GLOBALVENTURES · Marketel Systems Ltd. Cory Furman Partner MacPherson Leslie & Tyerman LLP Dale Lemke President & CEO Display Systems International Inc. Sandra Purdy President

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 SIX • NOVEMBER/DECEMBER 2011

ON TOP OF SASKATCHEWAN URANIUM New Cameco CEO Tim Gitzel assumes the reins.

SWEET SUCCESSHoney Bee products can be purchased in 12 different countries.

MARTIN MUNCHIESFather-daughter duo creates new health snack.

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NOVEMBER/DECEMBER 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

Regina Office:P.O. Box 1787

320 - 1801 Hamilton Street, Regina, SK S4P 3C6Regina 306.787.9210 / Toll Free: 1.888.XPORTSK

Saskatoon Office:400 - 402 21st Street East, Saskatoon, SK S7K 0C3

Saskatoon 306.933.6551 / Toll Free: 1.888.XPORTSK

Concept Media2629 Angus Boulevard, Regina, SK S4T 2A6

306.545.6099 / [email protected]

EDITORPat Rediger BENCHMARK PUBLIC RELATIONS INC.

306.522.9326 / [email protected] EDITOR

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

CONTRIBUTORSTrilby Henderson

Pat RedigerLindsay Thorimbert

STEP

DESIGNBob Anderson CONCEPT MEDIA

[email protected]

PRODUCTIONLorelle Anderson CONCEPT MEDIA

[email protected]

SALESBob Harvey CONCEPT MEDIA

[email protected]

PRINTINGWestern Litho Printers Ltd. / Regina, SK, Canada

DISTRIBUTIONPrairie Advertising Ltd. / Regina, SK, Canada

Publication Mail Agreement #41786012Return undeliverable mail to Circulation Department,

2629 Angus Boulevard, Regina, SK S4T 2A6.

ON THE COVERUnderground at Cameco’s Cigar Lake mine.

PRINTED IN CANADA

cover 8 On top of

Saskatchewan uranium

Locally born and raised, Tim Gitzel now leads one of the industry’s biggest players.

features12 Sweet Success Honey Bee Manufacturing has grown

from an innovative producer to an international supplier of agricultural implements.

16 Got the Munchies? Garnet Martin and his daughter,

Lesley Kelly, found the perfect value-added for their farm operation: a barley-based snack food.

STEP notes 4 Message from the

President and CEO Fall season has plenty of events

and activities.

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

18 Strengthening Ties with Closest Trading Partner

20 Saskatchewan’s Export Numbers Recent agricultural statistics.

21 Saskatchewan Exports go into Overdrive Saskatchewan products are being sold around the world.

22 Biz Notes News and information about STEP and its members.

26 Staff Profile Vanessa Headford: Growing with STEP.

VOLUME THREE ISSUE SIXNOVEMBER/DECEMBER 2011

inside

4 GLOBALVENTURES • NOVEMBER/DECEMBER 2011

as the “thickening of the border”. All in all, it was a terrific day.

At the culmination of our AGM, a new STEP Board of Directors sat down to work. We are pleased and honored with our four new Board members who in-clude Craig Bailey, Tim Gabruch, Ranga Ranganathan, and George MacKay. The new Directors, along with the other elev-en members represent a cross section of Saskatchewan’s most prominent leaders from industry, science, and government.

In fact, everyone was so engaged at our first Board meeting together, we found ourselves running out of time and had to postpone a number of agenda items. The reason for that was a focused discussion on the anxiety of the global economy and how this affects STEP’s overall strategy. I am pleased to report that STEP has laid aside its current Business Plan that was in the last year of a three year cycle and will be tabling within days a new strate-gic plan attempting to aggressively intro-duce a number of new initiatives that will keep Saskatchewan on the cutting edge of international exports. The compelling goal of this new three year strategy is to reach outside our traditional deliverables with a keen objective to assure those objectives are practical and attainable. Stayed tuned for more details to come.

The last two months of 2011 are jam packed with missions of size and scope that speak to STEP member engagement that is truly unprecedented. I will be part of an 80+ person contingent attending the largest agriculture manufacturing trade show in Hanover, Germany named

Message from the President & CEOPlenty to celebrate this season

This issue will mark the 18th issue of Global Ventures since its inception.

We are pleased that during this period we have been able to showcase/reference over 100 STEP members and Saskatch-ewan companies doing business and cre-ating opportunities in multiple sectors across the entire province. It has been our privilege to bring you these stories about the people and the places that are driving Saskatchewan’s global economy.

This edition of Global Ventures high-lights one of Saskatchewan’s great suc-cess stories and indeed Canada’s. I am speaking of the global company that calls Saskatchewan home, Cameco. Under the leadership of Tim Gitzel, Cameco is on track to doubling their production within the next decade and within the last few days, Cameco has been honored for the third consecutive year as one of “Cana-da’s Top 100 Employers”. Their track record on employee engagement and First Nations employment practices are worthy initiatives that we all could learn from.

On September 29, we hosted our An-nual General Meeting along with a sold-out business luncheon featuring Ambas-sador Gary Doer, Canada’s representative in Washington. With Premier Wall intro-ducing the Ambassador, we were all im-pressed with the Ambassadors’ engaging style, his complete grasp of the cross-bor-der issues and his pragmatic but focused response on issues such as north-south pipelines and the fear Saskatchewan companies have over what is referred to

Agritechnica. This show, with some 350,000 attendees is deemed to be the “Olympics” of this sector and Saskatch-ewan’s presence will be the largest in our history with over 13,000 sq. feet of space combined with a second level which we believe will demonstrate why Saskatch-ewan is a global leader in agriculture manufacturing.

At the same time, our colleagues will be heading a mission to Chile and Peru with a focus on the ancillary industry that supports the mining sector. Along the way, we will have teams in Kazakhstan, China, Taiwan, and Japan with the last of our missions wrapping up in mid-Decem-ber. It has truly been quite a year.

