Some careers in agriculture are carefully planned. Others happen through a mix of timing, opportunity, and a willingness to take a chance. For Reid McBride, Division Director for Canada at The Simplot Company, that leap into agriculture led to something bigger than a career. It became a commitment to the farmers who drive Canadian agriculture forward every day. What started as a career pivot has grown into a deep-rooted connection to growers, their operations, and the long-term success of the industry they sustain.
“I did not come from agriculture, but once you are in it, it pulls you in,” he says.
That decision would eventually lead him to Simplot. When Simplot acquired G Mac’s in 2022, Reid transitioned into the broader organization, growing into his current leadership role as Division Director for Canada. What could have been a disruptive shift turned into something seamless.
“Customers tell us all the time how well the transition went. That is because the cultures were already aligned.”
That alignment between people, purpose, and philosophy continues to define Simplot’s presence in Canada today.
“There is a real Canadian influence in our leadership,” Reid explains. “People who grew up here, who understand the land, the challenges, and the opportunities.”
As a fourth-generation family business, Simplot carries a mindset that goes far beyond quarterly results. It is grounded in long term thinking, strong values, and a deep commitment to the communities it serves. Plans are not just made for the next quarter. They are made for the next generation.
That community focus shows up in how Simplot supports the towns its customers live and work in, reinforcing the idea that agriculture is not just an industry, but a shared way of life.
“We think in five-year windows, but we are also thinking about what Simplot will look like 25 years from now.”
That balance between immediate support and long-term stability gives growers confidence that Simplot is not just here for today, but for decades to come.
One story still stands out.
“I walked into a retail location in Elrose with brand new Timberland boots,” he laughs. “An older farmer looked me up and down and said, ‘Those boots have never seen anything but pavement.’ Then he turned to the manager and said, ‘This kid has a lot to learn, doesn’t he? Don’t worry, we will teach you.’”
That moment captures something essential about agriculture. Honesty, humility, and a willingness to bring people in.
“Farmers are brutally honest risk takers, but they are also some of the most welcoming, down-to-earth people you will ever meet.”
It is those relationships built over coffee rows, conversations, and time spent in the field that continue to shape how Simplot shows up for its customers.
Reid points to consolidation across farms, retailers, and manufacturers as a defining trend.
“The industry is getting smaller and larger at the same time,” he explains. “Fewer players, but bigger operations.”
At the same time, new pressures are emerging, from online competitors to the financial strain many farms and retailers are feeling after years of drought and tight margins.
“There is a real challenge in maintaining that last mile, the boots on the ground service that farmers rely on. That is something an online model cannot replicate.”
Despite these pressures, Reid remains optimistic.
“Innovation may feel like it has slowed right now, but I believe we are on the edge of a new wave. The operations that can sustain through the next few years are going to see real opportunity.”
Another major shift is generational.
“We are seeing the next generation step into leadership on farms. That brings new energy, new ideas, and new expectations for how we show up and support them.”
For Simplot, that means evolving alongside its customers without losing the core values that built the business.
His wife grew up on a farm near Elrose, Saskatchewan, and through her family, Reid gained a firsthand understanding of what farm life really looks like.
“My favourite memories are being on the farm with her family, seeing how everything works and how important each person is to the operation.”
Those experiences have shaped not only his perspective, but also the way he sees the future.
Watching the farm transition from one generation to the next, and seeing his own children experience that life, has made it even more personal.
“My kids get to ride in combines, spend time with their grandparents, and really understand where their food comes from. That is something special.”
Outside of work, life revolves around family, community, and staying active. Whether it is hockey, ball, piano lessons, or road trips in a newly purchased motorhome, Reid’s focus remains the same. Being present and building memories.
“Growth permeates everything we do,” Reid says. “When our customers grow, we grow.”
It is a mindset that shapes every interaction, every recommendation, and every long-term decision.
On the walls of Simplot’s offices, one of J R Simplot’s sayings still rings true today.
“We are only here one day longer than our customers.”
It is a reminder that success in agriculture is not individual. It is collective.
“My message to farmers is simple,” Reid adds. “We are here for the long haul. We plan to be around for another 80 years, and our success depends on the growers we work with every day.”
For Simplot, the focus remains clear. Stay grounded in relationships, stay adaptable in a changing industry, and stay committed to the farmers at the centre of it all.
Because at the end of the day, agriculture is not just about products or services. It is about people.
And like the farmers they serve, Simplot is in it for the long haul, ready to show up, put in the work, and grow forward together.
Where It All Began
Reid’s path into agriculture did not begin on a farm. It began in finance. A chartered accountant by training, he credits good luck and good timing for opening the door to the ag industry. In 2015, a connection through WinField® United Canada led him to a leadership opportunity with G Mac’s AgTeam. Encouraged by his father to take the leap, Reid stepped into the role and never looked back.“I did not come from agriculture, but once you are in it, it pulls you in,” he says.
