Manitoba Forage & Grassland Association

What Manitoba Forage & Grassland Association does

Manitoba Forage & Grassland Association (MFGA) is a producer-led, membership-based nonprofit association headquartered in Selkirk, Manitoba, founded in 1991 to promote the economic prosperity and environmental benefits of forages, grasslands, cover crops, and healthy soils. The organization serves primarily Manitoba-based forage and grassland producers, livestock producers, grain farmers interested in cover crop grazing, and a network of corporate sponsors (seed companies, equipment manufacturers, financial institutions, conservation groups). MFGA delivers its mission through an integrated portfolio of programs and resources including the Green Gold alfalfa testing program, the Hay Relief drought-assistance program, the Manitoba Grazing Exchange (an online livestock-to-grain-farmer matching platform co-developed with Manitoba Organic Alliance), the MFGA Aquanty water modeling and forecasting tool, Bird Surveys on regenerative demonstration farms, the Carbon-Era educational blog series, a research archive of fact sheets and reports, a YouTube video library, and the monthly eBulletin distributed to over 2,000 subscribers.

MFGA's underlying technology footprint is modest and non-proprietary: the organization does not develop software products itself but operates digital distribution channels (website mfga.net, email newsletter, Facebook/X/Instagram with a combined ~3,900 accounts, YouTube) and partners for specialized tools such as the Aquanty spring-thaw forecasting model. Its commercial offering to sponsors includes recurring annual support tiers ranging from Student ($25) to Platinum ($5,000), bundled sponsorship packages that combine annual support with conference sponsorship, conference registration fees for the annual Regenerative Agriculture Conference in Brandon, MB (300+ delegates), and tradeshow booth fees ($735 CAD, listed as sold out). The organization is led by Executive Director Duncan Morrison with a small core staff handling finance, extension support, registration/Green Gold coordination, and a recently added Project Manager role, governed by a board of directors that underwent a youth-led executive committee transition in January 2026.

The organization derives revenue from four primary streams: annual membership/supporter fees (subscription, recurring), corporate sponsorships (subscription, recurring), conference registrations (one-time), and tradeshow booth fees (transaction). It monetizes community influence primarily through sponsorship value rather than product sales, and its growth is anchored in deepening partnerships with Manitoba Agriculture, Ducks Unlimited Canada, Nature Conservancy Canada, Aquanty, Holistic Management Canada, and an expanding roster of regional ag-industry sponsors.

Name

Manitoba Forage & Grassland Association

Legal name

Manitoba Forage & Grassland Association

Website

https://mfga.net

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Manitoba Forage & Grassland Association is a producer-led nonprofit founded in 1991 that promotes forages, grasslands, cover crops, and healthy soils for Manitoba producers and corporate sponsors through education, advocacy, and programs including an annual Regenerative Agriculture Conference, the Green Gold and Hay Relief programs, and the Manitoba Grazing Exchange platform.

Ownership category

akta.pro rank

Product category

Agricultural Extension Services

NAICS

Farm Management Services (115116)

SIC

Agricultural Services (700)

akta.pro primary industry

Regenerative & Sustainable Fiber Crop Farming (Soil Health/Low-Input) (AFAGAFAE)

Keywords

• Forage crop management
• Grassland conservation
• Regenerative agriculture
• Cover crop grazing
• Agricultural extension services

Headquarters

HQ city

Selkirk

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual Membership/Supporter Fees: Annual supporter tiers: Platinum ($5,000), Gold ($2,500), Silver ($1,000), Bronze ($750), Producer ($50), Student ($25). Provides logo recognition, event display space, newsletter promotion, and conference registrations based on tier level.
2. Conference Revenue: Registration fees for the annual Regenerative Agriculture Conference. Bundled packages available combining annual support with conference sponsorship at discounted rates.
3. Corporate Sponsorships: Sponsorships from agricultural companies including seed companies, equipment manufacturers, financial institutions, and industry associations displayed on website and event materials.
4. Tradeshow Fees: MFGA Regen Ag Tradeshow vendor participation at $735.00 CAD per booth.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

MFGA is a producer-led nonprofit association that promotes the economic prosperity and environmental benefits of forages, grasslands, cover crops, and healthy soils for Manitoba agricultural producers. It delivers this mission through its annual Regenerative Agriculture Conference, supporter/membership sponsorship tiers, the Green Gold alfalfa testing program, Hay Relief drought support, the Manitoba Grazing Exchange matching platform, the MFGA Aquanty hydrological forecasting tool, and ongoing educational content (eBulletins, videos, research archives, blogs).

