2013 Calgary Stampede International Agriculture Profile

2 0 1 3 I s s u e / V o l u m e 2 1

The official publication of the International Agriculture committee

Showcasing the Agricultural Industry to the world

I n t e r n a t i o n a l A g r i c u l t u r e

olds College CelebrATes 100 yeArs

CAlgAry Co-op

AgrICulTure In AlberTA

geTTIng soCIAl wITh AgrICulTure

Cover Artwork Compliments of the Calgary stampede western showcase Committee

Message from Canada’s Minister of Agriculture and Agri-Food and minister for the canadian wheat board

gerry ritzMinister of Agriculture and Agri-Food

Message from Minister of Alberta Agriculture and Rural Development

Verlyn olson, Q.C.Minister of Alberta

Agriculture and Rural Development

On behalf of Prime Minister Stephen Harper and the Government of Canada, I would like to welcome our international visitors to Canada, to Alberta, and to The Greatest Outdoor Show on Earth, the 2013 Calgary Stampede! For over 100 years, the Stampede has showcased everything that placed Canada as a world leader in agriculture.

Canadians take pride in our producers and in the top quality agricultural goods that they deliver to dinner tables around the world. To help keep the industry strong, our Government has traveled from one side of the globe to the other to promote those goods. We’ve been busy creating new opportunities for farmers and providing our global customers with the top notch Canadian products they are asking for.

Here at home, federal, provincial and territorial governments have launched Canada’s new five-year agricultural policy framework. With its focus on the future, Growing Forward 2 will give Canada’s farmers and processors the tools they need to compete at home and abroad. It includes a new suite of programs in innovation, competitiveness and market development.

During your visit to the Stampede, you’ll experience first-hand the quality and diversity of our livestock and all the other great products that have put us on the map. I’m pleased our Government is supporting the International Room to help international visitors tap into everything Canadian agriculture has to offer. And I promise you—once you get a taste of it, you’ll keep coming back for more!

Once again, welcome and enjoy your visit to the Stampede!

Alberta’s roots are firmly planted in the rich history of our agriculture sector. The hard work, determination and pioneering spirit of our farmers and ranchers are part of the foundation of this province and reflect many of the core values that Albertans share.

For more than a century, the Calgary Stampede has helped us celebrate our western heritage and the rural way of life, while also showcasing the strength and diversity of our agriculture industry.

Alberta has an exciting agriculture story to tell. Our province is home to some of the best and most innovative producers and entrepreneurs in the country. Their success has helped make agriculture our largest renewable industry and an essential part of our economy.

As Minister of Agriculture and Rural Development, I take great pride in welcoming Canadian and international guests to The Greatest Outdoor Show on Earth, located in the heart of Alberta’s largest city. This is a tremendous opportunity to see one of the most unique and memorable cultural events in the world.

While enjoying the Stampede, I encourage everyone to take advantage of Alberta’s famous western hospitality and visit the many sights in our great province. From our breathtaking mountain parks to our scenic rural communities, you will be glad you took the opportunity to explore all that Alberta has to offer.

The Calgary Stampede has a proud history of showcasing the best of agriculture to the world. As we move into our second century, we have two exciting opportunities to promote agriculture to future generations: the Calgary Stampede OH Ranch and Agriculture Discovery Zone.

Just prior to the Centennial Stampede, the historic OH Ranch was donated to the Calgary Stampede Foundation, making us the current steward of the land. The 8,000 acre working ranch will see a new generation of cowboys, with ranching and production taking place starting in 2013.

The Agriculture Discovery Zone expansion with the Agrium Western Event Centre is underway with completion planned for 2014. The largest project in our history, the Agrium Western Event Centre is an essential part of the Stampede vision of a year-round gathering place for agriculture, commerce, education and entertainment. Bridging urban and rural culture, the complex triples the agricultural space on Stampede Park. In addition to the support of Agrium, this project was made possible by the generosity of the Government of Canada and the Government of Alberta who each committed $25 million toward the construction of the new facility and the revitalization of agriculture buildings at Stampede Park.

I’m thrilled about the opportunities we have to connect people, heritage and agriculture.

I look forward to seeing you at this year’s Calgary Stampede.

bob ThompsonPresident and Chairman of the Board, Calgary Stampede

T H E P R O F I L E 2 0 1 3 1

Greetings from the Agricultural Managers of the Calgary Stampede

max FritzDirector Western Events & Agriculture, Calgary Stampede

robert wiseAgriculture Manager, Calgary Stampede

Message from the chairCalgary Stampede International Agriculture committee

Keith JonesChair, International Agriculture committee

The Calgary Stampede extends a huge invitation to both international visitors and local guests with an interest in agriculture, to the 2013 Calgary Stampede; July 5–14, 2013.

As we continue to fulfill our vision to create meaningful year-round experiences for urban and rural audiences on Stampede Park we invite you to experience this year’s signature programs that feature animals, showcases and western events.

As expected, this past year’s Centennial Stampede celebration was one for the history books. We had such a great time celebrating together the past 100 years of the Calgary Stampede. The ten days were full of great guest experiences and competitive competitions, top-notch animal care, abundant sunshine, new and innovative programming, record attendance (over 1.4 million guests passed through the gates), and millions of laughs and smiles.

Some exciting initiatives continue for 2013 including Cattle Trail –a fully integrated, highly interactive experience that encompasses the complete production cycle of the beef cattle industry. As rural and urban come together at the Calgary Stampede, this presentation is a great chance for consumers to ask producers and industry experts any questions they may have about Alberta Beef.

Along with new advancements we will also continue to deliver our many world class signature events including the World Championship Blacksmiths’ Competition, International Youth Livestock, International Livestock Auctioneer Championship, and the Cutting Horse Competition, a participating stop on the MERCURIA/NCHA World Series of Cutting. The Team Cattle Penning, the Working Cow Horse Classic, the Cowboy Up Challenge along with the Agrium Ag-tivity in the City agriculture education centre continue to entertain and educate our many visitors.

In 2012, the International Agriculture Committee hosted a record number of guests–2,604 from 60 countries–within the International Room while fostering relationships with visitors around the globe. All indicators are pointing to continued strong attendance in 2013.

We look forward to seeing you during the 2013 Calgary Stampede; the “Greatest Outdoor Show on Earth.”

On behalf of the 2013 International Agriculture Committee (IAC) of the Calgary Stampede, we hope you enjoy this year’s edition of our International Agriculture Profile magazine. Our committee has operated for 28 years as part of the Stampede’s family of volunteers, with the following mission: to bring members from the world agricultural community together to share ideas, to facilitate business opportunities and to foster friendship and cultural understanding.

Profile magazine is one way we bring our view of Alberta’s agriculture people, industry and opportunities to the world. We also have an active International Agriculture hospitality program during Calgary Stampede, and we host the renowned International Agriculture Reception annually, which brings together business, political and community leaders to talk about agriculture in Alberta.

Last year’s centennial Calgary Stampede represented a high water mark for the work of our committee, as a record 2,607 visitors from 61 countries around the world enjoyed our hospitality program at the International Agriculture Room on Stampede Park. As well, over 6,000 copies of Profile magazine were distributed to new visitors, previous guests and Canadian trade offices abroad through a new partnership with the federal government—a new record!

It is a very exciting time in Western Canadian agriculture. Grain and oilseed farmers enjoyed some record prices, making 2012 one of the most financially successful harvests of the past 40 years. The Alberta beef industry is also making a comeback and young people are excited about the future prospects for the industry.

Whether you take part in our programs simply by reviewing the exciting stories in this edition of Profile or by visiting the Calgary Stampede from July 5–14, 2013—we hope you are as excited as we are by the opportunities in Alberta agriculture. We would be very pleased to host you during Stampede and to connect you to the great people that drive this growing industry.

I would like to thank our immediate past Board Liaison Cam Clark who has been a stalwart supporter of, and cheerleader for, our committee. He has really given us the confidence to provide excellent programs for our international guests while reminding us to always “have some fun.” In 2013, we welcomed back Stampede Director Rob Laidlaw to our committee as Board Liaison. Rob has enthusiastically encouraged us to continue to grow and enhance our programs. I would also like to thank our past chair Ted Haney, who provided tremendous leadership to our volunteer committee over the past three years, culminating with the most successful year ever in 2012.

Our 2013 committee also has a tremendous leadership team, with our new Vice-Chair Candace Lyle as well as a wonderful group of volunteer leaders helping to make our programs even better: Aaron Grant (Events); Jenn Norrie (Communications); Brent Difley (Sponsorship); and Dave Collins (Strategic Planning). Of course, our programs would not succeed without the enthusiasm, passion and hard work of our entire 35-person volunteer committee—thanks to all of you for your help. And our programs come to you because of the support of our 27 Wrangler sponsors who commit the time, enthusiasm and financial contributions that make our programs come alive. You can see the logos of our IAC sponsors on the back inside cover of this magazine.

