MARKET OUTREACH A MUST
BY ELLEN PRUDEN
For Canadian grain farmers, the timing couldn’t be better. Organized by Agriculture and Agri-Food Canada (AAFC), a late July trade mission to the Indo-Pacific region aimed to bolster ties with Indonesia, the Philippines and Singapore—three key buyers of Canadian cereals in the region. Cereals Canada CEO Dean Dias joined AAFC Minister Heath MacDonald and representatives of six additional major agricultural organizations to strengthen relationships in a region that annually imports more than a quarter of Canada’s total agricultural exports.
“The Indo-Pacific region represents a tremendous opportunity for Canadian cereals,” said Dias. “Canada has enjoyed long-standing trade partnerships within this region and the minister’s presence underscores their importance.”
The mission included a strategic meeting with Bogasari Flour Mills, one of Indonesia’s largest wheat importers. A visit to one of its flour and pasta plants gave Cereals Canada the opportunity to reinforce its longstanding relationship with this key buyer. Indonesia alone represents Canada’s second-largest wheat export market, importing more than two million tonnes annually. Over the past five years, Canada has averaged 2.08 million tonnes of cereal exports to Indonesia. Valued at $831 million, this demonstrates the substantial economic impact of this trade relationship.
Cereals Canada regularly meets with customers in Indonesia, including Bogasari, through its New Crop Trade and Technical missions, technical exchanges, programming and webinars. Whether in-person or virtual, this type of consistent contact provides a crucial platform to identify market-specific access issues and creates opportunities for proactive resolution, explained Dias. “These face-to-face meetings are invaluable for resolving technical trade issues, reinforcing Canada’s quality and providing technical support. Building relationships with millers, bakers and pasta makers isn’t just good business, it’s how we ensure Canadian cereals remain the preferred choice in competitive global markets.”
Beyond government relations, the trade mission exemplified the commitment of Cereals Canada and the Canadian government to building strong relationships with global customers. Direct engagement with millers, bakers and quality assurance professionals helps foster trust and loyalty and ensures Canadian cereals remain a preferred supplier worldwide, said Dias. “These connections are essential for understanding evolving market preferences, potential market access and regulatory issues and quality specifications that determine opportunities,” he added.
The Indo-Pacific region’s growing middle class alongside increasing demand for high-quality protein and cereal-based foods creates significant opportunities for Canadian grain exports. Participation in the AAFC mission reinforces the commitment made by Cereals Canada to maintaining and opening new doors for its members in high-value markets.
“Our farmers and food processors work tirelessly to produce reliable, high-quality and safe food,” said MacDonald in an AAFC statement released after the mission. “Because of the reputation they’ve helped build, more countries are choosing our products, and we’re absolutely focused on creating more opportunities for them by increasing and diversifying our exports, moving forward on new free trade agreements, and raising the profile of the Canada Brand worldwide, especially in areas like the Indo-Pacific.”
While Canada’s Indo-Pacific Agriculture and Agri-Food Office provides ongoing trade support, grain farmers can expect Cereals Canada to continue to maintain and expand these crucial market relationships.
Ellen Pruden is Cereals Canada vice-president of communications and value chain relations.
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