Global Ventures Magazine Jan/Feb 2011

CAMELINA OILSEED: FROM ANCIENT TIMES TO FLYING HIGHSeedtec-Terramax highlights the many benefits of camelina oil seed.

SPACE AGE AGRICULTUREAgtron Enterprises Inc. is bringing technology to farms worldwide.

WIND ENERGY GOES VERTICALVBINE’s vertical axis wind turbine is taking the world of green energy by storm.

THAILAND IS THE LAND OF SMILES FOR BUSINESSThis tropical paradise could mean opportunity for Saskatchewan business.

GLOBALA S T E P P U B L I C A T I O N H I G H L I G H T I N G S A S K A T C H E W A N B U S I N E S S

VENTURESVOLUME THREE ISSUE ONE • JANUARY/FEBRUARY 2011

the environmentPositive energy for

We are committed to look after the air, water and land surrounding our operations.

cameco.com

JANUARY/FEBRUARY 2011 • GLOBALVENTURES 3

GLOBALVENTURESis the official bi-monthly publication of

Saskatchewan Trade and Export Partnership (STEP).Submissions to GLOBALVENTURES are welcomed.

The Editor reserves the right to edit for clarity and length. Please contact the Editor for copy submission deadlines.

PUBLISHERSSaskatchewan Trade and Export Partnership (STEP)

www.sasktrade.sk.cahttp://exportnews.sasktrade.com

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320 - 1801 Hamilton Street, Regina, SK S4P 3C6Regina 306.787.9210 / Toll Free: 1.877.313.7244

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EDITORPat Rediger BENCHMARK PUBLIC RELATIONS INC.

306.522.9326 / [email protected] EDITOR

Lindsay Thorimbert BENCHMARK PUBLIC RELATIONS INC.306.522-0903 / [email protected]

CONTRIBUTORSKarlen HeraufPat Rediger

Barbara WoolseyLindsay Thorimbert

STEP

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PRODUCTIONLorelle Anderson CONCEPT MEDIA

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insideVOLUME THREE ISSUE ONEJANUARY/FEBRUARY 2011

cover10 Thailand is the Land

of Smiles for business As global food producers, Saskatchewan

and Thailand share elements in their economies, but when dealing with the Land of Smiles cultural sensitivities must be considered.

. features12 Camelina Oilseed:

From Ancient Times to Flying High

At the department store cosmetics desk, in the fuel tanks of jets overhead, or on our plates as Omega-3 and Omega-6 meat, eggs and dairy, camelina oil seed is finding applications in diverse industries.

14 Space Age Agriculture A lot can change in 30 years. Bill Baker

of Agtron Enterprises knows this as well as anyone. His products keep farmers on the cutting edge of technology, maximizing their profit margins.

16 Wind Energy goes Vertical

With a smartly designed wind turbine, VBINE Energy is poised to break into the international green energy market and transform how energy is drawn from the wind.

BIZ notes 4 Message from the

President and CEO A global turnaround in 2011.

6 Where in the World is STEP? Upcoming international trade events.

22 Enhancing Chinese Business, Opportunities in Education, and much more.

26 Staff Profile Heather Swan: A World of Possibility at STEP.

4 GLOBALVENTURES •JANUARY/FEBRUARY 2011

of our economy is that we continue to have strength in multiple unrelated sec-tors that will allow us to manage through whatever the challenges may be.

What about your company and your plans for 2011? I once had an old friend who told me his business plan was to sell his products for as much as he could get, for as long as he could, and to as many people as he could. He is still a good friend but he is not in business anymore. Does your business plan speak to signifi-cant changes in marketing and promo-tion or is your focus on cutting costs and improving efficiency or more?

The most successful companies I know look for a crossover or a convergence of uncommon events. One obvious example would be baby boomers retiring and buy-ing investment properties in the South-ern USA with our currency at par. These two events are more historic than they are common. What is happening in your company and within your sector that speaks to this convergence where oppor-tunities to reap significant rewards exist?

In the New Year, we will be sending our Annual Membership Survey that will speak to this convergence and we will also ask you to contemplate on the year that was as well as the year that will be. This year, we will utilize an electronic format to gather the survey information and you will be notified of the process in advance. Again, I ask you to take the time to respond as we can not serve you better unless you tell us the what, where,

Message from the President & CEOAnother remarkable year for Saskatchewan Exports!

We have just completed an in-teresting year for Saskatche-wan exporters that has mixed

results. When you consider the chal-lenges of 2009, Saskatchewan’s exports this year will likely end up around $24B which is an impressive increase over 2009 which was $21B but no where close to 2008 which was $31B. These num-bers represent international exports and when you tag our interprovincial exports into the equation with an additional 50%; our exports continue to be remarkable when considering the global recovery.

I mentioned the results are mixed and one obvious example would be compar-ing the manufacturing (agricultural ma-chinery) industry to the pulse industry (peas and lentils). The 2008 - 2009 export years were hard on the manufacturing sector in countries such as Russia and Kazakhstan where business has not re-covered from the financial crisis and now faces a crisis over drought. Correspond-ingly, the pulse industry has weathered the storm very well and gross exports and prices have maintained, and in some cases, even risen when managing global currency fluctuation.

The bottom line is that Saskatchewan is doing well but we can not take any-thing for granted. It is our expectation that 2011, interpreting that the global rebound will continue, will gain traction and we will show another significant increase that will not return us to 2008 levels but we will be close. The beauty

why, and how we can.The January - March quarter represents

the last quarter in our corporate fiscal year and we are aggressively working in multiple sectors. I encourage you to re-view the “Where in the World is STEP” article in this issue as there may be a mis-sion that you would like to learn more about.

One of the noted missions is a multi-sectoral mission planned for India and Bangladesh. This is actually a combina-tion of three separate missions with nu-merous city stops and by far the largest mission ever planned by STEP.

We are expecting a large contingent to attend for multiple reasons but the most important reason is because Saskatch-ewan is the largest Canadian exporter to these two countries. This is not by acci-dent and our growth potential is expo-nential. Therefore, we need to be there and we need to be bold. Please visit our website www.sasktrade.sk.ca for more details. Now may be the right time for you to consider where your company, convergence, and India will all intersect.

Lionel Labelle, President & CEO Saskatchewan Trade and Export Partnership (STEP)


BOARD CHAIRShannon Jakes Senior Manager CIBC Commercial Banking

VICE-CHAIR Tim Wiens President & CEO O & T Farms

IMMEDIATE PAST CHAIR Murray Daku Vice President Hitachi Canadian Industries Ltd.

Ngee Cau Chief Executive Officer Marketel

Cory FurmanPartnerMacPherson Leslie & Tyerman LLP

Dale Lemke President & CEO Display Systems International Inc.

