New WHE GM Michael Greba

Bringing more value to the Western Hog Exchange and its shareholders is the mandate of the new general manager, said shareholders during the marketing organization’s annual general meeting in April.
After only 10 days on the job, Michael Greba said he had a clear mandate from the shareholders to find ways to bring more value to the Western Hog Exchange.
“From this meeting today they all want to support Western Hog going forward. The plan is to go out and find new things we can bring value to our shareholders and work closer with our packers and fill some voids and grow our membership,” said Greba during the shareholder meeting.
“I believe strong relationships and good communication will help us find the next opportunity that will take the Western Hog Exchange, its shareholders, its members, to the top of this ever-changing hog industry.”
The hog exchange office will also be moving from Edmonton to Red Deer to be closer to producers when they bring hogs to the Olymel packing plant. Greba took over as head of the hog marketing group from former general manager Brent Bushell and interim general manager Glen Kropp.
“We’re always working in the best interest in the members and shareholders. It is exciting I get to come into this company that is well established. What they are looking for is new energy, new looks and more importantly working with shareholders and members.”
The Western Hog Exchange was established in 1996 after the transition from a single desk selling system to an open market system. Since the exchange was established the number of hog producers has dropped dramatically, including the number of shareholders with the Western Hog Exchange.
Greba said the marketing agency must regain the confidence of past members and find new ways to bring more value to the Western Hog Exchange. “What the board has asked me to do is work with our shareholders to find out what we need to do more to grow that industry and the market.”
Edwin Spruit, chair of the Western Hog Exchange said the organization has many benefits including forward contracting, notification and bench-marking features.

Kerrie Simpson waves goodbye to Western Hog Exchange members during the group’s annual general meeting in Red Deer. Simpson has been with the organization for 30 years, of that 29 were with risk management and governance. Simpson said she was “truly going to miss everyone.”
After 10 years with WHE working in the IT department, Richard Kaiser is stepping down.


“We need WHE in the industry to keep packers accountable. To compare contracts and keep the pricing mechanism competitive. To keep the industry transparent,” added Spruit.
Greba said the organization’s goal is to try and work with every processor out there that is interested in buying hogs. They also want to work with producers to help raise hogs that can be sold into niche markets.
“I think our goal is to do whatever we can to help packers fill those spots and grow the industry.”
Before he was hired as the new General Manager, Greba worked with different livestock groups including Canadian Rangeland Bison before starting his own marketing company Cutting Edge Foods. The company worked with different packers and producers to create different specialty food brands. He bought the former Alsask beef plant and turned it into a multi-species packing plant. For the past three years he has worked at the Central Alberta Co-op.
“I am new to the industry, but not new to business and I excited about what I see so far. I think Western Hog is an amazing company.”
Greba said after spending the first three weeks of his job before the shareholders meeting understanding the company, his next mandate from the board is to hit the road three days a week.
“I got a super good team working with us. This company has long-term staff committed to help grow the company. I plan on being on the road and involved in everything pork related.” •
— By Mary MacArthur