Message from the Chair
Robert Misko
Chair, Manitoba Crop Alliance
Welcome to the 2025 Manitoba Crop Alliance (MCA) Annual Report, which highlights all our achievements from 2024.
One such achievement was the unveiling of our 2024-27 strategic plan, which charts an ambitious course for MCA over the coming years. The creation of the new strategic plan was spearheaded by our board of directors, but it was a collaborative effort, with significant contributions from our crop committee delegates and staff as well. The result is a plan that clearly articulates our goals and lays out a practical path to achieving them. I strongly believe that this plan positions us to expand our role as an agriculture industry leader and deliver more value than ever before to our farmer members.
Delivering value to our farmer members is our top priority and the goal that informs all our programming and investment decisions. I am proud to be a member of such a farmer-focused, forward-thinking organization, and I hope my fellow wheat, barley, corn, flax and sunflower growers across the province share that pride. It pays to be a member of MCA, and there are many excellent examples of that return on farmers’ check-off investments highlighted throughout this report.
MCA could not exist without the support, direction and engagement of our membership. Regardless of how you demonstrate that support – whether it’s serving on our board or crop committees, attending our extension events, participating in our farmer-driven initiatives such as the Research on the Farm program, or simply entrusting us with your check-off dollars – you make everything we do to advance the agriculture industry possible, and we are extremely grateful.
So, in closing, thank you to all our farmer members for your continued trust and support. It is my pleasure to present this annual report to you and I hope it gives you confidence that you’re getting great value for your investment in MCA.
Respectfully submitted,
Robert Misko,
Chair
Message from the CEO
Pam de Rocquigny
Chief Executive Officer,
Manitoba Crop Alliance
Making an impact – our new strategic plan
Manitoba Crop Alliance (MCA) is determined to make an impact within Manitoba’s agriculture industry to benefit our 7,700 farmer members. With our new 2024-27 strategic plan launched in May 2024, the board of directors is striving to realize those benefits. It is an ambitious plan – one that focuses on transformational change, explores bold investments, innovates our communications and builds research capacity within our province. Our farmer members can learn how we are achieving our strategic plan goals by subscribing to our monthly Heads Up e-newsletter and engaging with our social media channels.
In addition to launching our strategic plan, we also increased our advocacy efforts in 2024. Provincially, relationships are being built with the government and senior staff, as well as MLAs from all parties. Meanwhile, we continue to leverage the strengths of our partners, such as the Grain Growers of Canada, to have our farmers’ voices heard at the national level.
Our research and production programming continues to flourish, with a focus on achieving the priorities laid out by our crop committee delegates. This past year, two sunflower hybrids from our confection sunflower breeding program were registered – a major milestone many years in the making. We are also expanding and developing new partnerships to increase research capacity. We redesigned the Research on the Farm program content on our website to make results easier to find, so farmers can use the data to make decisions on their farm. Conditional funding was also committed for the Global Agriculture Technical Exchange (Gate) project to ensure farmers continue to receive significant value from the market development and access initiatives led by Cereals Canada.
We remain focused on the six crop types our farmer members grow and market here and around the world. We continue to adhere to our core principles of research and production, market development and access, advocacy, and communications, while maintaining a lean and efficient operation. However, our greatest strength may be our whole-farm, cropping-systems approach to tackling the most common issues farmers face. That approach allows us to focus on the bigger picture, maximizing benefits for our farmer members so they can be successful and profitable – now and for generations to come.
Respectfully submitted,
Pam de Rocquigny,
CEO
Our 2024 Team
Pam de Rocquigny
Darcelle Graham
Lori-Ann Kaminski
Katherine Stanley
Madison Kostal
Morgan Cott
Andrew Hector
Ashley Ammeter
Tammy Cote
Rae Jackson
Tyler Difley
Cole Christensen
2024 Board of Directors
Robert Misko
Jonothan Hodson
Sally Parsonage
Gregg Fotheringham
Leigh Smith
Scott Mowbray
Nick Matheson
Boris Michaleski
Carl Bangert
Doug Martin
2024 Crop Committee Delegates
Wheat & Barley Crop Committee
-
Josee Saquet
Laurier, MB -
Fred Greig
Reston, MB -
Robert Misko
Roblin, MB -
Scott Mowbray
Cartwright, MB -
Brad Myskiw*
Warren, 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 -
Nathan Tollenaar
Balmoral, 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
Our Strategic Plan
We are proud to present our 2024-27 Strategic Plan. The new strategic plan was developed by our board of directors – with considerable input from crop committee delegates and MCA staff – and includes three Big Goals we want to achieve within the plan’s three-year duration. Each Big Goal also has three corresponding Step Goals, annual benchmarks that reflect our short-term direction and priorities.
