h@ms Marketing of Headingley, MB, held three producer meetings in Alberta, Saskatchewan, and Manitoba with the clear and confident message, “We are here for producers—because we are producers.”
General manager Bill Alford told us there were about 150 producers at the new Community Hall in Oakville, MB. As a producer-owned cooperative, h@ms’ unique structure ensures that hog farmers drive every decision. With a Board of Directors made up of active hog producers elected by their peers, the organization’s mission is laser-focused—putting as much money as possible back into the hands of its members. Through tools, services, and tailored market insights, h@ms equips producers with the knowledge to make informed decisions and the support to help them maximize their margins in an ever-changing market.
h@ms represents Western Canadian hog producers, offering a superior suite of hog marketing services designed to maximize producer margins. The cooperative, which focuses on hog marketing, officially began operations in 2012.
Alford has led the organization since 2016, overseeing its growth and development. “Membership in the co-op seems to be increasing.” He highlighted the co-op’s expansion efforts, particularly in Alberta, where they pick up a few producers every few months, potentially adding another 3,000 hogs a week to their volume. Despite this growth, Alford acknowledged the broader industry context, “It’s not a growing industry, so whatever’s out there, that’s it.” He takes pride in the co-op’s achievements, adding, “I’ve always kind of tooted our horn that it’s nice to be growing, so to speak, or increasing our market share in really a non-growing industry kind of thing.”
When asked what attracts producers to h@ms Marketing, Alford said the cooperative’s grassroots approach. “We’re very close to the producers,” he explained, highlighting their focus on meeting producers’ needs at a primary level.
Alford pointed out the value provided, noting, “We charge 50 cents a hog marketing fee, and we saw the price adjustment rebates we’ve been able to do—it’s largely offset that and then some.”

He stressed the mutual benefit: “We’re all rowing the boat the same way—so we do well, producers do well, and vice versa.”
Alford also underscored the co-op’s role as an unbiased agent, offering detailed reporting and settlement services that outshine direct packer dealings. “You sell to Maple Leaf, every day is a good day to sell to Maple Leaf if you’re talking to their rep,” he quipped, emphasizing h@ms’s commitment to acting in the producers’ best interests.
He elaborated on h@ms Marketing’s latest initiative, Hog Boss, a producer tool being developed by Robert Barne of CRM Systems, an external contractor whose company specializes in such solutions.
“I’m not a developer or computer programmer—that’s our guy,” Alford noted, emphasizing the importance of tailored technology for their business. Still in its early stages, the system was showcased recently, with Alford admitting, “As much as you would have seen in Oakville, that’s as much as anybody’s seen, including me.”
To support its roll-out, h@ms has partnered with Carl Isau of Altera Agri for business development, ensuring a robust build-out with thorough testing before it’s fully available to producers.
Alford explained that this software aims to outshine existing options like PigCHAMP by integrating seamlessly with tools like SwineBooks, a popular choice among producers. “We got a data file they can import into that—it makes it easier.”
Producers’ response to these efforts ties into broader industry trends.
Alford highlighted that hog prices are near record highs while costs remain low, creating a highly profitable climate. “Guys in that room would say they don’t think they’ve ever seen this level of profitability,” he observed. Despite the industry’s consolidation over the past 20-30 years, with many colonies and non-colony producers exiting, those who remain are committed and skilled. “The guys left in the hog business like what they’re doing and are good at it.”
This resilience, paired with h@ms’s producer-focused innovations, fosters a positive attitude among members across provinces, even amidst uncertainties like tariffs. To maintain momentum, Alford stressed the importance of ongoing service and updates facilitated by their external partners, ensuring the co-op remains a hands-on, responsive ally for producers.

The 2024 “Top Producer” Awards recognized outstanding agricultural performance across several categories. Manitoba’s Spring Valley Colony Ltd. won the Paid Weight-Heavy category, with Sturgeon Creek Colony in the top three. Wymark Farming Co. Ltd. from SK topped the Paid Weight-Light category, while Alberta’s Standard Colony Farming Co. Ltd. led in Average $ per Kilogram. Kyle Farming Co. Ltd. from SK took first overall. The awards highlighted notable achievements from producers in Manitoba, Saskatchewan, and Alberta. •
— By Harry Siemens