In the midst of this global anxiety, and with the support of our Board, STEP’s plans for next year will enhance the suc-cessful work that has been accomplished to date. Statistics Canada reported this week (as of August 2011) that Saskatch-ewan’s international exports are run-ning at almost 20 per cent above 2010. Considering these global issues, logistics challenges, and volatility of currency, these numbers are remarkable. This or-ganization estimates that we will end 2011 in excess of $28B of international exports which; although not a record, it will be very close to being one. All in all, we assume nothing. We take nothing for granted and we continue to work hard.

Finally; I want to end by wishing all of you the very best for the holiday season which is fast approaching. All of us tend to loose sight on occasion of what is im-

...CONTINUED ON PAGE 23


BOARD CHAIRShannon Jakes Senior Manager CIBC Commercial Banking

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

Ngee Cau Chief Executive Officer Marketel Systems Ltd.

Cory FurmanPartnerMacPherson Leslie & Tyerman LLP

Dale Lemke President & CEO Display Systems International Inc.

Sandra Purdy President Prairie Berries Inc.

Paul Degelman Sales & Marketing Manager Degelman Industries Ltd.

Kevin Dow PresidentSchulte Industries Ltd.

Alanna Koch Deputy MinisterSaskatchewan Ministry of Agriculture

Chris DekkerChief Executive OfficerEnterprise Saskatchewan

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

Tim GabruchVice President, Marketing Strategy & AdministrationCameco Corporation

Craig Bailey Vice PresidentThe Yanke Group of Companies

George MacKay Vice PresidentBourgault Industries Ltd.

Ranga Ranganathan Director of Business DevelopmentSaskatchewan Research Council

Board of Directors

2011-2012 STEP Board of DirectorsFront Row - Left to Right: Sandra Purdy, President, Prairie Berries Inc., Ranga Ranganathan, Director of Business Development, Saskatchewan Research Council, Tim Gabruch, Vice President, Marketing Strategy & Administration, Cameco Corporation, Shannon Jakes, Senior Manager, CIBC Commercial Banking (STEP Chair), George MacKay, Vice President, Bourgault Industries Ltd., Alanna Koch, Deputy Minister, Saskatchewan Ministry of Agriculture, Ngee Cau, Chief Executive Officer, MarketelBack Row - Left to Right: Chris Dekker, Chief Executive Officer, Enterprise Saskatchewan, Kevin Dow, President, Schulte Industries Ltd., Paul Degelman, Sales & Marketing Manager, Degelman Industries Ltd., Tim Wiens, President & CEO, O & T Farms (STEP Vice-Chair), Dale Lemke, President & CEO, Display Systems International Inc., Cory Furman, Partner, MacPherson Leslie & Tyerman LLP, Doug Moen, Deputy Minister to the Premier, Executive Council and Office of the Premier, Craig Bailey, Vice President, The Yanke Group of Companies


Upcoming TRADE EVENTS

under one roof. This is a unique oppor-tunity to meet senior buyers & decision makers from all facets of the user indus-try as Taiwan.

Contact: Yi Zeng, Trade Specialist, Trade Development, Asia - Africa

Telephone: (306) [email protected]

Agritechnica 2011Date: November 13 - 19, 2011Location: Hanover, Germany

As part of the continuing development of Saskatchewan’s agriculture machinery sector in Europe, STEP will attend Agri-technica 2011. The event is relevant for Saskatchewan companies looking for op-portunities for their products in the Eu-ropean market for the first time or those wanting to expand their distribution in Europe. Europe offers 40% of the global market for agricultural machinery with Germany and France being the largest markets within Europe. By attending this event, STEP members will be exposed to agricultural contractors, dealers/distribu-tors, equipment cooperative managers, wholesalers and trade organizations from Central/Eastern Europe, North America, Africa, Central and South America, Aus-tralia/New Zealand, the Middle/Far East.

Contact: Rob Ziola, Senior Director, Trade Development - Manufacturing


Saskatchewan ShowcaseDate: November 19 - 25, 2011

Locations: Peru & ChileSTEP is planning a business development trade mission to Peru and Chile where STEP members will have an opportunity to participate in qualified business devel-opment meetings, learn about the mar-ket, attend targeted networking events and tour mine sites. Saskatchewan com-

panies can realize success in the Peruvian and Chilean market given the stable busi-ness climate and the considerable den-sity of Canadian mining companies in the region.

Contact: David Froh, Director, Trade Development,

Technology, Services & ResourcesTelephone: (306) 787-7928

[email protected]

Brazil Buyer/Seller - Video-conferencing SessionDate: November, 2011 (TBD)Locations: Regina/Saskatoon,

SaskatchewanSTEP will undertake a video/web-based conferencing session where STEP mem-bers will be linked with international buyers via STEP’s in-house video and web conferencing facilities. STEP will also facilitate business meetings with Brazilian companies active in the mining, oil and gas, and environmental sectors.

Contact: David Froh, Director, Trade Development, Technology,

Services & ResourcesTelephone: (306) 787-7928

[email protected]

DECEMBER Market Development

Mission - Japan & South Korea

Date: December 5 - 13, 2011Locations: Tokyo & Osaka, Japan, and

Seoul, South KoreaThe objective of the market development mission is to promote Saskatchewan’s agri-value products in order to create awareness of Saskatchewan as a reliable partner in these industries. The mission will also seek out new potential custom-ers in the region; build new relationships/contacts in the private sector and within

NOVEMBERMarket Development

Mission - China & TaiwanDate: November 1 - 13, 2011

Locations: Shanghai and Tianjin, China, Kaohsiung, Taiwan

The market development mission will promote Saskatchewan’s mining and en-vironmental equipment, products, tech-nology, and services to create awareness of Saskatchewan as a reliable partner in these industries. The mission will seek out new potential customers in the re-gion, share knowledge, and build new re-lationships/contacts in the private sector and within industry associations.

