Message from the CEO
Pam de Rocquigny
Chief Executive Officer,
Manitoba Crop Alliance
Mission
For every levy dollar we collect, we maximize these resources into meaningful, independent research, valuable knowledge and targeted advocacy.
Vision
Our investments will make every Manitoba farmer member more productive and sustainable.
DOWNLOAD: Manitoba Crop Alliance Strategic Plan
Our strength is our staff
Our significant accomplishments and highlights from 2023 are extensive. Our team has worked together to create this dynamic annual report that showcases all you need to know. All our activities are farmer led and directed to ensure we invest our farmer members’ dollars wisely and are making strides towards achieving our vision, mission and strategic objectives.
My highlight from the past year has been one of our consistent strengths since we began operations: our staff. Without staff who are leaders, specialists in their fields and team players, we can’t successfully implement the directives of our board and four crop committees for the benefit of our farmer members.
Not many other organizations can say their staff are involved in the development of five AgriScience Program – Clusters applications. Not only that, but they are also leading a research program with hundreds of projects designed to provide solutions to farmers who grow wheat, barley, corn, flax and sunflowers, as well as running our whole farm research program that is addressing the complex research needs of diverse cropping systems across Manitoba.
Our staff are invited to participate on various committees, boards and working groups of our key partners to provide leadership and share their knowledge. They are asked to give presentations at seminars, field tours and other events, sharing their expertise. They deliver a communications program that drives growth and engagement with our members and other industry stakeholders. And they efficiently administer the federal government’s cash advance program, where customer service is a priority. All of this is done with hard work, passion and the ability to laugh each day as a team – and believe me, there is lots of laughter!
I am already looking forward to the upcoming year with much excitement. If you think we accomplished great things this year, just wait! As an organization, we are always looking for new ways to make sure our farmer members remain sustainable – economically, environmentally and socially. I encourage you to stay in touch through our social media platforms, our print publications and our monthly Heads Up e-newsletter. It is here you’ll learn firsthand of the new and exciting initiatives we have planned for 2024.
Respectfully submitted,
Pam de Rocquigny,
CEO
Message from the Chair
Robert Misko
Chair, Manitoba Crop Alliance
Welcome to the 2024 Manitoba Crop Alliance (MCA) Annual Report, summarizing all our highlights and achievements from 2023.
Last year, we completely reimagined what this report could look like to make it more engaging and accessible for all our farmer members – moving from a traditional report to a digital format with less text, more visuals and increased emphasis on interactivity. The feedback we received was overwhelmingly positive, so we hope to build off that success in this year’s report.
As a member-focused organization, MCA views every program we run and every project we undertake through the lens of member value, and our annual report is one of most impactful ways we communicate the value of our work back to farmer members. If you’ve ever wondered, “What does MCA do with my check-off dollars? Where do they go?” this report is your in-depth answer to that crucial question. Hopefully, it’s an answer that leaves you satisfied you’re getting great value from your investment in us.
As a member-focused organization, MCA views every program we run and every project we undertake through the lens of member value, and our annual report is one of most impactful ways we communicate the value of our work back to farmer members. If you’ve ever wondered, “What does MCA do with my check-off dollars? Where do they go?” this report is your in-depth answer to that crucial question. Hopefully, it’s an answer that leaves you satisfied you’re getting great value from your investment in us.
We could not do any of the work we do without the support of our membership. This support is not only in the form of check-off dollars, but also service on our board of directors and crop committees, attendance at our events, and participation in our farmer-driven initiatives such as the Research on the Farm program and variety performance trials. The high level of engagement and collaboration among the thousands of wheat, barley, corn, sunflower and flax farmers here in Manitoba demonstrates what we can accomplish when we work together and the power we have to create positive change for our industry.
In closing, as always, I would like to thank all our farmer members for their continued support, and for placing their trust in us. It is a responsibility we do not take lightly.