That decision would eventually lead him to Simplot. When Simplot acquired G Mac’s in 2022, Reid transitioned into the broader organization, growing into his current leadership role as Division Director for Canada. What could have been a disruptive shift turned into something seamless.
“Customers tell us all the time how well the transition went. That is because the cultures were already aligned.”
That alignment between people, purpose, and philosophy continues to define Simplot’s presence in Canada today.
A Canadian Influence with Global Strength
While Simplot is an American company, its Canadian roots run deeper than many realize. From leadership to local teams, there is a strong understanding of what Canadian farmers need and how to support them.“There is a real Canadian influence in our leadership,” Reid explains. “People who grew up here, who understand the land, the challenges, and the opportunities.”
As a fourth-generation family business, Simplot carries a mindset that goes far beyond quarterly results. It is grounded in long term thinking, strong values, and a deep commitment to the communities it serves. Plans are not just made for the next quarter. They are made for the next generation.
That community focus shows up in how Simplot supports the towns its customers live and work in, reinforcing the idea that agriculture is not just an industry, but a shared way of life.
“We think in five-year windows, but we are also thinking about what Simplot will look like 25 years from now.”
That balance between immediate support and long-term stability gives growers confidence that Simplot is not just here for today, but for decades to come.
Learning the Industry, One Conversation at a Time
Coming into agriculture without a farming background meant Reid had a steep learning curve, but it also came with some unforgettable early lessons.One story still stands out.
“I walked into a retail location in Elrose with brand new Timberland boots,” he laughs. “An older farmer looked me up and down and said, ‘Those boots have never seen anything but pavement.’ Then he turned to the manager and said, ‘This kid has a lot to learn, doesn’t he? Don’t worry, we will teach you.’”
That moment captures something essential about agriculture. Honesty, humility, and a willingness to bring people in.
“Farmers are brutally honest risk takers, but they are also some of the most welcoming, down-to-earth people you will ever meet.”
It is those relationships built over coffee rows, conversations, and time spent in the field that continue to shape how Simplot shows up for its customers.
The Industry in Transition
Like much of agriculture today, Simplot operates in an environment that is evolving quickly and not without challenges.Reid points to consolidation across farms, retailers, and manufacturers as a defining trend.
“The industry is getting smaller and larger at the same time,” he explains. “Fewer players, but bigger operations.”
At the same time, new pressures are emerging, from online competitors to the financial strain many farms and retailers are feeling after years of drought and tight margins.
“There is a real challenge in maintaining that last mile, the boots on the ground service that farmers rely on. That is something an online model cannot replicate.”
Despite these pressures, Reid remains optimistic.
“Innovation may feel like it has slowed right now, but I believe we are on the edge of a new wave. The operations that can sustain through the next few years are going to see real opportunity.”
Another major shift is generational.
“We are seeing the next generation step into leadership on farms. That brings new energy, new ideas, and new expectations for how we show up and support them.”
For Simplot, that means evolving alongside its customers without losing the core values that built the business.
The Power of Family and Perspective
While Reid’s professional life is deeply tied to agriculture, some of his most meaningful connections to the industry come through family.His wife grew up on a farm near Elrose, Saskatchewan, and through her family, Reid gained a firsthand understanding of what farm life really looks like.
“My favourite memories are being on the farm with her family, seeing how everything works and how important each person is to the operation.”
Those experiences have shaped not only his perspective, but also the way he sees the future.
Watching the farm transition from one generation to the next, and seeing his own children experience that life, has made it even more personal.
“My kids get to ride in combines, spend time with their grandparents, and really understand where their food comes from. That is something special.”
Outside of work, life revolves around family, community, and staying active. Whether it is hockey, ball, piano lessons, or road trips in a newly purchased motorhome, Reid’s focus remains the same. Being present and building memories.
A Commitment to Growth, Together
At the core of Simplot’s philosophy is a simple but powerful idea. Growth is shared.“Growth permeates everything we do,” Reid says. “When our customers grow, we grow.”
It is a mindset that shapes every interaction, every recommendation, and every long-term decision.
On the walls of Simplot’s offices, one of J R Simplot’s sayings still rings true today.
“We are only here one day longer than our customers.”
It is a reminder that success in agriculture is not individual. It is collective.
“My message to farmers is simple,” Reid adds. “We are here for the long haul. We plan to be around for another 80 years, and our success depends on the growers we work with every day.”
Looking Ahead
The road ahead for agriculture will come with challenges, including economic pressures, climate variability, and evolving technologies, but it will also bring opportunity.For Simplot, the focus remains clear. Stay grounded in relationships, stay adaptable in a changing industry, and stay committed to the farmers at the centre of it all.
Because at the end of the day, agriculture is not just about products or services. It is about people.
And like the farmers they serve, Simplot is in it for the long haul, ready to show up, put in the work, and grow forward together.