As of Dec. 31, 2024, Step Goals #1, #5 and #6 are complete.
For more information, visit mbcropalliance.ca
Click the image to download in PDF format
Investing in research with a clear impact on your farm
Core Principle #1
We will deliver research, production and extension services that have a clear impact on the farms of our members. Our delegates will determine the priorities for our crop types, as well as our Whole Farm research program, to provide solution-oriented results our farmer members can implement on their farms. Funding of variety development and genetic enhancement is a core pillar of our research program.
Active Research Projects
In 2023-24, Manitoba Crop Alliance (MCA) committed $6,968,351 in funding to 52 new wheat, barley, winter wheat, sunflower, corn, flax, whole farm and increasing capacity projects. For a full list of new research commitments in 2023-24, click here.
MCA has committed funding to 28 research activities that are part of Agriculture and Agri-Food Canada’s (AAFC) 2023-28 AgriScience Clusters. For a full breakdown of 2023-28 research cluster funding commitments, click here.
Research on the Farm (ROTF)
Growth of the Program
- In February 2024, MCA added a research & production coordinator position who will help communicate the results of our research and production programming, including the ROTF program and our corn and sunflower evaluation trials.
- A new ROTF logo and redesign of the ROTF website content in 2024 made it easier for farmers to access trial data and implement the results on their farms.
- Introduced two new protocols for winter wheat focused on fertilizer usage and seeding rates for the 2024-25 ROTF program.
Building Capacity in Manitoba’s Agriculture Industry
- Study Complete: Assessment of the Capacity for Crop Research in Manitoba: In November 2023, MCA commissioned a study to understand the current capacity for crop research in Manitoba. Four main challenges facing research capacity in Manitoba were identified: 1) Equipment, 2) Infrastructure and Land, 3) Funding Programs, and 4) Human Resources. More information is available here.
- New Agronomist in Residence – Special Crops at University of Manitoba:
MCA has committed $1,347,492 over five years to create a program for an Agronomist in Residence for Special Crops at the University of Manitoba. The selected candidate, slated to start in 2025, will be pivotal in supporting and expanding the corn, sunflower and flax industries in Manitoba.
“This position will offer science-based solutions that directly benefit producers and the special crops industry. Collaboration with key partners like Manitoba Crop Alliance ensures we bring the latest knowledge and innovation to the field, while actively supporting the next generation of agronomists through training and mentorship.” – Nazim Cicek, University of Manitoba”
- Funding for Manitoba Diversification Centres: MCA initiated a capacity assessment inviting research centres and researchers to submit proposals for equipment that would help them conduct more targeted research on MCA crop types. In November 2024, MCA announced a total investment of $448,795 towards the four Manitoba Diversification Centres to increase research capacity. Learn more here.
- North/South Partnership: In July 2024, MCA staff travelled to the U.S. to address one of our strategic plan step goals. Relationships were established with three important North Dakota State University Research Extension Centres, the North Dakota Corn Council and the National Sunflower Association.
- AgRISE – Canadian Federation of Agriculture and Deans Council: MCA committed funding of $2,000 towards a study launched by AgRISE, an initiative co-chaired by the Canadian Federation of Agriculture and the Deans Council – Agriculture, Food and Veterinary Medicine. This research study seeks to compile knowledge about the existing agri-food research landscape to evaluate the effectiveness of research funding. The objectives of the study are to 1) map the landscape of agri-food research funding and 2) quantify the potential commercial and public benefits from agri-food research funding.
- GROW Barley (Grant for Research Optimization for Western Canadian Barley Agronomy Program): MCA has approved funding of $100,000 over seven years toward GROW Barley, a $1.5-million Canadian Barley Research Coalition (CBRC) initiative. AAFC research scientist Hiroshi Kubota was selected to lead the GROW Barley research framework and will, in collaboration with a steering committee of funders, develop a barley agronomic research program.