Greg Larson CEO The Larson Group of Companies

Greg Menzies President & CEO Wigmore

Sandra Purdy President Prairie Berries Inc.

Paul Degelman Sales & Marketing Manager Degelman Industries Ltd.

Andrew TraversChief Executive OfficerPrairie West Terminal

Kevin Dow PresidentSchulte Industries Ltd.

Alanna Koch Deputy MinisterSaskatcheawn Ministry of Agriculture

Chris DekkerCEOEnterprise Saskatchewan

Doug Moen Deputy Minister to the PremierExecutive Council and Office of the Premier

STEPBoard of Directors


Where in the World is STEP?

JANUARY Western Canadian Crop

Production ShowDate: January 10 - 13, 2011

Location: Saskatoon, SKThe Western Canadian Crop Production Show has become Western Canada’s pre-mier grain industry showcase by present-ing information to producers on the latest technology, services, and products. STEP will actively promote the show to attract incoming business people involved in the purchase and distribution of seed, crops, and agricultural equipment from markets around the world.

Contact: Tim Marshall, Senior Director, Asia-AfricaTelephone: (306) [email protected]

Virtual Trade Mission - Chile - Mining SectorDate: January 18, 2011

As an added service delivery for mem-bers, STEP will host a Virtual Trade Mission with a focus on products and services for the mining industry. Due to increased demand and rapid expansion, buyers are looking for equipment, com-puter technology, consulting services, products/services in this sector. The Vir-tual Trade Mission option provides par-ticipants with an opportunity to meet qualified buyers from the comfort of their home/office computer.

Contact: Dan Maynard, Technology & Marketing Trade SpecialistTelephone: (306) [email protected]

FITTskills International Trade Training

Date: January 18, 20, 25, 27, 2011Location: Regina, Saskatchewan

Saskatchewan Trade and Export Partner-ship offers FITTskills International Trade Training, unique international trade training, formed from an expressed inter-est by Saskatchewan companies to make international trade training available. Please note the new delivery method with evening classes now offered for the following training module:

Global Business Environment

Registration Deadline: January 7, 2011Contact: Blair Hudyma,

Programs & Training SpecialistTelephone: (306) [email protected]



Energy, Utility, and Environmental Conference

Date: January 31 - February 2, 2011Location: Phoenix, AZ

STEP is recruiting members to attend the 14th Annual Energy, Utility and Environ-mental Conference which will bring to-gether utility, industry, and government representatives to discuss critical topics, exchange ideas, and inspire future inno-vation in energy and its impact on the environment. The trade mission will also allow participants to showcase products and services to over 3000 senior dele-gates from the United States and Canada.

Contact: David Froh, Trade Specialist, Technology, Services & Resources

Telephone: (306) [email protected]

FEBRUARY Education and Training,

Rural Development & Agriculture,

Environment MissionDate: February 7 - 11, 2011Location: Washington, DC

The mission, delivered by STEP as part of the Canadian Private Sector Liaison Offi-cer (PSLO) Network, will focus on sectors including Education and Training, Ru-ral Development & Agriculture, and the Environment. Scheduled meetings will include The World Bank, Inter-American Development Bank, Millennium Chal-lenge Corporation and the Asian Devel-opment Bank.

Contact: Angela Wasylynka, Executive Director - Export Services


Business Luncheon - Saskatchewan Trade and Export Partnership (STEP)

& Saskatchewan Young Professionals and

Entrepreneurs (SYPE)Date: February 9, 2011

Location: Saskatoon, SaskatchewanSTEP has partnered with SYPE to host a business luncheon and presentation fo-cusing on “Where, What, and How Much Saskatchewan Companies Export.” STEP staff from the Exporter Readiness Pro-gram will provide an overview pertaining to why exporting is important for enter-prises of all sizes and areas of focus when researching new foreign target markets.

Contact: Jeff Fang, Export Development AnalystTelephone: (306) 787-9687

[email protected]

BioFach Organic Trade ShowDate: February 16 - 19, 2011

Location: Nuremberg, GermanySTEP will lead a trade mission to the Bio-Fach Organic Trade Show, the world’s largest organic trade fair. Over 2000 exhibitors from over 60 countries will attend. The event will be of interest to organic and natural products producers, processors of raw materials, convenience foods, grains, seeds, pulses, herbs, spices, health food suppliers, consumer goods, and industry associations. BioFach pro-vides a positive venue for the industry to examine market figures/developments, trends and strategies. STEP will be in-volved with a group display at the show, arranging meetings with buyers, and rep-resenting non-attending members.

Trade Development Mission - Central Europe

Date: January 24 - February 3, 2011Locations: Czech Republic and HungaryAs part of the continuing development of Saskatchewan’s agriculture machin-ery sector in Europe, a trade mission is planned to European Union countries. Following on the successful visit to Po-land and Hungary in 2009, STEP’s man-ufacturing team will visit the markets where recent development from the 2010 WCFPS have netted additional in-terest and partner developments.

Contact: Rob Ziola, Senior Director, Manufacturing


BC Foodservice Expo 2011Date: January 30 - 31, 2011

Location: Vancouver, BCSTEP is now recruiting member compa-nies to participate in the BC Foodservice Expo 2011. The event is Western Cana-da’s largest hospitality trade-only show representing the province’s $10 billion restaurant and food service industry. The event offers an excellent opportunity for members to showcase products to buy-ers in the food service, restaurant, and institutional trade sectors.

Contact: Jordan Gaw, Trade Specialist, Agri-valueTelephone: (306) 787-7940

[email protected]


306.296.2297 www.honeybee.ca • [email protected]

Harvest Faster

Two ways to get it done, faster.

Increase combine capacity by up to 20 percent.

Turn your John Deere haying windrower into a high-efficiency swather.

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8 GLOBALVENTURES •JANUARY/FEBRUARY 20118 GLOBALVENTURES •JANUARY/FEBRUARY 2011

and represent non-attending members in the environmental sector.

Contact: David Froh, Trade Specialist, Technology, Services & Resources


CONEXPO - CONAGGDate: March 22 - 26, 2011Location: Las Vegas, NV

CONEXPO - CONAGG, arranged by the Association of Equipment Manufactur-ers (AEM), is the international gathering place for the construction industry. The event showcases the latest equipment, products, services, and technologies while attracting over 2,000 exhibitors. STEP will participate with an outdoor dis-play at the event and expects to have a number of members exhibiting.

Contact: Rob Ziola, Senior Director, Manufacturing


Young’s Equipment Inc. is your authorized CASE IH Dealer carrying the full line of Case Agricultural Equipment, including Case High Clearance Sprayers.

