Study Team

Built upon the skills of experienced professionals from across Canada, the FarmShift team can handle any market research challenge. Through our ongoing discussion with farmers, the retail channel, associations and corporations, we are constantly on the look out for fundamental shifts that might impact practices, needs and expectations. Meet our team.

Sharon Barker
Director of Research Strategy

Sharon heads up the research practice and is involved in the design and implementation of all FarmShift syndicated studies and custom research projects. Sharon has over 20 years of experience in conducting strategic research in the agricultural sector among producers, retailers, manufacturers and employees, as well as research targeting Canadian consumers. Sharon’s experience includes market research related to brand strategy development, biotechnology, crop input and agronomic services, financial services, retailer needs assessment, grain marketing, risk management and consumer attitudes and perceptions of agricultural issues. She has a Bachelor of Commerce degree, majoring in marketing from the University of Calgary. Sharon is based in Calgary.

T (403) 804 2345 |

Russell Jeffrey
Managing Partner

Russell provides industry relevant expertise and insight to the development of clients’ research solutions. He brings over 25 years of progressive management experience to FarmShift, including the management of some of Canadian agriculture’s most known brands. In 2003, Russell left the corporate sector to found an integrated marketing firm with extensive capabilities in agriculture, leading to the launch of FarmShift. Russell has a Master’s of Science in Agricultural Economics and lives in Winnipeg with his family.

T (204) 470 4423 |

Ron Kroeker
Senior Associate

Ron specializes in qualitative research, including depth interviews with end users, vendors and channel partners. Ron is particularly adept at investigation requiring innovative approaches. Ron’s career in marketing extends over three decades with experience in various roles in agribusiness. Much of this experience was gathered building and managing industry-leading brands. Prior to joining Blacksheep, Ron provided leadership in sales and market development for a software system utilizing GPS technology for food production traceability. He managed sales and marketing functions for 10 years with a leading agricultural retailer, during which time he was awarded CAMA’s prestigious Agrimarketer of the Year title. Ron has a diploma in Agriculture from the University of Manitoba and resides in B.C.

T (250) 935 0268 |

Sheri Betker
Senior Associate

Sheri conducts both qualitative and quantitative research, including focus group moderation, depth interviews and online research. She also takes the lead on market research into food processing and urban agriculture projects. Sheri is particularly valued for her dynamic facilitation style and structured approach to problem solving. She has extensive research across many sectors, including finance, manufacturing, non-profit and employee research. Previously, Sheri was Operations Manager for one of the world’s largest market research companies, where she honed her survey design skills. Sheri holds a Masters of Science degree in Foods and Nutrition from the University of Manitoba and resides in Winnipeg.

Louise Leduc
Research Associate (Quebec)

Based in Montreal, Louise’s role is the French language moderation of depth interviews and focus groups. Her experience and understanding of the Quebec culture are of great value in providing insightful interpretation and recommendations. Louise has worked as a professional consultant and senior analyst for major marketing consulting firms. In her last corporate role, she was Head of the Quebec Division for an international market research firm. She has worked in business-to-business sectors (including agriculture, construction and heavy equipment) as well as consumer sectors (marketing to youth, travel and tourism, telecom, lottery and gaming). She is a current member of the Market Research Intelligence Association, Qualitative Research Consultant’s Association and the American Marketing Association, and is actively involved in the local Montreal business community.

Derrick Coupland
Brand Strategist

Derrick brings strategic insight to research projects, to ensure that the outcomes are relevant and useful for marketing purposes. Derrick offers over 25 years of experience in the marketing business, as advertising agency owner, brand consultant and creative catalyst. Derrick is also known in the agriculture industry for his capable facilitation approach and problem solving abilities. Derrick resides with his family in Selkirk, Manitoba.