Cigi, CGC, Cereals Canada set out together on new crop missions


Representatives from Cigi, Canadian Grain Commission, and the newly formed Cereals Canada have joined together to embark on missions around the world this week to discuss the new crop with Canadian wheat customers.

“We’ll be giving customers a good base of information, available to all end users to get a better understanding of how the crop will perform for them,” says Murdoch MacKay, Commissioner of the CGC. “There will be people from industry and farmers making presentations, the CGC discussing the grading factors and varieties grown, and Cigi providing information in commercial milling and end uses. So it’s an opportunity for companies to get all of this information at once to put together.”

Seminars focused on the quality of the Canadian wheat crop will be held in 20 countries throughout Asia, the European Union, Latin America, the Middle East, and North Africa from now to mid-December.

“This year Cigi, CGC, and Cereals Canada are working together for the benefit of the entire value chain — from the producer to the end user,” says JoAnne Buth, Cigi CEO. “Cigi’s role in this partnership is to provide information on the quality attributes of the 2014 Canadian wheat crop, giving current and potential customers the data they need to make informed decisions about buying Canadian wheat for their end use requirements.”

Cereals Canada’s role will be to understand the markets and introduce themselves to customers for the purpose of market development on behalf of Canadian producers and exporters.

Cam Dahl, Cereals Canada President, says he is pleased about this year’s new crop missions. “The development of the ‘Team Canada’ approach will benefit our customers as well as Canadian farmers, grain handlers, processors and exporters and all other links in the cereals value chain. Market development and support is one of the key strategic priorities for Cereals Canada, and reaching out to customers to review the qualities of the new crop is a critical part of this effort.”

The mission to Asia began this week with seminars scheduled over the next few weeks in Japan, South Korea, China, Indonesia, Singapore, Malaysia, Vietnam, Thailand and the Philippines. Aside from crop quality data, customers will also hear about the growing conditions and market outlook for the 2014 new crop.

In mid-November a one-week mission will leave for Italy, the U.K., and Germany, followed soon after by another one-week mission to Chile, Peru, Ecuador and Colombia. In early December a group will also hold seminars for customers in Morocco, Algeria, Tunisia, and Dubai.

The intense schedule of new crop missions is called for since Canada’s harvest and assessment of crop quality is later than most other global competitors, JoAnne says. The seminars are of utmost importance to keep Canadian wheat in the forefront with customers, especially if there are any quality concerns in a given year.

 “This is a unified message going to customers that is positive for everyone in the value chain,” Murdoch says, adding that feedback also gathered from customers will be presented later to Canadian industry.