“My focus is on developing research ideas that are practical and beneficial, ensuring the outcomes have a direct impact on the farm.” – Hiroshi Kubota, GROW Barley lead researcher
Confection Sunflower Variety Development: A Made-in-Manitoba Success Story
- MCA’s sunflower breeding program was featured in Seed World Canada’s Public Plant Science Showcase that was featured in the July issue.
- MCA received Canadian Food Inspection Agency registration for two confection sunflower hybrids developed through our variety development program: MCA 359239 and MCA 359306. MCA launched the tendering process in October 2024 for licensing.
- MCA held an industry tour on Sept. 27, 2024, at our Elm Creek, MB, sunflower nursery to showcase our two registered hybrids and new hybrids coming down the pipeline.
- The confection sunflower breeding program was featured in our 2024 Fields to Forks programming, showcasing MCA’s investments in variety development. The campaign, highlighted sunflower production in Manitoba, current sunflower genetics and MCA’s confection hybrid breeding program, including the recent registration of two hybrids.
- MCA’s confection sunflower breeding program will be featured in the January 2025 Seed Manitoba guide, highlighting the registration of the two hybrids.
Research Partnerships
MCA is expanding our research partnerships with Grain Farmers of Ontario and evaluating corn proposals through their call for letters of intent.
MCA signed our first research contract with Assiniboine College and is expanding partnerships at the University of Manitoba in the Department of Biology. MCA is also exploring opportunities to engage with additional institutions and departments, including biosystems engineering, mechanical engineering, computer science and more.
On Oct. 15, 2024, MCA staff gave a presentation to University of Manitoba students about MCA, how we are funded and the work we do as an organization. This was a great opportunity to showcase MCA to future agriculture industry professionals.
MCA staff participated at the Cultivating Connections networking event on March 21, 2024, in Calgary, AB, with a focus on bridging funders and innovators in agriculture.
MCA staff presented at the Inspire Conference hosted by Red River College Polytech’s applied computer education department on Nov. 13, 2024. The presentation highlighted MCA, agriculture in Manitoba and the diverse career needs of the agriculture workforce.
MCA staff joined AAFC in celebrating 100 years of barley breeding on July 11, 2024, at the Brandon Research and Development Centre. MCA provides support to AAFC’s barley breeding program through the Canadian Barley Research Coalition’s core breeding agreement with AAFC and the Canadian National Barley Cluster.
Production & Extension
MCA’s production and extension activities are supported by our three agronomists: Morgan Cott (special crops), Andrew Hector (cereal crops) and Ashley Ammeter (whole farm). Together, they strive to provide valuable and timely information to our farmer members that helps them make productive and sustainable decisions for their farms.
The resources our specialists create are some of the most viewed and downloaded pieces of content we produce. Our full collection of production resources can be found at mbcropalliance.ca/production.
Additionally, our agronomy staff contribute content to our Agronomy and Extension Blogs, our publications (including The Fence Post and The Focal Point) and our social media platforms, where they are the faces of our #AskOurAgronomists campaign. During the 2024 growing season, they also shared their expertise at more than 10 events, conferences and field tours, demonstrating MCA’s commitment to being a thought leader for the agriculture industry.
Ashley Ammeter, our whole farm specialist, received her Certified Crop Advisor (CCA) certification in May 2024.
New Resources For 2024
Whole Farm
Cereals
Special Crops
Our agronomists have a learner’s mindset. MCA agronomy and extension staff participated in more than 20 diverse training opportunities to enhance their skills and knowledge over the past year to better serve our farmer members.
Supporting market development and access that benefits our farmer members
Core Principle #2
We will support market development and access initiatives that directly benefit our farmer members by funding leading organizations who maintain and grow domestic and international markets for our crop types.
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.
Cereals Canada is dedicated to supporting the Canadian cereals value chain (farmers, exporters, developers and processors) and our customers around the world. They are committed to providing timely, expert technical information, delivered with a best-in-class customer experience. Learn more at cerealscanada.ca.
The Canadian Malting Barley Technical Centre (CMBTC) is an independent, not-for-profit research facility established in 2000. CMBTC serves the Canadian malting barley supply chain, providing high-quality technical services and marketing support to breeders, farmers, seed companies, exporters/importers, maltsters and brewers. Learn more at cmbtc.com.