We’re looking forward to seeing you in 2013!

leah JonesAgriculture Manager, Calgary Stampede

2 I NT E R NAT I O NA L AG R I C U LT U R E C O M M I T T E E

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7 OlDS COllEgE CElEBRAtES 100 yEARS

11 CAlgARy CO-OP

13 AgRICultuRE In AlBERtA

20 gEttIng SOCIAl WIth AgRICultuRE

InTernATIonAl AgrICulTure CommITTee

rob laidlaw(Director liaison)

Keith Jones(Chair)

Candace lyle(Vice-Chair)

John Arnold

barry bennett

doug blair

Allan browarny

gianfelice Calabrese

david Collins (Strategic Planning lead)

Cherie Copithorne-barnes

brent difley (Sponsorship lead)

graeme Finn

ramon Fosado

The proFIle TeAmPublisher:

Calgary stampede International Agriculture Committee

Editor:

Anne-marie bruzga-luchak

gianfelice Calabrese

warren Fick

ramon Fosado

shannon haney

the Profile is the official publication of the Calgary stampede International Agriculture committee. published yearly, the Profile celebrates and showcases Alberta and Canadian agriculture to the world. This is the 21st edition of the Profile.

the Profile is distributed throughout Alberta and across Canada to agriculture producers and associations and industry representatives. the Profile is shared with worldwide friends of the Calgary stampede and distributed at major American and International stock shows, through international agricultural associations, and through selected embassies and consulates.

To be added to the Profile’s distribution list, email the International Agriculture Committee at: [email protected].

every effort is made to ensure the accuracy of content within the Profile. opinions expressed by individuals profiled within articles are their own. we apologize for any inaccuracies and accept no liability.

graphic design: eldon b. rice design

printer: Apache superior printing ltd.

The InTernATIonAlroom Promoting Alberta& Canadian Agriculture welcome to all Agriculture exhibitors and International Visitors.

The International room on stampede park presents agricultural product and service exhibits, shares information on industry sectors and invites visitors to socialize with producers, industry specialists, exporters and government representatives.

members of all stampede committees, representing Canada’s diverse agricultural sectors—are encouraged to bring their international guests and visitors too.

located on the second floor of the Agriculture building on stampede park, the International room is open each day of stampede from 11:00 a.m. to 6:30 p.m. (11:00 to 18:30).

our International Agriculture committee members are on hand to welcome you, provide information and help ensure you have a memorable stampede experience. If you represent an agricultural group planning to visit this year’s stampede, contact us now and we’ll pre-register your group members for their visit to the International room; we’ll have your nametags ready. Follow the Agriculture links on calgarystampede.com to the International Agriculture/International room page.

The Calgary stampede July 5–14, 2013 July 4–13, 2014 July 3–12, 2015 calgarystampede.com

phoTo: showChAmpIons InC / browArny

Special thanks to:

sharon yeast (Agriculture Program Coordinator, Calgary Stampede)

sarah rivest

deb Verbonac

Jan warren

Tina Zakowsky

Ted haney

myra lever

Jen munro

Jenn norrie

Aaron grant (Events lead)shannon haney

Ted haney (Past Chair)

shawn hansen

Kerrie harvie

larry Konschuk

larry Koper

John lee

myra lever

syd loeppky

Kim mcConnell

harvey mcKernon

herb mclane

Jenn norrie (Communications lead)

dave phillips

doug sauter

Christie simpson

rick smith

deb Verbonac

Jan warren

Tina Zakowsky

T H E P R O F I L E 2 0 1 3 3

Kim is also a great advocate of the Calgary Stampede. For 15 years his participation on the International Agriculture Committee has been, in his words, “wonderful and great fun.” The committee allows Kim to meet and host international guests and be an advocate and ambassador for two things he loves dearly: the Calgary Stampede and agriculture.

On two special-term assignments from the Stampede Board, Kim was also part of the Western Values and the Year Round teams, formed as the Calgary Stampede reviewed its logo, brand guidelines and year-round planning initiatives.

The early years

Raised on a farm in western Manitoba, Kim’s formal education includes stops at the University of Manitoba, executive programs at various international universities and the Institute of Corporate Directors’ Financial Literacy Program. But Kim knows that learning isn’t confined to classrooms.

In Profile:

Once, while discussing his plan for Canadian agriculture with a former party leader and Member of Parliament, Kim was told that, “the idea is good but government is exactly the wrong place to start. Farmers and industry have to drive this thing or it isn’t going to happen.”

He embraced this advice and quickly found ways to be an active facilitator and catalyst for the process.

The business life

Marketing communications offered Kim a great vehicle to further his passion and evolving plans for Canadian agriculture. In 1984, his marketing career

was born in the basement of his house, with just $5,000 and the support of a great wife.

The business was Fieldstone and, after many years of growth in the Canadian market, Kim merged his company with The Parker Group Communications to form AdFarm Partnership. From there, it was on to the bigger, greener pastures of the North American ag marketplace.

KIm mCConnell Is rIghTly CAlled CAnAdA’s CATAlysT For AdVAnCIng AgrICulTure And A pIoneer In CAnAdIAn AgrICulTure mArKeTIng. he sITs on numerous boArds, Is An AVId And ACTIVe menTor For busIness people And A Founder And Former Ceo oF AdFArm, one oF The lArgesT And mosT respeCTed AgrICulTurAl mArKeTIng FIrms In norTh AmerICA. b y wA r r e n F I C K

Kim McConnellT h e m A n b e h I n d T h e e Vo l u T I o n I n Ag r I C u lT u r A l m A r K e T I n g

KIM MCConnEll, FounDER oF ADFARM, hAS A PASSIon FoR

All ThInGS AGRICulTuRE. In 2012, hE wAS InDuCTED InTo

ThE CAnADIAn AGRICulTuRE hAll oF FAME. phoTo: AdFarm


And North American agribusiness responded to AdFarm. Under Kim’s leadership, the company was awarded one of “Canada’s Best 50 Managed Companies” on three occasions. As an indication of the passion Kim brings to a workplace, AdFarm was also named one of the “Best Places to Work in Canada” four times. The company now boasts offices in: Calgary; Guelph, ON; Kansas City, MO; St. Louis, MO; Sacramento, CA; and Fargo, ND.

Today, Kim likes to say that he “just plays” in the business. But if you’re fortunate enough to have received an early, early morning email from him, you know that Kim plays with a great deal of passion.

Building brands and leaders

Much of Kim’s passion is focused on brand building. He has been instrumental in improving countless national and international brands, including Viterra, RBC Royal Bank, Dow AgroSciences, UFA, MNP and Alberta Beef. He was instrumental in launching major products like InVigor hybrid canola, many crop protection and animal health products and Agrium’s controlled release nitrogen fertilizer, ESN. Outside agriculture, Kim played a pivotal role in the development of

“Kim has really shifted thinKing, driving the industry’s brands and reputation forward for agriculture and beyond,” said Justin funK, chairperson for canadian agri-marKeting association national. “he continues to maKe a tremendous impact in both the private and public sector.”

“there are always people seeKing Kim out for insight and some no-holds-barred thinKing,” said wendy gold, an account manager at adfarm. “he’s been a driver behind the evolution of agricultural marKeting in canada and continues to inspire and challenge the organizations that maKe up our unique industry. Kim is truly a pillar of the agriculture community.”

the City of Calgary’s brand positioning as well as that of the multi-national oil company, EnCana.

Kim’s commitment to agriculture is also obvious in his work with young people. He regularly mentors students, young entrepreneurs, 4-H’ers and other outstanding young people. He’s particularly interested to learn if they share his passion for agriculture. In 2006, Kim’s dedication to mentorship was recognized with the Canadian Youth Business Foundation’s Mentor of the Year award.

A passion for agriculture

Without a doubt, Kim’s first reason to get up every morning is his family. But even a casual acquaintance will tell you that agriculture is a very, very close second. He’s on a mission to enhance the perception of agriculture and this is no part-time hobby.

Advancing agriculture means Kim continues to serve as a board member and chair for a wide range of agricultural, rural and community organizations including Alberta Livestock and Meat Association, Canada 4-H Foundation, Centre for Health and Safety for Agriculture and the Agri-Trend Group. He also represents Agriculture and Rural Development through work with the Alberta Economic Development Authority.

People constantly seek him out to hear what he’s thinking and to get a sense of what tomorrow has in store. Kim is a respected and sought-after speaker, communicator, planner and strategist, and he is frequently asked to facilitate meetings and forums at the federal and provincial level. These have included the Estey Royal Commission on Grain Handling and Transportation as well as the Canadian Agri-Food Policy Institute.

All in all, it’s been quite a ride for Kim McConnell. With his recent induction into the Canadian Agriculture Hall of Fame, you might think that he’d be ready to acknowledge the success and hand over the reins. But as Kim is always quick to point out, in the world of agriculture, “the journey continues.”

Warren Fick is a Calgary writer and a native Calgarian. he remembers when the Wild Mouse was the craziest ride at the Stampede, and his favourite Stampede parade marshals were larry, Moe and Curly.

phoTo: AdFarm

T H E P R O F I L E 2 0 1 3 5

Sponsor Profile:

In 1994, The Co-operators had 600 branches in communities across Canada. The business model was changing and many of the locations were offered out for franchise opportunities. Having joined the organization early in her professional career, Tammy’s hard work had promoted her through many positions and divisions, and gave her a very comprehensive knowledge of the insurance business. And so, Tammy was the first individual within the company offered a franchise opportunity. Seeing the potential, Tammy opened the MacLeod Trail branch of The Co-operators that year and has not looked back.

Fast forward to 2013, and Truman Insurance Agency Inc. is an exceptionally successful branch. Their motto is “work hard, play hard”—an axiom that Tammy believes is the key to her team’s success. In an age where staff retention is challenging and turnover is high, Tammy’s pride in her staff is evident as is her staff’s commitment to her—the team has been together for more than five years. Her leadership, personality and unique staff reward and incentive programs—like a team trip to Arizona in fall 2012—make it obvious as to why this group continues to excel.