Environmental Protection Technology & Equipment Show 2011: A theme show of the China International Industry Fair (CIIF) to be held from November 1 - 5, 2011. The show is an international plat-form focusing on the environmental pro-tection technologies and equipment in-cluding water treatment, energy-saving, fume purification, circulated economy and waste disposal.

13th Annual China Mining Congress & Expo: Hosted by the China Ministry of Land & Resources and the Tianjin Munici-pal Government, the event takes place from November 6 - 8, 2011. The Congress & Expo will include exhibitor booths and official delegations from the primary ex-tractive industries, mining and explora-tion companies, investment and financial institutions, evaluation and consulting companies, service providers and equip-ment suppliers, as well as representatives of multi-lateral organizations with indus-try interests.

Kaohsiung International Food Show: To be held November 10 - 13, 2011 in Kaohsiung, Taiwan, the event showcas-es food processing and packaging ma-chines, materials, systems and products



industry associations. One-on-one meet-ings will be established between STEP members and targeted buyers based on individual exporter requirements and in-terests.

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


Buyer/Seller Videoconferencing Session

Date: December 2011 (TBD)Locations: Regina/Saskatoon,

SaskatchewanSTEP will undertake a video/web-based conferencing session whereby STEP members will be linked with internation-al buyers via STEP’s in-house video and web conferencing facilities. The focus will be to put these companies “face to face” with international buyers without leaving the province and incurring some of the initial market development costs.

Contact: David Froh, Director, Trade Development, Technology,

Services & ResourcesTelephone: (306) 787-7928

[email protected]

JANUARY LAMMA 2012

Date: January 18 - 19, 2012Location: Newark, England

STEP is recruiting members to attend the LAMMA trade show which attracts more than 650 exhibitors and is an important event for accessing the UK market. The event is an important venue for farm ma-chinery and equipment manufacturers to reach the United Kingdom market. STEP will engage in-market partners and con-

pulse/special crops, livestock genetics, food ingredients & seed potato sectors.

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

[email protected]

Emerging Markets Trade Development Mission

Date: January, 2012 (TBD)Locations: Czech Republic & Romania

As part of the continuing development of Saskatchewan’s agriculture machinery sector in Europe, a trade and business development mission is planned to two new European Union countries with long term potential for Saskatchewan export-ers.

Contact: Rob Ziola, Senior Director, Trade Development, Manufacturing


Saskatchewan ShowcaseDate: January, 2012 (TBD)

Locations: TBDSTEP’s manufacturing team invites mem-bers to attend this mission and to partici-pate in programming and matchmaking services to introduce member companies to local buyers in the market. Combining market education with one-on-one meet-ings and tours, alongside some network-ing events, the multi-sectoral event will look to bring in market trade activities to a cross section of companies.

Contact: Stacey Sauer, Trade Specialist, Manufacturing


tacts/consultants to build a program of one-on-one match making meetings and farm tours. Mission objectives will also be to establish contacts in this market and further market development while increasing the recognition/market knowl-edge of Saskatchewan based farm equip-ment.

Contact: Kyle Luchia, Trade Specialist, Trade Development, Manufacturing

Telephone (306) [email protected]

BC Foodservice Expo Date: January 29 - 30, 2012

Location: Vancouver, British ColombiaThousands of buyers and decision mak-ers from British Columbia/Western Canada’s foodservice community attend this annual show which will offer Sas-katchewan companies an excellent op-portunity to market their products. STEP will organize booth space and work with members to identify market intelligence requirements that will assist them with understanding the distributors and buy-ers they need to meet.

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


Market Development Mission - South America

Date: January, 2012 (TBD)Locations: Colombia, Peru & Brazil

This mission will be targeted toward Colombia which just signed a free trade agreement with Canada as well as second market yet to be confirmed. The mission format will be based on matchmaking and targeted toward companies in the

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On top of Saskatchewanuranium

New CEO Tim Gitzel took the reins at Cameco

BY LINDSAY THORIMBERTTim Gitzel, who has spent his career in uranium, now leads one of the indus-

try’s biggest players.Gitzel joined Cameco in January 2007

as senior vice-president and chief oper-ating officer. By May 2010 he had been appointed president, and just over a year later on July 1, 2011 he took over as pres-ident and CEO, succeeding Jerry Grandey in the top job.

Though Gitzel quickly climbed to the top job at Cameco, his arrival at the CEO position is the culmination of a long and successful career in the business of urani-um. He brings to the position 17 years of senior management experience in Cana-

dian and international uranium mining. Prior to joining Cameco in Saskatoon, Gitzel left his role as executive vice-pres-ident, mining business unit for AREVA, where he was based out of Paris, France.

“My job was to run the world-wide gold and uranium mining operation for AREVA. Our kids were four and six when we left, and it was a great opportunity for us to see the world. The people were

Underground tunnels at Cigar Lake are reinforced with concrete to ensure a safe working environment.


very kind. We got to learn the language, and of course the food and wine there are not too bad,” said Gitzel. “France was very nice, but I am extremely happy we had the opportunity four years ago to re-turn to Saskatchewan. This is home for us and it was the right move to come back and join Cameco.”

Gitzel returned to Saskatchewan with his family, which includes his wife Bon-nie who originally hails from Battleford, and their two children Ty and Bailey. Ty is 13 years old, and has become active in hockey and football since the return to Canada, and 11-year-old Bailey is active in dance. “When I’m not working, I’m with my family. There’s nothing I would rather do than watch the children partici-pate in their activities.”

Gitzel spent his formative years in dif-ferent parts of Saskatchewan, particularly in the northern regions. His father was an RCMP officer, and as a result address changes were common. Born in Prince Albert, Gitzel also lived in Meadow Lake and Swift Current, and even enjoyed a ju-nior hockey career that had him on teams in North Battleford and Regina. In the 1979-1980 season, playing in the SJHL with the Battlefords Barons, he logged 37 points.

“I guess I’m not the only person to say my first dream was to play hockey,” he said. “I had a good run, but unfortu-nately no one was willing to pay me very much to play so I had to look at different means.”

