The Manitoba Agricultural Museum has a new executive director and big plans for its future.
Dianne Kohler will join the organization in early May, taking the reins from outgoing executive director Elliot Sims. Kohler grew up on a farm near Killarney, but has worked for most of her career in Alberta.
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WHY IT MATTERS: The Manitoba Agricultural Museum educates rural and urban Manitobans about the history and role of farming in the province during events such as the annual Manitoba Threshermen’s Reunion and Stampede.
Most recently, Kohler headed up the Camrose Regional Exhibition & Agricultural Society for the past eight years. Under her leadership, the group became a regional hub for agricultural innovation and leadership. Prior to that she headed the Agri-Trade Equipment Expo in Red Deer, Alberta’s major farm equipment exhibition.
“I am very excited to be returning to Manitoba, and to be joining the Manitoba Agricultural Museum,” Kohler said.
New era kicks off
She initially intends to learn the organization and its major annual event, the Threshermen’s Reunion, held every summer near Austin.
“I’ll be in ‘shut up and listen’ mode initially,” Kohler told the audience at the annual State of the Museum luncheon in Austin in early April. “I think it’s very important to learn an organization first when you’re coming into it.”
The museum has turned a corner after some post-COVID challenges, attendees heard. It saw good attendance this summer, excellent support from Manitoba’s agricultural community and stronger financial results.
The museum is happy with their improved fortunes, but president Jon Whetter said there’s more to come. They’ve set out a strategic plan to further bolster the Threshermen’s Reunion and set it up for future growth.
“We’re definitely thinking in terms of how to ramp it up, rather than wind it down,” Whetter said.
Strategy for growth
The plan was unveiled last year and will run through to 2028. Its three pillars include:
- maintaining sustainable financial performance
- expanding volunteer recruitment and retention
- increasing public awareness of the museum and the reunion
Kohler’s appointment is a big part of embracing the future, according to Whetter.
“She’s someone with a proven track record of working with agricultural organizations and events and taking them to the next level,” Whetter said.
“We’re definitely thinking in terms of how to ramp ot up, rather than wind it down.”
Jon Whetter
Manitoba Agricultural Museum president
City and farm
The facility and flagship event’s appeal to its rural base and a growing urban audience features heavily in the museum’s strategy.
“We really want to continue to appeal to both of those groups,” Whetter said. “We are trying find ways to engage urban folks and encourage them to make the trek out to experience something very unique.”
Even for someone such as himself, grounded in agriculture, the reunion is an event he takes a lot of enjoyment from, Whetter added.
“I also find the experience unique,” he said. “One can immerse themselves in the sights, sounds and smells of the past. There is no other event like this.”
In an interview following her introduction, Kohler noted that bringing together agriculture and urbanites is an important theme for an organization like the Manitoba Agricultural Museum.
“It’s at events like the Threshermen’s Reunion where conversations and education can happen,” Kohler said.
Kohler and Whetter also noted the key role of the museum and reunion’s volunteer base.
“There is a lot of passion and dedication amongst them,” Whetter said. “We are tracking our volunteer base closely due to their importance and we need to maintain that energy and those numbers for years to come.”
The 2026 Manitoba Thresherman’s Reunion and Stampede is set for July 23-26. This year’s featured equipment manufacturer will be Versatile, which is celebrating the 60th anniversary of producing the first commercially produced articulated four-wheel drive tractors.
