Most read




Following the release of its 2023 New Wheat Crop report in November of last year, Cereals Canada led four international New Wheat Crop Trade and Technical Missions to showcase the quality of Canadian wheat to customers and buyers. Mission team members included representatives of the Canadian Grain Commission (CGC), exporters and farmers from four provincial wheat organizations.

Alberta farmer Dean Hubbard was a participant. Alberta Grains board member and vice-chair of the Canadian Wheat Research Coalition, he took part in the durum trade and technical mission. Hubbard visited Algeria, Italy, Morocco and the U.K. Farmer Tara Sawyer also shared her insight as a wheat farmer. The chair of Alberta Grains, she travelled to Malaysia, Nigeria, Singapore and the United Arab Emirates.

Additional farmers included Korey Peters who represented the Manitoba Crop Alliance on the Asian mission, while Lesley Kelly, a SaskWheat director, participated in the Latin American mission. Kelly was joined by Josh Boersen, a board member of both Cereals Canada and Grain Farmers of Ontario.

Canadian wheat is known globally for its high quality and consistency and is typically blended with lower quality wheats to improve the baking characteristics of flour. The Canadian delegations informed hundreds of customers in 17 countries about what they can expect from the performance of the 2023 wheat crop in food production.

In addition to reports on quality and functionality, the presentations included information about market supply and demand and an update on the CGC Harvest Sample Program and available government certificates. At each seminar,
the farmers spoke about key farming practices and also addressed customer questions about the environmental sustainability of Canadian farming methods.

“Each market wants to understand more about Canadian farming practices,” said Dean Dias, Cereals Canada CEO. “Having representatives like Dean, Tara, Lesley and Korey speak on behalf of Canadian growers about their farming practices is critical to informing customers about sustainability.”

In Algeria, a customer was curious about how much organic carbon content Hubbard locks into his soils. Hubbard confidently addressed the question because he has collected soil samples for each of his fields since 1996 and has worked as a soil research technician. “I like to think of myself as a soil fertility enthusiast,” he said.

In Colombia, Kelly similarly fielded questions about regenerative agriculture practices and the sustainability of her farming system. She explained diverse geography and the complexity of practices from farm to farm make comparisons tricky and requires a wholistic view. “I appreciated the questions from our Latin American customers because they were very curious about our farm’s sustainability practices. I was proud to share the practices that farmers across Canada do to consistently grow high-quality wheat while protecting our natural resources,” stated Kelly.

Cereals Canada builds and maintains strong relationships through the New Wheat Crop Trade and Technical Missions. Doing so is vital to build international demand for Canadian wheat. Farmers who participate often find the experience is a powerful reminder their work has global impact.

“We pride ourselves on quality and consistency,” said Hubbard. “To hear it repeatedly mentioned by buyers and customers, it really stood out to me as a farmer. One broker even referred to Canadian durum as the Ferrari of durum, which really goes to show Canadian wheat is in a class by itself.”  

Ellen Pruden is Cereals Canada director of communications.


Be the first to comment on this article

Leave a Reply

Go to TOP