Product overview

Manitoba Forage & Grassland Association (MFGA) is a producer-led organization over 30 years old that promotes vibrant grasslands and prosperous forage crops on Manitoba's agricultural lands. MFGA delivers its mission through an integrated portfolio of products and services including: the Green Gold Program (alfalfa field testing), MFGA eBulletin (monthly newsletter), MFGA Blogs including Carbon-Era Series and On-Farm Thoughts, Regenerative Agriculture Resources and annual MFGA Regenerative Ag Conference, MFGA Videos library, Research Archives of reports and fact sheets, Wall of Fame recognition program, Hay Relief Program, and Manitoba Grazing Exchange platform. The organization also offers Membership & Sponsorship opportunities at various support levels and connects producers to external resources like the Manitoba Hay Listing Service.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Gold Program A province-wide alfalfa field testing program that identifies the best first-cut date for alfalfa across Manitoba, with free participation for alfalfa producers.
• Membership & Sponsorship Program Annual supporter program with multiple tiers (Platinum $5,000, Gold $2,500, Silver $1,000, Bronze $750, Producer $50, Student $25) providing logo recognition, event display space, newsletter promotion, and conference registrations for Manitoba forage/grassland producers and corporate sponsors.
• MFGA Regenerative Agriculture Conference Annual regenerative agriculture conference held in Brandon, Manitoba bringing together producers, industry experts, and stakeholders for education, keynote speakers, producer panels, and networking; 2021 edition drew 300+ delegates in hybrid format.
• Hay Relief Program Assistance program helping Manitoba forage and livestock producers find information and sources to cope with challenging livestock feed situations, including hay listings and drought resources.
• MFGA Aquanty Model and Forecasting Tool Water modeling and forecasting tool for spring thaw conditions, developed in partnership with Aquanty for use on regenerative agriculture farms.
• Manitoba Grazing Exchange Online matching platform developed in partnership with Manitoba Organic Alliance that connects livestock producers and grain farmers interested in grazing annual cover crops and perennials.
• MFGA Regen Ag Tradeshow Annual tradeshow vendor booths at the MFGA Regenerative Agriculture Conference, priced at $735.00 CAD per booth, providing companies with direct access to producer attendees.
• Bird Survey Program Annual bird survey program conducted on MFGA-network regenerative agriculture farms to monitor grassland bird conservation and nature-friendly farming practices.

Quantifiable outcome

• Water Canada Innovation Award, October 2025
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Manitoba Organic AlliancecoreStrategic or Co-development PartnerPartnership to develop and operate the Manitoba Grazing Exchange online platform that matches livestock producers and grain farmers for grazing annual cover crops and perennials.
• Manitoba AgriculturecoreStrategic or Co-development PartnerGovernment partnership providing free pasture forage and water sampling through Manitoba Agriculture. MFGA directs producers to Manitoba Agriculture staff (1-844-769-6224) and the Manitoba Hay Listing Service.
• AquantycoreTechnology or IntegrationWater modeling technology partnership for the MFGA Aquanty Model and Forecasting Tool, used for spring thaw forecasting on regenerative agriculture farms.
• Ducks Unlimited CanadaminorStrategic or Co-development PartnerWetland Flux Towers research project on MFGA-network regenerative agriculture farms. Also provides Emergency Grazing Lands for drought-impacted livestock producers.
• Manitoba Habitat Heritage CorporationminorStrategic or Co-development PartnerProvides Emergency Grazing Lands for livestock producers during dry conditions.
• Nature Conservancy CanadaminorStrategic or Co-development PartnerProvides Emergency Grazing Lands for livestock producers during dry conditions.
• Holistic Management CanadaminorGTM or Marketing PartnerPartnership providing boost to MFGA Regenerative Agriculture Conference with joint programming and speaker coordination.
• Colombia Bird FairminorStrategic or Co-development PartnerSeven MFGA representatives traveled to Cali, Colombia to participate in the Colombia Bird Fair, tour regenerative agriculture operations, and explore grassland bird conservation connections.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Saskatchewan Forage Council: Provincial forage industry association in neighbouring Saskatchewan serving the same producer segments (forage, grassland, livestock) with similar education, research, and networking activities. Operates as a near-identical provincial peer to MFGA, often referenced alongside it in national forage discussions.
• Alberta Forage Industry Network: Another provincial forage and grassland association serving Alberta producers with comparable membership, communication, and extension services. Closest mirror of MFGA's model in a different geography.
• Manitoba Organic Alliance: Manitoba-based producer-led nonprofit organization also focused on sustainable/regenerative agriculture and an explicit co-development partner with MFGA on the Manitoba Grazing Exchange platform. Highly comparable producer-membership model and Manitoba footprint.
• Canadian Forage & Grassland Association: National-level producer association also focused on forages and grasslands across Canada. Directly comparable to MFGA in mission, programs (research, extension, advocacy), and stakeholder base (producers, industry, government). MFGA operates as a provincial affiliate-like node within this broader national network.

Broad incumbents

• Nature Conservancy of Canada: Major national land conservation organization that partners with MFGA on emergency grazing lands and engages similar Manitoba landowner/producer audiences. Comparable in that both sit at the intersection of agriculture and conservation, though NCC operates at significantly larger scale.
• Soil Conservation Council of Canada: National nonprofit advocating for soil health and conservation, with overlapping producer, government, and research stakeholder engagement. Broader than MFGA in scope (soil, not just forages) but competes for the same policy influence, sponsor attention, and producer relationships.
• Ducks Unlimited Canada: Large national conservation nonprofit with deep Manitoba presence, active partner with MFGA on Wetland Flux Towers and emergency grazing lands. Overlaps in producer engagement, regenerative agriculture programming, and conservation funding streams that MFGA also accesses.
• Farm Management Canada: National organization focused on farm business management and producer extension across Canada. Comparable in that it serves the same Canadian producer audience with educational programming and farm-management support, though its remit (business management) is broader than MFGA's forage/grassland specialization.

Regional players

• Manitoba Beef Producers: Manitoba's provincial beef-cattle producer association and an MFGA annual supporter. Shares a livestock-producer member base and overlapping extension interests in forage/pasture management, but focused on cattle industry advocacy rather than forage and grassland specifically.

Emerging players

• Holistic Management Canada: Canadian nonprofit promoting holistic/regenerative grazing management with an active GTM/marketing partnership with MFGA on the annual Regenerative Agriculture Conference. Comparable in producer education focus and regenerative agriculture positioning, though smaller in programming breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MBForages
• YouTubeyoutube.com/channel/UCjE-mnORadTyN0RxwgJVgOA
• Instagraminstagram.com/mfga_net

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manitoba Forage & Grassland Association