Where producers gather, grow, and ground their future.
Gather with us on Saturday, November 15, for Farming Forward’s biggest event of the year. Gathering Ground – A Producer Development Day is more than a conference, it’s a full day to connect, learn, and take home ideas that work for your operation.
Whether you run cattle, crops, or other farm enterprises, you’ll find inspiration, hands-on learning, and a community of peers.
Save $25 when you register now.
✨ Program Highlights
Keynote Presentation – Boots on the Ground: Succession at the Ground Level
At its core, succession is about protecting both the business and the family that makes it run. With boots-on-the-ground experience as both a consultant and a farm successor, Annessa Good-Hassard of Peak Heritage Consulting Ltd. shares practical strategies and frameworks to move beyond vagueness into clear, actionable tools. Guided by her motto: “Succession is the transfer of a business, Estate Planning is the transfer of assets pre- and post-death, and Transition is a combination of both — proactive rather than reactive,” she offers a grounded, real-world approach to planning. Topics include family dynamics, operational clarity, compensation, land transfer strategies, estate planning, and fiscal realities — giving producers the confidence to start (or restart) the conversations every farm faces, with clarity and courage.Hands-on Breakout Sessions
Step into the heated Arena and Round Cabin for small-group demonstrations, workshops, and discussions. Sessions will feature practical tools for managing risk, exploring innovative technologies, and building practical skills you can take home and apply.Producer Panel – Groundbreakers: Cultivating New Paths in Agriculture
Hear from leaders in agriculture who are building businesses on and beyond the farm — from direct marketing and value-added ventures to sharing their stories online.Networking & Mini Tradeshow
Connect with peers, industry partners, and service providers throughout the day.Community Supper & Live Entertainment
Share a meal and enjoy live country music with Dusty Golden to wrap up the day.
Spots are limited — save your spot early.
Tickets & Registration
Included in Your Ticket:
Buffet lunch and supper, plus coffee & snacks
Keynote presentation with Annessa Good-Hassard
Four hands-on breakout sessions
Producer panel discussion
Event materials – program booklet, session handouts & resources
Mini-Tradeshow
Networking and live country music in the evening
🎟️ All this for only $100 — or just $75 with Early Bird pricing until October 31!
Join producers from across the region for this full day of learning, networking, and good food.
Join a growing network of local producers — enjoy member discounts, event perks, and resources year-round.
What Our Members Say
“In my opinion one of the greatest aspects of being involved with Farming Forward is the ability to be able to tap into the extensive knowledge base that exists within the organization. It is all so useful when applied to our own farming operation, and gives us a real edge in today’s competitive marketplace.”
Duane, Breton (AB)
“You don’t know what you don’t know”. With all the information that is available, there is still no substitute for meeting with peers and industry leaders. Farming Forward is dedicated to facilitating the transfer of knowledge by hosting events and by aggregating current and accurate information for producers like myself. These knowledge sharing opportunities have been invaluable to my operation."
Rod, Barrhead (AB)
“What I enjoy about the association is going to all the workshops and networking with fellow producers. They often give me plenty of ideas about new things to try to make my operation more profitable and enjoyable”
Tom, Mayerthorpe (AB)
“We have gone to several courses and information sessions in the last 10 years and I’ve tried to implement at least one thing from everywhere we have been on our operation.”
Ian, Tomahawk (AB)
Event News
At-a-Glance Schedule
8:30 AM – Registration & Coffee
9:00 AM – Welcome & Opening Remarks
9:15 AM – Keynote Presentation
Late Morning – First 45-minute Breakout Session
12:00 PM – Lunch, Sponsor Highlights, Networking & Tradeshow
Afternoon – 45-minute Breakout Sessions & Producer Panel
5:30 PM – Supper, Networking & Tradeshow
6:30 – 8:00 PM – Evening Entertainment & Networking
A detailed schedule with session topics and speakers will be announced closer to the event.
Meet the Speakers
Keynote Speaker - Annessa Good-Hassard
Annessa Good-Hassard grew up on her family’s mixed farm and, together with her husband, has recently returned as successors of the operation. She has worked with more than 500 farm families, gaining a deep understanding of the complexities of intergenerational transition. Her career includes time with her family’s firm, GRS Consulting, alongside her father, Merle Good, and national experience with Farm Credit Canada’s Transition Team. With a deep love for agriculture and the people who carry it forward, Annessa founded Peak Heritage Consulting Ltd. to provide families with independent advice and support. She is also a Certified Family Enterprise Advisor.
