Message from the CEO
Pam de Rocquigny
Chief Executive Officer,
Manitoba Crop Alliance
This past August, Manitoba Crop Alliance (MCA) celebrated its two-year anniversary, which caused me to take stock of how far we’ve come. I am proud to say that, since our inception, our board, crop committee delegates and staff have truly built MCA into an organization focused on providing farmer-member value. Here are a few highlights from the past year.
Roadmap to Value
In February 2022, we shared our first strategic plan, which provides a roadmap of how MCA will invest levy dollars entrusted to us by our farmer members. The plan includes five strategic objectives and 14 key results. Going forward, our annual reports will serve as updates for farmer members about the progress we’ve made each year in terms of our strategic objectives.
DOWNLOAD: Manitoba Crop Alliance Strategic PlanRoadmap to Value
In February 2022, we shared our first strategic plan, which provides a roadmap of how MCA will invest levy dollars entrusted to us by our farmer members. The plan includes five strategic objectives and 14 key results. Going forward, our annual reports will serve as updates for farmer members about the progress we’ve made each year in terms of our strategic objectives.
DOWNLOAD: Manitoba Crop Alliance Stategic PlanROI That’s Hard to Beat
Variety development is a key tool in ensuring profitability for our farmer members. This past year, we learned just how valuable farmer-member investments in barley and wheat breeding programs have been. For each $1 invested in breeding programs, western Canadian barley farmers have received nearly $26 in return and wheat farmers have received $33, through varietal developments. These numbers show MCA is on the right track with our strategic investments in variety development and we will continue these investments on your behalf in the future.
READ: Barley Breeding in Canada: A path forward from 2021 READ: The Benefits and Costs of Producer and Public Investments: Wheat Varietal R&D in Western Canada – 1995 to 2020“This study clearly indicates that farmer investment in public breeding programs is working and is providing substantive returns to farmers.”
Fred Greig, past-chair of the Canadian Wheat Research Coalition and Manitoba Crop Alliance wheat and barley delegate
The A Team
Last year’s successes and accomplishments were a direct result of the hard work of our amazing team here at MCA, focused on putting the strategic plan into action. Throughout the year, our team worked diligently and with passion on several projects, including:
- Leading our Whole Farm Research program.
- Reviewing hundreds (yes, hundreds!) of research projects, through the lens of priorities established by the delegates of our four crop committees and our whole farm research committee.
- Planning for the multi-million-dollar cluster programming in preparation for the Sustainable Canadian Agricultural Partnership intake.
- Co-ordinating and expanding our Research on the Farm program.
- Developing highly sought-after production extension resources for all six crop types we represent.
- Providing service our Advance Payments Program clients deserve.
- Creating engaging and dynamic communication initiatives.
- Ensuring our organization continues to be financially responsible, while being lean and efficient.
I extend a huge thank you to our team for all the work they do serving our farmer members.
Please take the time to explore our 2023 annual report (note the new format this year!) and remember, never hesitate to reach out to us with any questions or comments.
There are many issues facing Manitoba farmers and only by working together will we find and implement solutions. We continue to be Stronger Together!
Wishing all the best to our farmer members in 2023!
Respectfully submitted,
Pam de Rocquigny
Message from the Chair
Robert Misko
Chair, Manitoba Crop Alliance
Welcome to Manitoba Crop Alliance’s (MCA) 2023 Annual Report, highlighting our activities and achievements from 2022. By now, I’m sure you’ve noticed that this isn’t the same type of report we’ve produced in the past. In fact, we’ve completely reimagined what our annual report can look like.
A major focus of MCA’s work is engaging farmer members to ensure we are meeting their needs and we are constantly looking for new ways to create that engagement – whether it’s through our crop committees, Whole Farm Research Committee, Research on the Farm program, variety performance trials or any of our other farmer-driven initiatives. We believe that the more farmer members are directly involved in our work – offering feedback, sharing their experiences and seeing the impact of their hard-earned dollars firsthand – the better.