Global Agriculture Technology Exchange (Gate): In 2024, Manitoba Crop Alliance (MCA) conditionally approved $2,655,587 in funding for Cereals Canada’s Gate initiative. MCA is a proud member of Cereals Canada and sees significant value in the market development and access initiatives the organization spearheads on behalf of its membership. Read the announcement here, or learn more about Gate at gate-canada.ca.
Focus Areas
- Effective Market Access and Advocacy
- Maintaining Markets and The Reputation Of Canadian Cereals
- Research and Technical Support
- Local Programming and Direct Engagement
Effective Market Access and Advocacy
Cereals Canada was instrumental in advocating for the opening of the Indo-Pacific Agriculture and Agri-Food Office (IPAAO) in Manila, Philippines. The opening of the office in February 2024 marked a significant step in bolstering Canada’s presence in this dynamic and fast-growing region, and played an important role in advancing Canada’s Indo-Pacific Strategy.
DID YOU KNOW? Indonesia is one of the world’s largest markets for non-durum wheat and home to the world’s largest flour mill. Currently, Canada supplies 2.3 million tonnes of wheat to Indonesia annually, valued at more than $1 billion.
Currently, based on a five-year average (2018/19 – 2022/23), Indonesia accounts for 11 per cent of total Manitoba wheat exports (our second largest market), with an export value of more than $125 million.
CMBTC is actively pursuing market access for Canadian barley in Brazil. Currently, Canada does not have negotiated phytosanitary requirements with Brazil to allow the export of Canadian barley to the country (we do have an agreement for processed barley malt).
In January 2024, CMBTC submitted an application to Agriculture and Agri-Food Canada’s (AAFC) Market Access Secretariat (MAS) to request that the government pursue market access for Canadian barley into Brazil that included an important end user of interest, AB InBev. In September 2024, during a visit with AAFC in Ottawa, CMBTC raised the issue again and subsequently received an email from MAS saying this request had been prioritized.
Cereals Canada and CMBTC work alongside government, exporters and grower groups such as MCA to ensure crops meet international Maximum Residue Limits (MRLs) crucial for maintaining open export markets. The MRL Assessment Committee, which includes representation from MCA and is led by Cereals Canada, meets twice per year to proactively assess the trade risks associated with new or amended pesticide registrations. Timely investigation and communication of MRL changes supports a proactive approach that helps safeguard Canada’s reputation for high-quality, safe grain exports. Information is provided to farmers through the Keep it Clean Product Advisory and the Keep It Clean website.
DID YOU KNOW? Cereals Canada monitored and investigated more than 600 pesticide and single-commodity MRLs in their fiscal year ending in 2024. Source: Cereals Canada 2024 Annual Report
Serving as a voice of farmers in areas that matter
Core Principle #3
We will be a voice for Manitoba farmers by sharing the impact of provincial and federal government policies on their operations and supporting research to provide solutions. We will leverage our memberships in key organizations that have a core focus on advocacy – Grain Growers of Canada and Keystone Agricultural Producers – to ensure our farmer members are represented and heard. We will support consumer outreach initiatives that share factual, science-based information about agriculture and the many ways farmers prioritize safety and sustainability throughout crop production.
Our Advocacy Partners
As the national voice for Canada’s grain farmers, Grain Growers of Canada (GGC) represents more than 65,000 producers. As a farmer-driven association for the grains industry, GGC advocates for federal policy that supports the competitiveness and profitability of grain growers across Canada. Learn more at graingrowers.ca.
Keystone Agricultural Producers (KAP) is Manitoba’s general farm policy organization, providing a unified voice for farmers on issues that affect agriculture. Learn more at kap.ca.
National
- GGC’s annual Grains Week was a three-day event in April featuring several meetings with parliamentarians and decision-makers to advocate for agriculture policy solutions. More than 20 grain farmers from across Canada converged in Ottawa for a series of strategic meetings, including MCA directors Jonothan Hodson and Sally Parsonage. The week was filled with substantial discussions with nearly 30 key decision-makers in the agricultural sphere, including MPs, senators and top government officials. Read more about Grains Week and the benefits of having Manitoba farmers’ voices heard in Ottawa here.