These different means landed Gitzel at the University of Saskatchewan where he earned an Arts degree, and moved on to graduate from the U of S College of Law in 1990. After a few years in the employ of Saskatoon law firm MacPherson, Les-lie and Tyerman, Gitzel made the move to AREVA where he climbed through the ranks for 14 years. While an Arts stu-dent, Gitzel had spent time in Laval, Que. working on his French, and later while studying law he spent a number of sum-mers working for AREVA in France.

Even before this experience with ARE-VA, Gitzel had developed a relationship with the uranium industry. “When I was

17, back in 1979, I got a job in a mine called Cluff Lake, which has since been decommissioned,” he said. “That job helped me pay my way through univer-sity. I saw the industry up close and re-alized it was happening here at home in Saskatchewan.”

Gitzel explained that while growing up in Northern Saskatchewan he witnessed family members, friends and whole com-munities that benefited from the mining industry. He recognized uranium as a commodity that would benefit the prov-ince, and this was a factor motivating him to enter the industry and continue with it. “This industry has been good to me, and I can’t think of an area where I would rather be,” he said.

Gitzel is coming into his role with Ca-meco on the heels of outgoing chief ex-ecutive Jerry Grandey. Gitzel has had four years working under the mentorship of Grandey, and he explained that he has learned a great deal from Grandey’s actions and leadership style. “He didn’t have to give us a lot of advice,” Gitzel said. “I watched him every day. I watched him model the values of Cameco: Safety, the environment, looking after people, operational excellence and integrity.” Gitzel also pointed to the experience and ca-pacity of his staff, both the executive team and the rest of the com-pany, as a reassurance upon entering his new position. He said, “the company is much more than one person, it’s a collection of individuals and we have over 3,000 very qualified people.”

Gitzel anticipates Ca-meco will see some small changes in direction as a result of his leadership, though he described these changes as “normal for any incoming CEO.” In regard to his

Tim Gitzel, President and CEO of Cameco


leadership style, Gitzel said he is people-focused. With an eye on long-term de-velopment, Gitzel says Cameco remains committed to its Double U strategy to see the firm’s uranium production capac-ity double to 40 million pounds annually by 2018.

Gitzel inherits the Cameco helm at a time of uncertainty for the company, and for the uranium industry in general. The Cameco board had already announced Gitzel was to take over in February, just weeks ahead of the March 11 earthquake and tsunami in Japan and the Fukushima nuclear disaster that followed. As a result of that event, Cameco’s shares dropped 30 per cent, and many nations re-evaluat-ed their use of nuclear energy. Germany and Switzerland in particular have shied away from nuclear. The uranium indus-try is beginning to show signs of recov-ery and renewed strength, and Gitzel is positive about the future, as he has been throughout the Fukushima debacle.

“The fact is we continue to anticipate growth in demand as we remain con-fident that the nuclear fuel business is growing, albeit with a pause for reflec-tion and review in some countries,” said Gitzel. “Among almost all other long-es-tablished nuclear plant operators in the world, the German nuclear phase-out has not proven contagious.”

Gitzel sees huge growth in the world-wide appetite for nuclear energy, and as a result he said Cameco is working to seize the opportunity to gain assets at reduced cost. “Cameco’s strong team in corpo-rate development continues to scour the world for assets that will add to our port-folio of reserves and resources.”

Cameco is heavily committed with sales contracts to supply uranium to worldwide utility customers until 2016, which affords the company the financial stability to pursue growth, and though the industry has seen a pause, Gitzel sees this as a minor hurdle: “We still expect the world will have about 85 net new re-actors by 2020, making this decade one of the greatest growth decades in nuclear power’s history.”

Located in northern Saskatchewan, the McArthur River mine has an annual uranium production capacity of 18.7 million pounds of U3O8.


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


Honey Bee agricultural equipment can be purchased in twelve different countries

BY TRILBY HENDERSONThe story of how Honey Bee Manu-facturing Ltd. got its start is typical

of many Saskatchewan-born businesses whose founders invented a product for their own use only to discover a high de-mand for the product elsewhere.

In Honey Bee’s case, brothers Greg and Glenn Honey decided to build a rodweed-er attachment for use on their Bracken-area grain farm and quickly discovered their invention was just the thing other

Saskatchewan grain farmers were look-ing for.

At that time in the 1970s, southwest Saskatchewan farmers practiced seed-ing 50 per cent of their land base to crop while keeping the other 50 per cent as summer fallow, said Brad Nelson, Honey Bee’s general manager. Depending on the

amount of precipitation in a given year, that summer fallow would have to be tilled between three and five times in a season.

Nelson said farmers would normally use a chisel plow the first few times, and switch to a rodweeder implement once the trash was worked well enough into the soil. The rodweeder attachment that Greg and Glenn built actually mounted on the rear shanks of the chisel plow,

The Honey Bee staff from their plant in Frontier


Sweet Success


essentially creating one implement that would do the job it had previously taken two separate implements to do.

Use of the combined chisel plow and rodweeder attachment increased weed kill on each pass, ultimately reducing the number of times a field would need to be tilled. “It also helped to reduce wind and water erosion as the rodweeder attach-ment left more residue on the surface,” Nelson said.

It wasn’t long before the brothers’ en-deavour grew to become a full-fledged business and, in 1979, Honey Bee Manu-facturing Ltd. was officially incorporated. “In the early years of the business, it was managed and operated by Greg, Glenn and their father, Raymond, from their farm shop,” Nelson said. Slowly, the family-business began to expand its lo-cal market base to other regions across Western Canada and the northern United States.

In 1980, Honey Bee added a sec-ond product – a TM (tractor mounted) swather – to its line, which further ex-panded its market opportunities. “The TM swather design allowed a farmer to utilize his two wheel drive tractor for an-other operation,” said Nelson.

“He could mount a 36’, 42’ or 50’ swather on his tractor and not only have the advantage of the large footage, but also the advantage normally associated with a self-propelled swather. The design permitted one operator to do the work of two as it incorporated two cutting tables on a single power unit.”