A major focus of MCA’s work is engaging farmer members to ensure we are meeting their needs and we are constantly looking for new ways to create that engagement – whether it’s through our crop committees, Whole Farm Research Committee, Research on the Farm program, variety performance trials or any of our other farmer-driven initiatives. We believe that the more farmer members are directly involved in our work – offering feedback, sharing their experiences and seeing the impact of their hard-earned dollars firsthand – the better.
This annual report is one more way we hope to engage with you, our farmer members, in an innovative and accessible way. As farmers, I know that we are extremely busy people, with limited down time and many things vying for our attention. That’s why this year’s report is shorter, with less text and more visual elements. It’s also why it was designed specifically for online viewing – whether you’re at home on your computer or out in the field on your phone.
In closing, I would like to thank our farmer members for their continued trust and support. We are Stronger Together, and I think that is reflected in the many achievements from the past year that are detailed here. I’m very excited about the new direction we’ve taken with this year’s report and I’m confident that you will find it more informative and engaging than ever!
Respectfully submitted,
Robert Misko,
Chair
Our 2022 Team
Pam de Rocquigny
Darcelle Graham
Lori-Ann Kaminski
Katherine Stanley
Morgan Cott
Ashley Ammeter
Daryl Rex
Tammy Cote
Rae Jackson
Tyler Difley
Cole Christensen
Mallorie Lewarne
2022 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
2022 Crop Committee Delegates
Wheat & Barley Crop Committee
-
Drew Baker
Beausejour, MB -
Sheila Elder*
Wawanesa, MB -
Fred Greig
Reston, MB -
Wilfred Harder
Lowe Farm, MB -
Ryan Hueging
Woodlands, MB -
Doug Martin
East Selkirk, MB -
Boris Michaleski*
Ashville, MB -
Robert Misko
Roblin, MB -
Rauri Qually
Dacotah, MB -
Josee Saquet
Laurier, MB
Corn Crop Committee
-
Carl Bangert
Beausejour, MB -
Richard Dureault
Fannystelle, MB -
Jonothan Hodson
Lenore, MB -
Warren McCutcheon*
Carman, MB -
Emile Morin
Otterburne, MB -
Hubert Preun*
St. Andrews, MB
Sunflower Crop Committee
-
Gregg Fotheringham
Reston, MB -
Myles Kubinec
Holland, MB -
Mark McDonald
Virdin, MB -
Sally Parsonage*
Baldur, MB -
Korey Peters
Randolph, MB -
Gilbert Sabourin
St. Jean Baptiste, MB -
Edgar Scheurer*
Dugald, MB -
Roger Vaags
Dugald, MB
Flax Crop Committee
-
Lance Biernes
Winnipeg, MB -
Dean Buchanan
Crystal City, MB -
Eric Fridfinnson*
Arborg, MB -
Andrew Harris*
Winnipeg, MB -
Jack Hodgson
Roland, MB -
Lorne Johnson
Arborg, MB -
Nick Matheson
Stonewall, MB
Investing in research with a clear impact on your farm
We are proud to fund research that not only will improve the agronomics and profitability of our farmer members, but also improve sustainability and quantify the agronomic and environmental benefits of many of the crop production practices our farmer members use in their operations.
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.
Highlights
Whole Farm Research
Our Whole Farm Research program follows a whole-farm, cross-commodity approach to research that is not crop-specific and recognizes the research needs of diverse cropping systems across Manitoba.
MCA has funded three projects through the program from the 2021 call for proposals. The total value of this research, which will be conducted over the next five years (2022-27), is $1,506,047. MCA’s contributions to the projects will total $476,450 over that period.
More information about the program is available here.
- Total active projects:27
- Total project value: $20,467,276
- Total MCA contribution: $1,725,582
Research on the Farm
Our Research on the Farm program benefits farmers by demonstrating how products or practices behave on their own farm, on their own land and with their own equipment.
More information about the program is available here.
New Signed Research Commitments 2021-22
Total Projects: 15
Projects by Crop Committee: Flax (2), Sunflower (2),
Wheat and Barley (8), Whole Farm (3).
Lifetime Value: $4,614,095
Total MCA Contribution: $848,807
For a full list of new signed research commitments in 2021-22, click here
Production Resources
Our agronomy extension specialists created several articles and factsheets throughout the year, providing valuable information to our farmer members to help them make productive and sustainable decisions.
