In an age where deals are signed digitally and relationships are often reduced to inboxes and DMs, it’s easy to forget the quiet power of a handshake. But at Sunnybrook Combine Parts, we haven’t forgotten.

Because out here, in the field, in the shop, and in the dealer yard, a handshake still means something. It means you can count on us. It means we stand behind what we say. And it means we’re in this together.

Listening, Not Pitching: What Combine Clinics Remind Us

This summer’s in-person combine clinics were more than events on a calendar. They were a reminder of what business is truly built on: shared experiences, mutual respect, and honest conversations.

Whether we were swapping stories over coffee with a farmer, walking rows of machines alongside a sales partner, or answering questions from a young operator preparing for his first solo harvest, the message was the same: people crave genuine connection.

We didn’t go to talk. We went to listen. And those conversations are already shaping the way we design, build, and support our parts and systems.

I Was There, And I’m Glad I Was

Over the past few weeks, I have had the privilege of being part of the Sunnybrook team on the road, connecting with the very people we’re here to serve.

In mid-July, I spent the week at Ag in Motion in Saskatchewan, where thousands of farmers, dealers, innovators, and suppliers came together. It was hot, dusty, and full of incredible conversations. There’s something about being outside, boots on the ground, and shaking hands with people from across the industry that’s where trust is built.

Then, last week, I was in Peace Country attending combine clinics alongside our sales team. The energy in those rooms, the questions asked, and the insights shared reinforced everything we believe at Sunnybrook. Farmers want reliable partners, not just parts. And they value being heard.

While I was up north, our Business Development Manager, Lance Bird, was also on the road, meeting farmers and dealers from Alberta to Manitoba. This kind of presence isn’t a marketing tactic. It’s a core part of how we do business.

Farmers Make Decisions with People They Trust

Farmers don’t just buy from brands; they buy from people. From the rep who’s helped them through three tough harvests. From the neighbour who swears by a certain concave. From the dealer who knows exactly what’s needed for this year’s crop conditions.

That’s why we take the time to be present, not just online or over the phone, but in person. Our presence at combine clinics, trade shows, and demo events isn’t about checking a box. It’s about investing in trust, trust that we earn every time we show up, shake hands, and follow through.

Dealers & Sales Partners: Our Front-Line Allies

We’re equally grateful for the chance to connect with our dealers and sales partners during these clinics and shows. They are the backbone of how Sunnybrook delivers value to farmers across North America and beyond.

These events give us the opportunity to listen to what they’re hearing in the field, provide updates on upcoming developments, and align on how we can better serve farmers together.

When we shake hands with a dealer, it’s not just a formality; it’s a commitment to support, integrity, and partnership.

Some Things Shouldn’t Change

Yes, we’re innovating constantly. Yes, we’re developing new prototypes and utilizing digital tools to better serve our customers. But our values haven’t changed.

We believe:

• In picking up the phone and answering your questions
• In showing up when it matters
• In a handshake, it is as good as a contract

That’s how we’ve done business for nearly five decades, and it’s how we’ll keep doing it.

Why August Matters

August is a special time. It’s harvest prep season. It’s show season. It’s the last chance to pause and connect before the roar of the combine drowns everything else out.

That’s why these moments, these handshakes, these conversations, matter so much right now. Because when the work starts, you need to know who’s got your back.

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Let’s Stay Connected

We’ll be attending more clinics and shows in the weeks ahead. If you see a Sunnybrook cap, come say hello. Shake our hand. Tell us what’s working, and what’s not.

Because business may have changed, but trust hasn’t.

Reach Out Here or leave a comment: What would you love to see at the next combine clinic or trade show?