Superior Farms Equipment to control familiar brands

May 23, 2024

In March 2021, Rite Way Manufacturing acquired Morris Equipment. In mid-May of this year, the company announced the launch of a new parent company, Superior Farms Equipment Ltd., which it says will “bring together the rich legacies” of both equipment brands under one umbrella organization.

The company will continue the two independent brand names, but farmers will eventually begin seeing slightly different decals on the sides of implements. The firms say they will begin transitioning their product lines to Rite Way SFE, Morris SFE and ProAG SFE.

“Over time you’re going to see some Superior Farms decals on Morris equipment and on Rite Way equipment,” says Garth Massie, Canadian sales and marketing manager at Morris.

“We’ll kind of ease into it. Of course, there’s brand equity in Morris and Rite Way. The thing for people to get used to is Superior Farms. I think you’ll see Morris and Rite Way in the long term be very prominent. You’ll also see Superior Farms decaling to tie them into this new parent company.

“We are really managed together and always have been, but they’re just kind of formalizing it and making it more public now.”

Added Cameron Johnson, chair and chief executive officer of SFE: “We are thrilled to unveil Superior Farms Equipment and unify the companies to better serve our customers.

“This transition is an exciting step, and the combined companies will continue to be operated by Heather Forbes, who will become the President of SFE after having successfully led Rite Way as its President and CEO since 2012.”

Although the two brand names will remain independent, a lot of integration has already happened within the organization. When Rite Way purchased Morris it did not acquire all of the assets, including the Yorkton production facilities, so air drill manufacturing has moved.

“We’re shifting our parts from Yorkton to Regina,” says Massie.

“That should be complete in a couple of months. Manufacturing for the Quantum drills has moved to Regina, and we’ve moved some of the hay products to Imperial.”

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Video: The 15-Year Bet Behind Every New Variety!

Canada is trying to decide how much agricultural research capacity it can afford to lose. Brian Rossnagel believes the better question is whether the country can afford to rebuild it.

The longtime barley and oat breeder makes the case with a simple fact about his profession: the consequences of today’s decisions may not become visible for 10 or 15 years.

“Pick the right parents. That’s the biggest thing,” Rossnagel says. “If you pick the wrong parents, you’re not going to get anywhere—and you don’t know that until 10 years, 15 years later.”

That warning carries particular weight as Agriculture and Agri-Food Canada moves to reduce spending and streamline parts of its science operations. The department’s 2026–27 plan anticipates the loss of approximately 665 positions by 2028–29 and says some research will be reduced where capacity exists in academia or industry. AAFC says the changes will make its science operations more cost-effective over the long term.

For Canada’s seed industry, Rossnagel’s career illustrates what is at stake.

This fall, the retired University of Saskatchewan breeder will be inducted into the Canadian Agricultural Hall of Fame. During his 35-year career at the Crop Development Centre, he helped develop more than 100 barley and oat varieties, including CDC Austenson—one of Western Canada’s most widely grown feed barleys. His induction recognizes not only those varieties, but the collaboration and research system that made them possible.

Rossnagel is quick to emphasize that none of it was the work of one person.

“The first thing I thought about was all the other people who contributed to whatever success I and my program had over the years,” he says. “We know that it’s not an individual who does this. It’s a group—a team.”

That team extends well beyond the breeder whose name appears beside a variety. It includes technicians, pathologists, quality specialists, statisticians, regional testing sites, seed growers and industry partners. It also includes the breeders who came before and those who will carry the germplasm forward.

CDC Fraser barley, for example, moved through three breeding careers. Its parents came from Brian Harvey’s program. Rossnagel advanced the material after Harvey retired, and Aaron Beattie later guided it through registration and release.

That kind of handoff is normal in plant breeding. The person who makes the original cross may never see the resulting variety reach farmers.

It also explains why lost research capacity cannot simply be switched back on when budgets improve.

“If you shut it off, it’s very, very difficult—and particularly costly—to start it up again,” Rossnagel says. “If you have to start from scratch, it’s going to be at least 10 years before anybody notices whether you’re getting anything done or not.”

The concern is not simply how many experimental lines Canada can process. Modern equipment, statistical tools and genetic technologies allow today’s breeding programs to evaluate tens of thousands of lines—far more than Rossnagel could handle when he entered the field in the early 1970s.

But efficiency and automation do not generate every idea.

“If you pare back down, and instead of having six or seven individual scientists concentrating on wheat breeding, you go down and say three people could handle all this, well, that’s half the ideas gone,” he says. “Particularly if you happen to lose the three people who had the really neat and innovative ideas, boy, that’s a problem.”

It is a timely distinction for Canadian agriculture. Consolidating programs may preserve the volume of material moving through a system, at least initially. It may not preserve the diversity of thinking, regional knowledge or willingness to pursue unconventional crosses.

That regional knowledge matters because Canadian agriculture is not one uniform production environment. A variety suited to southern Alberta may face different disease, moisture and maturity pressures than one grown in Manitoba, Ontario or Atlantic Canada.

“Agriculture is applied biology,” Rossnagel says. “Biology, all around the Earth, moves from the poles to the equator. It does not move from Newfoundland to B.C. like politics do.”