Producer Panel - Groundbreakers: Cultivating New Paths in Agriculture
Our afternoon panel brings together people who are breaking new ground in farming and ranching. From direct marketing to building national brands, adding value on-farm, and connecting with audiences through social media, these producers will share candid stories of innovation and resilience.
Featuring Author Andrea Kristin of Greg Arrow Farm, Kelli Burdek of Prairie Bears Cider and Jillian Byers of Blue Ridge Farms.
Hands-On Sessions
Step out of the hall and into the action. Throughout the day, you’ll rotate through four interactive breakout sessions designed to get you learning by doing. These small-group workshops, demos, and discussions are your chance to roll up your sleeves, ask questions, and explore practical tools and techniques that work on real operations.
Sessions take place in the heated Arena and cozy Round Cabin, just a short walk from the main hall. With a mix of business strategy, new technology, and hands-on skills, you’ll leave each session with practical ideas to bring back to your own operation — and stories worth sharing over coffee back home.
Featured Sessions
Ryan Copithorne, Cows in Control – Record High Prices, Record High Risk: How to Manage Risk in Volatile Ag & Livestock Markets
Explore how to protect your business from price swings and market uncertainty with tools every producer can use. → Read MoreMarissa Lemay, Merck Animal Health – SenseHub® Cow Calf: Step Into the Future of Herd Management
See how real-time animal monitoring can transform your herd health, reproduction, and productivity. → Read MoreMorgan Webb, Seed Check Technologies - Seed Science Workshop – A practical, hands-on look at understanding seed quality and performance
Learn how testing for germination and vigor can help you make better seeding decisions from the ground up.The Gathering Ground Gauntlet – Test your farm smarts in this fast-paced challenge of skill, strategy, and friendly competition
Team up with fellow producers for a fun, interactive test of your knowledge and quick thinking. → Read More
Evening Entertainment
After a day full of learning and connection, we’ll share a hearty supper and then close the evening with live music.
We’re excited to welcome a local upcoming country singer-songwriter. His name is Dusty Golden. He’s a professional bull rider and songwriter, raised on a commercial beef farm north of Mayerthorpe. And well, he’s found some time to get off the farm tonight to come play some tunes.
Know Before You Go
We want your day at Gathering Ground to be as smooth and enjoyable as possible. Here’s what you need to know before you arrive:
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Yes, advance registration is required. Spots are limited and tickets may sell out, so we encourage you to save your spot early.
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Your registration includes coffee breaks, lunch, and evening supper. A cash bar will be available during the evening program.
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Yes! Gathering Ground is a great opportunity to learn and grow together. Many producers bring along a spouse, sibling, parent, or even an employee or farm partner. We also offer a two-person bundle ticket to make it easier (& cheaper!) for you to attend as a team.
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Yes. The schedule includes dedicated networking breaks, plus opportunities to connect during meals and in our small tradeshow area. The breakout sessions are also designed to be interactive, giving you plenty of chances to exchange ideas with fellow producers throughout the day.
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Gathering Ground takes place at the Westward Equestrian Centre & Community Hall, just outside of Whitecourt, Alberta.
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Free parking is available on-site, with plenty of room.
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The main hall is fully heated and comfortable, but breakout sessions will also take place in the arena and roundcabin, a short walk from the hall. The arena is heated, though cooler than the hall, and the roundcabin is a rustic space with a woodstove. Dress in layers and wear comfortable shoes for walking between buildings.
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Yes. Gathering Ground will feature a small tradeshow with select industry partners, service providers, and local organizations. It’s a chance to connect one-on-one, ask questions, and discover resources that support your operation.
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The program is designed for adults, but youth involved in farming operations are welcome to attend with a ticket.
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The Community Hall is fully wheelchair accessible. The Arena, where several breakout sessions will take place, has a packed dirt floor typical of equestrian facilities. While the arena is heated and generally easy to navigate, mobility may be more challenging for wheelchairs or walkers. Please reach out to us in advance with any accessibility needs so we can work with you to make your day as comfortable as possible.
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Yes. When you purchase your ticket, you’ll have the option to let us know about any dietary restrictions or food allergies. We’ll do our best to make sure your meals meet your needs.
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We welcome sponsorship partners who want to support Gathering Ground and connect with producers in our region. Please contact Farming Forward at info@farmingforward.ca or 780-785-2222 to learn more about sponsorship opportunities.
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If you have any questions about the event, tickets, or program, please reach out to Farming Forward at info@farmingforward.ca or call us at 780-785-2222. We’ll be happy to help.