By 1987, Honey Bee had outgrown the farm shop and was contracting a major-ity of its manufacturing to Flexi-coil, an equipment manufacturer based in Fron-tier, Saskatchewan. When Flexi-coil de-cided to relocate, Honey Bee jumped on the opportunity to take over its own manufacturing by moving to the larger fa-cility and hiring the skilled Frontier staff.

Honey Bee completed its most recent expansion in 2001, increasing its produc-tion and warehouse space to more than 120,000 square feet. The company has also dedicated another 18,000 square feet to research and development, an

Honey Bee offers extra incentives to its employees, including productivity bonus programs, leadership training, counselling, and job skills training

area of the business where founders Glenn and Greg continue to work ex-tensively, in addition to contributing to other aspects of the company.

Honey Bee’s product line has also changed significantly over the past thirty years, said Nelson. “Today the core prod-ucts are draper-style combine headers and windrower heads,” he said.

Although this has placed the company in competition with all of the mainline farm equipment manufacturers in the business, Honey Bee has proven its abil-ity to compete by remaining one step ahead in terms of in-field performance and the product support it delivers to its customers.

“Developing new and innovative prod-ucts for today’s large producers is a chal-lenge that requires daily focus and a huge financial commitment – one that we take very seriously,” he said.

Honey Bee products can now be found

harvesting grain in 12 countries world-wide, including the United States, Austra-lia, New Zealand, Russia, Germany, South Africa and China. But while developing a strong reputation within the global agri-cultural market has led to new opportuni-ties, it has also brought new challenges.

“Adapting, changing, and redesigning to better suit specific conditions is a mat-ter of good business if you want to have success in other markets. In addition to product performance issues, export-ing itself has its challenges – packaging, freight, routing, handling, customs, prod-uct support, language, terms of sale, pay-ment – all of these need to be considered on the front end to minimize the inevi-table surprises!” Nelson said.

Today, Honey Bee employs a diverse full-time staff of between 175 and 200 people. “For the most part, I think our staff has a great attitude towards the company. They have good work ethics as



well as a commitment to our products’ quality,” said Nelson. “On the flip side, Honey Bee is committed to its people.”

Nelson said the company demon-strates this commitment by offering ex-tra incentives to its employees, including productivity bonus programs, leadership training, counselling, and job skills train-ing. “When necessary, we also extend some of these programs to the families of employees as we realize you cannot sep-arate family issues from the workplace nor workplace issues from the home,” he said.

At the end of the day, Honey Bee is not driven by success, but by a desire to fulfil its Vision Statement: “To seek the will of God while embracing a pioneering spirit to strengthen our business through serv-

ing our employees, our customers and our communities.”

“One might ask how that plays out in a corporate sense?” he said. “We manage the business knowing that someone far greater than us is in control. We do not hide behind this. That is why it is part of the foundational statement that drives this company.”

In 1980 Honey Bee added a TM swather to its line

Honey Bee products can now be found harvesting grain in 12 countries

Workers inside the Honey Bee plant in Frontier

Nelson said this belief is foremost in the minds of Honey Bee’s owners and management team as they make day-to-day decisions and prepare the company for a strong and thriving future. “We have an obligation to lay a foundation that the next generation can build on,” said Nel-son. “I trust that we will do that.”



The Market Access Program (MAP) is a funding program designed to support the interprovincial and international marketing ef-forts of STEP Regular Members. Funds are provided to assist companies entering new markets or a new market sector/market segment outside of Saskatchewan.

Financial assistance may be provided to STEP Regular Members who are:• 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 events or trade shows.• Reimbursement of up to 50% of eligible costs may be contributed to the following:• 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 fee and/or booth space rental costs as well as

booth shipping costs.• Translation of the company’s marketing materials such as brochures and product listings for the specific trade event.• Interpretation costs at the show.

Applications must be received at least 45 days in advance of the trade event. We also recommend that firms apply early for applicable events that occur between now and March 31, 2012. Complete program details are available from our website at www.sasktrade.sk.ca.

For further information, please contact:Saskatchewan Exports Information1.888.XPORTSK (976.7875) or visitwww.sasktrade.sk.ca

Are you interested in doing business in new markets?

Are you looking to find new customers?

Would financial assistance make your goals possible?

If so, the STEP Market Access Program is for you!!


Getting the MunchiesFather-daughter duo create new health snack

BY TRILBY HENDERSONWhen Garnet Martin first ap-proached his daughter, Lesley Kel-

ly, with an idea for a barley-based snack food, she was quick to jump on board what she saw as the perfect opportunity to add value to the family’s grain farm.

With the help and support of their fam-ily, the father-daughter duo turned this vision into a reality by launching a new business venture where they would sell farmers’ grain products directly to con-sumers in the form of a healthy and deli-cious snack, known as Martin Munchies.

“It’s a family run operation,” said Kelly. “It’s like an added benefit because it gets us out doing something totally different, other than just farming…It just sets our farm and our business apart from most others.”

Martin and his wife Darlene had been operating their Watrous-area grain farm for more than 30 years. However, about a decade ago, Martin decided to take a new approach to the business. “He had

an epiphany where he didn’t want to just be an order taker with the farm. He really wanted to add value and start the farm in a new direction,” Kelly said.

Martin turned his focus to expanding his skill set, gaining expertise in the ac-counting and marketing aspects of farm-ing, growing his business network, and surrounding himself with a team of ex-perts who would help him take G & D Martin Family Farms to the next level. Then, while attending a course in 2006, he met a Winnipeg-based scientist who had created a healthy snack food using barley as the main ingredient and was looking for a producer to further develop the product.

Martin shared the idea with Kelly, who quickly put her marketing background to work researching the market potential for a barley-based snack food. “We want-

ed a product that we could sell directly to the consumer,” said Kelly. “We wanted it to be part of that true value food chain. We wanted to make use of what Mother Nature provides us and we wanted it to be healthy.”

