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Elaine and Donald Triggs.

‘When you have a chance to share, you do’

Alumni Donald and Elaine Triggs create new student bursary program

December 16, 2020 — 

After more than three decades, Donald and Elaine Triggs are closing the door on their careers in the Canadian wine industry – only to open many more for UM students. Today, the newly retired alumni announced a gift of $1 million to establish a new bursary program accessible to high potential students with financial need, from any faculty or field of study. They have also contributed $10,000 to the COVID-19 UM Student Technology Fund.

Donald [BSA(Hon)/66] and Elaine [BHEc(Hon)/66] first met while staying in residence at UM, away from their family farms in Treherne and Elgin, Manitoba. They married the year they graduated, and immediately began chasing their dreams. In 1989, Donald and four senior managers bought Labatt’s wine division, renamed it Vincor and subsequently developed and launched the Jackson-Triggs brand, building it into the darling of Canada’s wine industry. In 2006, Elaine and Donald along with their daughter, Sara, founded a premium boutique winery, Culmina Family Estate Winery, in the Okanagan Valley south of Oliver, BC.

Now, the Triggs have decided to express their gratitude for the institution that gave them their start, the University of Manitoba. Today we sat down with Donald and Elaine Triggs to see how their love for each other, and for UM, has only gotten better with age.



Elaine: We’re fairly humble. We never do these things to get accolades. It’s our own inner feelings of doing the right thing, and knowing these gifts will help students who really need help to lead stronger and better lives.

Don: Opening the door to education is one of the most powerful things in the world. To be able, in our small way, to contribute to that is the jewel for us.


Elaine: I was the first in my family to go to university. Both our parents were very grounded so it gave us the confidence to do whatever we wanted to do. I stayed in residence at Taché Hall and took English and organic chemistry, but most of my courses were within the Faculty of Home Economics. I was one of the first graduates of the honours program. To this day the friends I met within the first week of living in residence are still friends I keep in touch with.

Don: The thing that blew me away was the growth and exposure to different people. The guy next door was an architectural student and we had a chap down the hall doing a PhD in chemistry. That cross-fertilization of ideas and the opening of the mind that came with that was the most exciting part of university for me.


Elaine: They had dances between the male and female residences in Taché Hall. During first term Don asked me to dance with him. He was cute. He was a great dancer – a lot of fun. But I wouldn’t go out with him, can you believe it? So he went on to date someone else for two years. We didn’t start dating until third year.

Don: I remember she was a great dancer and I thought she was smart and very attractive but the timing wasn’t right.


Elaine: What attracted me is he’s smart. Don has a great sense of humour; he loves to laugh and have fun with life. And he’s kind. He’s humble.

Don: When I think about Elaine I think about someone who is adventurous, beyond belief. She’s never seen a challenge she wasn’t ready to grab. She has enormous energy and concern for other people. Most of all, she balances me, because I am a bit of an extreme optimist. It doesn’t hurt to slow me down now and then.


Elaine: I think there’s always been confidence we’ll work things out. When Don went to Western (for his MBA) we had no money. I had a job, but that’s it. For two years we had no furniture. We saved enough to go to Europe for 10 weeks by living on $5 a day. So we’ve always been ones that did without so we could afford to get what we want.

Don: My mother’s favourite saying was “Can’t is a coward too lazy to try.” How do you know you can’t do it if you haven’t tried? A fundamental in our lives is we really did believe in the art of the possible. I’m an eternal optimist: I see the cup half full all of the time, even if it’s only a quarter full. I really see the potential for change and for better things.

Elaine: I’m a realist, sometimes to counteract the over optimism. But Don’s right: we had good health, both mental and physical, positive attitudes and a real work ethic. We’re blessed with energy, especially in our last business which we didn’t start till we were age 62. We worked for what we got. We gave it energy, we gave it time.


Elaine: Change will always be with us. So being able to adapt and move with change is going to be an even bigger factor. I’ve had three or four different careers in my lifetime. I was a teacher for quite a number of years. I went back to school and at age 48, I became a chartered accountant. I even helped design wineries. Just find your happiness, and not what someone else wants you to do. You’ve got to follow your own heart and soul.