We also represent other quality equipment manufacturers, including Bourgault, Apache Sprayers and Versatile Tractors.

Young’s Equipment Inc. is proud to be recognized as the Farm Equipment Magazine 2009 Dealership of the Year!

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tions where participants can either take part in all or in a portion of the planned events. These countries regions present remarkable growth opportunities for Sas-katchewan. Plan to be involved.

Contact: Brad Michnik, Executive Director, Trade Development

Telephone (306) [email protected]

Tim Marshall, Senior Director, Asia - AfricaTelephone: (306) [email protected]

Natural Products Expo West 2011

Date: March 10 - 13, 2011Location: Anaheim, CA

STEP is recruiting member companies to participate in the Natural Products Expo West (NPE) Trade Show. The event is the USA’s largest natural products trade show with over 30,000 retailers, manufactur-ers, industry members, exhibitors and media in attendance. The mission will include tours, seminars, and workshops with SupplyExpo occurring in conjunc-tion to the NPE and relevant to the raw materials component of the industry.

Contact: Jordan Gaw, Trade Specialist, Agri-ValueTelephone: (306) 787-7940

[email protected]

Americana 2011Date: March 22 - 24, 2011

Location: Montreal, PQSTEP’s Technology & Professional Ser-vices team will attend Americana 2011 and organize a business development mission that will involve a group display at the trade show, meetings with buyers,

Contact: Jennifer Evancio, Director, Trade Development, Agri-Value


Market Development Mission - Secondary

Value-Added Wood ProductsDate: February 23 - 25, 2011Location: Minneapolis, MN

STEP’s manufacturing team will lead a market development mission with sec-ondary value-added wood producers. The mission will expose Saskatchewan producers to potential export opportuni-ties in Minnesota while gaining an under-standing of the market, understanding the level of competition, meeting poten-tial dealers, distributors, and wholesal-ers. The mission will include an industry education session, attendance at a build-ing products tradeshow as well as one-on-one matchmaking meetings.

Contact: Stacey Sauer, Trade Specialist, Manufacturing


MARCH Trade Development Mission

- India and BangladeshDate: March 6 - 20, 2011

Locations: Bangladesh, IndiaThe trade mission may be the largest STEP has ever planned and managed. The missions are defined into two sec-tors including the pulse industry as well as a multi-sectoral focus around business to business meetings, the emerging bio-economy and investment attraction. Each mission will have multiple city destina-



BY BARBARA WOOLSEYexport potential for the province is pres-ently in agriculture -- particularly food ingredients, pulses and livestock genet-ics such as dairy and pigs, said Ron Hoff-mann, Canada’s ambassador to Thailand.

In 2009 alone, Canadian exports of ag-ri-food products to Thailand accounted for $112 million. Major exports included wheat, oil seeds, soybeans and potatoes.

“With its expanding competitiveness, Saskatchewan agri-food and livestock in-dustries have good potential in the Thai market,” said Hoffmann, who is also the ambassador to Laos, Cambodia and Bur-ma. “Saskatchewan’s cutting-edge agri-cultural biotechnology is well positioned to forge innovation and academic link-ages with Thailand.”


Keith Crosby working on the Udon Thani project (Photo credit Keith Crosby)

Thailand is the Land of Smiles for business

With a population of over nine million, Bangkok is quickly be-coming the production hub of

Southeast Asia. Positioned conveniently in the heart of the region, Thailand is more than just a dream vacation spot – the country also boasts a strong transport in-frastructure, efficient labour market and a sophisticated economy with developed clusters across the value chain.

Other major centres such as Hong Kong, Beijing and Tokyo are only a short-haul flight away, but there are also plenty of opportunities for Saskatchewan busi-nesses to be successful in the “Land of Smiles.”

Both Canada and Thailand are major global food producers, so the greatest

Barbara Woolsey: STEP Journalism Fellow

Barbara Woolsey is the first recipient of STEP’s University of Regina Journalism Fellowship. As a result she spent a three-month term writing for the Bangkok Post in Thailand beginning in September 2010. The Bangkok Post is Thailand’s leading English language daily, recog-nized across Southeast Asia for it strong business, social and political reporting.

Woolsey is in her third year studying journalism, with a minor in political sci-ence. She is the Op-Ed editor at the Caril-lon, the U of R’s student newspaper, and her work has been syndicated to other university publications in Canada.

In 2009, STEP committed to a funding arrangement where one journalism stu-dent every year would be given the oppor-tunity to travel internationally to develop their craft.

Successful applicants for the scholar-ship must be enrolled in the Bachelor of Arts in Journalism or Bachelor of Journal-ism program, maintain an average over 75 per cent, have 30 credit hours toward their degree and submit an 800 to 1,000 word essay explaining how the scholar-ship will advance their journalism studies.


Biofuels such as ethanol, biodiesel and biogas could also be future areas of collaboration, since Saskatchewan is Canada’s largest source of agricultural biomass.

“These industries are in their infancy in Thailand,” said Hoffman. “But as one of only five major net food exporters in the world, the sector is poised to grow. [It could] be an area of possible future cooperation between Thailand and Sas-katchewan.”

While most of the country’s labour force works in the agricultural sector, Thailand’s goods and services exports account for an increasing value of $105 billion annually. Other opportunities for Saskatchewan businesses could possibly include clean energy and student recruit-ment.

“The Thai government has long be-lieved in an open, laissez-faire economy. Foreign investment is welcome and vari-ous incentives are granted to attract for-eign investment,” said Hoffmann. “But if you are to succeed in doing business in Thailand, you have to be committed to building relationships, often on a very personal level.”

While the country is known for being affectionate and welcoming to visitors, trust can take quite a while to develop in a business setting. The culture has great influence on professional relationships –

has been waiting for a mining licence since 2003.

Political tension and bureaucratic red tape are what has kept the multi-million dollar project on hold, he said.

“It’s legitimate to fear doing business in Thailand because of the political unrest,” Crosby said. “There is a constant change of ministers, about every six months, which is difficult. It’s truly affected this project. Every time the government changes ... we have to re-educate the ministers. So you can’t get ahead. It’s been a real problem ever since I’ve been here and I don’t see how that’s going to improve.

“It’s very unfortunate that the mining licence has been held back for so long. If this project could go ahead, it would mean thousands of direct jobs and ser-vice-related appointments in the poorest province of the country.”

While Thailand’s large domestic and export market has unlimited potential for foreign investment, it’s important to make efforts to understand the culture, learn the language and find the perfect Thai representative for your business abroad.

