Farmers have a knack for tinkering with their equipment to make them work more effectively and efficiently—though their inventions rarely make it past their own family farms.
Jeremy Matuszewski found a way for farmers and other innovators in the agricultural industry to extend their reach. His Canadian company, Thunderstruck Ag Equipment based in Winkler, Manitoba, connects the global agricultural market with innovative products that enhance the machinery farmers already own. Matuszewski works closely with inventors to bring their solutions to market, so their ideas reach the farms that need them most.
What spurred the creation of Thunderstruck Ag?
Before launching Thunderstruck Ag, I spent 15 years helping grow the sales and marketing division of another Manitoba company, Grandeur Housing, from $5 million to $20 million in annual revenue. During that time, I noticed how many small and mid-sized businesses had incredible innovations but struggled to get them into the hands of more customers.
In agriculture, especially, I saw farmer-invented products being built on family farms that rarely reached a wider audience. That disconnect between great ideas and global access stuck with me and ultimately became the foundation for what we do at Thunderstruck Ag Equipment.
My journey with Thunderstruck Ag started by connecting directly with inventors, showcasing their products at farm shows and gathering honest feedback from other farmers.
Those early days were all about building trust. I had to find ways to help farmers grow their production without sacrificing quality. That meant creating dependable supply chains, forming the right partnerships and tightening logistics. I also learned to be selective, choosing only products that had already proven their value in real-world conditions. That same approach, testing, feedback and hands-on collaboration, continues to guide us today.
Tell us about more about your operations.
Thunderstruck Ag started with a simple idea: give farmers better tools to do their jobs. We work with farmer-inventors to bring practical, field-tested solutions to market. Products that solve real problems and that are truly innovative. Our focus has always been on helping farmers get more out of the equipment they already own, whether that means improving efficiency, cutting losses or just making their lives a little easier.
We’ve grown from a small Canadian company into a business that operates across North and now South America, with a newly established presence in Brazil. At our core, we are always farmer-first. We listen closely and back products that actually deliver results in the field. That’s what’s allowed us to earn the trust of farmers and stand out in an industry that doesn’t change overnight.
How do you identify the right products to represent, and what does your process look like for bringing them to a wider market?
When someone brings us a product or idea, the first thing I do is reach out to select clients and have them vet the product. I want to make sure it actually does what the inventor says it’ll do and that there are real advantages for farmers.
Then, I dig into the manufacturing process and capabilities to determine whether it’s being built to the quality standard we expect across all our products. Finally, I spend time with the people behind the product. I don’t do background checks or anything formal, but I’ll usually meet them at their farm and trust my gut on whether their morals and values align with ours.
You are also the inventor of one of Thunderstruck’s best-selling products, the Razors Edge Concaves—tell us about it.
The idea for the Razor’s Edge Concaves came from spending time with farmers in the field and really listening to the challenges they were running into. The equipment they were using forced them to choose between performance and productivity, and I started wondering if there was a way to rethink the design altogether.
What began as a “what if” idea turned into a series of prototypes we quietly tested overseas, mostly because I wasn’t sure it would work. But it did. And it was even better than we could have expected. Once we brought it back to North America, the response from farmers confirmed we were onto something special.
The Razors Edge Concaves has been honored to win multiple awards recognizing its innovation. It won the 2025 Innovation Award and the Farmers’ Choice Award at Ag in Motion, the largest outdoor farm expo in Western Canada, which showcases the latest advancements in agricultural technology and equipment. It was also named to TIME’s Best Inventions List of 2025, which was a huge moment for our team!
What’s next for Thunderstruck Ag?
We’re launching into Latin America. We’ve set up office, warehousing, manufacturing and a team in Brazil to service the entire region. Last November, we went to Agritechnica—the largest farm show in the world, to launch our products into the European market.
I’ve also started working on my next product invention. We’re still in the design phase right now and hope to begin testing across Brazil in December or January.
We don’t chase trends or push volume. We focus on tools that genuinely solve the same problems I saw in the field years ago. The difference now is that those solutions are improving operations for farmers across five continents.