After three years spent exploring trends, and developing business and marketing plans, the father-daughter team secured a government grant and partnered with the Saskatchewan Food Development Centre (Food Centre) in Saskatoon to bring their business to life.

The result was Martin Munchies, a high-fibre, nut free snack that appeals to both granola and chip lovers of all ages. The product is currently sold in six fla-vours: three sweet flavours – yogurt with cranberries, cinnamon and brown sugar, and the newly introduced pineapple mango – and three salty versions – dill pickle, salt ’n vinegar, and cheddar chipo-tle (also new).

“Overall, we wanted Martin Munchies to appeal to those that want to eat in that healthy, local, convenient and great-tasting way,” Kelly said.

The key ingredient in each flavour is the roasted barley, which is baked us-ing infrared heat to bring out its natural nutty flavour, said Kelly. The barley, along with all of the other ingredients used, is sourced as locally as possible, including from G & D Martin Family Farms when they produce a barley crop.

Martin Munchies is a family-run op-eration in every sense, but this aspect of the business is most evident during the actual production process, when numer-ous family members come to help pre-pare and package the snack. “It’s a fam-ily bonding experience,” said Kelly. “The Martin Family Farm does it from start to finish.”

The help is definitely needed. G & D Martin Family Farms chose to make Mar-The Martin Munchies Trade Show Display


A sampling of Martin Munchies

tin Munchies in clustered form, rather than as a loose mix, in order to make the snack easier for customers to eat, a process that has not yet been automated and therefore must be done by hand.

Martin Munchies are made at the Food Centre’s federally certified facility. Kelly said their partnership with the Food Cen-tre has played an integral role in their success by helping them to source ingre-dients, perfect their recipe, and package their product.

Right now, Martin Munchies can be purchased at a growing number of re-tail stores, as well as trade shows and farmer’s markets across the prairies. It is also sold online via the company’s web-site – www.martinmunchies.com. Kelly said their next step is to expand into the B.C. market, beginning with a trade show in December. They hope to eventually move the product into eastern Canada

and eventually into the United States. “Our biggest challenge is that people

aren’t informed about the benefits of barley,” said Kelly. She tries to share this message with consumers whenever she can in person and through outlets such as social media. Kelly has found that most of their customers not only love their prod-uct, but are interested in following the story of their success.

“I know we have a good repeat busi-ness when our customers not only buy our product, but go onto Facebook and want to hear updates about what we’re doing,” she said.

Kelly and her husband, Matt, recently moved to Regina from Alberta. The move has made it easier for Matt to participate in the day-to-day operation of G & D Mar-tin Family Farms, a 4,500-acre operation that is now run through a partnership between Matt, Garnet Martin, and Kelly’s

brother, and it has also made easier for Kelly to involve other family members in the Martin Munchies side of the business.

No matter what the future brings, Kelly said the experience and knowledge she has already gained has immense worth. “What I’ve learned in building this busi-ness will help me later on no matter what I do,” she said. These lessons include: al-ways believe in yourself and your prod-uct; attitude is everything; and look to others for help. “You can’t know every-thing and be everything to everyone, so have that team of resources to help you along the way.”

“I am just very fortunate to be given this opportunity. Not a lot of people get to start their own business and develop a snack food,” said Kelly. “To do it with the people you love and to work with your family is just an added bonus.”


In conjunction with STEP’s Annual General Meeting held on September 29, 2011, STEP hosted a business networking event featuring a keynote address from His Excellency

Gary Doer, Ambassador of Canada to the United States. As Saskatchewan’s major and closest trading partner, U.S. trade relations play a major role for provincial exporters. Doer touched on topics of key interest including energy issues, border security, the Be-yond the Border Initiative, regulatory reform, and Canada/USA trade issues in the con-text of the world needs what Saskatchewan has and sells. In 2009, Gary Doer assumed his responsibilities as Canada’s 23rd representative to the United States of America. Pri-or to taking up his current position in Washington, Ambassador Doer served as Premier of Manitoba for ten years. During that time, he worked extensively with U.S. Governors to enhance Canada - U.S. cooperation on trade, agriculture, water protection, climate change, and renewable energy.

Strengthening Ties with Closest Trading Partner



Need proof that Saskatchewan

is an agricultural powerhouse?


In 2010, Saskatchewan exported:•97percentofCanada’slentilexports•93percentofCanada’speasexports•83percentofCanada’sdurumexports•77percentofCanada’sflaxseedexports•74percentofCanada’schickpeaexports•58percentofCanada’smustardexports•49percentofCanada’scanolaseedexports•44percentofCanada’snon-durumwheatexports In 2010, Saskatchewan exported:•61percentoftheWorld’slentilexports•57percentoftheWorld’speaexports•55percentoftheWorld’sflaxseedexports•46percentoftheWorld’soatexports•40percentoftheWorld’smustardseedexports•34percentoftheWorld’sdurumexports•34percentoftheWorld’scanolaseedexports•34percentoftheWorld’scanolamealexports•26percentoftheWorld’scanolaoilexports•20percentoftheWorld’scanaryseedexports•17percentoftheWorld’sryeexports•7percentoftheWorld’snon-durumwheatexports•6percentoftheWorld’schickpeaexports•6percentoftheWorld’sbarleyexports In 2010, Saskatchewan produced:•95percentofCanada’slentils•99percentofCanada’schickpeas•86percentofCanada’sdurum•72percentofCanada’smustard•65percentofCanada’sdrypeas•74percentofCanada’sflaxseed•42percentofCanada’scanola

Recent statistics released by the Saskatchewan

Ministry of Agriculture via Global Trade Atlas and Statistics Canada indicate how quickly the province’s export sector is growing.


Saskatchewan’s global exports have accelerated by 48 per cent with $75.7 billion in sales from 2008 through 2010. En-

terprise Saskatchewan and the Saskatchewan Trade and Export Partnership provide periodic updates on Saskatchewan trade ac-tivity and recent statistics comparing the past three years to the previous three-year period.

