Alberta Beef Producers formalizes succession plan in preparation for a leadership transition

Alberta Beef Producers (ABP) has formalized its leadership succession plan with the addition of Shannon Sereda as Assistant General Manager, as it prepares for a leadership transition at the end of 2027.  

“We are excited to welcome Shannon Sereda to the ABP team,” says Doug Roxburgh, Chair of ABP, and member of the hiring committee. “Shannon brings extensive experience in government relations, industry advocacy, and a thorough understanding of agriculture policy and programming.” 

As Assistant General Manager, Sereda will work closely with the General Manager and Board of Directors to support the operations of the commission, gradually assuming more responsibilities as part of ABP’s succession plan. 

“I am honoured to join Alberta Beef Producers as Assistant General Manager and am grateful for the trust the hiring committee has placed in me,” says Sereda. “Having spent much of my career working on behalf of farmers, I am excited to continue serving producers in a leadership role. I look forward to working alongside Brad, the Board and the ABP team to advance the commission’s strategic priorities and help build a strong and sustainable beef industry.” 

Sereda comes to ABP from Alberta Grains, where she held the title of Director, Government Relations, Policy and Markets. She has also served as Trade Commissioner for the Embassy of Canada in Ecuador, Commerce Officer for the Government of Canada, an Instructor with SAIT’s School of Business, and brings non-profit and business development experience from the Calgary Economic Development. She has earned both a Bachelor of Management from the University of Lethbridge and a Master of Science from the University of Calgary. 

“Shannon brings an impressive combination of policy expertise, industry knowledge, and leadership experience to ABP,” says Brad Dubeau, General Manager, ABP. “I look forward to working with her over the coming year, as she develops a fulsome understanding of the commission, builds relationships across the industry, and further develops her vision for ABP.”

Dubeau joined ABP as Marketing and Education Manager before being appointed General Manager in 2020.  

“Brad’s leadership has always been defined by a focus on the long term,” says Roxburgh. “By initiating succession planning well in advance of his own planned transition, he has demonstrated the same commitment to the future of ABP that has guided his tenure as General Manager.” 

Sereda will begin her role as Assistant General Manager on Oct. 26, 2026, and is expected to succeed Dubeau as General Manager. Dubeau plans to step down on Dec. 31, 2027, following the transition period working with Sereda.  

“The Board of Directors is pleased to welcome Shannon to the team, to continue working alongside Brad through the transition period, and to build on ABP’s strong foundation in the years ahead,” says Roxburgh.