DLG opens North America representative office

As part of its internationalization strategy, DLG (German Agricultural Association) established the first DLG representation in North America. The office in Saskatoon, Canada, will be led by Brad Michnik, who has been appointed as Sales Representative, currently present for DLG’s North American operations, including the United States. Michnik has over 30 years of experience, including in his role as farm equipment specialist.

“We are pleased that Brad Michnik will manage DLG’s new representative office in Canada and be responsible for strengthening relationships with North American manufacturers, distributors, farmers and agricultural organizations, all important participants at DLG’s international events such as Agritechnica and EuroTier/Energy Decentral,” said Ulrike Schmidt-Machinek, Head of International Sales, DLG.


Brad has been active on various boards and committees on local and international economic and export promotion initiatives

Michnik joins the DLG from Saskatchewan Trade & Export Partnership (STEP) where he held various management positions, most recently serving as senior vice-president, responsible for trade development. His responsibilities included supporting North American companies on their export of farm equipment and agricultural products and services through practical export training, market research, and numerous trade missions to strategic world markets.

Prior to joining STEP, he served as Sales Manager for an internationally renowned, Canada-based manufacturer of agricultural and construction equipment. Brad has been active on various boards and committees concerning domestic and international economic and export development initiatives, a number of which were with leading international trade shows.

A native of Canada’s Saskatchewan province, Michnik earned a Bachelor of Commerce (B.Comm.) degree from the University of Saskatchewan. His Certified International Trade Professional (C.I.T.P) designation remains active.

The representative office in Saskatchewan is DLG’s first office in North America. Drawing on a network of experts with international expertise, DLG has subsidiary companies in nine countries.

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