Loft32 Inc.

What Loft32 Inc. does

Loft32 Inc. is a privately held Canadian professional services firm founded in June 2019 by Crystal Mackay and Maggie Van Camp in Guelph, Ontario. The company operates a curated talent stable of agriculture and food subject matter experts across North America and delivers four core service pillars: (1) a Speakers Bureau providing dynamic presenters for events and conferences; (2) elite communications training and coaching for senior leaders in agri-food; (3) project management and strategic consulting that places subject matter experts into client engagements; and (4) through the Farmers' Bridge division launched in November 2024, peer-based farm succession planning services including the Groundworks program (in partnership with the Canadian Centre for Agricultural Wellbeing and Ag Risk Managers Ltd.) and Farm Family Legacy Videos.

The firm has no proprietary software; its core asset is human expertise and a curated professional network. It complements bespoke services with Utensil.ca, an online training platform launched in July 2020 that offers on-demand courses (Introduction to Media Training, Advanced Media Training, Grow Your Brand, So...Your Client is a Farmer) plus a free searchable Utensil Guide of 500+ food and farming terms. The company organizes the annual Grow Our People Unconference, co-hosted with eight non-profit partners and sponsored by Bayer Crop Science, BDO, FCC, Gay Lea, and RealAgriculture among others.

Loft32's revenue is generated through professional services fees (speaker fees, training engagements, project/retainer consulting), subscription/per-course revenue from Utensil.ca, and partnership/government-funded program delivery (e.g., AAFC's Producer Wellbeing Initiative for Groundworks). Pricing is quote-based and not publicly disclosed, with two visible packaged tiers only for Farm Family Legacy Videos. Distribution is consultative and direct — primarily inbound via the website, email, founder networks, and events — targeting event organizers, agricultural associations, food companies, farm families facing succession, and professionals working in the food system. The company employs 1-10 people, has raised no institutional funding, and is founder-controlled with no disclosed external shareholders.

Name

Loft32 Inc.

Legal name

Loft32 Inc.

Website

https://loft32.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Loft32 Inc. is a Guelph, Ontario-based professional services firm operating a curated talent network of agriculture and food subject matter experts, delivering speaking, training, coaching, and strategic communications services to event organizers, associations, agri-food businesses, and farm families across Canada.

Ownership category

akta.pro rank

Product category

Agricultural Communications and Professional Training Services

NAICS

Farm Management Services (115116), Educational Support Services (611710)

SIC

Agricultural Services (700)

akta.pro primary industry

Capital Projects & Farm Expansion Advisory (Feasibility, Site Planning, ROI) (AFACAJAN)

Keywords

• Agricultural communications consulting
• Executive communications training
• Farm succession planning services
• Speaker bureau services
• Online agri-food training

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Speaking services: Loft32 operates a Speakers Bureau featuring dynamic speakers on food and agriculture topics from across North America. Clients (event organizers, associations, corporations) hire speakers for keynotes, panels, and facilitations. Revenue is earned through speaker fees for events.
2. Training and coaching services: Loft32 provides elite communications training for senior leaders in agriculture and food, including media training, employee engagement workshops, and strategic coaching. Training is delivered in person, via live webinars, or on-demand through Utensil.ca. Revenue is generated through training fees and coaching engagements.
3. Project management and consulting: Loft32 provides strategic insights, project management, and subject matter expertise to businesses and associations in agriculture and food. Clients hire network talent for specific projects or programs. Revenue is earned on a project or retainer basis.
4. Utensil.ca online training platform: Utensil.ca is a separate online platform co-founded by Loft32 offering on-demand training courses (e.g., Introduction to Media Training, Advanced Media Training, Grow Your Brand, So...Your Client is a Farmer). The Utensil Guide (plain language food and farming dictionary) is free. Paid courses generate revenue on a per-seat or subscription basis. The platform also includes access to coaches and subject matter experts for personalized support.
5. Farmers' Bridge succession services: Farmers' Bridge, a division of Loft32, provides farm succession planning services including peer group programs (Groundworks), farm family legacy videos, workshops, and confidential financial analysis. Revenue is generated through program fees for these succession-related services, which are partially funded through AAFC's Producer Wellbeing Initiative.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Loft32 is a Canadian professional services firm that connects agriculture and food sector clients with a curated talent stable of subject matter experts for speaking engagements, elite communications training, executive coaching, and project-based consulting work. Through its Farmers' Bridge division the company delivers farm succession planning services, including the Groundworks peer-based program and Farm Family Legacy Video storytelling. It co-founded Utensil.ca, a separate online training platform offering on-demand courses (media training, Grow Your Brand) and a free searchable Utensil Guide with 500+ food and farming terms.