Don: Don’t give up and do not let people tell you it can’t be done. Yeah, there’s big changes right now but reading through history, whenever there’s huge change, there’s not only higher risk but there are also opportunities because it throws all the balls up in the air.


Elaine: For me, education in any discipline is so important. I’m a big believer in a liberal arts education which is getting less and less funding. So that’s why we definitely did not want to allocate this bursary to specific disciplines or faculties. They need to be a good student, well rounded and really get something big out of this that they otherwise would not be able to.

Don: I qualified for a lot of bursaries and scholarships which were critical support to me through the entire four year program. I feel very, very rich in the sense of the great education and growth that sort of set me on my way. Our family grew up with a social conscience. In the farm community we really believed in trying to help our neighbours when they needed help. We’ve always had this sense that when you have a chance to share, you do.

The first Donald and Elaine Triggs Bursaries will be offered in 2021-2022. Their endowed gift will support, in perpetuity, a growing cohort of students who will be the beneficiaries of the Triggs’ kindness and generosity.

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8 comments on “‘When you have a chance to share, you do’

  1. Laurel Anderson-McCallum

    This is a most uplifting story. I am so proud of these 2 wonderful people who show that your dreams can come true if you are focused upon their pursuit. How wonderful to think of the joy of the students who will be graced by this generosity. (I hope I have contributed in some small way by always cherishing my favorite red and white…Jackson-Triggs Reserve VQA!)

  2. Kakysh

    Hello I was very motivated after reading their live history and thanks God that in the world have that kindhearted peoples. I’m from Turkmenistan at the moment study in China and to go study Canada it was my dream but I don’t a have anough savings to go Canada. But I don’t give up my dreams still doing my best to go Canada for study language courses 2021 and follow my dreams. At the moment I’m working to cover my study fees but I don’t think I’ll be cover or not my study fees to going Canada but I’ll try to my best. Sometimes I’m thinking to give up but after reading Miss ELAINE AND DONALD TRIGGS’S live history motivated me especially when I read the “Can’t is a coward too lazy to try.” How do you know you can’t do it if you haven’t tried? “,,”For two years we had no furniture. We saved enough to go to Europe for 10 weeks by living on $5 a day. So we’ve always been ones that did without so we could afford to get what we want.”
    Thanks for reading my message. I didn’t tell it anyone till today and thanks for understanding my life feelings. At the moment my English is poor sorry for some mistakes. Thanks for attention and I’ll be very glad if I get opportunity to go Canada.

  3. Vincent C. O.

    Wow…your story is absolutely inspiring. And to say the least, this is exactly the kind of motivation that I needed right now. From the story you two shared, I have been charged up to be determined and never to give up on my dreams. Sometimes, I feel like its too late for me to pursue my dream considering my age (just over 30), but to think of Mrs. Elaine going back to school at over 45 years of age, is completely motivating. And thanks to their kind heartedness for giving back to the Uni. and the world. God bless you both.

  4. Todd and Julie Racher

    Thank you Don and Elaine for the inspiring interview and the most generous gift for UM it will benefit many deserving students now and in the future. We are very proud of you and your humble beginnings. It is a privilege to read about your story. Congrats on your retirement!

  5. Randy Steffan

    Guess it’s time to haul out that bottle of Jackson Triggs Entourage Grand Reserve bubbly in my wine fridge and offer up a toast to Elaine and Don.

  6. Shannon

    Thank you Don and Elaine for sharing your life story. I loved hearing how you continued to reinvent yourselves right up into your 60’s. Very inspiring!
    Thank you also for your generosity in creating a bursary at U of M that will allow students the opportunity to “chase their dreams” as well.
    Congrats on your retirement!

  7. Dave Whitehead

    Great story and just the set of ethics you so honestly portray, Don and Elaine.
    Dave Whitehead, North Battleford,SK with Lilyfield MB in my heart.

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