Respectfully submitted,
Robert Misko,
Chair
Our 2023 Team
Pam de Rocquigny
Darcelle Graham
Lori-Ann Kaminski
Madison Kostal
Morgan Cott
Andrew Hector
Ashley Ammeter
Daryl Rex
Tammy Cote
Rae Jackson
Tyler Difley
Cole Christensen
Katherine Stanley
2023 Board of Directors
Robert Misko
Jonothan Hodson
Warren McCutcheon
Gregg Fotheringham
Mark McDonald
Eric Fridfinnson
Ryan Hueging
Nick Matheson
Boris Michaleski
Rauri Qually
Carl Bangert
2023 Crop Committee Delegates
Wheat & Barley Crop Committee
-
Sheila Elder
Wawanesa, MB -
Josee Saquet
Laurier, MB -
Fred Greig
Reston, MB -
Robert Misko
Roblin, MB -
Scott Mowbray
Cartwright, MB -
Brad Myskiw*
Warren, MB -
Rauri Qually
Dacotah, MB -
Boris Michaleski*
Ashville, MB -
Ryan Hueging
Woodlands, MB -
Wilfred Harder
Lowe Farm, MB
Corn Crop Committee
-
Hubert Preun*
St. Andrews, MB -
Carl Bangert
Beausejour, MB -
Jonothan Hodson
Lenore, MB -
Warren McCutcheon*
Carman, MB -
Emile Morin
Otterburne, MB -
Richard Dureault
Fannystelle, MB -
Riley Anderson
Morris, MB -
Doug Martin
East Selkirk, MB
Sunflower Crop Committee
-
Sally Parsonage*
Baldur, MB -
Myles Kubinec
Holland, MB -
Korey Peters
Randolph, MB -
Edgar Scheurer*
Dugald, MB -
Gregg Fotheringham
Reston, MB -
Mark McDonald
Virdin, MB -
Darcy Watson
Rossendale, MB -
Dave Van Buuren
Pipestone, MB
Flax Crop Committee
-
Lorne Johnson
Arborg, MB -
Lance Biernes
Winnipeg, MB -
Jack Hodgson*
Roland, MB -
Dean Buchanan
Crystal City, MB -
Eric Fridfinnson*
Arborg, MB -
Nick Matheson
Stonewall, MB -
Darcy Unger
Stonewall, MB -
Leigh Smith
Oak Lake, MB
Investing in research with a clear impact on your farm
Manitoba Crop Alliance (MCA) invested 54 per cent of our 2022-23 annual expenses towards research & production, totaling $3,317,180. Our research priorities can be found here.
Objective #1
The research, production and extension services we undertake will have a clear impact on the farms of our members. We will fund research to provide the data that supports and aids members in making decisions for their operations.
Total Active Research Projects in 2022-2023
In 2022-23, MCA committed to 12 new projects in flax, wheat, barley, sunflower and whole farm with a total project value of $3,759,000, with MCA contributing $569,161. For a list of new research commitments in 2022-23 click here.
Key Result #4
Variety development is a key tool to ensuring profitability and unlocks yield potential and agronomic constraints. We will evaluate how we can support variety development research in each crop type, over a five-year time frame.
Canadian Wheat Research Coalition (CWRC)
In 2023, the CWRC – a collaboration between Alberta Grains, Saskatchewan Wheat Development Commission and MCA – appointed a new president, following the transition of hosting duties from Alberta Grains to MCA.
Lori-Ann Kaminski, research program manager for cereal crops with MCA, is the new CWRC president. The president, who is appointed from the host organization and approved by the CWRC board of directors, is the key contact for external stakeholders.
Manitoba was the host of the CWRC and Canadian Barley Research Coalition meetings at Agriculture and Agri-Food Canada’s Morden Research and Development Centre in July 2023.
Research Extension & Participation
- MCA presented to University of Manitoba researchers details of our research program, sharing crop research priorities on our crop types to facilitate research.
- We engaged with Manitoba Agriculture’s new Diversification Centre Provincial Advisory Committee (PAC). The purpose of the PAC is to grow partnerships and foster innovation in Manitoba to ensure a full realization of the optimum role of Diversification Centres moving forward and open up new avenues for collaborative opportunities.
- MCA whole farm specialist Ashley Ammeter attended the Canadian Tri-Society Meeting of the Canadian Society of Agronomy, Canadian Phytopathology Society and Canadian Society for Horticulture Science June 17-21 in Ottawa and shared a poster featuring MCA’s experience with on-farm research.
- Each year, MCA participates in the Prairie Grain Development Committee (PGDC) annual meetings. In March, two MCA staff and four delegates attended PGDC’s 2023 meetings, which were held in person for the first time since 2019. Learn more here.
Scientific Research & Experimental Development (SR&ED) Tax Credit
The SR&ED tax credit is based on the amount of check-off funds invested in research and development that meet specific criteria set out by the Canada Revenue Agency (CRA).
For the 2022-2023 tax year, farmer members can calculate their total check-off contribution by referring to their wheat (spring and winter), barley, corn, flax and sunflower sale receipts.