Product overview

Loft32 is a professional services firm built as a network/talent stable of dynamic professionals with backgrounds in agriculture, food, business, and strategic communications. The company operates through multiple interconnected products: (1) Core consulting services including a Speakers Bureau, Training and Coaching, and Issues/Projects consulting; (2) Utensil.ca, an online training platform hosting multiple courses including Introduction to Media Training, Advanced Media Training, Grow Your Brand, and So…Your Client is a Farmer, along with Utensil Guide (searchable reference) and Utensil 101 (video resources); (3) Farmers' Bridge, a farm succession planning division offering Groundworks (peer-based succession program), Farm Family Legacy Videos, and comprehensive succession planning services. The company also organizes the Grow Our People Unconference as a flagship event.

Differentiator

Problem solved

Functional benefit

Brands

• Farmers' Bridge: A farm transition and succession planning service helping Canadian farm families navigate intergenerational transitions.
• Utensil.ca

Products and services

• Speakers Bureau Curated Speakers Bureau connecting event organizers, associations, and corporations with credible speakers on food and agriculture topics from across North America, covering keynotes, panels, and facilitations for events.
• Training and Coaching Services Elite communications training for senior leaders in agriculture and food, including employee engagement, media training, dealing with difficult issues, and personalized strategic coaching delivered in person, via live webinars, or on-demand through Utensil.ca.
• Issues and Projects Consulting Strategic consulting services providing context, insights, and additional human resources for specific topics or projects in the agriculture and food sector, delivered on a project or retainer basis.
• Utensil.ca Online Training Platform Online training platform for agriculture and food professionals offering business and communication skill training, featuring on-demand courses (each approximately 90 minutes with video, training guide, self-evaluation, and certificate of completion that may qualify for continuing education credits), a searchable Utensil Guide with 500+ food and farming terms, and access to subject matter experts.
• Farmers' Bridge Farm Succession Services Farm transition and succession planning division of Loft32 providing communication and decision-making skills, farm-smart resources, trusted advisors, peer-based programs (Groundworks), legacy videos, and coaching for farm families navigating intergenerational transitions.
• Farm Family Legacy Videos Video storytelling service capturing the history of family farms through interviews with the people who built them, preserving memories, photographs, key moments, music, and hopes for future generations. Available in two options: Remote Recorded Deluxe and On-Location Premium.
• Groundworks Peer-Based Farm Succession Program Peer-based farm succession program combining peer group support, confidential financial analysis, online video training, and workshops to help Canadian farmers navigate intergenerational farm transitions with greater confidence and less stress.
• Grow Our People Unconference Annual in-person unconference experience for people in agriculture and food to build new skills, grow deeper networks, and gain enthusiasm for the agri-food sector through interactive workshops on communications, leadership, advocacy, and human resources.

Quantifiable outcome

• Over 40% of Canadian farms will change hands before 2033; 2/3 of farms have no succession plan
• +2 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

Integration2 records

Partnerships

18 partnerships are on record, tiered core, supporting and minor.