When it comes to the Calgary Stampede, Tammy’s agriculture roots drive the connection between Truman Insurance and the greatest outdoor show on earth. For the past 10 years, spectators of the Stampede parade have seen the Truman Insurance horse and carriage parade entry; clients have been hosted by Tammy in the chuckwagon barns and during the rodeo; and the Calgary Stampede International Agriculture Committee hosting room has been the fortunate recipient of Truman Insurance’s sponsorship for the past four years. When Tammy was looking for a sponsorship opportunity that would reflect her values and passion for agriculture, she called the head office of the Calgary Stampede for their recommendation and her relationship with the committee was born.

The youngest in a family of seven, Tammy has many fond memories of years on the farm. From riding in the grain truck to

the local grain elevator with her father, to playing hide and seek amongst the bale pile, to tobogganing behind the wagon, to milking seven cows daily before and after school—the passion for agriculture is still very much alive in this Calgary resident.

Tammy’s connection to her family farm is still strong. Each year, her family hosts an informal annual reunion at the farm—which one of her brothers still actively farms—during which the siblings

hArd worK, long hours And ClIenT responsIbIlITy Are The bACKbone oF TrumAn InsurAnCe AgenCy InC. And more speCIFICAlly, TAmmy TrumAn, AgenT And owner. rAIsed on A mIxed FArm In souThern sAsKATChewAn, These eThICs were InsTIlled In TAmmy From A Very young Age And ConTInue To be The FoundATIon oF her CorporATe

suCCess TodAy. b y s h A n n o n h A n e y

Commun IT y spI r IT And Agr ICulTure ConneC TIon s

Truman Insurance’sAgr ICulTurAl rooTs run deep

Tammy Truman, agent and owner of Truman Insurance Agency Inc. phoTo: Truman Insurance


regale the youngsters with stories of the farm, daily chores and challenges and, perhaps, a little mischief along the way. The sparkle in the eye of this proud aunt of 25 nieces and nephews—ranging in ages from five months to 42 years— shows Tammy’s heart remains true to her family.

For this seasoned veteran, her Calgary Stampede annual visits are not complete without a ride in the Parade, an afternoon (or all 10 afternoons) at the rodeo and a night (or all 10 nights) at the chuckwagon races, which includes a barn visit with the Mavericks chuckwagon families—both human and equine.

For the past 10 years, the Truman Insurance horse and carriage has been a regular Calgary stampede parade entry. phoTo: Truman Insurance

For Tammy, the grandstand show is not to be missed and she takes great pride in calling herself a Calgarian as she watches the showcase of homegrown talent that takes the stage each evening. A tour through the Western Art Gallery and a bag of mini-donuts completes the annual event, leaving her wistful for the coming year. With family scattered throughout Canada and the United States, Tammy’s home is a coveted base of a travel each July and her family sends annual requests for their spot in her home during the 10-day festival.

Parallel to the foundation of community with The Co-operators, runs Tammy’s belief and attachment to the Calgary community. An annual season ticket holder to the Calgary Stampeders and the Calgary Flames, and an avid golfer herself, Tammy is a sports fan through and through. During the golfing season, Truman Insurance proudly supports many local charities through their annual golf tournaments. In 2012, Tammy was the national recipient of the inaugural Co-operators Community Achievement Award—a very deserved recipient indeed.

Shannon haney is a farm girl at heart, a lover of all animals big and small, and has been a Stampede volunteer for over 10 years. She believes everyone deserves to experience the city at its finest—during the 10 days of the Calgary Stampede! Shannon can be reached via email at [email protected].

About the artist

Karen Coe’s passion for art and drawing started as a little girl with inspiration coming from her dear friend and neighbour, James Watling, the noted children’s book illustrator. Karen continued in an art direction by graduating from the University of Lethbridge with her Bachelor of Fine Arts, majoring in New Media. She grew up on the back of a horse and her love for horses, animals and the western lifestyle has always played a major role in her life. She loves bringing her passions together by painting horses, wildlife and commissioned portraits. It also allows her to be out doing the kind of field work that some people can only dream of. “I feel very fortunate to be able to spend the day on a horse and then come home and paint my experiences!”

The CAlgAry sTAmpede InTernATIonAl AgrICulTure CommITTee Is proud To pArTner wITh The CAlgAry sTAmpede wesTern showCAse CommITTee To FeATure A loCAl AlberTA ArTIsT’s worK on The CoVer our AnnuAl proFIle mAgAZIne. ThIs yeAr’s CoVer ArTworK Is KAren Coe’s, “tAkE yOuR EIght AnD ShOVE It”.

T H E P R O F I L E 2 0 1 3 7

Planning and celebrating this centennial has been an experience of pride and, for many, a wonderful tour through memory lane. Experiences, stories and celebrations have been shared and published and for those involved, it has been an honour to be part of this celebration.

The first step in marking this centennial year was to choose the size and scope of the celebrations—would a simple cake ceremony celebrate the occasion or should a large event be planned? Making the decision also focused on several objectives

with three identified as priorities: the development of a Centennial Entrepreneurial Fund for the next 10 years, an increased recognition of the Olds College brand and growing the student base.

Dr. H. J. (Tom) Thompson, president of Olds College, chose “big” and plans began in earnest in 2012. Bill Quinney was named chair of the Centennial Governance Team, which would report to the Board of Governance of the College. The Centennial Office, led by General Manager Kerry Moynihan,

In noVember oF 1913, The olds sChool oF AgrICulTure And home eConomICs FIrsT opened ITs doors To sTudenTs. A CenTury lATer, olds College sTIll promoTes eduCATIon, growTh And deVelopmenT wITh A FoCus on AgrICulTure, ITs FoundATIons And opporTunITIes—VAlues ThAT hAVe remAIned The CornersTones oF ThIs InsTITuTIon. b y s h A n n o n h A n e y

G r o w i n g t h e l e g a c y

Olds Collegecelebrates 100 years

phoTos: olds College


also opened with Moynihan overseeing volunteer recruitment for the many committees needed for each of the events and initiatives.

In order to develop an event of this magnitude, planning and budgeting are of foremost importance. A budget of $4.5 million was allocated for this celebration and the 11 signature events, coupled with five additional initiatives planned throughout the year.

Today, Olds College is a leader in integrated learning as well as applied research. In recognition of this program expansion, the centennial events are both agricultural and non-agricultural in nature. The winter semester saw the Fashion Institute Facility’s new location open in the recently renovated

Bow Valley College, in downtown Calgary. A grand opening celebration is scheduled for April 2013.

Of the 11 centennial events planned throughout the year, there are two that serve as cornerstones: the J.C. (Jack) Anderson Charity Auto Auction and the 2013 World Plowing Championship.

Back in February 2012, Calgary businessman and rancher J. C. (Jack) Anderson generously donated a fleet of 100 vintage cars and trucks for the auction. Held from June 21–23, 2013, the auction’s proceeds will directly support the future of Olds College.

Less than a month after the auction, Olds College will host over 60 competitors from 31 countries as part of the 2013

phoTos: olds College

T H E P R O F I L E 2 0 1 3 9

Today, olds College offers a wide array of programs to its students from agriculture and animal sciences to horticulture and fashion. phoTos: olds College

World Plowing Championship. Over 5,000 spectators are expected to attend the event between July 19–20, 2013. Hosted at the Olds College agriculture campus, the championship features competitions in conventional and reversible plowing classes on both stubble and grass plots. An internationally recognized event, this will certainly be a highlight of the centennial year and shine a great light on Olds College.

Several other initiatives are also planned throughout the year, including publication of the story of Olds College. The 400 plus page book will be a beautifully detailed account of the college’s history featuring photos and interviews of past staff, presidents, faculty members, government officials and alumni. This signature book is available for purchase online and at the college’s bookstore.

Canada Post is also involved in the celebration. It selected the college from over 500 applicants to award it with the design of an Olds College Centennial envelope that was launched in late February. The horticulture program, under the supervision of Wendy Daly, is also getting in on the celebrations. They will be growing centennial lilies and three-gallon centennial rose drums that will be available in June.

Further information is available online at 100.oldscollege.ca.



T H E P R O F I L E 2 0 1 3 11

The roots of this truly co-operative organization are based in the heart of the community as the only truly Calgarian food retailer. Calgary Co-op began in 1956 as one store with approximately 1,000 member owners; today it is 24 stores large and 3,500 employees strong. In 2012, the Calgary Co-op gave back almost $30 million to its member owners and it donates over $4 million per year to the Calgary community. With additional programs such as a weekly seniors’ busing service and a “learn to cook from scratch” program for university and college students hosted at the Midtown Market location, Calgary Co-op is truly a community operation.

Sourcing local producers is a mandate of Calgary Co-op. Twelve years ago, one of the food centres developed a relationship with Paradise Hill Farm, a local family with a tomato-growing operation. Today, all 24 Calgary Co-op locations carry Paradise Hill produce.

In 2012, a fire raged through the Paradise Hill Farm and destroyed their growing operation. When Tony Legault of Paradise Hill Farm contacted Calgary Co-op with news of the tragedy, the family was overwhelmed with the support they received. True to the belief in community, the farm was assisted by over 20 Co-op employees through planting season to ensure the operation was able to rebuild and move forward from the devastation of the fire. It was because of this support and donation of time and energy Paradise Hill Farm was able to commit a full season’s worth of tomatoes to Co-op locations.

The relationship with the Calgary Stampede is a natural fit for Calgary Co-op. With an opportunity to be involved with The Cattle Trail, Calgary Co-op saw a perfect opportunity to bring education and knowledge to the community of Calgary while developing relationships with their consumers—much like consumers once had with their local butchers and vendors.