“Saskatchewan products are stocking store shelves and fuel-ling industrial production lines around the world,” said Enter-prise and Trade Minister Jeremy Harrison. “Saskatchewan’s trade numbers have accelerated with a 48 per cent increase in trade and nearly $75.7 billion in sales over the past three years.

“Saskatchewan has been blessed with tremendous resources and a globe full of bidders for those products, but people in Sas-katchewan know that making good deals means working hard on the world market.”

Enterprise Saskatchewan and STEP calculated the province’s long term trade growth from 2008 through 2010 in comparison to the years 2005 through 2007 in the following categories: • Agricultureexportsgrewby67percentforatotalof$22.4

billion. • Mining,oilandgasexportsgrewby55percentforatotalof

$41 billion. • Manufacturingexportsgrewby12percentforatotalof$12

billion. • TotalSaskatchewanexportsgrewby48percentforatotalof

$75.7 billion. “Even during a global credit crunch, international buyers are

snapping up Saskatchewan products because this province is

Saskatchewan exports go into overdrive

world renowned for quality,” Harrison said. “Every day Saskatch-ewan people are working hard in our fields, in our mines, in our manufacturing plants and many other key sectors and they are the reason for Saskatchewan’s international success.

“Saskatchewan’s hard work on the world stage is creating jobs in our communities and generates the resources we need to keep investing in schools, hospitals and roads.”

In the past three years, the Government of Saskatchewan and STEP have embarked on trade missions to Ireland, Norway, Den-mark, India, Turkey, Syria, Switzerland, Kazakhstan, China and Japan. Saskatchewan also targeted key American markets, in-cluding Washington, New York, San Diego and Minneapolis.

Appreciation to STEP Board MemberMurray Daku, Vice President, Hitachi Canadian Industries

Ltd., on the occasion of his retirement from the STEP Board of

Directors in September 2011. Murray is thanked for his high

level of commitment and leadership to the organization as

he served as a STEP Board Member for the past three terms

including two years as the STEP Board Chair. Presenting the

appreciation gift is Shannon Jakes, current STEP Board Chair.

Source: Government of Saskatchewan News Release – September 23, 2011


BIZ NotesAlliance Grain Traders expansionAlliance Grain Traders recently announced that it is building a $50 million multi-function facility in Regina that will include product packaging, pulse processing, pasta production and a distribution centre. This new facility will result in more capacity for pulses in the overall food processing industry, and provide more opportunity for value added production. It will also be in-strumental in developing more pulse-based foods that can be sold and consumed in Canada.

Prime Minister Stephen Harper, federal Agriculture Minister Gerry Ritz and Saskatchewan Premier Brad Wall were in atten-dance at the official announcement to show the provincial and federal government’s recognition of the importance of the agri-culture industry to Canada’s economy and job market.

Congratulations to ABEX nomineesThe Saskatchewan Chamber of Commerce recently introduced its finalists for the ABEX Awards, which salute excellence in busi-ness. The following finalists are STEP members:• TIANewSaskatchewanProductAward:EcoLibraSystems

and Onagon Interactive• AboriginalBusinessPartnershipAward:CanadaNorth

Environmental Services• ExportAward:CrestlineCoach• EnvironmentalAward:KoendersWindmills

The Weyburn Inland Terminal was also inducted into the Sas-katchewan Business Hall of Fame.

Seed Hawk expandsSeed Hawk recently hosted the grand opening of its newly-ex-panded plant. More than 300 guests gathered to hear speeches from the Honourable Brad Wall, Premier of Saskatchewan; Lionel LaBelle, President and CEO of STEP; and Pat Beaujot, President of Seed Hawk Inc. Premier Wall also cut the ribbon to mark the official opening of the plant.

Beaujot credits growers for the company’s success. “It’s the innovative spirit of prairie farmers that has driven Seed Hawk to become a leader in the global direct seeding market and led Saskatchewan to become a recognized centre of excellence in low disturbance dry-land seeding,” said Beaujot.

Among the Best in CanadaFarm Credit Canada was ranked among the 50 Best Employers in Canada for 2012, one of only three companies in Saskatch-ewan to achieve that distinction. The 50 Best Employers list is compiled annually by Aon Hewitt using results from confidential employee opinion surveys.

Farm Credit Canada, Canada’s largest agricultural lender, was ranked sixth overall.

306.296.2297 www.honeybee.ca • [email protected]

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STEP members who have noteworthy news are invited to share that information with Global Ventures for our BIZNotes section. For further information or to submit content, please contact Heather Swan, Manager - Corporate Services at (306) 787-7942 or [email protected].


Staff Profile: Vanessa Headford: Growing with STEP

By recruiting Saskatchewan exporters to become STEP members, Vanessa

Headford is growing STEP, while success-fully helping exporters across the prov-ince grow. Headford came to her posi-tion at STEP in the spring of 2010. She is relatively new to the job, but Headford brings to the position 25 years of experi-ence working for Canadian Western Agri-bition where she was responsible for the sponsorship program.

“I was the Business Alliances Manag-er,” she says of her role with Agribition. “It was similar to what I do now, which is bringing a set of services to a client.” Headford joined STEP when this new po-sition was created. She is now the Mem-bership Sales Officer and it is her role to engage Saskatchewan businesses to con-sider the benefits of membership in this organization.

She also ensures potential members are aware of STEP services and that STEP staff are aware of their members’ needs. In a nut shell, she manages both STEP’s membership attraction and the member-ship retention initiatives. “One is just as important as the other,” she adds.

“When starting my working relation-ship with a new client, I try to make it convenient for those companies,” she adds. “I am glad to have the opportunity to travel around the province and meet potential members face-to-face. This is my time to give them a sense of what we have to offer.”

In her experience, Headford explains, “when companies learn about the ser-vices offered by STEP, they appreciate the opportunities that are available to them and are generally eager to join.” The ap-pealing part of her job is to raise aware-ness about STEP which in turn leads to

an interest from exporting companies for membership in the organization. Head-ford adds “Once they fully know what we’re about, business owners and opera-tors do see the value.”

