Winnipeg exchange retools itself to generate profits

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Published: March 7, 2002

The list of the restructured Winnipeg Commodity Exchange’s new board of

directors is a hit parade of grain industry leaders.

The new board of directors involves well-known grain company names such

as Bill Parrish Jr., the president of Parrish and Heimbecker, Kerry

Hawkins, president of Cargill’s Canadian operations, Brian Hayward,

chief executive officer of Agricore United , Brant Randles, president

and CEO of Louis Dreyfus Canada, and Curt Vossen, president of James

Richardson International.

It’s also the first board of directors for years that hasn’t had a

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farmer representative. That’s one result of the restructuring.

But farmers will still be able to get their views known, says Bruce

Love, the exchange’s director of marketing.

“We’ve taken our contract review process and made it public,” said Love.

In future, the directors will have less input on contract revision,

Love said.

Instead, WCE staff and contract committee members will come up with

revision ideas, then send them out for public feedback that includes

farmers.

Up to now farmers and producer groups have been able to comment on

proposed changes, but have not been directly approached for input, Love

said.

The exchange has two contract committees, one for oilseeds and one for

grains. A farmer representative will sit on one of those committees.

Now that is Alberta farmer Leo Meyer, who was on the board of directors

until the WCE restructured.

The WCE, long a co-operative style organization owned by the people who

used it, has turned into a for-profit company owned by shareholders.

Those shareholders do not have to be companies that buy and sell

futures and options on the exchange, which was the old criteria for

membership and ownership.

Changing over was a difficult decision, says board chair Rob Dzisiak of

CFG Canada Futures. But the new structure allows the exchange to face

the pressures that are sweeping the marketing world.

“It’s a business model that brings in much more ingenuity and the

ability for the exchange to take advantage of opportunities,” said

Dzisiak.

“It’s a very different marketplace than when the exchange opened up

more than 100 years ago.”

Under the old structure, joint ventures with other exchanges,

establishing partnerships or allowing venture capitalists to become

part owners wasn’t allowed, which made the WCE somewhat inflexible.

“It doesn’t mean that things will change,” said Dzisiak. “It means the

option is there.”

About the author

Ed White

Ed White

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