A CommITmenT To Fresh, loCAlly sourCed Food

Calgary Co-op: locally owned, locally operated

rArely In TodAy’s IndusTry, does A one-dollAr InVesTmenT buy A lIFeTIme membershIp ThAT InCludes A VoTe, The reCeIpT oF A pATronAge reTurn, welCome ATTendAnCe AT An AnnuAl generAl meeTIng As well As The opporTunITy To run For A seAT on The boArd oF dIreCTors. buIlT on The FoundATIon oF CommunITy VAlue, CAlgAry Co-op Is muCh more ThAn JusT A groCery sTore—IT Is A desTInATIon For FAmIlIes wITh greAT serVICe, ouTsTAndIng seleCTIon InCludIng loCAl produCers And exTremely KnowledgeAble sTAFF. by s h A n n o n h A n e y


As part of the interactive presentation about the beef cattle industry, Calgary Co-op meat experts donate their time to the 10 days at The Cattle Trail to showcase their products, highlight Canadian beef and display the mock butcher shop. Co-op also donates a side of beef that is given away via lottery to one lucky participant of The Cattle Trail. Different cuts of beef and education as to where the cuts come from on the animal, cooking knowledge and instruction, best practice safety standards as well as handling and procedures all allow Calgary Co-op to demonstrate the reason they are No. 1 in Calgary for their fresh meat departments.

In addition to their involvement with The Cattle Trail, the Calgary Co-op also hosts Kitchen Theatre in the Western Oasis on the grounds. Each year, Calgary Co-op Kitchen Theatre showcases cooking experts and full kitchen demonstrations on how to cook with a variety of products. Each session is filled to capacity with over 200 attendees that are given the opportunity to ask questions and engage in the process while learning about best cooking practices.

Each year, Calgary Co-op strives to source more local producers and suppliers for their customers and to continue to provide healthy options in the locations. In early 2013, Co-op will be selling camelina oil developed by Three Farmers, a company based in Saskatchewan. This cold-pressed oil is a new product that not only has a higher burning point than olive oil, but provides a high amount of Omega 3. Each bottle produced also has a code that allows consumers to trace the origins of their bottle of camelina oil. By using the code, consumers can identify which of the Three Farmers grew the crop for the oil as well as the date it was harvested. This is just another example of Calgary Co-op’s true investment in their “Best Fresh” philosophy.


Inside a greenhouse at paradise hill Farm. All 24 Calgary Co-op locations carry paradise hill Farm’s delicious tomatoes. phoTo: Calgary Co-opp

T H E P R O F I L E 2 0 1 3 13

A modern and diverse industry, agriculture is a key economic driver in Alberta—and the numbers speak for themselves. In its 2011-12 Annual Report, the Ministry of Alberta Agriculture and Rural Development valued the province’s primary agricultural and value-added sectors at approximately $10.3 billion and $11.5 billion respectively. More than 75,000 people are employed in the agriculture sector with over $8 billion in value-added exports leaving this province each year. Alberta is a vast, agriculture powerhouse and this success is the result the industry’s greatest asset: its people.

At the heart of Alberta’s agricultural industry, you will find dedicated farmers, ranchers and producers as well as 21 marketing boards and commissions that represent various crop and livestock commodities. Overseen by the Alberta Agricultural Products Marketing Council, each of these grassroots organizations are run by a board of directors, made up of primary producers.

While each group has a unique scope and mandate, all are dedicated to driving innovation and growth for their respective

agricultural products. From investing in new research to creating new value-added opportunities, these groups are growing their industries from the ground up.

Alberta is also home to many independent agricultural-based co-operatives, such as the Alberta Honey Producers Co-operative Limited. In partnership with the Manitoba Cooperative Honey Producers Limited, they jointly own and operate the well-known Bee Maid Honey—which markets and sells honey to Canada and the world. It serves as another example of how producers are taking charge of their industry in order to create new market opportunities.

The following pages will introduce you some facts and highlights from participating organizations. While visiting the Stampede grounds, be sure to stop by the Agrium Ag-tivity in the City Discovery Centre to learn more about Alberta’s diverse agricultural industry.

Anne-Marie Bruzga-luchak is a born-and-raised Calgarian who has yet to miss a Calgary Stampede. She is also the editor of barley Country, Alberta’s go-to-source for the latest in barley industry news, research and innovation.

Agriculture in Alberta is a

modern, thriving industryThere’s no doubT ThAT AlberTA’s FoundATIon wAs buIlT on AgrICulTure. TodAy, IT remAIns The proVInCe’s lArgesT renewAble resourCe. by A n n e - m A r I e b r u Z g A - l u C h A K

Vibrant and diverse


Alberta produced more than 4.4 million metric tonnes of barley in 2012. A diverse crop, barley is used for feed, malt and food. Canada’s newest health food, barley’s fibre helps lower cholesterol, a risk factor in heart disease. phoTo: Alberta barley Commission

with more than $400 million in farm gate sales, Alberta’s pork industry is a global player in the food industry and a key contributor to the economy. phoTo: Alberta pork producers

From humble beginnings in 1940, the Alberta honey producers Co-operative limited processed 331,000 pounds of honey from a small packing plant in red deer, Alberta. Fast-forward more than 70 years, and the Co-op is thriving with annual honey intakes at the spruce grove, Alberta facility averaging around 10 million pounds. phoTo: Alberta honey producers Co-operative limited/bee maid

with more than 1 million acres of production, Alberta is the second largest producer of pulse crops—which include field peas, dry beans, lentils, and chickpeas—in Canada. pulse production contributed over $270 million to Alberta’s economy in 2011-12, with over three-quarters of the crops going to key export markets in the middle east, Asia and south America.phoTo: Alberta pulse growers

T H E P R O F I L E 2 0 1 3 15

Alberta cattle producers are committed to ensuring that their industry makes a positive contribution to the economy. Alberta is the largest cattle-producing province in Canada with 44 per cent or 4.87 million head of the nation’s 11 million total.phoTo: Alberta beef producers

Canola provides the bright canola fields that colour the Alberta countryside and make visitors go ‘ah!’ when they travel during the summer months. Alberta grows about 30 per cent of the canola planted in Canada. phoTo: Alberta Canola producers Commission

southern Alberta sugar beet farmers produce about 100 million kilograms of sugar—enough to sweeten about 20 billion cups of coffee or to produce about 2.5 billion cans of soda pop. sugar beet farmers directly contribute about $24 million to the local and regional economy. phoTo: Alberta sugar beet growers

Turkey is a delicious and excellent source of protein—a lean alternative for a healthy meal plan. It can be enjoyed year round from the variety of cuts offered in your local grocery stores. phoTo: Alberta Turkey producers


Alberta Barley Commission(403) [email protected]

Alberta Beef Producers(403) [email protected]

Alberta Canola Producers Commission(780) [email protected]

Alberta honey Producers Co-operative limited(780) [email protected]/alberta- honey-producers

Alberta lamb Producers(403) [email protected]

Alberta Pork Producers(780) [email protected]

Alberta Pulse Growers(780) [email protected]

Alberta Sugar Beet Growers(403) [email protected]

Alberta Turkey Producers(780) [email protected]

Alberta wheat Commission(403) [email protected]

Bison Producers of Alberta(780) [email protected]

Alberta lamb producers: leading in quality and innovation. This is a growing industry using technology for productivity and profitability. phoTo: Alberta lamb producers

of all the diverse commodities produced by the province’s farmers, wheat is one of Alberta’s most important agricultural crops, with more than 11,000 farmers growing the crop on about 6.6 million acres of Alberta land. phoTo: Alberta wheat Commission

Alberta bison, raised naturally without artificial growth hormones or steroids, provide meat that is lean and nutritious. A natural fit on Alberta prairies, there are more than 60,000 bison in Alberta.phoTo: bison producers of Alberta

T H E P R O F I L E 2 0 1 3 17

AlberTA AgrICulTure hAll oF FAme welComes Three TrAIlblAZers In 2012sInCe 1951, The AlberTA AgrICulTure hAll oF FAme hAs reCognIZed IndIVIduAls who hAVe mAde sIgnIFICAnT ConTrIbuTIons To The AgrICulTure And Food IndusTry And To The deVelopmenT And susTAInAbIlITy oF rurAl lIFe In AlberTA. eVery Two yeArs, up To Three IndIVIduAls Are InduCTed. ThIs pAsT yeAr, dr. Tom droog, dr. IeuAn eVAns And mAbel hAmIlTon JoIned 123 oTher promInenT AlberTAns who were reCognIZed For leAdershIp And InnoVATIon In AlberTA’s AgrICulTure-relATed IndusTrIes. by T I n A Z A Kow s K y

“These three individuals are terrific champions for their industries and have dedicated their lives to ensuring Alberta’s agricultural industry progresses in new ways,” said Alberta Minister of Agriculture and Rural Development Verlyn Olson about the inductees.

Dr. Tom Droog

Dr. Tom Droog is considered a pioneer in the value-added movement in agriculture, which is based on the ability to adapt in the face of new challenges. Spitz Sunflower Seeds—the company that he founded with his wife, Emmy—is an international success.

Tom was born in Beemster, Netherlands and moved to Canada in 1972. He met his wife, Emmy, in Ontario. Although Tom wanted to farm, he could not borrow the necessary money in Ontario so the couple moved to Alberta.

