Asper School of Business

2025 Rod Senft Family Business Conference

Taking place in Winnipeg, Manitoba on November 26, 2025, the Rod Senft Family Business Conference is an opportunity for business and academics to connect and collaborate to strengthen the family enterprise footprint in Manitoba and Canada.

Graphic for Rod Senft Conference 2025

2025 Conference

This Year's Theme: "Navigating the New Realities for Family Business"

Family enterprises hold a distinctive place in the business world, balancing legacy, leadership, and growth while navigating unique challenges. This year, we'll explore the intricate dynamics of employee-owned business structures, advancements in technology and innovation, and the evolving trade relationship between the U.S and Canada - critical factors shaping business strategies for generations to come. 

We'll also hear the remarkable story of James Richardson & Sons Ltd. (JRSL), a multi-generational Winnipeg company that has thrived for over 160 years, successfully cultivating six generations to actively participate in its future. 

Why attend the 2025 conference? 

  • Network: Connect with fellow family business leaders and industry experts. 
  • Learn: Gain insights from engaging speakers on the latest trends and challenges. 
  • Collaborate: Participate in dynamic, interactive conversations, and problem solving dialogue. 
  • Be Inspired: Leave rejuvenated, equipped with fresh perspective to navigate the evolving business landscape. 
Asper Dean presenting at 2025 Rod Senft Family Conference
Two people shaking hands at 2025 Family Business Conference

Event Agenda

Agenda – Wednesday, November 26, 2025

The Rod Senft Family Business Conference brings together family enterprise leaders, advisors, and experts for a day of learning, inspiration, and connection. Explore the evolving landscape of family business and leave with insights you can apply to your own journey.

8:30 AM – Buffet Breakfast
Start the day with fresh coffee, a hearty breakfast, and the chance to connect with peers in a relaxed setting.

9:00 AM – Conference Opens
Opening remarks from Debra Jonasson-Young set the stage for a day of learning and dialogue.

9:05 AM - Greetings from the Province 

Depty Minister Tyler Gooch, Deputy Minister Innovation and New Technology will bring greetings from the province. 

9:10 AM – Welcome
Dean Bruno Silvestre from the Asper School of Business offers a warm welcome to attendees and frames the importance of family business leadership in Canada.

9:15 AM – Words of Reflection
Rod Senft, Chairman of Tricor Pacific Capital, shares personal reflections on family enterprise and the enduring values that shape success across generations.

9:30 AM – The New Landscape of Family Enterprise in Canada
Discover the latest trends shaping family businesses with Steve Beauchesne, CEO of Family Enterprise Canada and the Family Enterprise Foundation. Learn how the Canadian family enterprise sector is adapting to new opportunities and challenges.

10:45 AM – Networking Break
Build relationships and exchange ideas with fellow attendees.

11:00 AM – Employee Ownership Trust (EOT): A Multi-Generational Succession Path
Explore innovative succession planning with Chad Friesen, CEO of Friesen's Corporation, and the President of Tallgrass Employee-Owner Equity Fund. Learn how EOTs can preserve legacy, empower employees, and create sustainable long-term transitions.

12:15 PM – Buffet Lunch & Networking
Enjoy a networking lunch while continuing meaningful conversations.

1:15 PM – Keynote: Leadership at Scale
Dan Hursh, Chairman of James Richardson & Sons, Limited (JRSL), shares insights from one of Canada’s most iconic family enterprises.

2:15 PM – Networking Break

2:30 PM – Navigating Tariffs
Gain practical insights into global trade and customs with Joy Nott, Partner at KPMG Canada. Learn how tariff policies impact family businesses and strategies to manage them effectively.

4:00 PM – Closing Remarks & Wrap Up
Dean Bruno Silvestre reflects on the day and highlights key takeaways for the future of family enterprise.

4:15 PM – Reception
End the day by connecting with peers, speakers, and sponsors at a celebratory reception.

Conference Presenters

Headshot of Dan Hursh

Dan Hursh - Chairman of James Richardson & Sons, Limited (JRSL)

Dan is Chairman of James Richardson & Sons, Limited (JRSL) and a member of the sixth generation of the Richardson Family.  Since moving back to Winnipeg 14 years ago, Dan’s involvement with JRSL has continued to increase.  He joined the JRSL Board of Directors in 2019, was appointed Vice-Chair in 2021, and was recently named Chairman this past April.  Founded in 1857, JRSL is a private family-owned and operated Canadian corporation in its 168th year of business.  Headquartered in Winnipeg, JRSL is involved in the international grain trade and agri-food business, energy, real estate, financial services and transportation.

Although born in Winnipeg, at a young age, Dan’s family moved to Calgary which served as his home base until he returned to Winnipeg in 2011 to take a job with True North Sports + Entertainment.  In addition to his role as Chairman of JRSL, Dan currently serves as Vice President & Chief Legal Officer for True North, where he oversees legal and business matters related to True North and its operations, including the Winnipeg Jets and the Manitoba Moose.