Supporting market development and access that benefits our farmer members
Throughout the past year, we have continued to support three key areas within this objective:
Objective #2
We will continue to support market development and access that directly benefits 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
Fund and support research and shared knowledge that demonstrates how our farmer members grow high quality crops using science-based and sustainable practices
Reach consumers and end users to share factual, science-based knowledge about how our farmer members grow the crops we represent
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.
National
Through our membership with the Grain Growers of Canada, we ensured Manitoba farmers were represented at a national level on several important issues:
- We collaborated with like-minded associations to provide feedback on behalf of growers and the agriculture industry to Agriculture & Agri-Food Canada’s (AAFC) Fertilizer Emissions Reduction Target Consultation. We also supported the GGC submission to Agriculture and Agri-Food Canada’s (AAFC) discussion document on the proposed fertilizer emission reduction target.
-
We supported GGC in its creation of a climate solutions initiative to help meet Canada’s ambitious goal of net-zero emissions by 2050. In addition to identifying opportunities for the sector to continue its contributions to GHG emission reductions, the Road to 2050 is intended to guide government policies and programming directed at Canada’s grains sector, ensuring farmers are supported in their efforts. - We supported Bill C-234, which aims to provide much-needed economic relief to farmers in relation to carbon taxes for critical economic practices, like grain drying and irrigation, which have no viable fuel alternative. Bill C-234 would save farmers nearly a billion dollars over the next decade — money which can be invested in other on-farm innovations.
- We participated in GGC’s National Grain Week March 28 – 30 in Ottawa, which included over 20 meetings with MPs and senators, a roundtable with five assistant deputy ministers for Agriculture and Agri-Food Canada (AAFC) and a meeting with Agriculture Minister Marie-Claude Bibeau. We supported communications sent to Minister Bibeau outlining concerns about cluster programming under the 2023-2028 Sustainable Canadian Agricultural Partnership. These concerns included that funding for AgriScience has remained stagnant for the past decade and our industry is being asked to do more with fewer resources.
Provincial
In the last year, MCA has advocated for farmer members on several provincial issues:
- We requested that Manitoba Agricultural Services Corporation (MASC) review the coverage levels available under their Excess Moisture Insurance (EMI) due to increases in production costs. Following this request, MASC increased basic coverage for the 2023 crop year to $75/acre, with higher coverage options increasing to $100 and $125.
- We requested MASC add the crop types MCA represents to their Contract Price Option (CPO). MCA provided a phase-in strategy, with a focus on adding malt barley and sunflower to the CPO for the 2023 production year, followed by spring wheat, winter wheat, flax and grain corn.
- We participated in two consultations with Manitoba Agriculture on the next policy framework, called the Sustainable Canadian Agricultural Partnership (SCAP), where we advocated for:
- Increased provincial and federal funding for research and innovation in crop production and variety development.
- Provincial and federal funding programs to meet the research and innovation needs identified by farmers and national strategic research priorities, without being limited to governments’ policy positions.
- Provincial and federal funding for business risk management (BRM) programming at increased levels.
- BRM programming that supports Manitoba farmers in a reliable and predictable fashion to help mitigate production risks.
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.
When we partnered with Cole’s Ag Communications early in 2022, our goal was to deliver a revitalized communications program that puts our farmer members first. Since then, we’ve expanded our monthly e-newsletter and social media content, broadened the scope of our biannual Fence Post publication, and directed more visitors than ever to the valuable information and resources available on mbcropalliance.ca.
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.
A Look at our 2021-22 Communications Program
Heads Up
- Monthly e-newsletter delivering information of interest to our farmer members, including agronomy and production resources, news and event listings
- Two special editions focused on winter wheat in 2022
- Newsletter engagement and readership exceeded Mailchimp benchmarks for agriculture industry marketing emails
The Fence Post
- Biannual publication featuring in-depth feature articles and updates on MCA programs and initiatives
- Transitioned to a magazine style in 2022 to better communicate all important MCA features and programs
- Mailed to every farmer member across Manitoba
The Focal Point
- Annual magazine with a focus on MCA-funded agricultural research.