The couple settled near Bow Island and grew sugar beets, flax and wheat. Tom, however, wanted to grow a crop that he could market himself. Research suggested sunflowers and corn were the best options. Tom decided on sunflower seeds—a decision that transformed his life and ultimately landed him in the Alberta Agriculture Hall of Fame.

In 1982, Alberta Sunflower Seeds Ltd. was formed. The Droogs purchased equipment and contracted with local farmers to supply black-shelled oil sunflower seeds to the local bird seed market. In 1989, they purchased a roaster and began roasting and seasoning sunflower seeds. A year later, they began selling roasted sunflower seeds as snack food for people under the name Spitz Sunflower Seeds.

Spitz Sunflower Seeds were an instant hit and took the snack industry by storm—that was no accident. Because Tom wanted to be distinctively different, Spitz offered two unique traits to the snack market: the first flavoured sunflower seeds (available in barbecue, salted and seasoned flavours); and the first re-re-sealable bag. Consumers loved both traits and responded enthusiastically.

Between 1990 and 1995, the company’s sales increased 300 and 400 per cent annually. The Droogs scrambled to meet consumer demand for their product.

By the late 1990s, Spitz Sunflower Seeds was the No. 1 brand in Canada. In 2000, the company expanded into the United States and within five years, they rose from the 34th position in sales to number three. At the same time, Tom worked closely with the southern Alberta farmers that he had contracted to help them build their capacity and ensure their enterprises were profitable.

“That’s your job as a company owner,” he said, “to teach others and help them succeed.”

In 2003, the company diversified again by adding pumpkin seeds to their snack offerings. Tom used a 70 per cent rule to test new flavours and products. If 70 per cent or more of the people in the plant tried the new flavour and liked it, then it went to the sales division for further investigation; if less than 70 per cent liked it then the idea was dropped. The 70 per cent rule prevented ketchup-flavoured sunflower seeds from reaching the market, but also gave consumers cracked pepper-flavoured sunflower seeds.

What began as a one-man operation selling products to two stores in Bow Island in 1982 grew into an 80-person operation selling products to numerous retail stores. The company’s success did not go unnoticed. In 2008, PepsiCo approached Tom and expressed an interest in buying the company. Although Tom had experienced continual success, he said he knew that, “PepsiCo could take it to the extreme level.” Spitz has experienced even more growth under PepsiCo’s ownership while continuing to operate from its production centre

The man behind the wildly successful Spitz Sunflower Seeds, Dr. Tom Droog, is a pioneer in the value-added movement in agriculture.

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and head office in Bow Island and distribution centre in Medicine Hat.

Now widowed and retired to De Winton, AB, Tom still abounds with energy. “I miss the commotion and I really miss the people,” he said. “When I was working, if there was no commotion then I created it.”

Tom says he was “absolutely stunned and humbled” to be inducted into the Alberta Agriculture Hall of Fame.

“I came to Canada with nothing,” he said. “Canada is such a wonderful country. Emmy and I could have never pulled this off anywhere else in the world.”

Throughout his career, Dr. Ieuan Evans has helped develop programs to combat numerous diseases and pioneered the use of copper fertilization in field crop production.

stem rot in canola, fusarium head blight, Dutch Elm Disease, fireblight in fruit trees, pioneered the use of copper fertilization in field crop production and helped an obscure cherry tree become the No. 1 fruit tree in Canada.

Ieuan was born near Swansea, West Wales. He earned his undergraduate degree at the University of Wales, Aberystwyth and his doctorate at the University of Florida. In 1969, he came to Canada where he was an assistant professor and rugby team coach at the University of Guelph in Ontario. In 1974, Ieuan moved to Alberta to work for the provincial government at what was then called the Plant Industry Laboratory.

Ieuan earned the nickname “Dr. Copper” by taking the lead on a study in copper deficiency in Alberta soil. He showed that applying copper fertilizer increased cereal yields—in particular wheat and barley—by 50 per cent or more. Copper application also eliminated ergot in wheat and barley. Copper deficiency causes pollen sterility in these cereals, causing ergot infection. As a result of copper fertilizer use, Alberta wheat quality jumped from number three to number one in copper deficient areas.

Alberta is the only jurisdiction in North America to remain free of Dutch Elm Disease and the province has Ieuan to thank in part for this. He initiated a program called STOP.DED (Stop Dutch Elm Disease) in 1993. All Alberta municipalities cooperate and use a $110,000 grant from the provincial government to preserve and protect the province’s one million elm trees. Not only does the program preserve the hardy elm tree, it saves the province millions of dollars annually by eliminating the need to remove dead trees.

In 1983, Ieuan was the first scientist to publish data that showed that a highly destructive disease in potatoes, called bacterial ring rot, could be carried symptomlessly. With Ieuan’s help, Alberta was considered to be free of the disease by 1995.Canada’s number one fruit tree is also named after Ieuan. He discovered what came to be called the Evans cherry tree growing northeast of Edmonton. Impressed by the tree’s hardiness and fruit yield, he worked hard to convince a nursery to propagate the tree. He then gave away thousands of the trees to colleagues and friends to help them spread across Canada. Today, there are at least 5 million Evans cherry trees in Canada alone. The trees produce thousands of large tart cherries perfect for making pies, jams, jellies and wines.In 2002, Ieuan retired from the Alberta government and began working for Agri-Trend Agrology. He continues to work there as a consultant and senior agronomy coach. His mandate covers British Columbia through Ontario. He works with farmers, growers and coaches to find innovative solutions to challenges such as the one faced by Alberta farmers in the summer of 2012. The corn belt drought in the U.S. caused millions of infectious aster leafhoppers to migrate to the Canadian prairies. These insects carried aster yellows—a typically sporadic disease affecting cereal and oil seed crops—which resulted in a $2.5 billion loss.Ieuan finds it gratifying to be inducted into the Alberta Agriculture Hall of Fame. Ieuan lives near Devon, AB, where he breeds Martagon lilies for international sale and tinkers with numerous other plant species. He was also heavily involved with rugby in Alberta, having raised $15 million for the sport through bingos, casinos and raffles.

Dr. Ieuan Evans

Dr. Ieuan Evans is well-known nationally and internationally for his love of horticulture. He has worked hard for more than 40 years to develop proactive solutions to problems that farmers face. Throughout his career, Ieuan has helped develop programs to combat diseases including bacterial ring rot in potatoes, blackleg and sclerotinia

“i really appreciate the recognition for the long hours i spent

trudging alberta crop lands,” said dr. ieuan evans. “i spent

thousands of extra hours after my regular worK day ended in the

fields from pincher creeK to fort vermillion.”

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T H E P R O F I L E 2 0 1 3 19

Mabel hamilton

Mabel Hamilton is the 18th woman to be inducted into the Alberta Agriculture Hall of Fame, the first since 1991 and the third inductee in her family. Mabel’s uncle, George Church, and her brother, Dr. Robert Church, are both past presidents of the Calgary Stampede and inductees. Mabel and her husband, Gavin, own and operate Belvin Angus near Innisfail with their son, Colton, and daughter, Quinn.

Mabel, a former elementary school teacher, has been a purebred Angus producer for 35 years. She is a recognized and respected leader in the Canadian beef industry. A founding member and past chair of the Canadian Cattle Identification Agency (CCIA), she helped to establish the national cattle identification program. She has served in many roles: as a director and chairperson with the Beef Information Centre, a group that promotes beef to consumers; a board member with the Canadian Cattlemen’s Association; a board member and president of the Canadian Angus Association; and as

Mabel hamilton, a former elementary school teacher, has been a purebred Angus producer for 35 years. She is the 18th woman to be inducted into Alberta’s Agriculture hall of Fame.

chairman of the Canadian Beef Breeds Council, an industry group that represents all of Canada’s purebred beef breed organizations. She is currently serving as past president of the Alberta Cattle Breeders Association and is a member of an Industry Government Advisory Committee for Traceability.

Mabel credits her 104-year-old mother for inspiring her to get involved in what she calls “cowboy politics.” “It’s your obligation to become involved in what you do,” said Mabel, “and once you are involved, you can’t be a bump on a log.”

When Mabel’s second child was born, she didn’t want to go back to teaching full time, but she also wanted to do something in addition to raising her family and cattle. Only five months after her daughter was born, she ran for the board of the Alberta Cattle Commission. She got involved in the Beef Education Association—a group that conducted taste tests for consumers in grocery stores—as well as the Classroom Agriculture Program, which teaches grade four Alberta students about agriculture. Mabel helped create the script for the program and this led to her becoming the second woman to serve on the Alberta Cattle Commission board—now called the Alberta Beef Producers.

Mabel has enjoyed each of her roles in the industry. Each board she has served on has brought new challenges. In the early days of her involvement, the biggest challenge she faced was often being the only woman serving on the board. She once had a fellow board member ask her why she wasn’t at home looking after her children. Unfazed, she made sure that she was the most prepared individual at every meeting.

“The things that I have learned have been the highlights of my involvement,” said Mabel. “CCIA in particular was very challenging because

we were doing something new, that no one wanted to do.”

Through her involvement on the board, Mabel helped Canada create one of the world’s best livestock identification programs. She also points out her involvement with the Canadian Angus Association’s board of directors and 2009 World Angus Forum committee as a highlight. “Being involved with Angus has been gratifying because that’s what we do for a living,” she said.