Production & Extension
MCA has a strong production and extension program that is led by our two agronomy extension specialists, Morgan Cott (special crops) and Andrew Hector (cereal crops), and our whole farm specialist, Ashley Ammeter. The goal of our program is to provide valuable and timely information to our farmer members to help them make productive decisions on their farm.
The resources our specialists create, either alone or through collaboration with our commodity group partners, are some of the most viewed and downloaded content from our recently redesigned website.
Learn More
New Resources for 2023
Whole Farm Research
In 2022-23, MCA had 30 active projects funded with a total project value of $19,272,109 across the eight priority areas.
More information about the program is available here.
- Total active projects:30
- Total project value: $19,272,109
Research on the Farm (ROTF)
A total of 11 different protocols were tested in the 2023 growing season on barley, corn, flax, sunflower and spring wheat across 65 trial locations. A full list of protocols and results is available here.
In the fall of 2023, two winter wheat protocols were added on seeding rate and fertilizer usage for the 2024 ROTF program.
There have been 220 ROTF participating trial locations since 2020, covering wheat, barley, sunflower, flax and corn.
Manitoba Corn Committee (MCC) and Sunflower Variety Performance Trials (VPT)
2023 program highlights
- New trial locations: Beausejour for both MCC trials and Sunflower VPT, and Newton for MCC trials.
- Total of 12 MCC trials (nine grain corn and three silage corn) and five Sunflower VPT were co-ordinated.
Fun Fact!
The MCC has been evaluating corn hybrids in Manitoba since 1957.
Supporting market development and access that benefits our farmer members
Objective #2
We will continue to support market development and access that directly benefits farmer members.
Manitoba Crop Alliance (MCA) leverages its collaborative partnerships with organizations to support market development and access initiatives. Our staff, directors, delegates and farmer members are also directly involved in several ways: providing leadership on boards of directors, directing and funding research, and showing customers how our farmers sustainably grow high-quality grain for domestic and export markets.
KEY RESULT #1Fund and provide representation for key organizations that work to establish, develop, and grow domestic and international markets and access for our farmer members
Fund And Provide Representation For Key Organizations That Work To Establish, Develop, And Grow Domestic And International Markets And Access For Our Farmer Members
Highlights from 2022-23
- Cereals Canada resumed its annual New Wheat Crop Trade and Technical Missions. The delegations are made up of Cereals Canada trade and technical experts, representatives from the Canadian Grain Commission (CGC) and Grain Farmers of Ontario (GFO), as well as Canadian grain farmers and exporters. The delegations present information on the new wheat crop to global customers of Canadian wheat.
- Sheila Elder, MCA wheat and barley delegate, attended the Latin America leg of the missions, visiting Mexico (four customer meetings), Colombia (three customer meetings), Ecuador (three customer meetings), Peru (one seminar) and Chile (one customer meeting). Read more about her involvement in the cover story from the spring/summer 2023 edition of The Fence Post: “Crafted with care: Sharing the story of Canadian wheat with customers around the world.”
- MCA delegate Korey Peters was a farmer representative on the annual 2023-24 New Wheat Crop Trade and Technical Missions. Korey was part of the delegation on the Asia leg, visiting customers and millers in Indonesia, China, Japan and the Philippines from Nov. 24 to Dec. 9.
- Indonesia, China and Japan are the top-three countries for Manitoba wheat exports, while the Philippines ranks 21st, based on five-year average export data from 2017/18 - 2021/22.
- In that five-year timeframe, Manitoba exported 1,111,751 tonnes of wheat to these four countries valued at $346,043,678.
- The four countries account for 23.5 per cent of Manitoba’s wheat export value and 31.7 per cent of our total exports.
- Source: LeftField Commodity Research
- From April to August 2023, Cereals Canada hosted 164 customers from 33 countries in 12 programs. Further breakdown includes 10 in-person programs with 84 participants from 24 countries, and two webinars with 80 participants from nine countries.
- Following advocacy from the Canadian government and industry, including Cereals Canada, Vietnam’s Ministry of Agriculture and Rural Development released a revised quarantine pest list, which no longer includes creeping thistle, restoring an important market for Canadian wheat. Vietnam is one of the top-20 countries for Manitoba wheat exports. In the 2017/18 crop year, Manitoba wheat exports to Vietnam totaled 62,528 tonnes. Exports fell to 1,651 tonnes in the 2021/22 crop year, highlighting the impact of the restriction on Manitoba alone and the importance of re-establishing this market.