- In late July, the GGC Summer Tour saw GGC executive director Kyle Larkin journey from Winnipeg to Calgary, making stops at several grain farms to meet with farmers, and their elected officials, and discuss the most pressing challenges they face. The tour included stops at the farms of two MCA directors: Doug Martin in East Selkirk and Jonothan Hodson in Lenore. Participating elected officials included MPs Kevin Lamoureux (Winnipeg North) and Dan Mazier (Dauphin-Swan River-Neepawa), as well as Winnipeg MLA Cindy Lamoureux. Outside of the GGC Summer Tour, one additional MCA director hosted their local MP when James Bezan (Selkirk-Interlake) visited Nick Matheson’s farm in Stonewall.
- We continue to have representation on the Field Crops Table (FCT) alongside other Canadian crop industry stakeholders, with MCA CEO Pam de Rocquigny sitting as a table member. One theme critical to the work MCA does is to report on the roles and responsibilities in plant genetics to guide long-term direction of research activities. The various sector tables are intended to create purposeful dialogue between agriculture and agri-food sector representatives and government officials to collectively advance growth and competitiveness in Canada. More information on the sector engagement tables can be found here.
- MCA staff continued to build connections with senior Agriculture and Agri-Food Canada staff over the last year. Several meetings were held throughout 2024, discussing topics such as variety development and funding for research and innovation.
Provincial
- On March 6, 2024, MCA hosted Manitoba MLAs at our From Land to Legislature Breakfast Reception. Directors and staff had the opportunity to highlight the challenges and opportunities facing Manitoba farmers, the economic impact of agriculture in our province, the valuable investments we are making in research and innovation, and the ways we can work together to benefit all Manitobans.
- We followed up our breakfast reception with our Cutting-Edge Crops Research and Innovation Field Tour, held June 13, 2024, at the Ian N. Morrison University of Manitoba Research Farm. We again welcomed MLAs and senior government staff, who learned more about MCA-funded research conducted by our partners at the University of Manitoba (UM). Attendees discovered how UM researchers, with support from MCA, are using innovative new tools such as remote-sensing drones and artificial intelligence to improve herbicide best management practices and monitor weed resistance across Manitoba. The tour also highlighted how MCA-funded variety development is supporting agricultural sustainability and climate adaptation through the development of high-yielding crop varieties with improved nutrient-use efficiency and increased resistance to pests, disease and environmental stressors.
- MCA director Sally Parsonage and CEO Pam de Rocquigny attended an industry engagement session on June 25, 2024, in support of the Federal/Provincial/Territorial (FPT) Ministers of Agriculture meeting. Each year the Minister of Agriculture invites industry stakeholders to a half-day session to listen to their priorities and concerns for Manitoba’s agriculture and agri-food sector. This industry feedback is critical to ensure Manitoba’s concerns are brought to the national level.
- On Sept. 16, 2024, MCA chair Robert Misko, directors Jonothan Hodson and Sally Parsonage, CEO Pam de Rocquigny and COO Darcelle Graham met with Manitoba Agriculture Minister Ron Kostyshyn, Deputy Minister Brenda DeSerranno, and Assistant Deputy Ministers Patti Rothenburger and Maurice Bouvier. We shared the findings from our research capacity report, while indicating a collaborative approach among all partners is needed to expand capacity in Manitoba and attract more research investment to the province. MCA is prepared to collaborate with the Government of Manitoba to develop solutions to the province’s research capacity challenges.
- MCA staff continued to build strong relationships with senior Manitoba Agriculture staff over the past year. Several meetings were held throughout 2024, discussing topics such as variety development and funding, research and innovation, Sustainable Canadian Agricultural Partnership program functionality and delivery, plant health and diagnostics, extension efforts and co-ordination, and continued engagement in the Diversification Centres/Provincial Advisory Committee.
- We engaged with KAP through attendance and active participation at their 2024 Annual General Meeting and Advisory Council meetings. former KAP general manager Brenna Mahoney, president Jill Verwey and communications manager Colin Hornby presented an operational update to MCA’s board of directors at our Oct. 17, 2024, board meeting.
Consumer Outreach
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 35 of GTOM, we partnered with Winnipeg Registered Dietitian Jessica Penner to develop and share healthy and delicious recipes that showcase our crops. We also worked with GTOM, in collaboration with Manitoba Ag Days, to produce two “Produced on the Prairies” mini-documentaries: We Produce Seeds and We Produce Beer. Learn more at greattastesmb.ca.