Another highlight for Mabel came in 2000, when one of Belvin Angus’ heifers was presented to the Queen Mother on her 100th birthday. The Canadian Angus Association accepted heifer nominations and conducted a random draw to determine which heifer would be given. The Hamilton’s animal was purchased by Leo Breitzke and so the Breitzkes along with Mabel and Gavin, travelled to Scotland to present the heifer to the Queen Mother. The Queen Mother was a patron of the Aberdeen Angus Society and became a World Angus Secretariat patron during Mabel’s tenure as Canadian Angus Association president in 1999–2000. The Hamilton’s heifer was added to the Queen Mother’s Aberdeen Angus herd in Scotland.

The colleagues who nominated Mabel for the Alberta Agriculture Hall of Fame kept it a surprise from her. She had no idea that she was being considered until she received a letter in the mail. She said it has been an incredible honour and a humbling experience.

For more information on the Alberta Agriculture Hall of Fame as well as other inductees, visit www.agric.gov.ab.ca and search for “Agriculture Hall of Fame Inductees.”

tina Zakowsky is a member of the International Agriculture Committee and works for the Canadian Angus Association. She may be reached at [email protected].

“when i looK at the names that have preceded me, it’s a very

impressive list,” said mabel hamilton. “the fact that my uncle and

brother are also inductees maKes it even more special.”

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getting social with AgricultureTodAy’s world hAs been broughT Closer Through

soCIAl medIA plATForms suCh As FACebooK, TwITTer

And youTube, JusT To nAme A Few. eVen IF you don’T

pArTICIpATe In These soCIAl medIums, you’Ve mosT

lIKely heArd Terms, suCh As “lIKe” And “TweeT,” As

They hAVe beCome pArT oF dAy-To-dAy ConVersATIons

Around The dInner TAble, In The boArdroom And

eVen ACross The FenCe. by J e n n n o r r I e

Follow the Calgary Stampede

@calgarystampede

@stampedeag

Facebook/Calgarystampede and Facebook/CalgarystampedeAgriculture

Social media has bridged gaps and closed distance around the world by allowing people to connect based on common interests, business and entertainment. Agriculture, agribusiness and food production have become major topics in the social world. Mediums such as posts, blogs, webinars and videos are allowing people involved in the agriculture industry to create awareness and educate consumers on where their food comes from, animal welfare and general farming practices.

The general public may think of agriculture as a “behind-the-times” industry, but nothing could be farther than the truth. Agriculture producers have been on the leading edge of technology, early adoptors of practices such as GPS technology, precision techniques and now, social media. Farmers, ranchers and industry specialists understand that these social channels are revolutionizing both business-to-business (B2B) and business-to-customer (B2C) communications for the agriculture industry.

As social media is available on most mobile devices, producers are able to keep in touch with their peers, the industry, markets and access experts and information during their day-to-day activities without having to drive to town. Social media has become a catalyst for the agriculture industry, bridging the distance between farms, towns, cities and countries, creating new opportunities and endless possibilities.

Agriculture producers are taking advantage of social media platforms to spread the word about the dynamic industry of agriculture. The conversations are happening, so join in with other “agvocates” around the world.

Jenn norrie is an agriculture enthusiast and loves to travel, whether it is around Alberta or around the world. She can be reached at [email protected].

Social Media Cheat SheetAgvocate: Advocate for the agriculture industry.

Facebook: Facebook is a social network that connects people and organizations. Facebook is the largest social network in the world with more than one billion active users (october 2012).

like: A “like” is an action that can be made by a Facebook user. A Facebook user can click the “like” button as a quick way to show approval and share the message.

Twitter: Twitter allows users to share 140-character-long messages publicly. user can “follow” each other as a way of subscribing to each other’s’ messages.

handle: Twitter username indicated by the “@” symbol.

Tweet: A message posted via Twitter containing 140 characters or less.

Retweet (RT): A retweet is when someone on Twitter sees your message and decides to share it with his/her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer’s name.

hashtag: A word or phrase preceded by a “#” symbol to annotate a message and allows followers to search.

Trend: A trend is seen on social networks when multiple users are sharing the same link, using the same hashtags and discussing the same topics.

YouTube: A video-sharing website on which users can upload, share and view videos.

T H E P R O F I L E 2 0 1 3 21

#stampede2013

#westcdnag

@AgmoreThanever

realAgriculture.com

@AlbertaAg

Farmon.com

#ThankAFarmer

@CyFF

FarmCenter.com/ Agriwebinar

#AgChat

#Abag

#Farm Voices

#stampede101

Five reasons producers and agri-businesses should use social medias o u r C e : FA r m C r e d I T C A n A dA ,

n oV e m b e r 2 9 , 2 0 12

Check out these agriculture social resources:


The Agrium Western Event Centre will be at the heart of Stampede Park, located between the current Agriculture building and the Grandstand. Calgary Stampede officials were joined by many special guests at the official ground breaking during the Centennial Stampede last July and the centre is planned to be complete in 2014. The Agrium Western Event Centre will replace existing facilities and is a purpose-built agriculture event centre.

“The Calgary Stampede Agriculture vision is to create meaningful year-round experiences for urban and rural audiences by producing and hosting signature western events,” said Max Fritz, director western events & agriculture, Calgary Stampede. “These events will showcase excellence in agriculture while profiling the diversity of industries, people and animals.”

In planning the Agrium Western Event Centre, the vision is to build a state-of-the-art facility that will become a showcase

for Alberta’s agriculture industry as well as update the infrastructure at Stampede Park.

The Agrium Western Event Centre will be the largest facility of its kind in Canada and one of the most significant infrastructure projects in Stampede history. At 150,000 square feet, the facility will dramatically increase the available agriculture space for holding year-round events at Stampede Park. Events are currently hosted from spring until fall, and this year-round arena will expand the number and type of events offered in Calgary. The centre features larger spaces and amenities that will allow users of the facility to increase and expand educational, industry or entertainment programs.

Max also notes that the Agrium Western Event Centre will be a dedicated investment for agriculture with world-class assets. “The investment will allow the Calgary Stampede and industry

For more ThAn A CenTury, sTAmpede pArK hAs serVed As one oF The mosT ImporTAnT gATherIng

plACes For CompeTITIons, AgrICulTurAl eVenTs, enTerTAInmenT And ACTIVITIes. To ConTInue

The rICh TrAdITIon oF AgrICulTure, The ConsTruCTIon oF The AgrIum wesTern eVenT CenTre Is

A sIgnIFICAnT sTep In The CAlgAry sTAmpede beComIng A yeAr-round gATherIng plACe. b y J e n m u n r o

The Agrium western event Centre

Building a lasting legacy

T H E P R O F I L E 2 0 1 3 23

to champion showcases and competition to new levels of excellence,” he said.

The world-class assets include the Main Arena, with 2,500 spectator seats, a show arena floor measuring 125 feet by 250 feet, and generous concourse space. The centre also features an Exhibition Hall with a 20,000 square-foot clear-span space. The hall will be used for a variety of events including livestock shows and auctions, trade and consumer shows, and can also serve as an entertainment venue.

The Calgary Stampede has long been recognized for its abilities to entertain and showcase through exhibition. Stampede Park is a renowned venue for high performance events drawing large numbers of people. Providing year-round programming and events for all ages allows communities to spend time together. In fact, the Calgary Stampede believes that a community is truly at its best when it is together. The Agrium Western Event Centre will help to attract larger audiences to events and bring the rural and urban community closer together.

“The Calgary Stampede is looking to revitalize the traditional approach in showcasing the agriculture industry, and will continue to create connections by building a unique venue experience,” noted Max.

New facilities and infrastructure allow the Calgary Stampede to continue to play an important role in showcasing Alberta’s agriculture legacy as well as its future, creating a centre of pride for Alberta’s entire agriculture industry.

The Calgary Stampede is thankful for the support of public partners including the Government of Canada, the Government of Alberta and Agrium, a major sponsor. Private donors have also contributed and many are Stampede volunteers.

Agriculture is the heart of the Stampede. The Agrium Western Event centre will be the new home for agriculture events on Stampede Park and this modern, state-of-the-art facility will ensure the Calgary Stampede continues to showcase agriculture and the important role it plays for the next century.

Jennifer Munro is the Agriculture Education Program Coordinator for the Calgary Stampede. She can be reached at [email protected].

The rendering for the Agrium western event Centre (right), including the renovated Agriculture building (left). phoTo: bKdI Architects

4-h Canada Celebrates 100 Yearsb y J e n n n o r r I e

In 2013, 4-h in Canada will celebrate

its 100th Anniversary, and 100 years of

developing leaders. 4-h is one of Canada’s

longest-running and most respected

organizations that allows youth to explore,

learn and discover, focused the motto,

“learn to do by doing”. more than 8,000

trained volunteer leaders help more than

26,000 4-h members in clubs across

Canada develop self-confidence and learn

a wide variety of skills through hands-on

project work.

Today, the 4-h program exists in every

province in Canada, and is open to rural

and non-rural youth, offering projects

ranging from traditional agricultural

projects, to newer projects in the fields

of nutrition, science and technology, and

outdoor living.

For more information about 4-h in Canada

and the 100th anniversary, please visit

4-h-Canada.ca.


Located on the Highwood River west of Longview, the OH Ranch is a 130-year-old working ranch and part of a fabled ranching history. As much a part of the foothills as the big blue sky above it and the mountains behind, the OH Ranch is majestic; its grassland, forests and shrubs are home to numerous wildlife including grizzly bears, coyotes and a variety of deer. The endless natural beauty at the OH Ranch provides a safe home for livestock and wildlife unique to Alberta.