“(There are) continuing problems with corruption and a need to overhaul the educational system in order to maintain competitiveness and encourage innova-tion,” said Hoffmann. “But in general the fundamentals for doing business in Thai-land are excellent. It’s a great place to do business.”

dealing politely and with respect is cru-cial. Never lose your temper or raise your voice and when meeting new acquain-tances do so by waiing – placing the palms together in a prayer-like motion while slightly bowing. Using the honor-ific “Khun” (pronounced koon) followed by the first name when addressing both men and women is also a nice touch.

Thai people are known for being loyal and keeping their word, so the signing of a contract is the true beginning of a solid collaboration. However, these relation-ships need to be developed over a long period of time -- sometimes years, before anything is written in legal ink.

“There’s no question you need pa-tience,” said Keith Crosby, manager of the technical and engineering depart-ment of the formerly Canadian and now Thai-owned Asia Pacific Potash Corpora-tion (APPC). “But it’s just like going to any Asian country. It’s a matter of building confidence and gaining trust between the parties. But once you have that trust, it’s an entirely different experience.”

Crosby is a geological engineer special-izing in potash mining and development. After working in Esterhazy for around eight years, he left in 1993 to begin an exploration project in the Udon Thani province of north-east Thailand. APPC has since discovered the country’s first economic deposit of potash and what Crosby calls one of the best undeveloped deposits in the world, but the company

Ambassador Ron Hoffmann speaking at the Canadian Trade Mission to Thailand

Former minister of trade Stockwell Day, HE Mr. Kiat Sitthiamorn, President of the Thailand Trade Representative Office with Hoffmann (both photos courtesy

of Embassy of Canada in Bangkok)


Camelina Oilseed:From Ancient Times to Flying High

BY KARLEN HERAUF

Farming has no doubt become a modern science. Despite unpre-dictable factors such as weather

and insects, producers are capable of do-ing more and more each year to control crop yields and quality, and to get their products to market.

Producers cannot do it alone, though. It takes years of research and develop-ment to fine-tune crops that are resistant to drought, cold, insects and disease; to perfect seeding and harvesting methods; and to provide organized and efficient handling systems.

Seedtec-Terramax provides both exten-sive research and development and an efficient handling system to assist with the integration of new grains and spe-ciality crops into the market. The com-pany identifies, locates and organizes the collection of large quantities of grain for both domestic and overseas markets.

Seedtec-Terramax also aims to enhance the economic sustainability of agriculture through the introduction of new variet-ies and crop kinds. One of these crops is called camelina.

An oilseed similar to canola, camelina is agronomically suitable to farmers for several reasons.

First, it can be handled with conven-tional equipment, so it does not require major initial investment. It is drought and cold tolerant so it can be planted at different times of the year and will grow well in a climate like Saskatchewan’s.

Seedtec-Terramax has had success fall planting camelina for harvest the follow-ing year; it is also found to be a fast-grow-ing crop, able to produce yield within 80 to 90 days when spring planted. This is beneficial when faced with a wet spring because camelina can be planted in June for a regular September harvest.


Furthermore, camelina has low disease susceptibility so it does not require fun-gicides to the same degree that canola does, nor does it require insecticides as does canola. Saving on fungicides and in-secticides helps maintain the already low cost of camelina production.

Not only is camelina economical to produce, Hugh Campbell of Seedtec-Ter-ramax anticipates it will be very profit-able for farmers. He says there are two major markets where demand for cam-elina products will grow in the upcoming years.

As a new product filed with no objec-tions and subject to approval for human consumption on a case-by-case basis by Health Canada, Campbell notes, “Cam-elina has many of the same qualities and benefits of canola, and then some.”

Camelina is also being strongly pur-sued as the on-farm, field-scale photo-synthetic factory and backbone to pro-duce industrial polymers and specialized oils through genetic modification. This has major economic and developmental potential.

Camelina oil is high in unsaturated fatty acids Omega 3 and Omega 6, which

are considered essential fatty acids be-cause the body needs them, but cannot produce them. Camelina meal, a high protein by-product of the oil, can be fed to animals to create Omega 3 meat, dairy and egg products.

Camelina oil is also high in Vitamin E, a natural antioxidant that helps reduce cell damage and prevent conditions including heart disease and cancer.

Vitamin E also has many skincare ben-efits, including protection from ultravio-let light, pollution, and other elements, reduction of fine lines and wrinkles, and maintenance of the skin’s natural mois-ture balance; it is therefore likely that camelina oil will find its way into a variety of cosmetic and skincare products.

The use of camelina oil for human con-sumption is not surprising, as ancient Ro-mans reportedly grew and processed the oilseed for food and skincare until the 14th or 15th century. However, Campbell anticipates a second, more modern, use for camelina.

The alternative bio-fuel market is growing in response to global demands for reduced pollution, resource con-sumption, and corporate responsibility.

Companies are committing to the use of bio-fuels to help achieve environmental goals, and governments are beginning to form legislation for required percent bio-fuel component for flights entering the country.

“Camelina is being looked at strongly for jet fuel because its freezing point is very low compared to most other veg-etable oils,” says Campbell, who believes that demand for camelina oil in the alter-native fuel market could soon outgrow supply.

Whether Saskatchewan-grown cam-elina seed is being used for gel capsules in Belgium, cooking oil in Canada, or jet fuel in Europe, Campbell’s primary con-cern is that producers are properly com-pensated for their efforts.

“We want to ensure that grain farm-ing remains an economically sustainable industry in Saskatchewan. It doesn’t matter if camelina is used for consump-tion or industry purposes, as long as it is bought at a fair price that allows agricul-ture to keep thriving in Saskatchewan.”

Master of International Trade Move to Change“I found the online Master of International Trade (MIT) program to be an excellent way to prepare graduate students for the world of international trade, both domestically and internationally.”

Chad SwanCe, MIT Graduate

aPPLY nOwFor more information about the MIT program, visit: www. schoolofpublicpolicy.sk.ca

www.wigmorefarms.com306-757-3005

Farm Management | Crop Production Products | Processing | Export Marketing | Foods

Wigmore feeds the world through the business of farming.With over 100 years of farming history in Saskatchewan, Wigmore Farms works with farmers to help grow, farm, process and export all their products.


BY KARLEN HERAUF

Space Age Agriculture

Agtron Enterprises Inc. brings technology to farms worldwide

Saskatchewan is renowned for its agricultural sector and agricul-ture-based products, but people

not involved in the industry often know little about the expertise and resources required to run a successful farming op-eration. The long process from seeding to harvest can feel even longer for grain producers if they do not have reliable and efficient technology, and that is where Bill Baker, founder and president of Ag-tron Enterprises Inc., knows his company can help.

“Agtron develops and manufactures ag-ricultural electronics – specifically air drill

electronics – that increase opportunities for efficient grain farming,” says Baker. “Our mission is to create user-friendly technology that will improve the profit-ability of our customers.”