Fields to Forks: Created 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 campaign featured MCA COO Darcelle Graham and highlighted our confection sunflower breeding program. The campaign emphasized how this made-in-Manitoba success story is ensuring confection sunflowers remain a productive and sustainable crop for Manitoba farmers, as well as a delicious and nutritious snack option for Manitoba consumers. Learn more at fieldstoforks.ca.
Agriculture in the Classroom – Manitoba (AITC-M): MCA is proud to support AITC-M in their efforts to help students learn more about where their food comes from, how it is produced and how farmers are stewards of the land. In March 2024, MCA agronomy and extension specialist for cereal crops Andrew Hector volunteered to share his agriculture knowledge and experience with Manitoba students as part of Canadian Agriculture Literacy Month. Learn more at aitc.mb.ca.
What About Wheat: This campaign aims to bring up-to-date science- and evidence-based information to nutrition professionals and consumers about the health benefits of wheat. In its fourth year, the campaign incorporated new videos (spanning topics such as fibre, gut health and Canada’s wheat story), explored new topics (including global wheat digestibility, resistant starches and prebiotics) and initiated several new influencer collaborations. Learn more at whataboutwheat.ca.
Habitat-Friendly Winter Wheat Ecolabel: This program – which we support in partnership with Cereals Canada, Ducks Unlimited Canada and other winter wheat grower groups – highlights the ecological benefits of winter wheat to consumers and creates new marketing opportunities that increase demand for winter wheat. A new website for the program launched in 2024 and can be found at habitatwheat.ca.
Communicating with farmer members on topics that matter
Core Principle #4
We will deliver a communications program that supports our vision, mission and strategic plan. We will communicate the process and results of our investments in research and production, market development and access, advocacy, and governance/operations to our farmer members using a variety of communication channels.
MCA Communications Channels
MCA Website
Publications
Social Media
Over the last year, our communications program has continued to expand and evolve to keep our farmer members informed about 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 communications channels.
Highlights From Our 2023-24 Communications Program
MCA Website
- Upgraded our Research on the Farm (ROTF) program website content, including a new trial results database filterable by crop type and region, to make locating specific ROTF trial protocols and results easier and more intuitive
- Launched a new “Economic Impact of our Crops” section, sharing results from an MCA-commissioned study to assess the impact of Manitoba-grown wheat, barley, grain corn, sunflower and flax on the Manitoba economy
- Launched our 2024 Annual Report (2023 Activities), which was a 2024 Best of CAMA awards finalist
- Increased engagement with the website (2023-24 fiscal year vs. 2022-23 fiscal year):
- 69.8% increase in users
- 75.0% increase in new users
- 61.5% increase in page views
- 4.6% increase in average engagement time
Social Media
- Advanced our #AskOurAgronomists campaign by equipping MCA agronomy and extension specialists with social media training and personal X accounts to enable more effective sharing of agronomy content with our digital audiences throughout the growing season
- Updated our “It Pays to be a Member” campaign with new advertisements to highlight the return on investment farmer members have received on their check-off dollars through MCA initiatives
- Launched a new, illustrated social media campaign to support the 2024 nomination period for MCA crop committee delegates
- Grew our social media audiences (2023-24 fiscal year):
- X (Twitter): 14.2 per cent (+257)
- Facebook: 195.9 per cent (+435)
- Instagram: 20.1 per cent (+132)
- LinkedIn: 161.2 per cent (+161)
Earned Media
- Accumulated more than 80 media hits (i.e., mentions of MCA and/or interviews with MCA staff, directors or delegates) via a variety of agricultural and mainstream news organizations in 2023-24:
- Glacier Farm Media (Manitoba Co-operator, Western Producer, Grainews, etc.): 25 hits
- Golden West (Pembina Valley Online, Steinbach Online, etc.): 10 hits
- Real Agriculture: 9 hits
- Farms.com: 9 hits
- Pattison Media (Q Country, etc.): 7 hits
Video
- Debuted two new videos in 2024:
This is Manitoba Crop Alliance
Experience the Manitoba Crop Alliance Cash Advance Advantage
Events
- Producer Malt Academy
- Soil Fertility Workshops
- CropConnect Conference
- Farmer Day at the Crop Diagnostic School
- Crop Management Field Tour
2024-27 Strategic Plan
- Accomplished one of our strategic plan step goals by identifying and training select MCA staff in Human Centred Design (HCD) so they can better understand how to engage with our farmer members
What is Human Centred Design (HCD)? HCD is an approach to problem solving that is grounded in the needs of the people who use our products or services (i.e., MCA farmer members). HCD provides a framework for observation, collecting feedback, brainstorming and implementation, by prioritizing the desires of farmers. We will use HCD to engage with our farmer members in valuable, innovative and targeted ways.