In 2012, this gift of nature was donated to the Calgary Stampede Foundation and the Calgary Stampede became the current steward of the land. The OH Ranch allows the Calgary Stampede to connect with the agriculture industry and ranching communities in new and meaningful ways as the organization embarks upon being an active producer for the first time in its history.

Three guiding principles provide framework and assist the Calgary Stampede in preserving the working ranch and protecting its natural environment and heritage value.

The first principle is to preserve the western authenticity of the working OH Ranch and this will be achieved by re-establishing the OH Ranch as a working cow ranch. Through the introduction of a modest herd of 200 bred cows in spring 2013, cattle grazing has been re-activated on the OH as the foundational Calgary Stampede OH Ranch herd. Cattle grazing is key for both land preservation and maintenance as well as the authenticity and historical nature of the OH Ranch.

The second principle is to preserve, protect and enhance the natural environment. Since the lands donated to the Calgary Stampede represent approximately one half of the original

The C AlgAry s TAmpede hA s A proud h I s Tory oF showC A sI ng Agr ICulTure To The world. AT The urbAn, 200-ACre s TAmpede pArK I n downTown C AlgAry, s TAmpede VolunTeer s, pArTner s, e xh I b ITor s And employee s hAVe proVI ded deC Ade s oF Agr ICulTurAl progrAmm I ng To m I llIon s oF VI sITor s. moVI ng I nTo ITs seCond CenTury, The C AlgAry s TAmpede I s underTAK I ng A ne w Agr ICulTurAl opporTun IT y—A s owner And operATor oF An 8000-ACre C AT Tle

rAnCh I n souThern Alb erTA . by s A r A h r I V e s T

The Calgary stampede undertakes ownership of historic oh ranch

A living piece of history

phoTo: Calgary stampede

T H E P R O F I L E 2 0 1 3 25

Meet the oh Ranch manager

In december 2012, Ken pigeon was

named Calgary stampede oh ranch

manager, and began working and living

at the ranch.

“The oh ranch is special. In the

ranching community it is well known

and has been cared for in a high

regard,” said Ken. “I’m pretty excited

to be part of this chapter of history at

the oh ranch.”

Ken is an olds College graduate

and has more than two decades of

experience in ranch management with

various ranches throughout Alberta.

For the last 24 years he has developed

extensive experience in care and

maintenance of cow/calf herds,

project and financial management and

maintaining healthy range conditions

for cattle, horses and wildlife.

Ken has maintained longstanding

relationships in the longview

area including community groups,

ranchers, cowboys, ranch owners and

government agencies.

ranch, several years of careful management will be necessary to determine the optimum grazing rotation. A grazing holiday took place from spring 2012 in order to prepare the grasslands for spring grazing to start in 2013. The Stampede will continue to evaluate and implement responsible ranching practices.

The final principle is to engage urban and rural audiences in new and meaningful ways. Down the road, the OH Ranch will become an important place for volunteers, partners, employees and communities to connect and build deeper understandings of our historical ties to agriculture and its importance in the world. At this time, the Stampede is carefully assessing the functions of a working ranch and so the OH Ranch is not currently available for sightseeing tours or public programs. It’s our goal that the OH Ranch will become a visible reminder of the Stampede’s unique ability to create experiences that bring people together and build understanding.

Ultimately, the vision for the Calgary Stampede is that the OH Ranch is a prime example of the western heritage and values the Stampede promotes and preserves. The Ranch opens a new chapter for the Calgary Stampede—deepening its role as a good neighbour, and as a steward of both the land and the ranching traditions associated with it. Ultimately, it brings the organization closer to Alberta’s agricultural roots than ever before.

It’s the Stampede’s promise that we’ll continue to provide world-class agricultural programming in the heart of Calgary and that the OH Ranch will remain an incredible place in the heart of Alberta’s history.

Sarah Rivest is a born and raised Calgarian who has enjoyed being part of the Corporate Communications team for the Calgary Stampede since 2011. Sarah can be reached at [email protected].




While JBS is new to our region, the company has a long and successful history that began 60 years ago when founder Jose Batista Sobrinho started a small beef operation in the west central region of Brazil, slaughtering fewer than five head of cattle a day. The patriarch proved to have a head for business and over the next 50 years, JBS S.A. grew throughout South America.

In 2007, the company expanded into the United States with its purchase of Swift & Company. The following year, JBS acquired the Smithfield Beef Group and Five Rivers Cattle Feeding and, in late 2009, JBS acquired a majority share in Pilgrim’s Pride Corporation—the second largest poultry company in the U.S. Today, JBS USA includes operations across the U.S., Puerto Rico, Mexico, Canada and Australia. Despite this tremendous growth in a short period of time, JBS remains a family-run business that relies on the values that established the company in 1953.

Willie Van Solkema has been named president of JBS Canada and, as most of us know, he’s no stranger to the Canadian beef industry. Willie was president of sales and operations for XL Foods, Inc. from 2004–09 and before that, he performed in senior positions at the Cargill High River plant in Alberta and the Canadian Packers plants in Winnipeg and Calgary. A true industry veteran, he has 30 years of experience in Canadian beef.

I asked Willie how important Canada is to JBS and he told me this country is a key factor in the company’s future.

“we’re very pleased to be in Canada,” he said. “we see it as a great opportunity, and we’re looking forward to working with the whole Canadian beef industry.”

He told me that JBS has a global production and distribution platform model that allows the company to nimbly meet the changing demands of global consumers.

“Prior to their entry into Canada, JBS was present in nearly all of the major beef producing regions in the world, including the U.S., Australia, Brazil and Argentina,” said Willie. “While JBS has long sold product into the Canadian market, it only made sense that we would look to expand our North American production capacity into Canada. I believe our experience in the international marketplace will prove a tremendous benefit to Canadian cattle producers and feeders.”

Throughout the company’s growth and expansion, JBS has built a reputation for investing in its facilities, providing enhanced training to its workforce, and merging each facility’s local advantages with the company’s global business strengths.

In Canada, of course, JBS will find abundant resources, high-quality beef, a hard-working pool of talent and leadership, and opportunities to serve both domestic and international markets. In return, our local beef industry will gain an experienced and knowledgeable partner, business and employment solidity, and a stronger footing in international beef markets that are growing at a remarkable rate.

“obviously we’ll look after our Canadian market,” he said. “That’s where most of our volume will go. But in addition, working with the JBS team in Greeley [Colorado], we’ll access the north American market; and working very closely with the international team, we’ll concentrate on the international markets that bear the best fruit and bring the best return to the Brooks facility.”

One thing we can expect from JBS’s presence in Alberta is an active commitment to the community. The company’s branding promise is “Making Your World Stronger.” According to JBS, that means the company is dedicated not only to strengthening its relationship with customers and suppliers, but also to helping create a brighter future for its employees and the communities in which they work.

What will that look like in Alberta? “It’s a matter of being active in the communities where we have employees and where we’re serving our customers,” said Willie. JBS demonstrated this commitment in October of last year, even prior to its purchase of the plant in Brooks. When a local paper detailed the needs of the workers who had lost employment due to the closing of the plant, JBS responded by donating $20,000 to the Brooks Food Bank the next day.

As we all know, the Canadian beef industry is dedicated to providing consumers with quality products that are recognized for their excellence around the world. And through its strategic global platform and robust operations, JBS is devoted to the same thing.

We are also pleased that JBS has become one of the Calgary Exhibition & Stampede’s newest Wrangler Sponsors. This new relationship with JBS is exciting and will result in value for all involved.

Welcome to the Stampede and welcome to Canada, JBS. We look forward to working together.

ted haney is the past chair of the International Agriculture Committee. he is an international beef industry expert with business interests in beef exports, agri-food logistics, and policy advisory services. ted calls Calgary home and can be reached at [email protected].

welcoming JBS to Canada A s we welCome VI sITor s From Around The world To en Joy And TAKe pArT I n Th I s ye Ar’s s TAmpede, I wAnT To welCome A ne w memb er oF our Commun IT y A s well: Jb s Food C An AdA I nC. The CompAny I s pArT oF The world’s lArge s T An I mAl proTeI n CompAny, Jb s s.A . , wh ICh I s he AdQuArTered I n sAo pAulo, b rAZI l . on JAnuAry 14, 2013, Jb s Comple Ted The purChA se oF CerTAI n C An AdIAn operATIon s oF xl Foods—I nCludI ng The b eeF proCe s sI ng operATIon I n b rooK s, Ab, wh ICh The CompAny hA s mAn Aged sI nCe lATe oC Tob er 2012. by T e d h A n e y

T H E P R O F I L E 2 0 1 3 27


The genesis of the idea came from Jan Walker’s desire to raise awareness about locally grown food. A local beef producer and a supporter of Slow Food Southern Alberta, Jan joined forces with fellow Slow Food supporter Linda Gonnet as well as Fort Macleod And District Allied Arts Council Association Vice-president Lee Holfeld, and Art and Health Connection’s Ronda Reach. The group pooled their efforts, divided the responsibilities and decided to promote The Art of Food and Wine.

According to Lee, great food and great art go hand in hand.

“There are people who have not had a lot of exposure to art and ‘think’ they are not creative,” said Lee. “But everybody loves food, and it was a natural fit to see food as a culinary art while exposing the community to the food grown in their backyard.”

It only made sense for local painters, knitters and craftsman—who love to draw southern Alberta scenery and design with local resources—to join forces with the very food producers who provide the fields and scenery that inspire their creative outputs.