Growing up on a farm in Saskatchewan, Baker remembers the first electronically-equipped combine his father ever bought.

“He treated it like a bomb that might blow up at any moment,” he recalls. “I remember thinking, ‘These things should

be easy to use and reliable, and I think I can do better,’ and that was really the beginning of Agtron Enterprises.”

Like many sectors, agriculture has ben-efited from the electronics revolution of the last several decades. Precision farm-ing, a systematic approach to farming based on in-field variability, utilizes GPS and GIS, as well as a variety of monitors, controls and sensors.

Baker feels that it is essential to know precisely what is going on with your seed-ing equipment. For example, he says the air drill’s control system may be showing


a rate calculated from meter shaft revo-lutions, but if the actual rate is lower or higher, then your air drill investment isn’t worth a thing. Agtron technology verifies that the equipment does what it should be doing.

Seed flow rate monitors produced by Agtron help farmers who map and ana-lyze field data ensure the data recorded is correct.

Agtron’s focus is on air drill electron-ics. The company produces complete air drill control systems using the latest ISO-BUS technology. ISOBUS is the new stan-dard for electronic communication in Ag-riculture, which ensures inter-operation at every step of the precision farming process, from scouting to planning, ap-plication to resulting data analysis. “We want our customers to be as efficient as possible throughout the entire grain pro-duction process.” Says Baker.

Baker personally attends tradeshows, visiting with farmers and manufactur-ers alike. “We rely on personal involve-ment and consultation with customers to determine what’s important to them,” notes Baker. He believes that by doing in-house research and development, manu-facturing and servicing, Agtron is more accountable for their products and more flexible to the needs of their customers. Agtron tracks its products from pre-pro-duction phases all the way to farmers’ fields.

In order to develop user-friendly prod-ucts, Agtron researchers combine en-gineering and technological expertise with practical farming experience. They manufacture and test each component of each piece of equipment on site before distributing it to one of more than 100 dealers in Canada and the United States.

Agtron also is well established in Eu-ropean and Australian markets. With a division already established in the Czech Republic, Baker says he has learned a lot about international business practices, communication, and cultural sensitivity.

“Every country is different, so we have had to learn from some mistakes we’ve made and make sure we’re prepared to get our message across.”

Baker marvels at the changes Agricul-

ture and his company have experienced. He has had to learn professional manage-ment techniques from the ground up, and Agtron has evolved as a business in order to keep up with the changing na-ture of agriculture.

“As we continue to grow, one of the challenges we face is that of commu-nicating the value and benefits of our products,” reports Baker. “However, the prospect of working on advanced farms with farmers who are very tuned in to technology is exciting for me.”

Baker’s favourite days on the job take him back to his farming roots. He enjoys site visits, spending time with producers, and experiencing first hand a lot of brand

new equipment with the latest gadgets. Perhaps the connection with humble

roots is one reason for Agtron’s dedi-cated effort to establish a positive rela-tionship with each individual customer. Like agricultural technology, Agtron En-terprises Inc. has come a long way. The 16,000 foot state-of-the-art industrial fa-cility Agtron now calls home is a far cry from the basement where it was estab-lished in 1982.

“I’m very proud of our local roots, but I’m also proud and excited to have become a participant and leader in the global agriculture electronics industry.”


BY TRILBY HENDERSON

After spending the past five years per-fecting their ground-breaking wind tur-bine and building their name within the green energy industry, Saskatchewan’s own VBINE Energy is now perched on the edge of a sales boom and ready to take the global market by storm.

Barry Ireland, President and CEO of VBINE Energy, launched the company in 2005 after coming up with the idea for a vertical axis wind turbine (VAWT) that could take advantage of the unobstructed wind energy found at the top of commu-nication towers and similar structures.

Unlike horizontal access wind turbines, VBINE’s VAWT is a ring-shaped power gen-

Wind Energy goes Vertical

erator that can be retrofitted to encircle any cylindrical-shaped structure. As wind is caught in the VAWT’s rotor blades, a wheel of current-inducing magnets is rotated around stationary coils, and the resulting changing magnetic fields create an electrical current. This electricity can then either be used directly or stored in a battery pack.

VBINE Energy’s VAWT has many other advantages: its light and compact design means it can be easily mounted and, be-cause it has no drive shaft and the top does not rotate, other equipment can be placed above it, making it extremely versatile and accessible; it is more cost-efficient than a conventional wind power system; it is high performing, able to take wind from any direction and produce up to five kilowatts in peak conditions; and the turbine also has very little environ-mental impact as it operates quietly even at full speed and its small size minimizes wildlife interference.

These advantages combine to make VBINE’s VAWT a perfect green energy alternative for the communications in-dustry, particularly as individuals living in remote areas, such as northern Canada, demand better access to communica-tions services.

“When you get into remote areas, there is no power grid so the communi-cation tower is entirely powered by die-sel or propane and its very expensive,”


said Ireland. “If they can throw a turbine on their tower and cut their costs by 75 to 90 per cent, it pays for itself really rap-idly and it’s a win-win situation.”

Many of the design considerations VBINE has undertaken were done with the communications industry in mind. For example, VBINE’s turbines operate at a very low RPM, meaning they do not create vibrations that may interfere with the communication towers’ RF waves, while still producing power. They are also constructed to last a minimum of 15 years and have an expected lifespan of 30 years, with little to no maintenance required. “We’ve built an extremely du-rable product,” Ireland said.

VBINE Energy currently has four pat-ents on their technology, with a fifth pat-ent in progress. By patenting their tech-nology, Dwight Siman, VBINE’s Director of Sales, said the company has essen-tially eliminated the potential for direct competition when it comes to supplying the telecommunications industry, giving them virtual ownership of that market.

Siman said many of the characteristics that make the turbine suitable for the communications industry also make it a fantastic fit for urban settings where they can be installed on top of buildings and other structures without having any no-ticeably negative impact on the public.

While the cheaper cost of power avail-able in urban and most rural locations eliminates the financial benefit of install-ing a wind turbine in these areas, Siman said the environmental benefits of the product, alone, are a considerable selling feature. “Many companies that we’re in negotiations with right now – large retail chains, large restaurant chains – they’re very interested even if there is no eco-nomic case,” he said. “They are very in-

terested in putting up one or more of our turbines as a show of their solidar-ity with green energy and reducing their carbon footprint.”

Siman said VBINE Energy is working on a contract with an American company to supply turbines for all of the federal buildings in the United States. If they are successful, this order alone could result in several million dollars in sales. VBINE also recently selected a European com-pany to distribute their product and will be filling a $47 million order in their area over the next three years. “Those are all very big contracts, and its just the tip of the iceberg,” he said.