Delivering value
Throughout 2024, 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.
“These trials have provided high value for us by offering authentic, decision-making data that has influenced our farming practices. The trials have been well prepared, well supported and easy to execute so they do not disrupt the workflow in busy seasons. The data has been well presented each year at the appreciation event, which is a highlight every year. We look forward to doing more trials in the future.”
– Andrew Doerkson
Regarding our Research on the Farm Program
“If you like beer, this is a great opportunity to learn how the malt- and beer-making process works. Even if you have never grown malt barley, it is a great opportunity to learn about an end use of one of the grains we grow. There’s an amazing amount of science that is involved in the process. Best of all, we got to drink beer.”
– Leigh Smith
Regarding the November 2023 Producer Malt Academy
“I learned a lot about malting barley, in fact it was a little overwhelming. Having printouts helped a lot. It was a great time and full of information and demonstration!”
– Frank Bergen
Regarding the November 2023 Producer Malt Academy
“It was a great experience to attend the Crop Management Field Tour. It provided me with the chance to connect with individuals in the agriculture industry to see how different scenarios can affect the crop on a farm via staging of rolling soybeans, row spacing, the number of passes and weight of equipment on the field, and straw management. I think these are all small things we have in the back of our minds and don’t really pay attention to in our day-to-day life, and a lot of these topics will be important as we go down the road in ag. The biggest takeaway for me was being able to talk to the experts in those departments about how I could improve things on my operation.”
– Patrick Gamache
Regarding our July 2024 Crop Management Field Tour
“The Soil Fertility Workshop was a great experience. I learned a lot.”
– Darrin Bulas
Regarding our January 2024 Soil Fertility Workshops
“It was my first time attending and I had no expectations going in, it was mostly an excuse to get off the farm and check out an ag event. I was pleasantly surprised with how informative the sessions were – in particular, the weeds and soil sessions. It was great to have experts on hand that we could ask questions. It was very hands on, and the small group sizes made it less intimidating to maybe speak up or ask questions. Not every topic was relevant, but overall, I highly recommend this event to farmers to continue to learn or become informed on the latest agronomic issues.”
– Ryan Hueging
Regarding Farmer Day at the 2024 Manitoba Crop Diagnostic School
“Farmer Day at the 2024 Crop Diagnostic School was a great opportunity to continue to build on agronomy fundamentals, while also adding branches of interest into advancements of research and the industry. I left with an overall great experience after being able to speak directly to industry experts with any questions I had, while seeing firsthand the information available made in part by research conducted on the Prairies.”
– Brad Myskiw
Regarding Farmer Day at the 2024 Manitoba Crop Diagnostic School
Maintaining a lean and efficient operation guided by farmer-member input
Core Principle #5
We will be guided by our board of directors with the support of our delegates within the four crop committees to ensure we are a lean and efficient organization, making strategic investments that bring value to our farmer members. We will continue to serve as an administrator of the Advance Payments Program, prioritizing high service standards for our cash advance clients.
Manitoba Crop Alliance (MCA) under the guidance of the Board of Directors, with the support of the four crop committees efficiently operated within the 2023-24 budget while meeting our strategic plan goals and investing in research & production, market development and communication that benefit our farmer members dollars.
2023-24 Financials
In 2023-24, MCA’s revenues increased from the previous fiscal year, reflecting better yields in the 2023 growing season. To ensure fiscal responsibility, the board of directors reviewed and revisited the budget in December 2023 to current, adjusting as necessary. The total excess of revenues over expenses is $301,223
MCA invested 69.8 per cent of total expenditures in research and production. This is an increase in research and production expenditures compared with 2022-23, as more research contracts were signed and funded.