With the help of the Fort Macleod and District Allied Arts Council Association, the group was able to plan the awareness-raising event and obtain sponsorship. Essential support was obtained from the Municipal District of Willow Creek who recognized this rural development opportunity. This support allowed them to pay the participating producers and chefs a fair wage while keeping the cost reasonable—allowing as many people as possible to enjoy the experience of local food.

While the members of the local Slow Food convivial had obtained the support and cooperation of local food producers, there were still a few hurdles to cross. The group needed a venue with ambiance and a commercial kitchen, but one that also fit their limited budget. They also had to ask their small-town liquor store to bring in certain B.C. wines for the event as well as locate a willing master of ceremonies to explain the food and wine pairings at every course.

By using the historic building which houses Rahn’s Bakery and Café, the group secured an inspected kitchen and a venue in which the artists could hang their paintings on beautiful brick walls, display their sculptures and create an artists’ atmosphere. With the help of wine advisors—and the artistic flair of chefs Dawn and Mark Rigby of Country Encounters Hospitality from Coleman, AB—the presentation style of five courses was second to none. The 32 tickets sold out within a week and a good cross section of the community was represented.

The Art of Food and Wine paired the artistic community with agriculture and was a resounding success. It allowed local artists to showcase their work while demonstrating that local food can be a culinary art. At the same time, it enabled producers to bring back the enjoyment and pure pleasure of delicious, locally grown food.

Jan Warren is an innovative networker for the development of agriculture value-added business development. A home Economist professional with experience in foodservice and direct marketing, she can spot the niche opportunities in our changing ag industry. She can be reached at [email protected].

C An ArT And Food b e A perFeC T pAI r I ng? For A group oF lI Ke-m I nded ArTI s Ts, Food produCer s And slow Food proponenTs I n ForT mACleod, Ab, The An swer I s A re soundI ng “ye s!” IT wA s Th I s re A son I ng ThAT led To The I n AugurAl e VenT, The ArT oF Food And wI ne . by J A n wA r r e n

The Art of Food and wine

bringing back the pure pleasure

and enjoyment of food

T H E P R O F I L E 2 0 1 3 29

During a barley cooking segment at the Calgary Co-op Kitchen Theatre on July 12, 2012, Alberta Barley Commission (ABC) Chairman Matt Sawyer announced the big news: barley fibre reduces cholesterol, which is a risk factor for heart disease.

“The Calgary Stampede has always supported Alberta’s agricultural industry, so it was a real honour to make this announcement during the Stampede’s centennial,” said Matt, who farms just north of Calgary, near Acme, AB.

The claim was the result of years of scientific research, including that of Agriculture and Agri-Food Canada scientist Dr. Nancy Ames and her team in Winnipeg, MB. It is based on evidence that shows consumption of at least three grams of barley beta-glucan per day helps reduce cholesterol, which is a risk factor for heart disease. Beta-glucan is a type of soluble fibre found throughout the barley grain.

Matt said the claim is good news for Canadians and barley farmers alike.

“Barley is a great crop to grow in Alberta and it does really well here,” he explained. “While the majority of barley grown in our province currently goes to the feed industry and a large portion goes to make malt, we believe the food barley market holds huge growth potential for our farmers.”

Matt said that in order to grow demand for food barley, the Commission’s first step is to raise its profile with consumers.

ABC’s Market Development Manager Linda Whitworth has been overseeing the plans for the Commission’s consumer outreach program. This past March, as part of Nutrition Month, Linda headed out on a coast-to-coast Canadian promotional tour for food barley. She said that reactions to the health claim were extremely positive around the country.

l A s T y e A r ’ s C e n T e n n I A l C A lg A r y s TA m pe d e wA s C Aus e F o r g r e AT C e l e b r AT I o n —b u T F o r b A r l e y FA r m e r s I n A l b e rTA , T h e A n n o u n C e m e n T o F A n e w F o o d b A r l e y h e A lT h C l A I m To o K T h e s TA m pe d e e x pe r I e n C e To A w h o l e n e w l e V e l .by A n n e - m A r I e b r u Z g A - l u C h A K

Canada’s newest health food

Alberta barley farmers are confident that a new health food claim will help grow their industry

phoTo: bryce meyer/Alberta barley Commission


“When people find out about food barley’s health benefits, they tend to be pleasantly surprised, happy or a bit of both,” she laughed.

As a home economist, Linda sees benefits to barley beyond its healthfulness.

“Barley is an ancient grain with a wonderful, nutty flavour and a great mouthfeel,” she explained. “It’s a local product to Alberta which is great for those consumers who like to know where their food comes from. It also has a relatively low cost,

it is very easy to cook with and it doesn’t take a lot of barley to meet the daily requirements of the health claim.”

Linda explained that meeting the daily requirements is a simple as having about a half cup of a barley salad or two pancakes made from barley flour.

“There are so many ways to enjoy barley beyond beef and barley soup—not that we don’t love our beef barley soup,” said Linda with a smile.

To help consumers learn more about the health benefits of barley, the ABC launched a new website this March called GoBarley.com. Linda said the website is very interactive with videos, recipes, blog posts and answers to common food barley questions.

“We’re really proud of the site and hope it inspires everyone to ‘go barley,”’ she said.

Linda added that the ABC is currently working on an in-depth agri-marketing initiative for food barley—one that will link researchers, food processors and farmers alike to forge new and profitable relationships for the crop going forward.

For more information, visit GoBarley.com.

Anne-Marie Bruzga-luchak is a born-and-raised Calgarian who has yet to miss a Calgary Stampede. She is also the editor of Barley Country, Alberta’s go-to-source for the latest in barley industry news, research and innovation.

Eat local:

halma’s Vegetable Farm

Over the years, the Halmas have maintained a good reputation for vegetable production and have altered their production to suit the times—whether that meant selling to the large vegetable processors in Taber or adjusting when mixed farming was more profitable. While the Halma family had the foresight to help set up the Farmers Market in Taber as well as provide sales to vegetable brokers over the years, they always struggled as a price taker.

loCATed JusT wesT oF TAber on hIghwAy 3, hAlmA’s VegeTAble FArm Is well-Known For ITs Fresh And loCAlly-grown produCe. JACK And KAren hAlmA, Along wITh TheIr FAmIly, Are The ThIrd generATIon oF “eAT

Fresh - eAT heAlThy” VegeTAble produCers. by J A n wA r r e n

Chef dean Arnold (left) of the Clearview lodge in Taber, Ab, picks up some fresh vegetables from Jack halma (right), owner-operator of halma’s Vegetable Farm. phoTo: halma’s Vegetable Farm

matt sawyer, chairman of the Alberta barley Commission, makes the health claim announcement at the Calgary Co-op Kitchen Theatre. phoTo: lori loree/Alberta barley Commission

T H E P R O F I L E 2 0 1 3 31


The CAlgAry sTAmpede InTernATIonAl AgrICulTure CommITTee exIsTs To shAre An AlberTA AgrICulTurAl hospITAlITy experIenCe wITh our InTernATIonAl guesTs And sTAmpede FAmIly.

The Calgary stampede International Agriculture committee thanks the following partners whose support is essential for our program

“You only made money when the buyer had a shortage somewhere else,” said Jack about dealing with brokers. And so, when Jack took over making the production decisions, he decided to maximize the production of each acre and sell as much as possible directly to the consumer.

The Halmas had to make a few changes to build on these new goals—like being very strict in selling in-season fresh vegetables, assuring the best quality and being attentive to consumer needs. This meant adopting new strategies like sizing vegetables (such as potatoes or carrots) to suit customer needs—whether it was for a wedding, special occasion or a specialty package.

They also took a proactive stance on food safety by monitoring their irrigation water and labelling their vegetables at each market with a “please wash me” tag to remind consumers that vegetables need to be washed before eating.

In addition to supplying the needs of their community, the family has developed a strong network of relationships within the agriculture industry as well as outside (in everything from settling highway signs issues, to helping a neighbour whose potato crop was less than overwhelming). They have also supported their community’s needs, such as filling requests from Chef Dean Arnold at the Taber and District Housing Authority—who manages the Clearview Lodge for seniors—or supporting groups such as the Bow Island Organic Co-op—who distribute food to small community-based members.

Through their relationships, the Halmas have grown their business. For example, in order to create a year-round market for their business, they now are working with Lethbridge local

food service direct marketers to get their produce into high-end restaurant. They are also looking at targeting more local institutions, like hospitals and colleges. As the Halma family continues to develop new locations for farmers markets—such as Coaldale, AB—they are seeing an increasing demand for local food, as well.

But to truly experience what the Halmas have to offer, a visit to their on-farm store is a must. Located along Highway 3, it is easy to drive into the yard and up to the store door. Inside the store, you will find a wide range of produce available. The Halmas have worked hard at extending year-round availability through producing vegetables that are ready earlier and using storage to extend the availability of products. In winter, they still have potatoes, carrots, beets, cabbage, squashes and onions. The store also sells the Vauxhall areas’ Columbia Seeds products, like crisp peas and lentils. The locally made snacks are a high in protein and come in great flavours.

So the next time you are looking for a healthy way to access a taste of Alberta, look no further than the Halma’s Vegetable Farm—a family-run operation that strives to provide communities, senior centers and you with products that are freshly picked, of the very best quality and packaged to the size you need.

Jan Warren is an innovative networker for the development of agriculture value-added business development. A home Economist professional with experience in foodservice and direct marketing, she can spot the niche opportunities in our changing ag industry. She can be reached at [email protected].

StrathmoreCrowfoot

Mike Janzen

Documents

2013 Calgary Stampede International Agriculture Profile