DLG opens North American representative office with appointment of sales representative

As part of its internationalization strategy, the DLG (German Agricultural Society) has established its first DLG representative office in North America. Located in Saskatoon, Canada, the office will be managed by Brad Michnik who has been appointed Sales Representative, effective immediately, for DLG’s North American operations, including the United States. Michnik brings more than 30 years of agricultural experience including farm equipment expertise to his role.

“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.

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.

DLG contacts for North America

Brad Michnik, DLG Sales Representative, North America
[email protected]

Ulrike Schmidt-Machinek, Head of International Sales, DLG.
[email protected]

Sandra Willer, Area Manager, North and South America, DLG
[email protected]



DLG (Deutsche Landwirtschafts-Gesellschaft e.V. – German Agricultural Society), founded in 1885 by Max Eyth, is an open network and serves as a professional voice of agriculture, agribusiness and the food industry. Its goal is to promote progress by transferring and communicating knowledge, quality and technology. DLG has over 30,000 members. It is politically independent and internationally networked. As one of the leading organizations in its sector, DLG organizes trade fairs and events in the fields of agriculture and food technology, conducts tests of foods and beverages, agricultural machinery and equipment, as well as farm inputs, and in a large number of expert committees develops answers to the challenges confronting agriculture, agribusiness and the food industry


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