Ireland said the company plans to open a large manufacturing facility in Winkler, Manitoba in 2011, in an effort to consolidate the manufacturing pro-cess under one roof. Once this is done, they expect to produce about 300 units per month.

The new facility will also lead to a major increase in staff, from the 18 em-ployees they have today to around 100 people.

As a young company, Ireland said VBINE Energy has benefited greatly from the Saskatchewan Trade and Export Part-nership’s (STEP) services and programs.


“They’ve put us in contact with some very good people both in the investment and manufacturing end, and we’re actu-ally working with some of those people,” he said.

Joining STEP on trade missions and at trade shows, and being able to set up one-on-one meetings through the orga-nization’s network has been invaluable to the company when it comes to mak-ing connections and building their repu-tation, said Siman. For example, during a recent trade mission, STEP enabled VBINE to meet with every level of gov-ernment necessary to gain approval to do business in Peru, all within a span of only three days, he said.

With ingenuity, perseverance and ded-ication to perfecting their product, along with a little help from STEP, VBINE En-ergy has not only set the stage for their own burgeoning success, but also con-tributed to a stronger future for green energy technology.

The Employee Investment Program is a great way to raise money for your business and build a better workforce. When employees invest in your company, their commitment and productivity increases—which is good, because everybody needs a co-pilot they can count on. To learn more, visit www.seda.sk.ca or call 306-384-5817.

With the Employee Investment Program…“ I feel as though my actions have a direct effect on the success of the company.” – Andy Baessler, Pilot, West Wind Aviation

Andy Baessler has participated in the Employee Investment Program since joining West Wind Aviation in 2005.

…the Sky is the Limit“ Being a part of the program has had a tremendous impact on how employees—as owners—view their day-to-day involvement.”

– Chris Tabler, Vice President, West Wind Aviation West Wind Aviation has offered the Employee Investment Program since 1994.

As a participant of Enterprise Saskatchewan’s Employee Investment Program, you’re an owner. Not only will you have the opportunity to share in your company’s success, you also get a 20% provincial and 15% federal tax credit on the first $5,000 invested. Now you’re ready for take off! To learn more, visit www.seda.sk.ca or call 306-384-5817.


The Employee Investment Program is a great way to raise money for your business and build a better workforce. When employees invest in your company, their commitment and productivity increases—which is good, because everybody needs a co-pilot they can count on. To learn more, visit www.seda.sk.ca or call 306-384-5817.

With the Employee Investment Program…“ I feel as though my actions have a direct effect on the success of the company.” – Andy Baessler, Pilot, West Wind Aviation

Andy Baessler has participated in the Employee Investment Program since joining West Wind Aviation in 2005.

…the Sky is the Limit“ Being a part of the program has had a tremendous impact on how employees—as owners—view their day-to-day involvement.”

– Chris Tabler, Vice President, West Wind Aviation West Wind Aviation has offered the Employee Investment Program since 1994.

As a participant of Enterprise Saskatchewan’s Employee Investment Program, you’re an owner. Not only will you have the opportunity to share in your company’s success, you also get a 20% provincial and 15% federal tax credit on the first $5,000 invested. Now you’re ready for take off! To learn more, visit www.seda.sk.ca or call 306-384-5817.


Whether you sell to Manitoba, Montana or Mongolia, consider the value STEP membership can bring.Information and memberships:

1-888-XPORTSK (1-888-976-7875)

www.sasktrade.sk.ca

Saskatchewan companies join STEP for the value we bring:

• Market Intelligence• Trade Development• Finance and Logistics Solutions• International Projects

If you sell outside

Saskatchewan,we can improve your bottom line


The Program works with Saskatch-ewan companies to arm them with the knowledge, resources,

and tools that will enable them to build export capacity. STEP works one-on-one with companies as they look to take their products and services beyond the bor-ders of Saskatchewan. The program is designed to benefit a company with an exportable product or service and has the motivation to develop the skills to sell into a foreign market.

WHY SHOULD I CONSIDER EXPORTING?

• Increasesales Influenced by quality and success of

your product• Reachnewmarketshares• Loweryourcosts New suppliers Better buying power with suppliers• Gaincompetitiveadvantage• Reducebusinessrisk

HOW WILL THIS SERVICE BENEFIT MY COMPANY?

• WorkwithqualifiedSTEPprofessionals

• Opportunitytomeetnewcontacts• Accesstocomprehensiveexportplanningguide

• Enhanceyourskillset

WHAT ARE THE ELIGIBILITY REQUIREMENTS?

• MustbebasedinSaskatchewan• Musthaveanexportableproduct/service

• Musthavethedesiretolearnexportingsteps

• Notcurrentlyexportingorexportingonareactivebasis

STEP staff work directly with your com-pany to go through an analysis and the planning process. For further informa-tion, visit www.sasktrade.sk.ca

Call STEP Staff - Export Development Analysts Stephen Norgate or Jeff Fang at 1 888 xportsk (976 7875).

Export Readiness Program

HOW DOES THE PROGRAM WORK?

WhatOurMembersSay“The guidance I have received

from STEP has been impressive. The organization is a huge resource and

offers useful services for companies by helping them transition from selling

locally to globally”. Saskatchewan Manufacturing Firm.


Increase ExportsExporter Readiness Program

What Our Members Say“The guidance I have received from STEP has been impressive. The organization is a huge resource and offers useful services for companies by helping them transition from selling locally to globally.” - STEP Member - Manufacturing Firm

ConneCting SaSkatChewan BuSineSS with the world

Saskatchewan Canada

www.sasktrade.sk.caSaskatchewan Canada

Regina Office #320 - 1801 Hamilton Street • P.O. Box 1787 Regina, SK Canada S4P 3C6

Telephone: 306.787.9210Fax: 306.787.6666

Saskatoon Office #400 - 402 21st Street East Saskatoon, SK Canada S7K 0C3 Telephone: 306.933.6551 Fax: 306.933.6556

[email protected] www.sasktrade.sk.ca http://exportnews.sasktrade.comSaskatchewan Exports Information: 1.888.XPORTSK (976.7875)

4476_Exporter Readiness_Brochure_4-panel.indd 1

16/09/10 4:11 PM


BIZ NotesOpportunity

through Education

New education opportunities for northern Saskatchewan residents were announced at the University

of Saskatchewan on Friday, Nov. 12, 2010.The Honourable Rob Norris, Minister

of Advanced Education, Employment, and Immigration announced that the Govern-ment of Saskatchewan was investing $250,000 to make available a new Mas-ters in Northern Governance and Devel-opment (MNGD) program. The program is the first of its kind in North America and allows residents of northern Saskatche-wan to remain in their communities while earning their degree.

