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. Lots of us are farmers ourselves, even at the highest levels of the co-operative. Take Fred, our President and CEO, for instance. Beyond leading the organization, he's living the customer experience, trading his suit for boots as a rancher outside of the boardroom.
Fred and his wife Tanya launched Little Tree Ranch, one of Canada's few purebred registered Highland cattle folds. Along with one of his sons and his kids, the Thuns are collectively working to build a ranch from the ground up that can live well into the future. "Opportunity and potential are everywhere on the land, but every project is expensive and cost planning is critical," Fred says. "We've learned the hard way that it is easy to sign up for more than you can physically do. Every day on the ranch involves learning but every day, we get a bit better."
The family now owns about 60 head (a big jump from the original 6 acquired in 2024) and the herd has grown to include commercial angus crosses. They've also dabbled with sheep and vegetable production and added a chicken tractor which allowed them to raise over 100 meat chickens annually. Hay fields have been seeded as well, in hopes that the ranch will produce some of its own winter hay.
Having his boots in the mud gives Fred real insight into the challenges our members face. "Every day on the farm poses a new challenge, from equipment breakdowns to escalating costs to regulatory problems to sudden weather events. There's always something unforeseen to adapt to. Farmers must navigate these challenges while constantly investing into new equipment and infrastructure to keep the business going. It takes a strong-willed and aligned team to run a successful farm. But all the hard work is worth it when I see our grandkids growing up on the ranch and living an unrivaled farm life."
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.