MCA is reporting a a reduced refund rate of 6.94 per cent. slightly lower than in 2022-23. This is a true testament to the support of MCA’s farmer members for our activities.
Crop Research Funds – For 2023-24, a total of $1,872,055 will be transferred to MCA’s operating account. The detailed totals are listed in Note 11 on the 2023-24 Audited Financial Statements.
2024-25 Budget
Based on the approved 2024-25 budget, the board of directors are projecting revenues at $11,874,623.54 and total expenses of $11,426,141. A positive net balance of $448,482.37 is projected.
A breakdown of expenses is as follows:
- 71.3 per cent on Research & Production
- 10.6 per cent on General Administration
- 7.9 per cent on Market Development & Access
- 7.6 per cent on Communications
- 2.5 per cent on the Advance Payments Program
100-Day Risk Assessment
MCA engaged Deloitte to conduct a 100-day risk assessment that will highlight any internal risks for the board of directors and senior management team. This process will develop an MCA internal audit charter, develop a risk-based audit plan, finalize our staffing model and establish the internal audit infrastructure needs. The objective of the risk assessment is to strengthen the health of the organization and protect MCA’s assets.
Office Renovation Complete
In early 2024, MCA staff moved back into our renovated office space. These renovations have created significant benefits for our farmer members and staff:
- Office space functionality has been improved.
- The upgraded boardroom provides a more suitable and professional environment for meetings and other formal gatherings of staff, farmer members and industry stakeholders.
- Improved privacy can now be provided for our cash advance clients who come to our office.
Online Refund Form Increases Efficiency
As part of MCA’s commitment to being an efficient organization, we implemented an online refund for Period 1 of 2024 to increase efficiency for the administration of the levy refund program. The online form allows MCA to share key membership benefits and gather feedback on areas of improvement for the organization during the refund process.
Expanded Bursary Program
In 2023-24, we expanded our bursary program to offers six $1,000 bursaries annually to students who are graduating high school and are planning on continuing their education within the Canada in a field that will benefit the agriculture sector.
The MCA bursary program is designed to assist with the financial needs of post-secondary and high school students who are, or will soon be, pursuing education in a field that will benefit the agriculture sector.
“Our bursary program is one way we give back to the agriculture community. We are proud to support the next generation of farmers, agronomists, researchers and other industry leaders who will make their mark on Canadian agriculture.” – Madison Kostal, MCA Research and Production Coordinator
The 2024 nomination period for delegates of MCA’s four crop committees took place from July 2 – Oct. 1, 2024.
In total, 16 farmer members were nominated for 17 available delegate positions across the four crop committees and were thereby elected by acclamation. Among those 16 delegates, eight are new to their respective committees and eight are incumbents.
Crop Committee Delegate Nominations
MCA Organization Chart – Click to zoom
The following are new crop committee delegates who will begin their terms in 2025:
Corn Crop CommitteeCraig Riese Patrick Gamache Flax Crop CommitteeMyles Kubinec Amanda Ellis |
Sunflower Crop CommitteeAndrew Saramaga |
Advance Payments Program
Beat the bank with Manitoba Crop Alliance!
As part of our core principle of maintaining a lean and efficient operation, MCA continues to serve as an administrator of the Advance Payments Program (APP), prioritizing high service standards for our APP cash advance clients.
Highlights from the 2024 Program Year
- Up to $250,000 interest-free for eligible commodities*
*Interest-free limit increased to $250,000 from $100,000 effective March 25, 2024, for the 2024 program year - Prime rate less 0.50 per cent on the interest-bearing portion
2023 Client Survey Results
- 87 per cent of clients are completely satisfied with MCA as a cash advance service provider
- Top three reasons clients choose MCA:
- Customer service
- Local
- Fast turnaround times
- Ability to borrow against your production, at various production stages
- 84 per cent of our clients are extremely likely to recommend MCA to fellow farmers
2024 Program Year Statistics (at the time of this report)
- Loans advanced $85,245,530
- 359 farmer clients
- 12,500-plus page visits on MCA’s cash advance webpages in the 2023-24 fiscal year
In the 2023-24 fiscal year, MCA is reporting an excess of revenue over expenses of $75,499
For more information, visit mbcropalliance.ca.