- On behalf of Cereals Canada, GlobalData undertook a study to assess the impact of domestically grown common wheat, durum wheat, barley and oats on the Canadian economy. Key highlights include:
- Wheat and barley account for a large share of production and acreage and are the foundations of two major agri-food industries: baking and brewing, respectively. Given the large number of small breweries and bakeries across Canada, including several in Manitoba, these two crops generate substantial economic impact in the supply chain.
- Read the full reports here.
- CMBTC’s cargo quality evaluations (CQCs) quality assurance program is a cornerstone of CMBTC activities supporting malting barley exporters and is an integral part of Canada’s quality brand. Canada’s strong export program kept the CMBTC pilot and micro malting systems in high demand, with 52 CQCs conducted with the 2022 malt barley crop.
- CMBTC worked with their member partners to resolve a complex issue related to challenges with varietal purity. As part of this process, they co-ordinated efforts to source malt barley samples from producers and seed companies to be evaluated by DNA tests at the Canadian Grain Commission to confirm accuracy of private sector testing.
- To provide information to farmers, CMBTC, MCA, Alberta Grains and SaskBarley collaborated on a publication about the importance of varietal purity and how it’s the cornerstone of Canada’s malting barley value proposition. The resource can be read here.
- CMBTC focused on engaging with players in new and existing markets, including Mexico, Colombia, Brazil, Japan, Vietnam, South Korea, India and the United States. Currently, based on a five-year average (2017/18 – 2021/22), those countries account for 17 per cent of total Manitoba barley exports and 5.5 per cent of Manitoba’s barley export value.
Source: LeftField Commodity Research - MCA became a voting member of CMBTC in June 2023. The addition of MCA to the CMBTC board elevates the role of Manitoba barley growers within its comprehensive network of 26 domestic and international organizations, reflecting the entirety of the Canadian barley value chain. Having a voice within the organization’s membership ensures Manitoba farmers are represented and their needs addressed.
- In 2023, CMBTC held the annual Canada Barley Crop Tour in central and southern Alberta Aug. 15 and 16. The tour attracted more than 40 people, including producers, seed companies, grain companies, maltsters, brewers and distillers from across North America, China and Europe. The tour showcased the entire malt barley industry value chain. Participants visited four farming operations, the Olds College Field Crop Development Centre breeding station in Lacombe, a cattle feedlot operation, two micro-malting plants and a microbrewery, culminating in a tour of the grain terminal operations in the port of Vancouver.
KEY RESULT #2Fund and support research and shared knowledge that demonstrates how our farmer members grow high quality crops using science-based and sustainable practices
Funding And Supporting Research And Shared Knowledge That Demonstrates How Our Farmer Members Grow High Quality Crops Using Science-Based And Sustainable Practices
Funding and supporting research
- We are providing information on Manitoba sunflower production to Burcon NutraScience Corporation, a global leader in technologies for production of high-quality, plant-based proteins and ingredients. Samples from the hybrids entered in our oilseed sunflower variety performance trials were provided to analyze protein content, with the goal of providing baseline data.
- We are funding research at the University of Manitoba with Dr. James House (Department of Food and Human Nutritional Sciences) determining the impact of genetic and environmental factors and their interactions on the protein quality of sunflower seeds. Results will provide critical information to foster enhanced utilization of sunflower meal by the feed and food sectors, contributing to the circular economy of sunflower production systems.
- In partnership with the Canadian Malting Barley Technical Centre, the final report, “Assessment of New Malting Barley Varieties for Production and Malting Selection” was published. In this applied project, new malting barley varieties were grown in several on-farm trials during a three-year period in different locations in Manitoba. The results show that the new varieties perform well in terms of both agronomics (yields) and malting barley quality, demonstrating that malting barley can be a competitive cropping options for producers in Manitoba. Read the full report to learn more.
Shared knowledge
- To close out year three of the What About Wheat? campaign, the Canadian Wheat Nutrition Initiative hosted the first Wheat Retreat at Cereals Canada's world-class facilities in Winnipeg April 27-30, 2023. The event brought 30 influencers in the food and nutrition world together to explore all things wheat - nutrition, functionality and sustainability. MCA sent former agronomy extension specialist for cereal crops Mallorie Lewarne to share information about farming in Manitoba. Read more about the event and the role MCA played here.
