the Quinte Sportsman, Boat & RV Show. This move has since transformed Belleville’s early spring season into a major draw for outdoor enthusiasts across Ontario.
What began as a practical alternative to the costly Toronto and Ottawa expos quickly outgrew expectations. Today, the show welcomes over 15,000 attendees and more than 200 vendors to the Quinte Sports & Wellness Centre each year.
Still organized and operated by Jeff and his wife Lori, alongside the same small team that runs the dealership, the show has become one of the most significant events of its kind. It creates a critical economic impact, supports local business visibility, and generates valuable tourism and exposure for Belleville.
“Every year, we aim to bring something new,” Jeff says. “You’ve got to give people a reason to come back.”
It’s not just a show—it’s a whole regional event with significant community benefit. Vendors often sell out of product and return year after year. Some even say they do better in Belleville than at the Toronto Sportsman Show.
Despite its scale, Jeff still oversees everything from booth placement to teardown. “It’s a lot of work,” he says. “But it’s worth it. We love doing it for the community.”
A Quiet Commitment, A Loud Legacy
Jeff has stayed the course through economic ups and downs, industry changes, and unpredictable markets. Even though RVs are a seasonal product, Carl Cox RV runs year-round without seasonal layoffs. Jeff has always found a way to keep his people working. “I’ve never laid anyone off,” he says proudly.
And even after 45 years, he still shows up every day.
“I’m not ready to retire,” he says. “There are still people to help, trailers to fix, problems to solve. And I still love what I do.”
That relentless commitment to customers, employees, and the broader community defines Jeff Cox’s legacy.
As the 2025 Cornerstone Founders Award recipient, Jeff’s story is a testament to what’s possible when passion meets perseverance. His father, Carl, built the foundation, and Jeff took the wheel and drove it further than anyone imagined.
If you asked him what the key is, he would say:
“Do right by people. Work hard and show up.”
Timeline: Carl Cox RV – 45+ Years on the Road
