Outstanding Canadian wheat quality a focus of customer seminars held worldwide

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Each year Canadian wheat customers around the world are eager to receive post-harvest information on the new crop as it relates to quality, milling, and end-use functionality. With an outstanding crop this year there is good news to share.

Saskatchewan producer Lane Stockbrugger (right) presenting at the 2016 new crop seminar held for customers in Italy. During this year’s seminars, farmers from Alberta, Saskatchewan and Manitoba will be talking to customers about grain farming in Canada.

Saskatchewan producer Lane Stockbrugger (right) presenting at the 2016 new crop seminar held for customers in Italy. During this year’s seminars, farmers from Alberta, Saskatchewan and Manitoba will be talking to customers about grain farming in Canada.

Representatives from the entire Canadian value chain including Cereals Canada, Canadian Grain Commission, Cigi, and producers and exporters are holding annual new crop seminars for customers in 18 countries. Led by Cereals Canada and Cigi with support from the CGC, the missions to Asia, Europe, Middle East, Africa and North and South America will carry on into December, starting with a session for Canadian processors on November 10.

“Listening, as well as providing information and support to Canadian customers around the world, is the main focus of the new crop missions,” says Cam Dahl, President of Cereals Canada. “During a year that is marked by high quality, it is still important to be there for our customers. The seminars provide a window of opportunity for customers to talk directly with the entire Canadian value chain, which then in turn has an impact on areas like research and innovation.”

For 2017, 84% of CWRS and 76% of CWAD met all grading tolerances for the No. 1 grade, according to the CGC.

“As the Canadian authority on grain quality and safety, the CGC is pleased to take part in new crop missions to provide data and expertise on wheat and durum, to assist international buyers in their purchasing and processing activities,” says Patti Miller, CGC Chief Commissioner.

Customers in Beijing listened to the presentations on Canadian wheat quality in 2016.

Customers in Beijing listened to the presentations on Canadian wheat quality in November 2016. New crop mission seminars provide an opportunity for customers to hear from and talk directly to the entire Canadian value chain.

By engaging directly with international buyers, the new crop missions help ensure the continued marketability of Canadian grains and maintain Canada’s international reputation for being a safe and consistent source of grain. Customer feedback also assists the Canadian grain industry in its ongoing effort to both meet and exceed customers’ expectations for years to come.

“The new crop seminars provide a unique opportunity for face-to-face engagement with customers from many countries worldwide within a short period of time,” says JoAnne Buth, Cigi CEO. “Conveying technical information on crop quality and end-use functionality in an open forum not only helps build trust with customers but ultimately facilitates ongoing two-way communication and a close working relationship with them on behalf of the Canadian industry.”

For information and data about the 2017 Canadian wheat crop visit www.canadianwheat.ca

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