“It was a privilege to attend the inaugural Wheat Retreat and learn from world class wheat experts, from culinary applications to nutritional properties and everything in between. As a Canadian, I was proud to learn that the wheat grown in our country is highly sought after for its quality. As a global citizen, I took pause to notice how wheat plays an integral role in nearly every cuisine. As a Registered Dietitian, I was reminded how wheat contributes to a nourishing balanced diet. I'm grateful to have had this opportunity to take a deep dive into learning about this amazing food!” - Jessica Penner, Registered Dietitian & Wheat Retreat attendee
- We shared resources and timely updates from the Keep It Clean program, including their 2023 Product Advisory outlining the market risks that can arise from using certain crop protection products on some crop types. A supplement to the product advisory was information on alternative insecticide options due to the PMRA's re-evaluation decision, effective April 29, 2023, that crops treated with lambda-cyhalothrin (e.g., Matador, Silencer, etc.) cannot be used as livestock feed, including any seed screenings and aftermath.
Incoming Technical Exchange Programs
Manitoba farmer members hosted several incoming technical exchange program participants with Cereals Canada to showcase how farmers grow wheat sustainably. Farm hosts in 2023 included Doug Martin (Martin Farms Ltd.), Dustin Wiens (Wiens Prairie Acres), Korey Peters (Herbsigwil Farms), Craig Riddell (Riddell Seed Co.) and Tom Greaves (Pitura Seed Farms). These farmer members are great ambassadors to speak about how wheat is grown to our end-use customers.
“I really enjoy hosting groups for the Cereals Canada Technical Exchange farm tours. I get to meet inquisitive minds from around the world. The ability to collaborate and learn from each other is so valuable. It's a great opportunity to build relationships that hopefully support a strong supply chain.” - Tom Greaves, MCA farmer member
KEY RESULT #3Reach consumers and end users to share factual, science-based knowledge about how our farmer members grow the crops we represent
Reach Consumers And End Users To Share Factual, Science-Based Knowledge About How Our Farmer Members Grow The Crops We Represent
Great Tastes of Manitoba (GTOM)GTOM shares positive stories about agriculture in Manitoba with the public to bridge the gap between our farms and today’s consumers. For season 34, we partnered with Winnipeg Registered Dietitian Jessica Penner to develop and share some healthy and delicious recipes that showcase our crops on the program. New for this year, MCA expanded our sponsorship of GTOM to include two episodes instead of just one. This gave us the opportunity to produce two Before the Plate videos: one featuring sunflower committee delegate Korey Peters and his family on their farm at Randolph, MB, and the other featuring flax committee delegate Dean Buchanan and his family on their farm at Crystal City, MB.
Agriculture in the Classroom – Manitoba (AITC-M)MCA was proud to take our support of AITC-M to the next level this year by making an historic three-year funding commitment that will help AITC-M continue to deliver its valuable portfolio of educational programming. This further reinforced our reputation as a champion of agricultural education in the province. We also collaborated with AITC-M on two sponsored commodity weeks throughout the year, Cereal Crops Week May 15-19 and Special Crops Week Oct. 16-20.
Fields To ForksCreated in partnership with Bell Media, this campaign shows consumers how their food is grown and highlights the many ways farmers make a positive impact on the economy and the environment. This year, our Fields to Forks materials featured farmer members Scott Mowbray and Donalee Jones and their family on their farm at Cartwright, MB. Scott and Donalee emphasized the sustainable practices they follow on their farm and the importance of bridging the gap between consumers and the agriculture community.
Serving as a voice of farmers in areas that matter
Objective #3
We will focus on being a voice for Manitoba farmers by sharing the impact of government policies on their operation and backing it up with our research and lived experience on their farms.
Manitoba Crop Alliance (MCA) takes a strategic approach to ensuring farmers’ voices are heard by the provincial and federal governments on issues impacting their operations. We are members of organizations that have a core focus on policy work to leverage their expertise for the benefit of our farmer members. The expanded advocacy section on our new website showcases the advocacy principles and engagement we have undertaken on issues facing Manitoba farmers, as an organization and alongside our partner organizations.
National
Through our partnerships with the Grain Growers of Canada and Cereals Canada, we ensured Manitoba farmers were represented at a national level on several important issues:
- We participated in the Canadian Roundtable for Sustainable Crops (CRSC) drafting sessions in February 2023, with delegates and staff providing farmer feedback. MCA encouraged broad farmer member participation in public drafting sessions held in March 2023 through our social media platforms. MCA submitted a formal response that can be read here.
- We engaged in Agriculture and Agri-Food Canada’s (AAFC) Sustainable Agriculture Strategy through our strategic partnerships with Grain Growers of Canada (GGC) & Cereals Canada. Directors, delegates and staff participated directly in our partners’ various working groups to provide farmer input into each organization’s respective submission.
