Marketing is a passion for Sarah Boychuk, a brand specialist at Farm Credit Canada (FCC). Though she planned to become a teacher, she graduated with a degree in business, and has put her energy and enthusiasm into her work at FCC where she developed an appreciation for agriculture. Here, Sarah discusses her experience and shares how working in agtech gives her purpose.
Describe your job or product in one sentence.
As a brand specialist at Farm Credit Canada, I blend industry insights and marketing strategy to create campaigns that connect with Canadian agriculture. Though new to this role, I’m no stranger to FCC. I spent four years with FCC AgExpert, a farm management software that gave me a deep appreciation for agtech and the producers who use it. Now I channel that experience into storytelling, crafting messages that resonate and drive real impact.
Where did you grow up? Was it an agriculture or urban environment?
I grew up in Yorkton, Sask., a smaller city where agriculture was always part of the conversation. Many friends and family were tied to farming, and my dad worked with agriculture clients, so I saw first hand how the industry shaped our community. I had never imagined a career in ag myself until much later, when I realized you don’t need to own a farm to be part of its future.
What was your dream job when you were a kid?
Growing up, I always wanted to be a teacher. As a child, I thought career options were limited to a handful of jobs that were familiar to me. I spent my first few years of university in early childhood education before switching to business. Looking back, it was the right move. The creativity and energy I’d have brought to a classroom if I became a kindergarten teacher now fuels my marketing career, where I still get to educate and inspire, just in a different way.
What was your first job in the agriculture or agri-food sector?
During university, I spent my summers working at an input retailer, coordinating NH3 deliveries and managing customer relations. It was my first real glimpse into ag’s heart – farmers who welcomed my curiosity, asked for my thoughts on weather patterns (despite my limited knowledge), and showed me the generosity of this industry. Each year, I helped organize an annual fundraiser that provided $150,000 in aid to developing nations – proof of ag’s power to do good beyond fields and fences.
What brought you to your current role?
Marketing was always my passion, but agriculture had become a driving force for me. At AgExpert, I saw how agtech empowers farm families, helping them make data-driven decisions, plan farm transitions, and grow stronger businesses. That connection led me to Brand, where I now amplify stories that showcase ag’s innovation and resilience.
How does digital agriculture or agtech play a role in your current job?
Agtech isn’t just the technology we use, it’s transformation. I’ve watched farm families harness their own data to cut costs, boost yields, and secure their legacies. In marketing, I see my role as bridging the gap between technology and the people who use it, showing how digital solutions tackle big challenges. Whether it’s sharing farm management software or promoting a sustainability incentive, the goal is the same: helping ag thrive.
What advice would you give someone considering a career in digital agriculture?
I’ve never had a job where I felt a sense of purpose more than in digital agriculture. Over the last few years, I’ve connected with CEOs, inventors, developers, researchers and farmers, all driven by the same mission to feed a growing population. If you want work that means something, in an industry with vast career opportunities, agtech is a space where you can innovate, problem-solve, and see your impact first hand.
What first piqued your interest in agriculture and agri-food?
My dad was a lender in the agriculture industry and instilled in me a respect for the industry early on. Though I didn’t grow up on a farm, I understood the work behind every meal, and the people who make it possible. Now at FCC, I’ve come full circle. Personally, I also consider myself a foodie and am drawn to local produce. The honey I use is from a family friend, and I like to buy eggs from a girl I grew up with. This connection to local food and the people behind it is something I want to continue for generations to come.
What’s your favourite part about working in digital agriculture and agri-food?
The instant connection to purpose. Whether it’s helping a family digitize their farm records, promoting learning content to help customers make better business decisions, or supporting initiatives like Drive Away Hunger, I know my work matters. In ag, you don’t just see results, you feel them.
Why do you think digital agriculture is important, now more than ever?
Farmers have always faced adversity, but today’s challenges demand smarter solutions. Agtech turns data into decisions, helping producers do more with less. As climate, costs, and global demands intensify, digital tools aren’t optional, they’re essential. And that’s why I’m proud to be part of this industry’s next chapter.
This profile is part of EMILI’s This is Agriculture series, highlighting talented and diverse individuals across the digital agriculture sector. While individuals working in agriculture come from a variety of backgrounds, they share a common interest in growing and strengthening Canadian agriculture to ensure an environmentally and economically sustainable future for generations to come.