The program is to be delivered by the International Centre for Northern Governance and Development (ICNGD), located at the University of Saskatch-ewan. The ICNGD, which also delivers a B.A. in Northern Studies as well as con-ducts community-based research in the province’s North, has been focused on

Saskatchewan has a new man in China as part of its commitment to the New West Partnership in-

volving Alberta and British Columbia. Richard Choi will be encouraging busi-ness relationships between China and Saskatchewan through the new Sas-katchewan office in Shanghai.

“Saskatchewan is not well known to Chinese businesspeople,” said Choi, who began his new posting at the begin-ning of November. “It is an untapped re-source. We need to tap into that.”

Choi has been spending his initial weeks researching Saskatchewan and its unique aspects that can be promoted in China. He will be working with his net-work of corporate and government con-tacts in China to promote Saskatchewan businesses throughout the country.

A graduate of McGill University in Mon-treal, Choi has served as a trade com-missioner at the Canadian Consulate in Shanghai and was the executive director of the Canadian Chamber of Commerce in Shanghai.

Encouraging Business Relations - China and

Saskatchewan

northern governance and development issues since 2008. The Centre’s Director, Dr. Greg Poelzer, is excited about the in-troduction of the MNGD and the overall support the Centre is receiving.

“This funding allows us to carry out a number of initiatives that would have remained only ideas if not for the Gov-ernment of Saskatchewan” said Poelzer. “We’re thrilled to receive this support for

our initiatives at this critical time in the development of Saskatchewan’s North.”

“I’m certain that educational opportu-nities like the Masters program will build upon the knowledge and expertise of northerners and lead to innovative solu-tions to the issues that confront them ev-ery day,” remarked Chief Guy Lonechild of the Federation of Saskatchewan Indian Nations (FSIN).

Lionel LaBelle, President and CEO, Saskatchewan Trade and Export Partnership (STEP) and Richard Choi, Managing Director, Saskatchewan Shanghai Office.


Canadian-owned Best Cooking Pulses Inc. picked up an interna-tional award recognizing excel-

lence among women-owned businesses. The company was winner of the ‘Done

Deal’ in the ‘International’ category.The award was presented by WECon-

nect Canada at the Second Annual WE-Connect Canada national conference in Toronto from Nov. 8 to 10, 2010. W E -Connect Canada is a non-profit organiza-tion that connects women-owned busi-nesses with the growing global, corporate and public sector demand for diverse and innovative suppliers. It certifies and promotes firms that are at least 51 per cent owned, managed and controlled by women.

Best Cooking Pulses, Inc. has been ac-tive in the international pulse trade since 1936. Sisters Trudy Heal and Margaret Hughes own and operate the business together with Mike Gallais. Started by

Canadian ProcessorScoops InternationalBusiness Award

For companies looking to export into China or expand their operations, Choi suggested that they discuss their needs with local STEP staff. Choi will then work with STEP to address their needs, wheth-er it is setting up meetings, looking for the best promotional opportunities, or identifying market opportunities.

As well as helping exporters, Choi will be helping Chinese businesspeople make

investments in Saskatchewan. He added the Chinese are familiar with the mining and agricultural aspects of the provincial economy, but he will be helping to iden-tify new opportunities.

“The Chinese culture is different than Saskatchewan. Business in China tends to be very personal,” explains Choi. “Busi-ness is really the end result of a personal relationship.”

STEP Staff Member Earns International Designation

the women’s grandfather, the company processes dried peas (split and whole) and a range of BEST pea flours and pea fibre at plants in Manitoba and Saskatch-ewan. Products are sold throughout the world into the food, bakery, and meat processing industries, as well as to sev-eral leading pet food manufacturers. The company recently introduced Yumpeez™, a roasted split pea snack.

“We are honoured to receive this award,” said Margaret Hughes, VP Sales and Marketing. “It marks our success in introducing Manitoba and Saskatchewan pulse products to food and pet food in-dustries in North America and around the world.”

According to Trudy Heal, President, “It is significant that Canadian women owned businesses now qualify for Supplier Diver-sity programs in the US. We’re just one year into the program and we anticipate more done deals.”

Lionel LaBelle, President & CEO, Saskatchewan Trade and Export Partnership (STEP) is pleased to

announce that Nathan Rhodes, Market Intelligence Specialist, Manufacturing has attained his designation of Certified International Trade Professional (CITP).

This is the only professional trade designation of its kind and is earned by completing courses and meeting stan-dards and requirements set by the Forum for International Trade Training (FITT) - Canada´s international trade training and professional certification authority. Congratulations Nathan from the STEP Board of Directors, Management, and Staff on this milestone in your profes-sional career. Nathan joins many STEP colleagues who are previous recipients of this designation.

STEP-ConnectingSaskatchewanBusinessWiththeWorld.


300 Dewdney Avenue, Regina, SK S4N 0E8tf: 1.877.475.4846f: 306.565.2525

306.525.8796www.westernlitho.ca

250BUSINESS CARDS

100lb Cover Glossy PaperFull Colour3.5” x 2”

$65

10,000FLYERS

60lb Text Glossy PaperFull Colour One Side

8.5” x 11”

$895

5,000BROCHURES80lb Text Glossy PaperFull Colour Both Sides

8.5” x 11” Folded

$750

MAY/JUNE 2010 • GLOBALVENTURES 27

STEP MarketAccess ProgramSTEP Member Benefit

Areyouinterestedinpenetratingnewmarkets?

Areyoulookingtoaccessanewconsumerbaseinaforeignnation?

Wouldfinancialassistancemakeyourgoalspossible?

TheSTEPMarketAccessProgramisforyou!!The STEP Market Access Program (MAP) is a funding program designed to support the interprovincial and international marketing efforts of STEP Regular Members.

Funds are provided to assist eligible companies to enter new markets or those entering into a new market sector or market segment outside of Saskatchewan.

What Members Say - Market Access Program STEP Market Access Program“A great assistance at this time in business where companies

should not be cutting their marketing costs. I think it will provide long term benefits to those who take advantage of it.” STEP Member Technology Firm

“Our company needs to build an awareness of our products and their health benefits. Marketing an unknown product takes years of promotion to get potential companies interested. Without financial support of the program, we would not have been able to fund this awareness of our product.” STEP Member Agri-value Firm

“It is very important that Saskatchewan companies have a “continued” presence at major events. The STEP Market Access Program facilitates a cost effective way for companies to reach several global regions at one single venue.” STEP Member Technology Firm

STEP Market Access - Program DetailsFinancialassistancemaybeprovidedtoSTEPregularmembersthatare:• Exhibiting in a trade show or trade event or trade mission

in a new export market outside of Saskatchewan. • Participating and/or exhibiting in STEP-led trade missions,

trade event, or trade shows.