Prior to joining True North, Dan practiced law with a leading Canadian law firm in Calgary.  Dan earned a Bachelor of Arts in Political Science while playing four years of NCAA hockey at Princeton University and obtained his law degree from the University of Calgary.

Dan and his wife, Katie, are passionate and active members of the Winnipeg community.  Dan currently serves as Vice-Chair of Assiniboine Park Conservancy, as a Trustee of United Way Winnipeg, and as a member of the University of Manitoba’s President’s Advisory Council.  This commitment to the community is something that Dan and Katie hope to instill in their three young children, Audrey (8), Hannah (6) and Jack (4).

  • Chad Friesen headshot outside of Friesen Employee Owned office

    Chad Friesen

    Chad Friesen is the CEO of Friesens Corporation, a 100% employee-owned company based in Altona, MB. Friesens Corporation comprises three distinct businesses that serve book publishers, self-publishers and school yearbook programs.

    Established in 1907, the company has been employee-owned since the 1950s. Today, Friesens employs almost 600 employee-owners and serves over 3,000 customers, producing millions of books annually.
    In addition to his role at Friesens, Chad is the President of the Tallgrass Employee-Owner Equity Fund, a social impact initiative aimed at helping medium-sized business owners transition to employee ownership. This ownership model preserves the legacy of the business within the community and/or region within which it was founded, ultimately making for a more resilient local economy. He is a dedicated advocate for employee ownership, serving on the board of Employee Ownership Canada. He is also a director on the boards of Friesens Corporation, Red River Mutual, and the Manitoba Business Council.

  • Joy nott headshots for 2025 Rod Senft Family Business Conference

    Joy Nott

    Joy Nott is a Partner in KPMG’s National Tax, Trade, and Customs practice and will be the Canadian partner overseeing this project. With more than 30 years of experience in customs compliance and international trade, Joy has held leadership roles across customs brokerage, global accounting firms, and major U.S. banks. Before joining KPMG in 2018, she served as President and CEO of the Canadian Importers and Exporters Association (I.E.Canada) for eight years, where she advised on trade policies and represented Canadian businesses on key issues.

    Joy has been a trusted advisor to the Canada Border Services Agency (CBSA), Federal Ministers, and parliamentary committees, providing expert input on trade and supply chain matters. A recognized voice in the field, she is frequently quoted in The Globe and Mail and appears regularly on BNN, CBC, and CTV. Joy holds a Bachelor of Arts from Concordia University, a Qualified Customs Brokers’ designation, professional customs brokerage status, and a P.Log (Professional Logistician) designation.

  • Steve Beauchesne headshot for 2025 Rod Senft Family Business Conference

    Steve Beauchesne

    Steve Beauchesne became CEO of Family Enterprise Canada (FEC) and the Family Enterprise Foundation (FEF) in April 2024, bringing with him a celebrated track record as an entrepreneur, community builder, and advocate for family business. He co-founded Beau’s All Natural Brewing Co. with his father and, over nearly two decades, helped grow it into one of Canada’s most respected craft breweries — recognized nationally for its sustainability practices, inclusive culture, and strong community engagement. His leadership of Beau’s Oktoberfest, which became both a major tourism event and a fundraiser for local causes, reflected his ability to align business growth with social impact.

    A former Family Enterprise of the Year Award recipient, Steve is deeply connected to the FEC/FEF community and has become a trusted voice in the sector. Known for his dynamic presence — including serving as Master of Ceremonies at the 2025 FEC Symposium — he now leads FEC and FEF with a vision to empower Canada’s family enterprises through education, peer networks, and research. Drawing on his entrepreneurial experience and commitment to purpose-driven business, he is guiding the organizations into their next chapter of growth and impact.

About Rod Senft

  • Rod Senft [BComm(Hons)/67, LLB/70] is an accomplished entrepreneur, investor, and philanthropist with a passion for family enterprise. He is the founding partner in three successful Canadian private equity firms – Tricor Pacific Capital, Founder’s Group of Food Companies, and Pender West Capital Partners – and has over five decades of experience in the industry.

    Rod obtained his Bachelor of Commerce and Bachelor of Law degrees from the University of Manitoba, which helped him establish a successful career. He is committed to supporting family businesses and the entrepreneurs of the future and has been a strong advocate for raising awareness about the importance of family enterprise within the Canadian economy.

    Beyond his work, Rod is also actively involved in philanthropic activities through the Senft Family Foundation. He has generously supported various initiatives and programs in Manitoba and Vancouver, empowering the next generation of entrepreneurs and business leaders.

  • Entrepreneur Rod Senft's portrait.

Past events

View past Senft workshop event agendas.

The 2024 conference themed Navigating Difficult Conversations in Family Business featured conference presenters including, Mark Dufresne, Estelle Metayer, and Lukas Neville.

Event photos

The 2023 conference themed Succession Planning in Family Enterprise-Align the Family and the Business will Follow, focused on the intricacies of succession planning.

Event photos

Conference partners