- Delivers the latest in-depth information about farmer-funded research projects and what the results of those projects mean on your farm
- Mailed to every farmer member across Manitoba
Grain Marketing Insights
- Monthly e-newsletter providing market intelligence information for all crop types to farmer members, produced in partnership with LeftField Commodity Research
- Newsletter engagement and readership exceeded Mailchimp benchmarks for agriculture industry marketing emails
- Viewers of the web version spent an average of three minutes and 43 seconds on the page
Social Media
- Used as a platform to communicate activities and updates with members, industry and the public
- New “Ask Our Agronomists” campaign in 2022 to promote farmer member engagement with agronomy and extension staff and resources
- Audience/Follower Growth (Aug. 1, 2021 – July 31, 2022)
- Twitter: 42.5%
- Facebook: 63.3%
- Instagram: 31.8%
MCA Website
- Hosts a wide range of information, including research project listings, production resources, market development and access updates, news and events, and the Advance Payments Program.
- A redesigned version of the website is coming soon, so stay tuned!
- Year-over year (2021-22 fiscal year vs. 2020-21 fiscal year):
- 65.0% increase in users
- 13.9% increase in page views
- 7.9% increase in average time on page
Delivering value
Throughout 2022 we made a concerted effort to reach out to our farmer members to ensure they see value in our activities and we are fulfilling the objectives laid out in our Strategic Plan.
We’ve heard some extremely positive feedback, which gives us confidence that we are delivering value in the areas that matter most.
“I had a very positive experience working with Morgan. Being a second-year sunflower farmer with minimal experience, it is valuable for me to be able to call or text any questions or concerns and receive good advice. I see the value for other MCA farmer members being able to get knowledgeable feedback and recommendations specific to their crop.”
– Mark Fijala
Regarding the Special Crops Surveillance Survey
“As a farmer, one of my favourite things to do is connect with people who do not have farm experience. Being able to take someone through an entire growing season is special. It opens their eyes to the bigger picture and helps them gain a better perspective of the whole. When students and adults can see the growing season broken down into its associated tasks and explained bit by bit, they gain a sense of understanding and connection with the farmer. They can see more clearly why we make the choices we do and appreciate the impact the weather has on our livelihood.”
– Jason Rempel
Regarding Agriculture in the Classroom – Manitoba: Follow the Wheat Farmer
“Whether we like it or not, a big part of farming is dealing with regulations that are often federal in nature. Canadian agriculture is very diverse, and farmers have different concerns and face unique issues depending on their location. But there are similarities as well. With many provincial agricultural organizations collaborating under the Grain Growers of Canada umbrella, we can pool our resources and show the federal government how working with farmers to tackle industry issues is the best approach.”
– Jonothan Hodson
Regarding Grain Growers of Canada
“Attending an in-person field day has immense value. Being able to get up close to different barley varieties and examine their differences helps to give me real world expectations to tie back to published data. Being able to talk to the farmer about his practices and his impression of how the varieties stack up helps to build a depth of knowledge that will reduce risk when growing or making recommendations.
In addition to seeing the barley firsthand, meeting the breeding team and discussing their process provides a greater knowledge of what goes into selecting a new variety. The field day was a great time to network and build lasting relationships with people across the barley value chain.”
– Simon Ellis
Regarding Manitoba 2022 Malt Barley Variety Trial Field Day
“Farmer Day at the Manitoba Crop Diagnostic School is a great way to connect with industry experts and other producers, while learning about current and emerging cropping topics like advancements in weed management, insect identification, disease management and soil fertility. Farmer Day has helped our farm make connections to help us better understand and improve our knowledge in producing a better crop.”
– Derek Penner
Regarding Farmer Day at the Manitoba Crop Diagnostic School
“For 20 plus years, I have gone to MCA for my cash advances. They have been great to work with. The staff has always given me the facts and procedures that pertain to the cash advance program, but at the same time are very willing to work with me as a farmer.”
– Darryl Enns
Regarding the Advance Payments Program
“Farming is often a pretty solitary occupation and we get used to needing to solve our own problems. When it comes to mental health, reaching out will result in quicker, better outcomes.”