- MCA director Jonothan Hodson and sunflower delegate Sally Parsonage (pictured below with former federal agriculture minister Marie-Claude Bibeau [left]) attended GGC’s National Grain Week March 27-29, 2023. Read more about their involvement and the benefits of having Manitoba farmers’ voices heard in Ottawa here.
- We were invited to join the new Field Crops Table alongside other Canadian crop industry stakeholders. AAFC has retired its Value Chain Roundtables industry engagement model and replaced it with Sector Engagement Tables, such as the Field Crops Table, which are intended to create purposeful dialogue between agriculture and agri-food sector representatives and government officials to collectively advance growth and competitiveness in Canada. A strategic planning session was held in October 2023 with chief executive officer Pam de Rocquigny representing MCA.
Provincial
In the last year, MCA has advocated for farmer members on several provincial issues:
- MCA enjoys a strong working relationship with Manitoba Agricultural Services Corporation (MASC). Annually, we meet with MASC’s board of directors and senior staff, and in March 2023, we discussed the following topics with them:
- We want to see AgriInsurance programming continuing to support Manitoba farmers in a reliable and predictable fashion to help mitigate production risk.
- We conveyed the importance of adequate MASC staffing levels to ensure farmers have timely access to service and information.
- We expressed strong concern about linking sustainability outcomes to AgriInsurance programming and that BRM programs continue to be focused on providing safety nets for Manitoba farmers when faced with production challenges.
- In 2022, we requested MASC include MCA crop types in their Contract Price Option (CPO) and worked with their staff to provide data in support of the request. We were pleased by the announcement at Manitoba Ag Days 2023 of the CPO expansion, which means more of our farmer members will now have access to this valuable business risk management support.
- We were instrumental in getting Carbine insecticide approved for emergency use registration to control lygus bug in confection sunflowers in Manitoba alongside Manitoba Agriculture and FMC. The need was identified in the wake of the re-evaluation of lambda-cyhalothrin product use in Canada. Read more here.
- We expanded our crop profile information for the crop types we represent through a partnership with LeftField Commodity Research. The updated, interactive webpage with one-page resources provides us with the data needed to showcase the significant economic contribution these crops make to Manitoba and Canada as a whole. Read more here.
- We engaged with Keystone Agricultural Producers (KAP) through attendance and active participation at their 2023 Annual General Meeting and Advisory Council meetings. MCA chair Robert Misko & CEO Pam de Rocquigny presented our strategic objectives to KAP’s board of directors at their June 2023 board meeting.
- MCA’s chair Robert Misko and chief operating officer Darcelle Graham attended an industry engagement session on June 29, 2023, in support of the Federal/Provincial/Territorial (FPT) Ministers of Agriculture meeting.
Communicating with farmer members on topics that matter
Objective #4
We want every member to use the information we produce to make productive and sustainable decisions on their farm.
Over the last year, our communications program has expanded and evolved in our efforts to keep our farmer members informed and help them engage with the programs and services we offer.
Because we are a member-focused organization, member feedback is an important metric of success for our communications. This feedback is reflected through direct interaction with our farmer members and through engagement with our various communications channels.
Highlights have included:
- The complete redesign of mbcropalliance.ca
- Creation of enhanced crop profiles for each of the crop types we represent
- Several informative events hosted in partnership with our fellow Manitoba commodity groups and other industry partners
- Earned media coverage in a variety of agriculture publications to amplify our messaging and bolster our reputation as an industry leader
A Look at our 2022-23 Communications Program
Heads Up
- Monthly e-newsletter delivering information of interest to our farmer members, including agronomy and production resources, news and event listings
- One special edition focused on flax in 2023
- Grew our audience by more than 120 subscribers year-over-year, a 9.4 per cent increase
- Metrics continued to show a higher-than-average volume of engagement and readership
The Fence Post
- Biannual magazine featuring in-depth feature articles and updates on MCA programs and initiatives
- Mailed to every farmer member across Manitoba
- Read the spring/summer 2023 or fall/winter 2023 editions
The Focal Point
- Annual magazine delivering the latest in-depth information and results from farmer-funded research projects
- Mailed to every farmer member across Manitoba
- Read the winter 2023 edition
Social Media
- Used as a platform to communicate activities and updates with members, industry and the public
- New “It Pays to be a Member” campaign in 2023 to highlight the return on investment farmer members have received through MCA initiatives funded by check-off dollars
- Audience/Follower Growth (2022-23 fiscal year)
- X (formerly Twitter): 17.9 per cent (+257)
- Facebook: 80.8 per cent (+47)
- Instagram: 25.2 per cent (+124)
MCA Website
- Hosts a wide range of information, including research project listings, production resources, market development and access updates, and news and events information
- Was recently redesigned to make it more engaging and accessible for researchers, industry stakeholders, consumers and farmer members
- Features new research-project and production-resource databases with advanced filters for maximum searchability
- Recently launched crop profiles section highlights annual seeded acreage and production, crop and export values, top export markets, and end uses for each of our crop types
- Year-over year (2022-23 fiscal year vs. 2022-22 fiscal year):
- 28.7 per cent increase in users
- 30.3 per cent increase in new users
Events
- Producer Malt Academy
- CropConnect Conference
- Seeder and Sprayer College
- Farmer Day at the Crop Diagnostic School
- Grain Dryer Setup College
Delivering value
Throughout 2023, we checked in with farmer members and external stakeholders who participated in Manitoba Crop Alliance (MCA) events and program offerings to ensure these activities are valuable to our membership and the broader agriculture community.