Keeping up with who is doing what on a provincial basis is no small task. Poten-tial clients are sourced and mined from various sources including company direc-tories, association publications, commu-nity websites and member and staff refer-rals. Traveling to attend tradeshows and business events throughout the province complements the process.

The position has afforded Headford the opportunity to establish and maintain strong relationships with Saskatchewan’s export community through her work with local Chambers of Commerce, Enterprise Regions and other business and trade associations. She explains that these contacts are so valuable as these groups also serve as STEP ambassadors for the exporting community. They can assist in selling the organization’s services and pique the interest of potential members.

Beyond the core trade development services offered to members, Headford notes that two other service offerings - Market Intelligence and the Market Ac-cess Program continue to have strong uptake from members. For smaller enter-prises, the time and resources necessary to perform extensive research to develop useful market intelligence cannot practi-cally be done in-house and STEP provides a convenient, professional and valuable alternative.

The STEP Market Access Program

(MAP) is a funding program designed to support the domestic and international marketing efforts of STEP Members. This opens the door for STEP members to travel to trade events in new and differ-ent markets in order to introduce their product or service and start the process of developing business connections. “For many of the people I talk to, this is an irresistible opportunity,” says Headford.

STEP has a sound reputation provin-cially, nationally, and internationally as well as one of being responsive. Head-ford notes that the MAP program is rela-tively new to the organization and was implemented out of an identified need for members to enter their markets and was done in a timely and reactive fash-ion.

“I have always considered STEP to be a member-driven and reactive business organization. My time here has affirmed that belief.”

STEP’s trade missions across Canada and to locales around the globe appeal to exporters because they provide a chance to develop markets and make contacts on a larger scale. The connections are invaluable to companies expanding into new markets.

By offering provincial businesses in-sight into how to first begin exporting, STEP’s Export Readiness Team also at-tracts companies that have not neces-sarily started exporting but intend to do so. “The set of value-added services STEP offers really helps draw new members,” says Headford.

In her time with STEP, Headford has already witnessed considerable success in growing the organization’s member-ship. Since April 1, 2010, STEP has added

...CONTINUED ON PAGE 26

BY LINDSAY THORIMBERT



What our members say...

Cfactor Works Inc. Western Grain Trade Ltd.

“The level of research done by STEP in terms of exploring new markets has helped us develop strong

strategic marketing programs. In some cases, STEP’s work is just the starting point for a fruitful business

relationship and on other occasions, their work is all we needed to make a strategic decision.”

Bonnie Clark - Marketing ManagerSaskatoon, Saskatchewan

By establishing contacts for industry, STEP opens a lot of doors. As a company selling all over the world, you do not have the resources to be in every market, every year, shaking hands with all the people that you need to. That is the leg work that STEP does for us. Every time you participate in a mission with them, you get to leverage some of their contacts and some of the people they meet with. A lot of countries are envious of what we have through STEP which is a phenomenal resource to build industries and to create success within those industries.”

Lara Dutton - Office Manager Saskatoon, Saskatchewan

Saskatchewan Trade and Export Partnership (STEP) provides core services essential to international marketing. Services are structured to develop member export sales and enable them to stay strong in the global marketplace. Here’s what a few of them have had to say about our services. For further information or to submit content, please contact Heather Swan, Manager - Corporate Services at (306) 787-7942 or [email protected].

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

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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

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5,000BROCHURES80lb Text Glossy PaperFull Colour Both Sides

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MAY/JUNE 2010 • GLOBALVENTURES 27


CEO MESSAGECONTINUED FROM PAGE 4portant and when you look at the person-al sacrifices made by people whether it is in North Africa because of political unrest or in Japan because of natural disasters, in Saskatchewan, are so fortunate its is unprecedented in our 106 year history.

From our Board of Directors and from my colleagues at STEP, I wish to each of you the joys and comfort of the holiday season and the very best for a healthy and prosperous 2012.

Lionel LaBelle, President & CEOSaskatchewan Trade andExport Partnership (STEP)

STAFF PRO-FILE CONTINUED FROM PAGE 26135 new members. Prior to the cre-ation of the Membership Sales Officer positionand Headford’s move to STEP, membership recruitment was no spe-cific individual’s responsibility. It was the collective responsibility of all STEP em-ployees and Headford is happy to now have the chance to lead the process.

“I’m very pleased to be in this posi-tion, to have the opportunity to expand STEP, and bring our services to more Sas-katchewan companies,” she says. “I was introduced to STEP while working with Canadian Western Agribition, I saw the important work they did, and I decided I wanted to be a part of that.”

Reflecting on her time with STEP, Head-ford says what has really surprised her is the wide range of companies in the prov-ince operating in various sectors. “It’s really interesting, the province is full of these amazing companies that are doing unique things,” she says. “Our products are well recognized in global markets and Saskatchewan exporters are proving on a daily basis that they can compete in international markets. From agriculture to manufacturing to information technology and more, industry in Saskatchewan has

everything you can imagine. Being part of an organization that can assist our export-ers grow and be more successful is truly incredible.”

Information at your fingertips...

STEP 1 888 XPORTSK

Do you have a question or need direction for your business de-

velopment and exporting initiatives? Drawing on STEP’s in house capabili-ties and staff expertise, your answer may be as simple as dialing 1-888 XPORTSK.

Designed to be a quick and easy delivery system to assist in com-mercial success for Saskatchewan enterprises by encouraging calls for exporting assistance, the program is available to the provincial business community.

Feedback from STEP members and partners has prompted this service delivery allowing STEP to market this expertise to the broader busi-ness community outside of the cur-rent membership and offer service to these companies by providing ap-plicable information and solutions.

Call the toll free number and STEP will assist you by providing applica-ble information and solutions.


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GLOBALVENTURES · Marketel Systems Ltd. Cory Furman Partner MacPherson Leslie & Tyerman LLP Dale Lemke President & CEO Display Systems International Inc. Sandra Purdy President