– Eric Fridfinnson
Regarding Manitoba Farmer Wellness Program
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.
Throughout 2022, the Manitoba Crop Alliance (MCA) Board of Directors, with the support of the four crop committees, continued to make strategic investment decisions to ensure maximum investment of farmer dollars in research and production, market development and access, and communication.
Financials
In 2021-22, MCA’s revenue decreased from the previous fiscal year due to drought conditions during the 2021 growing season, which lowered yields. To ensure fiscal responsibility, the board reviewed the budget midway through the fiscal year. As reported in our 2021-22 audited financial statements, the total excess of revenues over expenses is $121,962.
“MCA has delivered on our amalgamation commitment to reducing overlap in administration. This has strengthened our ability to invest in the key areas that matter most to our farmer members and will result in the best return on their levy investment.”
Darcelle Graham, MCA Chief Operating Officer
MCA is reporting a reduced refund rate of 6.89 per cent, down slightly from 2020-21. This is a testament to the support of MCA’s farmer members for our activities.
2022-23 Budget
For the 2022-23 fiscal year, the board of directors are budgeting revenues of $7,656,584 and total expenses of $7,085,931. A positive net balance of $570,853 is projected.
A breakdown of expenses is as follows:
- 64 per cent on research & production
- 16 per cent on general administration
- 11 per cent on market development & access
- 6 per cent on communications
- 3 per cent on the Advance Payments Program
MCA Farmer Members
Crop Committee Delegate Nominations
MCA Org Chart – Click to zoom
The 2022 nomination period for delegates of MCA’s four crop committees began on Sept. 1, 2022 and ended on Oct. 30, 2022.
In total, 17 farmer members were nominated for 17 available delegate positions across the four crop committees and were thereby elected by acclamation. Among those 17 delegates, seven are new to their respective committees and 10 are incumbents.
The following are new crop committee delegates who will begin their terms in 2023:
Corn Crop CommitteeDoug Martin Flax Crop CommitteeDarcy Unger Leigh Smith |
Sunflower Crop CommitteeDarcy Watson Dave Van Buuren |
Advance Payments Program 2021-22 Highlights
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.
In 2022, the program was temporarily adapted to better serve Manitoba farmers as they faced significant increases in input costs, including fertilizer and fuel, as well as agricultural supply chain disruptions.
2022 Program Changes
- April 2022 – Temporary Removal of the 60/40 rule: Agriculture and Agri-Food Canada (AAFC) will temporarily allow all in-production advances to be issued at 100 per cent of the maximum eligible advance for the 2022 program year.
- May 2022 – Temporary overpayment deadline extension (pre-harvest): Where an overpayment is triggered based on a BRM Program Coverage Report or pre-harvest inspection, the producer will have until the Post-Production Report deadline in their repayment agreement to rectify the overpayment situation or be declared in default.
- June 2022 – Government of Canada announces interest relief for agricultural producers: Temporary increase to the interest-free limits for the 2022 and 2023 program year. Interest-free portion increased from $100,000 to $250,000.
2022 Program Year Statistics (at the time of this report)
- $63,457,744 in loans advanced
- 264 farmers
- 4,862 page visits on MCA’s APP webpages in 2021-22 fiscal year
Applications are still being accepted for the 2022 program year on grain in storage (deadline is March 15, 2023), along with applications for 2023 fall-seeded crops.
MCA continues to deliver an efficient APP program. In the 2021-22 fiscal year, MCA is reporting an excess of revenues over expenses of $194,793. As required by AAFC, MCA is transparent to our farmer members, reporting detailed financial statements. Please refer to our audited financial statements for full details.
For more information: mbcropalliance.ca/advance-payments-program/about-the-program.
Program Overview
A cash advance offers up to $1 million in cash flow to all farmers, with:
- Up to $250,000 interest-free for eligible commodities*
- Prime rate less 0.25 per cent on the interest-bearing portion
- Funds available on over 35 crop kinds, including honey
*Interest-free limit increased to $250,000 from $100,000 effective June 20, 2022, for the 2022 and 2023 program years.
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