We're inspired by the stories of our members.
When we say that we're for farmers at UFA, it isn't just empty marketing speak. Indeed, a lot of us are farmers ourselves, even at the highest levels of the co-operative. Take Fred for instance. He's our President and CEO by day, trading his suits for boots as a rancher outside of work. So he's not just leading the organization—he's living the customer experience.
Fred and his wife Tanya launched one of Canada's few purebred registered Highland cattle folds in 2022, and they've since added a chicken tractor to the mix, raising 50 meat and egg-laying chickens. They've also experimented with sheep and lambs, with plans to expand the diversity of species on the ranch. This connection to agriculture strengthens Fred's leadership and deepens his understanding of the challenges our members face. "Equipment failures, volatile markets, regulatory hurdles and unpredictable weather, sometimes all in the same day! The farmer has to navigate these challenges while constantly investing into new equipment and infrastructure to keep the business going. It takes a strong-willed and intelligent team to run a successful farm."
When he isn't working and ranching, Fred is a sports enthusiast, having run several half marathons and a full marathon. He also spent a decade in the press box at McMahon Stadium as part of the CFL's official game day statistics crew. His love for sports blends friendly competition, strong relationships and a grasp of data, which are equally as important in the boardroom as they are on gameday. Fred lives UFA's values and sets a clear example of leadership rooted in the everyday experience of the people we serve.