• Canadian Centre for Agricultural WellbeingcoreStrategic or Co-development PartnerThe Canadian Centre for Agricultural Wellbeing is a key partner in the Groundworks peer-based farm succession program. Groundworks was launched to help Canadian farmers navigate succession with greater confidence, combining peer group support, financial analysis, online training, and workshops. The program is funded through AAFC's Producer Wellbeing Initiative.
• Ag Risk Managers Ltd.coreStrategic or Co-development PartnerAg Risk Managers Ltd. collaborated with Loft32/Farmers Bridge and the Canadian Centre for Agricultural Wellbeing to design and deliver the Groundworks peer-based farm succession program. Contact: Karla Rahn ([email protected], 613-612-7209).
• Agriculture in the Classroom CanadasupportingGTM or Marketing PartnerOne of eight non-profit partners that hosted interactive sessions at the Grow Our People Summit, contributing expertise in agricultural education and youth engagement.
• Canadian Agri-Business Education FoundationsupportingGTM or Marketing PartnerNon-profit partner at the Grow Our People Summit, hosting activities on the bus trip component and advancing education of agriculture's future leaders through scholarships.
• Canadian Agri-Food Marketers Alliance (CAMA)supportingGTM or Marketing PartnerNon-profit partner hosting sessions at the Grow Our People Summit focused on agri-food marketing skills and professional development.
• Canadian Agricultural Human Resource CouncilsupportingGTM or Marketing PartnerNon-profit partner hosting interactive sessions at the Grow Our People Summit on human resource and workforce development topics in agriculture.
• Do More AgsupportingGTM or Marketing PartnerNon-profit partner at the Grow Our People Summit focused on mental health and wellbeing in agriculture, aligning with Loft32's people-centric approach.
• Outstanding Young FarmerssupportingGTM or Marketing PartnerNon-profit partner hosting sessions at the Grow Our People Summit, bringing recognition and community for young farming leaders.
• Rural Ontario InstitutesupportingGTM or Marketing PartnerNon-profit partner hosting sessions at the Grow Our People Summit focused on rural leadership and community development in Ontario's agri-food sector.
• Utensil.casupportingGTM or Marketing PartnerCo-founded by Crystal Mackay (Loft32 CEO), Utensil.ca is a related online training platform offering courses and resources for the agriculture and food sector. Utensil.ca hosted sessions at the Grow Our People Summit and cross-promotes with Loft32 services.
• Bayer Crop ScienceminorGTM or Marketing PartnerOne of the initial sponsors of the Grow Our People Summit, having invested in the vision for growing people in the agri-food sector.
• BDOminorGTM or Marketing PartnerOne of the initial sponsors of the Grow Our People Summit. BDO is also a notable professional services firm in Canadian agriculture where Maggie Van Camp previously served as National Director of Agriculture.
• Farm Credit Canada (FCC)minorGTM or Marketing PartnerOne of the initial sponsors of the Grow Our People Summit, investing in professional development for the Canadian agri-food sector.
• Gay LeaminorGTM or Marketing PartnerOne of the initial sponsors of the Grow Our People Summit, supporting skills-building and networking in Canada's dairy and food sector.
• RealAgricultureminorGTM or Marketing PartnerOne of the initial sponsors of the Grow Our People Summit. RealAgriculture is a leading digital media platform for Canadian agriculture news and content, frequently featuring Loft32 founders.
• AdFarmminorGTM or Marketing PartnerSponsor of the Royal 100th Anniversary Showcase Event associated with the Grow Our People Summit. AdFarm is an agricultural marketing and communications agency.
• Giant GoatminorGTM or Marketing PartnerSponsor of the Royal 100th Anniversary Showcase Event associated with the Grow Our People Summit.
• KahntactminorGTM or Marketing PartnerSponsor of the Royal 100th Anniversary Showcase Event associated with the Grow Our People Summit.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farm & Food Care Canada: Farm & Food Care is a Canadian agriculture public trust organization that connects consumers with food and farming information — the same core mission Loft32 supports through speakers, training, and communications. Loft32's CEO Crystal Mackay was its inaugural CEO, and the organizations operate in the same trust-building niche.
• ThinkShift Communications: ThinkShift is a Canadian agricultural and food marketing agency that provides strategic communications and brand work to agribusiness clients, overlapping with Loft32's issues/projects consulting and strategic communications offerings for the same customer base.
• AdFarm: AdFarm is a Canadian agricultural marketing and communications agency that, like Loft32, helps agribusinesses, associations, and event organizers with strategic communications, event programming, and storytelling in the agriculture and food sector. It is a confirmed partner/sponsor of Loft32's Grow Our People Summit and offers directly overlapping services.
• Canadian Centre for Food Integrity: The Canadian Centre for Food Integrity is a not-for-profit advancing public trust in the food system, where Loft32's CEO was also inaugural CEO. It is directly comparable to Loft32 on trust-building communications, stakeholder engagement, and food-system thought leadership.
• FLM Harvest: FLM Harvest is a U.S. agricultural marketing and strategic communications agency serving agribusiness clients across seed, crop protection, equipment, and food, directly comparable to Loft32's strategic communications and project consulting offerings for the agri-food value chain.
• Osborn Barr Paramore (OBP): Osborn Barr Paramore is a U.S. agricultural and rural-lifestyle marketing agency providing strategic communications, content, and campaign work for agribusiness clients — a near-direct analog to Loft32's issues and projects consulting practice, though operating in the U.S. market.

Broad incumbents

• BDO Canada (Agriculture practice): BDO's Canadian Agriculture practice is a large professional services firm serving primary producers, agribusiness, and food companies, where Loft32's co-founder Maggie Van Camp previously served as National Director of Agriculture. It competes for agribusiness advisory, transition planning, and executive communications work.
• Farm Credit Canada (FCC): FCC is Canada's largest agricultural lender and a sponsor of Loft32 events, and it offers its own learning programs, transition resources, and agribusiness training for primary producers. It overlaps with Loft32 on training and farm succession content, though at much larger scale and through lending relationships.

Regional players

• Agriculture in the Classroom Canada: Agriculture in the Classroom Canada delivers educational resources about agriculture to Canadian students and teachers, and is a confirmed non-profit partner of Loft32's Grow Our People Summit. It overlaps on ag-literacy and food-system education, though focused on K-12 rather than industry professionals.

Emerging players

• RealAgriculture: RealAgriculture is a leading Canadian digital media platform covering agriculture news and agronomic content, frequently featuring Loft32 founders. While its core is media/content rather than consulting, it competes for attention and audience in the same Canadian ag communicator ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/theloft32
• Facebookfacebook.com/loft322019
• LinkedInlinkedin.com/company/loft32
• Instagraminstagram.com/theloft32

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Loft32 Inc.