We received extremely positive feedback, which gives us confidence that we are delivering value in the areas that matter most.
“Tammy and Rae are the most organized, efficient people we have had to deal with. They know everything about the program and are so quick with processing the cash advance. As long as you have these two women working with us, no improvements are necessary.”
– Stephen and Patricia Hoyes
Regarding the Advance Payments Program
“I really enjoy hosting groups for the Cereals Canada Technical Exchange farm tours. I get to meet inquisitive minds from around the world. The ability to collaborate and learn from each other is so valuable. It’s a great opportunity to build relationships that hopefully support a strong supply chain.”
– Tom Greaves
regarding the Cereals Canada Technical Exchange Farm Tour
“I appreciated the opportunity to attend Cereal Canada’s Combine to Customer program. It was very interesting to learn about all aspects of grain movement, from harvest through processing to the end user. The professional presentations and hands-on tours of their research facilities – covering grading, testing, milling, and dough and noodle making – were informative and practical for understanding the many uses and products of our Canadian agriculture production around the world.”
– Cameron Hildebrand
Regarding Cereal Canada’s Combine to Customer Program
“It was a privilege to attend the inaugural Wheat Retreat and learn from world class wheat experts, from culinary applications to nutritional properties and everything in between. As a Canadian, I was proud to learn that the wheat grown in our country is highly sought after for its quality. As a global citizen, I took pause to notice how wheat plays an integral role in nearly every cuisine. As a Registered Dietitian, I was reminded how wheat contributes to a nourishing, balanced diet. I’m grateful to have had this opportunity to take a deep dive into learning about this amazing food!”
– Jessica Penner
Regarding What About Wheat? Wheat Retreat
“The bursary I received from MCA significantly helped towards my agribusiness diploma to cover the cost of my tuition this year. With inflation so high on living expenses and commuting an hour to college every day, the MCA bursary gave me some financial stability throughout my winter term. I was honoured to be a recipient.”
– Stephanie Manning
Regarding MCA’s Bursary Program
“The Producer Malt Academy was a great refresher and reminder of what malting means, including all the ins and outs of the process and our local, western Canadian influence on the world malting and beer industry. The networking part was great, too.”
– Chris Raupers
Regarding Producer Malt Academy
“The MCA sessions are always good because they work to bring in relevant speakers with interesting topics. It’s a great opportunity to stay current with new research and issues relevant to the farm.”
– Jeff Elder
Regarding Manitoba Ag Days Speaker Session
“Coming out of the COVID-19 pandemic, events like our speaker session at Manitoba Ag Days gave us the opportunity to show farmer members what MCA is all about and demonstrate what we are doing with their check-off dollars. This session did an excellent job of highlighting some of MCA’s investments in research, which is one of the top priorities for our members across the province.”
– Jonothan Hodson
Regarding Manitoba Ag Days Speaker Session
“Attending the grain dryer clinic was beneficial to me because I wanted to switch from batch drying to continuous drying to increase my efficiency. Talking to everyone there, especially other local farmers, made me more confident to switch, which saved us lots of time and energy drying corn this fall. The event was well rounded, with industry experts from each aspect of buying and running a grain dryer. There are many ways to dry grain, so discussing good and bad ideas with multiple sources was valuable to my farm.”
– Tyler Menold
Regarding Grain Dryer Setup College
“I enjoyed the Seeder and Sprayer College and I plan to attend again in the future. I definitely learned a few things that will bring beneficial improvements to the efficiencies on my farm.”
