The University of Manitoba’s faculty of agricultural and food sciences has handed out its 2025 crop of certificates of merit to three alumni.
The annual honour is presented for outstanding contributions to Manitoba’s agricultural industry and rural communities and is presented to up to three people each year. Graduates of the former human economics and human ecology degree program, as well as the university’s agriculture diploma program, are also eligible.
This year, Cathey Day, Fred Greig and Kim McConnell were named by the school.
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The awards were presented at a ceremony on June 19. This year marks the 45th anniversary of the certificate of merit program.
Since 1981, the university noted, it has recognized more than 95 individuals. Recipients are recognized for their “exemplary leadership in agriculture, agri-food, and community service.”
“We are proud to honour these three remarkable leaders in this milestone year,” said the faculty’s dean, Martin Scanlon, in a press release.
“We know that our alumni have deep and lasting impacts – not only within their professions, but also in their communities. These honourees are a true inspiration for young people who are considering studies and careers that will advance Canada’s agri-food sector.”
Day a champion of community and youth
Day was raised on a multi-generational hog farm near Dand, in southwestern Manitoba that “instilled in her a deep appreciation for rural life, family, and agriculture education,” according to her award citation.
Day graduated from the University of Manitoba in 1988 with a bachelor of human ecology, joining the Manitoba Association of Home Economists in 1989.
The next year, she became an extension home economist with the provincial agriculture department, serving communities across western Manitoba.
“For decades, Cathey has managed programs and people with humour and wit. She demonstrates empathy and gratitude with all those with whom she is involved,” the award citation said.
Her track record includes 30 years as a volunteer board member of Prairie Skills Inc., a non-profit organization that restored a heritage building in Deloraine. She was a founding member and vice-chair of Wannakumbac Circle Inc., which governs youth summer camp Camp Wannakumbac. She has also been involved in 4-H for decades, from being a member herself back in the 1980s to chaperoning Manitoba 4-H students on their way to Japan in 2024.
She has served internationally as Canadian co-ordinator for the Canadian Society of Extension, which partners with agricultural organizations in Tanzania and Ghana, and was a founding member of the former Canadian Agricultural Rural Extension Society.
In 2010, the faculty of human ecology centennial committee recognized her as one of 100 graduates who have made significant professional contributions.
“I feel deeply honoured and appreciative of all the opportunities I’ve had in my career and in my community,” Day said. “I’ve had great family support and people to work with that have encouraged me along the way, and there are many people deserving of being recognized.”
Today, she lives on Prairie Wind Angus farm near Deloraine with her husband Buzz, where they raised three sons.
Greig an innovator in farm leadership
After graduating in 1982 graduate with his agriculture diploma, Greig got a job handling agricultural loans with Virden Credit Union. He later moved on to the Manitoba Agricultural Services Corporation before transitioning to full-time farming in 1994.
He operates Avondale Seed Farm Ltd. and a beef-cow operation near Reston with his wife Lori and their three children.
Greig made his mark in local industry groups. He was a founding member of the Manitoba Wheat and Barley Growers Association following the end of single-desk marketing, later becoming the organization’s chair and leading the charge as it tackled topics like production research and market development
He “helped shape the organization into a powerful advocate for Manitoba’s grain producers,” his award citation said.
Under his watch, the wheat and barley growers became founding members of both the Canadian Wheat Research Coalition and the Canadian Barley Research Coalition. He helped foster ties between the provincial association and groups like Cereals Canada.
He also helped see the organization through its 2020 amalgamation with four other groups —representing flax, corn, sunflowers and winter cereals — into the Manitoba Crop Alliance.
His other industry leadership positions include stints on the boards of the Manitoba Pulse and Soybean Growers, Western Grains Research Foundation, Canterra Seeds, and the Canadian Grain Commission’s Western Standards Committee. Currently, he chairs Sunrise Credit Union in western Manitoba.
Greig said he was surprised to hear he was getting the award.
“It was really meaningful, too, because all farmers get into organizations to help out, and to be recognized for doing that was really quite special.”
McConnell a marketing visionary
McConnell, who graduated in 1978 with a bachelor of science in agriculture, grew up on a family farm in Hamiota. He had already served in various university committees and had been “Senior Stick” (president) of the faculty of agricultural and food sciences student body.
In 1984, he founded Fieldstone Marketing and Communications from his basement. That evolved into AdFarm, one of North America’s largest agricultural marketing firms.
“It’s an honour to be recognized by your alma mater, to be recognized by your peers,” McConnell said about receiving the award.
AdFarm’s customer list includes names like Bayer, Cargill, Corteva, RBC Royal Bank and Farm Credit Canada. It had repeat slots on lists of “Canada’s 50 Best Managed Companies” and “Best Places to Work in Canada.”
“Kim’s pioneering work in agricultural marketing has helped build public trust in food and farming and served as a catalyst for major industry initiatives,” his award citation said.
In 2007, McConnell handed over the reins of AdFarm. He “remained a strategic advisor while dedicating his energy to advancing agriculture, rural Canada, and youth leadership,” the university noted.
Those efforts include participation with the Canadian Agri-Food Policy Institute, 4-H Canada, the Calgary Stampede and the Salvation Army. He’s supported programs and initiatives like Canada’s Outstanding Young Farmers, Growing Alberta, Alberta Farm Animal Care, the Canadian Roundtable for Sustainable Beef and the Canadian Centre for Food Integrity.
The university particularly noted his efforts to mentor students and young professionals, “including Indigenous youth and young women entering leadership roles.”
McConnell’s leadership has been previously recognized. He was inducted into the Canadian Agricultural Hall of Fame in 2012 and appointed to the Order of Canada in 2017.
He lives in Alberta with his wife Carolyn.
