Some retail ownership dreams start with a business plan. AgroPlus started with two guys who simply weren’t willing to give up on the kind of agriculture they believed in—local, relationship driven, and fiercely independent.
This is the story of how a couple of longtime ag industry members set out on their own path to build something rooted in community, the power of a handshake, and shaped by conversations with real people in the field.
Where It All Began
Harv Reimer and Mike Robinson were two guys who knew each other through working at neighbouring ag businesses dating back to 2000. Through various acquisitions and mergers, they found themselves facing the opportunity to create their own independent future. AgroPlus was born in Lethbridge in 2014, expanding to Medicine Hat in 2015 and Foremost in 2020.
“We recognized that working together was key, and that having multiple locations would also help to mitigate the weather risk a bit,” says Reimer. The expansion continued, with AgroPlus now consisting of locations in Foremost, Medicine Hat, Lethbridge, and a large warehouse facility in Coaldale. Across the changes and growth one thing stayed constant – their focus on relationships.
“We have a passionate group of people that work for us, and a great group of customers who have stuck with us, some for 20-30 years,” says Robinson.
Indeed, some of their staff, like Senior Agronomist Gary Kroker in Lethbridge, has been with the team from the early days and knows the land, understands their farmers, and has their long-term trust to be there when they’re needed.
“Our mission is simple – make sure the customer comes first,” continues Robinson. “If we’re not creating value, there’s no reason for growers to work with us.”
This work hard, create value approach, propels the team toward showing up, day in and day out.
The Evolution to a Legacy
Reimer grew up on a small Coaldale farm, wandered into ag retail young, and never left—38 years and counting. Robinson grew up near Burdett, farmed himself, and then got his ag education through the University of Lethbridge. He worked manufacturing and retail, and eventually landed right back where he belonged: helping farmers directly. Neither planned this exact path, but agriculture has a way of pulling people in and holding on tight. Their time in this exciting industry has seen tremendous progression as they’ve watched ag evolve at full throttle. Robinson cites one of the biggest current trends is the overwhelming flood of new technology — RTK precision, GPS, remote sensing, and biostimulants — and the challenge of cutting through the noise to find what delivers ROI.
Reimer notes how farm size has changed everything. “Operations are more sophisticated, with precision tools like see-and-spray and SWAT mapping becoming essential, and data is now part of every decision. Farmers are paying attention to details that weren’t even measurable twenty years ago.”
Reimer also brings it back to basics, citing a great seeding depth tool created by their own agronomist, Lyle Jensen. These tools are now used by their agronomists and customers to make sure crops are getting seeded to the right depth.
“I don’t get out to the field much, but it’s pretty handy. Mike uses it a lot,” says Reimer.
With this rapid influx of information being available to growers, AgroPlus helps filter what matters from what’s hype, while providing homegrown solutions that make the job easier.
Supporting the Communities That Support Agriculture
Despite being head-quartered in larger centres, AgroPlus remains deeply rooted in the rural areas where their customers spend their days, the communities that make Southern Alberta agriculture what it is. Their community donations span a diverse group of interests, ranging from youth sports, 4-H, and school teams, to volunteer fire departments, women’s shelters, and rural mental health initiatives. In 2022, they helped push a large community greenhouse initiative forward through WinField® United Canada’s Raise the Barn program, receiving a $10,000 donation to help expand a project that continues to benefit local families.
The Power of Relationships
One of Reimer’s favourite memories over the years was of a trip to Chicago where a newer customer became a lifelong partner.
“I got to know him really well, and it was a great relationship building trip. This industry is built on relationships, and it’s a bit of a lost art in some ways. You must care about the customer, and then work hard for them,” says Reimer.
This sentiment is shared by Robinson and echoed when asked what advice he has for younger folks entering the agriculture field.
“TTP - talk to people – is required. New staff need to engage in conversations; there are communication methods that are more important than texts,” says Robinson. Some of his favourite moments over the years have come through turning customers into friends, confidants, and even advisors. Agriculture is one of the last industries where a handshake still has the same value as a signed contract. “That means something,” continues Robinson.
Looking Ahead: The Future of AgroPlus
Reimer jokes about retirement, but he’s still deeply invested in helping farmers explore new markets, diversify, and adapt. Robinson looks at the bigger landscape—drought, low prices, tough seasons—but fully believes in agriculture’s resiliency. With expansions underway in Medicine Hat and Foremost, AgroPlus is determined to be a valued partner for the next generation.
Southern Alberta’s crop diversity keeps the work fresh, and the team considers it a privilege to be part of so many unique operations with the opportunities to explore agronomy of so many different crop types.
AgroPlus is not just a business—it’s a tight-knit community of passionate people working hard for the farmers who feed the region. The team knows the road ahead will come with new technologies, new pressures, and new possibilities, but their commitment remains unchanged: stay independent, stay adaptable, and stay relentlessly focused on the farmers who trust them. As the industry evolves, AgroPlus will keep doing what it has always done—show up, dig in, and grow alongside the producers who define southern Alberta agriculture.