– Gerald Schindel
Regarding Seeder and Sprayer College
Maintaining a lean and efficient operation guided by farmer-member input
Objective #5
Our organization will be a lean and efficient operation with farmer member input to inform and shape our decisions.
Manitoba Crop Alliance (MCA), under the guidance of the board of directors and with the support of the four crop committees, efficiently operated within the 2022-23 budget while meeting our strategic plan objectives of investing in research and production, market development and access, advocacy, and communications activities that benefit our farmer members.
Financials
In 2022-23, MCA’s revenues decreased from the previous fiscal year, which is reflective of the drought conditions during the growing season in Manitoba. To ensure fiscal responsibility, the board of directors reviewed and revisited the budget in December 2022 to current, adjusting as necessary. The total excess of revenues over expenses is $2,656,977.
Investment in research and production was lower than budgeted due to delays in approval and contract signing associated with Sustainable Canadian Agricultural Partnership programming. As a result, planned research project payments to be paid in the 2022-23 program year have been deferred to the 2023-24 fiscal year.
MCA invested 54 per cent of total expenditures in research and production. This value is down due to delays in research funding and contract signing, which has made our investment lower than planned.
MCA is reporting a refund rate of 6.97 per cent. This is a testament to the support of MCA farmer members for our activities.
Crop Research Funds – For 2022-23, a total of $1,550,028 will be transferred to MCA’s operating account. The detailed totals are listed in Note 13 on the 2022-23 Audited Financial Statements.
2023-24 Budget
Included within the 2023-24 budget is the renovation of the east side of the MCA building located at 38-4th Avenue N.E. This renovation will serve to meet the needs of the operations and staff of the amalgamated organization and create significant benefits for our farmer members and staff. Office functionality will be improved, including improved privacy for our cash advance clients who come to our office. The renovation is set to be complete in February 2024. Previously, no substantial renovations had been made to the building since its construction in 2000.
As part of MCA’s fiscal responsibility, the MCA board of directors revisited the previously approved 2023-24 fiscal year budget at the Dec. 13, 2023, board meeting.
For the 2023-24 fiscal year, the board of directors is projecting revenues at $8,960,948 and total expenses of $9,066,998. A negative net balance of $106,049 is projected. As per the amalgamation agreement, MCA annually transfers total research commitments from the founding organizations’ research reserve accounts into the MCA general. In the 2023-24 fiscal year, a total of $1,550,028 will positively adjust the net revenue to $1,443,978. MCA is committed to meeting our amalgamation agreement by expending the founding organizations revenues on the crop received.
A breakdown of expenses is as follows:
- 64 per cent on Research & Production
- 13 per cent on General Administration
- 13 per cent on Market Development & Access
- 7 per cent on Communications
- 3 per cent on the Advance Payments Program
MCA Farmer Members
All Delegates Meeting, Brandon, MB
MCA held the first in-person all delegates meeting in Brandon, MB, Jan. 25-26, 2023. These two days emphasized the importance of our crop committees, provided opportunities for cross-crop learning and team building, and facilitated stronger relationships between our directors and delegates and our staff.
Advance Payments Program
A cash advance offers up to $1 million in cash flow to all farmers.
Each year, Manitoba Crop Alliance (MCA) administers the Advance Payments Program (APP), which offers Canadian farmers marketing flexibility through interest-free and low-interest cash advances.
Highlights from the 2023 Program Year
- Up to $350,000 interest-free for eligible commodities*
*Interest-free limit increased to $350,000 from $250,000 effective May 8, 2023, for the 2023 program year - Prime rate less 0.50 per cent on the interest-bearing portion, a better rate than the 2022 program year
Launched “Beat the Bank” poster campaign to raise awareness of the program, targeting grain buyers, Manitoba Agricultural Services Corporation offices and other farmer touchpoints- Unveiled a new program logo that builds off MCA’s strong brand
Benefits of a Cash Advance
- Allows farmers the flexibility to market their products, while maximizing the price and profits for their farm
- Reduced borrowing costs, with the interest-free benefit covered by AAFC and a low interest rate on the interest-bearing portion
- Ability to borrow against your production, at various production stages
2023 Program Year Statistics (at the time of this report)
- 323 farmer clients
- This represents a 9.3 per cent increase compared with the 2022 program year
- 8,500-plus page visits on MCA’s cash advance webpages in the 2022-23 fiscal year
In the 2022-23 fiscal year, MCA is reporting an excess of revenue over expenses of $144,280.
For more information: mbcropalliance.ca/advance-payments-program-cash-advance/.