Dirt Matters
Farm Business & Succession Planning
"A farm is more than land and crops—it’s a legacy." At Dirt Matters, we help farm families create succession plans that honor generations of hard work while securing the future of their operation. A well-structured succession plan ensures a smooth transition, financial stability, and a thriving farm for years to come.
Did You Know - In Alberta, a concerningly low amount of farmers have a formal succession plan in place. Based on a 2021 census of agriculture only 14% of farmers have a formal succession plan in place, despite the average age of Alberta farmers increasing.
Services Dirt Matters Offer
Meet the Team
Laine Gray
Founder
With nearly two decades of experience in the agricultural industry, Laine has gained a multifaceted perspective on the field. He began his career working on the ground level as a Chemical Sales Agronomist, blending fertilizer and delivering chemicals, before advancing into a management position in Ag Retail. Laine’s career path then led him to a chemical sales company, where he served as a Territory Sales Manager. However, Laine recognized there was one key element missing from his experience—Farm Finance.
To fill this gap, Laine transitioned into the financial services industry as an Agricultural Lending Specialist, where he successfully built a $100 million portfolio. This experience equipped him with the insights necessary to understand farm debt structures, cash flow needs, and the financial requirements for farms to remain stable and grow.
Through countless conversations with producers, one recurring theme emerged: the need for Succession Planning. Many growers had ideas on how to pass down their legacy to the next generation but lacked clarity on how to make it happen. Drawing from his expertise and extensive network, Laine left a successful career to establish Dirt Matters Ltd, a company dedicated to helping family farms navigate the succession planning process.
Devin Naslund
Farm Business & Succession Specialist
Growing up on a farm, Devin developed a deep appreciation for agriculture from an early age. By 14, he was already operating equipment and immersing himself in the industry. His passion for farming led him to pursue a Bachelor of Commerce degree in Finance from NAIT, equipping him with the financial expertise needed to support the agricultural sector.
Devin began his career at Bayer CropScience, where he gained valuable insight into the agribusiness industry. He then transitioned into finance, joining Vision Credit Union as a Branch Manager, where he managed all agricultural and commercial accounts with a portfolio exceeding $50 million. This experience gave him a deep understanding of farm debt structures, cash flow management, and financial planning strategies essential for long-term success.
Through his work in ag finance, Devin saw firsthand the challenges that farmers face—not just in day-to-day operations, but in securing their legacy for the next generation. Recognizing the critical need for succession planning, he joined Dirt Matters to help farm families build custom financial and transition plans that ensure both profitability today and a sustainable future for generations to come.
What our clients are saying
Stan & Jodi Sware
Left Field Farms Big Meadow, AB
“Working with Laine and Dirt Matters Ltd on our succession plan was so easy! What could have been a very overwhelming process was made simple and stress free by Laine. He walked us through the process step by step , carefully listening to each of us and taking our ideas and thoughts and putting them onto paper. It never felt rushed, and it never felt hard, which is what I expected. It was like having a friend over to sit at our table and chatting about our history, our future, our dreams, our worries and having him work through all of that information and make sense of it. We now have such peace of mind knowing that we have a plan in place for the future of our farm. What I never expected but am so incredibly grateful for is all the financial information at our fingertips. Dirt Matters gathered all our numbers and created a document that makes it so easy to see where we were and where we can go! When making decisions or going to the bank we have everything we need. We couldn’t be happier with our succession plan!”
Rod & Michelle Hill
Westside Farm High Prairie, AB
“Upon starting this journey, we questioned if it was too soon to develop a transition plan. We quickly realized it was not. Working with Dirt Matters, they helped to guide us through what be an overwhelming, emotional task and provided a deeper, clearer understanding of our operation. Thanks to Laine, we have a plan that should set us up to pass on a successful farm to our next generation.”
Failing to plan is planning to fail
Dirt Matters Ltd is a Succession Planning & Farm Financial Advisory company that specializes in transitioning family farms from one generation to the next to thrive in today's agricultural world.
The company focuses on putting the farm in an ideal financial position by aligning cash flow, debt structure, trending cost analysis, and financial ratio analysis to ensure a smooth transition can take place.
We then focus on your business going forward for both the Retiring & Succeeding Generations by aligning farm goals, budgeting, retirement planning, and focusing on the strategic plan for family farms going forward.
If you’re interested in learning more about how our services can help you achieve your goals, contact us today for an initial consultation.