CrossRoads – an event evolution

Megan Evans, Communciations and Events Manager | Alberta Wheat and Barley Commissions

Agriculture is an industry of evolution and transformation. From zero-till to GPS mapping for sectional control to advanced crop rotations to promote healthy soil; the sector embraces change. Alberta’s premier crop production show, FarmTech, has matured and advanced alongside the industry, incorporating a new name and outlook – CrossRoads: Alberta’s Crop Conference.

This newly minted event is pursuing the intersection between people and ideas and developing a cropping community that promotes healthy discussion and debate, all while learning about the latest in agriculture policy, markets and farm management. CrossRoads will take place on January 24 and 25, 2023, at the Edmonton Convention Centre in the downtown core of our provincial capital.

The updates to CrossRoads go beyond its duration and location with ticket availability also adjusted. CrossRoads’ event capacity will top out at 700 of Alberta’s most innovative farmers and industry members. This exclusive gathering will tackle industry challenges and possible solutions that impact farm productivity and profitability.

As many farmers will recall, FarmTech was a multi-day event with a total of 2,000 people in attendance and was what some call the premier crop production show in Western Canada. With over twenty years of history, including the change of its original name of AgriFuture, and the move from the Mayfield Inn in Red Deer, Alberta, to the Edmonton Expo Centre, the event was the marquee on the winter agriculture conference roster. FarmTech was the cropping sector’s gathering place - where farmers from throughout the province connected and celebrated the sector’s progression and achievements.

Despite the grand reinvention, CrossRoads will still embrace the foundational elements of FarmTech in its new rendition – collaboration, celebration and connection.

The collaboration element continues into CrossRroads through the organization and management of the event. The CrossRoads committee includes board members and staff from four of Alberta’s crop commissions: Alberta Barley, Alberta Canola, Alberta Pulse Growers and the Alberta Wheat Commission. The committee hopes that CrossRoads will still celebrate the historical achievements of FarmTech while encouraging conversations and discussion on topics that impact the current productivity and profitability of our farmers.

The Alberta Wheat and Barley Commissions look forward to the next generation of collaborative events like CrossRoads. Our team is proud of the reinvigorated focus on sustainability and policy for this event and hopes to see many farmers attend to learn from agriculture’s best and brightest. To learn more about CrossRoads and to purchase a ticket, check out our events page or visit crossroadscropconference.ca!

Tickets are selling fast; make sure you claim yours today!