CANADA’S WHEAT BRAND AMBASSADORS
BY ELLEN PRUDEN• PHOTO COURTESY OF CEREALS CANADA
When a Canadian farmer sits across from a miller in Colombia, Japan or Morocco to explain how they manage grain quality from seeding to harvest and storage, it changes the conversation. Last fall, farmers from Alberta Grains, Grain Farmers of Ontario, Manitoba Crop Alliance and SaskWheat travelled to core wheat markets to talk about their production practices. They put a face on the Canadian wheat brand and built the trust that keeps buyers coming back.
The 2025 Cereals Canada New Crop Trade and Technical Missions took Canadian exporters, farmers and staff from Cereals Canada and the Canadian Grain Commission to key markets across Asia, Latin America and North Africa. The feedback was clear—when farmers show up, it produces results.
Millers have sourcing options that include Australia, the EU, Russia and the U.S. What sets Canadian wheat apart, aside from its high quality, is value chain support. “We sell in a very competitive environment, and we have to have a competitive advantage especially when other countries have offices in these markets,” said Doug Martin, a Manitoba grain farmer who participated in the Latin America mission. “We need to tell our story about sustainability, quality and our farming practices. Showing up once a year is the least that we can do.”
Maintaining strong relationships with Canada’s largest markets is essential, said Scott Jespersen, chair of Alberta Grains and a Cereals Canada board member. During the mission, he met with officials from Japan’s Ministry of Agriculture, Forestry and Fisheries and with China’s largest wheat buyer. In both nations, relationships and respect are highly valued. He said the trip demonstrated the importance of the work Cereals Canada does for farmers.
“I was asked so many questions about everything from my production practices to pesticide use, on‑farm storage and how we maintain such a clean product,” said Jespersen. “We produce it, so we should promote it. Relationship‑based cultures thrive on mutual respect and trust.”
The 2025 missions engaged with buyers from 29 countries that purchased $8.2 billion worth of Canadian wheat in 2024. Customers from Bangladesh to Guatemala repeatedly stated Canadian wheat consistently meets their quality standards and the latest crop was no different. This consistency gives customers confidence and strengthens trade relationships. The way it is grown, handled and transported from farm to port also matters.
“We can’t assume buyers automatically understand what makes Canadian wheat different,” said Dean Dias, CEO of Cereals Canada. “Our competitors actively promote their wheat and, in some places, misrepresent Canadian quality. As the experts in Canadian wheat, our role at Cereals Canada is to provide quality assurance, analysis, customer support and training, but it is also to be the voice of the value chain to global buyers.”
“I used to think my job ended at the elevator,” said Scott Hepworth, a Saskatchewan farmer and SaskWheat board member. “But when I saw how much buyers valued hearing directly from farmers about our practices and commitment to quality, I realized we all have a role in market development.”
This ongoing customer engagement earns trust that is reinforced by market support activities such as New Crop Trade and Technical Missions, trade delegations and customer visits to the Cereals Canada technical labs. To have farmers help share the Canadian quality story is an essential part of this crucial work.
Ellen Pruden is Cereals Canada vice-president of communications and value chain relations.
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