Western Canada transformed grain movement; now it’s changing how farmers sell it
The next major shift in grain marketing isn’t happening at the elevator.
Over the past 100 years, farming has seen unheard-of levels of innovation, not just in the ways that support crop growth (with countless breakthroughs in everything from seed genetics to crop protection) but even in how grain itself reaches markets.
“The shift to modern handling really started in the late ‘80s, early ‘90s,” said Mike Fontaine, former farmer and now a Farm Business Representative for G3 in Wetaskiwin, Alberta. “Yields were rising, and those old wooden elevators ate up too much of the farmers’ time. Thankfully, there were people up to the task.”
It wasn’t long before concrete elevators became the standard. Since then, the need for increased efficiency has continued to rise rapidly, and with it, so has grain-handling technology.
“Today’s elevators are unmatched. Every G3 facility is built for high-volume flow, helping farmers get in and out faster, while our network moves grain quickly to global markets.”
Now, there’s another major development underway, and it’s taking place right in farmers’ hands.
Grain marketing goes digital
Many grain farmers are transitioning to digital grain marketing tools like G3 SmartSell, which allows them to check prices, get notified of market specials, sign contracts, view grain sample results, and more.
“I wouldn’t care to go back to the old ways,” said Lois Fuhrhop, who farms alongside her husband, son and grandson. Fuhrhop said she appreciates being able to “bring up prices” using her phone or computer, especially during busy periods.
“It used to be tough to get through to buyers at our local elevators when grain prices jumped,” she said, describing a problem many farmers still know today. “Sometimes we had to wait for a callback and could miss out on the opportunity. Not anymore.”
It’s easy to see why greater access to fluctuating offers appeals to current farmers. According to a 2025 study from Stratus Ag Research, 92% of farmers in Western Canada are concerned about rising costs of production. “It’s definitely made it easier for us,” Fuhrhop said.
But the need for better prices isn’t the only purpose behind platforms like G3 SmartSell. Just like the decades of elevator innovations, modern changes in grain marketing are focused particularly on efficiency, a benefit she sees on her farm every day.
“There’s always an awful lot to do, like paperwork and tracking costs, to keep the farm running. Faster grain marketing gives me more time for all of that, not to mention watching curling.”
Fuhrhop was the first on her farm to use G3 SmartSell after being shown how it works by her Farm Business Representative in a trial session, and now she’s using it to help inform all generations working on the farm.
“I like to transfer my digital price tracking onto paper. My son and grandson look at the sheets all the time. I’ll also send a copy of the offers from the office to them while they’re out working, and together we’ll either sell or set targets, just like that.”
From there, it’s only a matter of waiting for the platform to notify them if the target price hits.
“We even use it to track how much grain we’ve moved. I’m sure other farmers have their own processes, but this way works for us.”
G3 SmartSell has been specifically designed to accommodate the various needs of all types of grain farmers.
“One thing I’ve learned, every farm’s different,” Fontaine said. “Some use it to manage their sales records, even giving their financial advisor access, while others simply use it as a way to chat with me about where markets are headed.”
Those high-value conversations are easier to have now that G3 SmartSell saves time for both him and the hundreds of farmers he works with. “It’s allowed me to keep farmers better informed in different ways.”
Fifteen years ago, another G3 customer named Jason began selling grain, and he continues to find meaningful discussions with his rep essential for understanding the market.
“I ask questions like, why’s the market the way it is? What’s influencing prices? When are you taking this or that product?”
The answers to questions like these matter for his farm, as does the person who delivers them. “It’s the people,” he said, “that make you want to work with the elevator. A good rep means everything.”
He said the best elevators are the ones that understand they’re part of the communities they serve. “Actually, my first rep was someone I went to school with. She showed me how to use G3 SmartSell. And I get along great with the one I have now, too.”
The role farmers play in ongoing innovation
Jason also said that despite not being a “techie,” he’s found G3 SmartSell convenient for tracking prices and setting targets.“Out of all the platforms I’ve used, it’s the easiest.”
Fontaine said a large reason for that convenience is how the G3 team has continued to evolve the tool over the years. For example, reducing log-in time became a priority, and now frequent users don’t need to.
“Many other FBRs and I have passed along farmer feedback, and it’s been great seeing those updates implemented over time. It looks pretty different from how it did back on day one.”
He said there’s a team at the G3 head office in Manitoba who’s always adding features, improving usability, and striving to ensure the platform continues to meet farmers’ needs.
“The people here are committed. They want to create the smoothest experience possible. I don’t know what’s to come, but I’ll say this: I wish I had this technology back when I was farming.”
For farmers interested in G3 SmartSell, their local FBR can get them started, or they can learn more at G3smarter.ca
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