Reimbursementofupto50%ofeligiblecostsmaybecontributedto:• Travel cost to market from Saskatchewan - return

economy airfare or mileage for up to two (2) applicant representatives.

• Accommodations - for up to two (2) applicant representatives.

• Companies exhibiting at trade shows are eligible for trade show registration fees and/or booth space rental costs.

• Translation of the company’s marketing materials - brochures/product listings for the specific trade event.

Applications must be received at least 45 days in advance of the trade event. It is recommended that member companies apply early for applicable events that prior to March 31, 2011. For further details on eligibility and the applications process, please visit the STEP website at www.sasktrade.sk.ca.

ConneCting SaSkatChewan BuSineSS

with the world

Funding to increase

your exports

Market Access Program

What Our Members Say

“It’s a great value for Saskatchewan businesses. The program

encourages growth and promotion of the business outside the

province. The program allows us return on initiatives we may have

otherwise not pursued.” - STEP Member - Agricultural Firm

“It is very important that Saskatchewan companies have a

continued presence at major events. The STEP Market Access

Program facilitates a cost effective way for companies to reach

several global regions at one single venue.” - STEP Member -

Technology Firm

“Trade shows are an important part of our business efforts to

maintain face-to-face contact with existing customers and recruit

new clients. STEP’s Market Access Program provides the funding

necessary to make exhibiting affordable so we can continue

to maximize opportunities to retain and recruit customers.”

- STEP Member - Manufacturing Firm

For further details on eligibility and the applications process,

please visit the STEP website www.sasktrade.sk.ca

Saskatchewan Canadawww.sasktrade.sk.ca

Saskatchewan Canada

Regina Office

#320 - 1801 Hamilton Street • P.O. Box 1787

Regina, SK Canada S4P 3C6

Telephone: 306.787.9210

Fax: 306.787.6666

Saskatoon Office

#400 - 402 21st Street East

Saskatoon, SK Canada S7K 0C3

Telephone: 306.933.6551

Fax: 306.933.6556

[email protected]

www.sasktrade.sk.ca

http://exportnews.sasktrade.com

Saskatchewan Exports Information: 1.888.XPORTSK (976.7875)

4476_Market Access_Brochure.indd 1

17/09/10 8:16 AM


300 Dewdney Avenue, Regina, SK S4N 0E8tf: 1.877.475.4846f: 306.565.2525

306.525.8796www.westernlitho.ca

250BUSINESS CARDS

100lb Cover Glossy PaperFull Colour3.5” x 2”

$65

10,000FLYERS

60lb Text Glossy PaperFull Colour One Side

8.5” x 11”

$895

5,000BROCHURES80lb Text Glossy PaperFull Colour Both Sides

8.5” x 11” Folded

$750

MAY/JUNE 2010 • GLOBALVENTURES 27


Staff Profile: HEATHER SWAN:

A World of Possibility at STEPBY LINDSAY THORIMBERTHeather Swan likes to use the

words “nimble and reactive” to describe STEP.

STEP is both nimble and reac-tive in the way it reacts to the ever-changing needs of its members. Serving more than 400 companies in Saskatchewan, STEP customizes its service delivery to each member. STEP is also nimble in the opportu-nities it offers to its staff.

Since starting work with STEP 12 years ago, Swan has filled many roles in the organization. She is proud to say that she has had the opportunity to work in more than one of STEP’s pillar services, includ-ing Trade Development, Market In-telligence and Corporate Services.

“I sell that flexibility and diversity as one of the strengths of the or-ganization,” she said of the ability to move around within STEP and the opportunities that she has been presented with. “I’ve been with the same employer for 12 years, and I’ve had a great variety of jobs. This flexibility has allowed me to move across several of the service deliv-ery areas in the organization while developing professionally in impor-tant ways.”

This focus on promoting from within the organization gives STEP the strength that comes with ex-perience. To her current position as Manager of Corporate Services and Communications, Swan brings 12 years of STEP experience and a number of different perspectives from inside the organization, as well as past employment experi-ence from before her arrival at STEP. She attributes the opportunities for movement within STEP to its orga-nizational structure.

“It’s a very, very positive work en-vironment,” she said, “and there is a team atmosphere that is refreshing. STEP staff are extremely motivated, results and customer-driven, and

work together to deliver the best ser-vice possible to members. Industry drives our decision making based on its needs.”

The knowledge that her work helps business and industry flourish in Saskatchewan gives Swan a great deal of satisfaction. “The exposure to these companies that have such a huge impact on Saskatchewan’s economy is another reason I’ve con-tinued to work at STEP,” she said.

“These businesses take chanc-es and put themselves out on a limb. The benefits they bring to our communities, and their ability to strengthen the economic well-being of the province is tremendous.”

Currently Swan manages commu-nications projects at STEP, serving the interests of both internal and ex-ternal clients. The organization pro-motes its products and services to members, partners, and stakehold-ers through marketing strategies and communications materials. Swan’s position is key to getting STEP’s message out. She assists STEP em-ployees market their services to ex-ternal customers and stakeholders, but she also facilitates the commu-nications efforts of these custom-ers and shareholders. “This position allows me to work with all of these partners to make sure our messag-ing is consistent and that the value of membership is evident,” she ex-plained.

Recently, STEP has witnessed growing membership numbers and Swan is pleased to see the effort and resources that have been put into this area are paying off. However, with a growing membership, she sees an increased need to commu-nicate the benefits and services that come with membership.

“At STEP, we tailor our services to each of our members,” said Swan, “and for that to happen, members need to know the services that are available to them.”

In line with this effort, Swan ex-plained that STEP recently un-derwent a major rebranding in its communications efforts. “We did the roll-out of our new materials in September of 2010,” she said. The updated marketing materials were introduced alongside the STEP Trade Conference “Taking Saskatch-ewan’s Best to the World”. The re-design was the result of a collabora-tive approach with the perspectives of staff, the Board of Directors, and partners considered and incorpo-rated into the redesign and messag-ing. The communications review and updated marketing documents complement other communications tools which have been introduced by the organization. These ele-ments fit into a package communi-cating STEP’s value to current and potential members, while creating marketing opportunities for STEP members.

Swan was first introduced to STEP when she was working in a com-munications position with another provincial business organization. At that time, STEP had only recently been established and representa-tives were visiting other organiza-tions and businesses to explain the services STEP offered. It was during the presentation that Swan began to consider an opportunity within the organization. “That sparked my in-terest in the organization and I knew then that I had a keen interest to be part of STEP” she said, adding that STEP’s business model, the man-date to increase Saskatchewan’s exports to existing markets, and a clear focus on export is what drove that decision.




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