EXPORT OPPORTUNITY INCREASES
BY ELLEN PRUDEN
Emerging markets tend to have a few things in common: an increase in population, urbanization and changing diets with a growing demand for wheat-based foods. As Canadian grain farmers, you know the value of diversified markets. That’s why Cereals Canada wants to continue to open new doors for Canadian cereals, meet growing demand and create more opportunities for you the farmer, exporters and the value chain.
“While maintaining and strengthening our core markets remains a priority, emerging markets will help drive the next phase of growth for Canadian cereals,” said Leif Carlson, vice-president of markets and trade at Cereals Canada. “East Asia’s rapidly growing markets present significant potential, and we are actively engaging with key stakeholders across the region to help expand demand and support long-term growth for Canadian cereals.”
GROWTH IN KEY MARKETS
Technical support and training are key tools Cereals Canada uses to strengthen existing markets and drive growth in new ones. “Our technical team delivers services to the millers, bakers, quality and procurement staff so they understand Canada’s value proposition when it comes to Canadian wheat,” said Lisa Nemeth, director of programming and training at Cereals Canada.
For example, consider East Asia’s increasing appetite for Canadian wheat. Our wheat is already trusted in the market, providing opportunities to deepen relationships, expand technical support and build demand in emerging markets across the continent. Currently, China and the Indo-Pacific region collectively import approximately nine million tonnes of non-durum wheat annually. The scale of existing purchases highlights potential for growth.
According to Carlson, though the continent is already an active market for Canadian wheat, there is room to build. “We do see the region as an opportunity and it’s one we’re already working with customers,” he said. “There’s more to do.”
Canada already has a strong foothold in the region with major shipments of non-durum wheat destined for key markets such as Bangladesh, China, Indonesia and Japan. Looking ahead, the next phase of growth is expected in markets such as Malaysia, the Philippines, Thailand and Vietnam where expanding milling capacity and rising demand for high-quality wheat are creating new opportunities for Canadian exports.
“Through our partnerships with local mills, our technical team delivers hands-on, integrated programming in-market,” said Nemeth. “Depending on the market, we may bring together millers from across a wide region to demonstrate how Canadian wheat performs in their operations. Through this work, we can showcase the quality, consistency and versatility of Canadian wheat, whether used on its own or blended with lower protein wheats to produce a wide range of products, like bread and noodles,” she added.
A REPUTATION FOR EXCELLENCE
Canada is recognized around the world as a trusted supplier of premium-quality cereals, especially non-durum wheat. As the world’s second-largest exporter of high-quality, high-protein wheat, Canada has built a reputation for excellence in global markets.
Canadian cereals are shipped to more than 80 countries, while 16 core markets form the foundation for export demand. Customers consistently choose Canadian cereals for their quality, cleanliness, consistency and performance, and Canada continues to deliver on this promise year after year.
Cereals Canada continuously monitors global markets and evaluates both current performance and emerging opportunities in collaboration with exporters and farmer members.
“Our success is built on long-standing customer relationships, but maintaining those markets requires ongoing engagement, especially in the face of growing competition from other exporting countries,” said Carlson. “Over many years, Cereals Canada has built trust and confidence in Canadian cereals through technical support, training and programming. That investment has strengthened both customer relationships and Canada’s reputation as a reliable supplier of high-quality grain.”
SUCCESS IN ASIA
Asia is already the world’s largest wheat-importing continent, purchasing an average of 56.8 million tonnes annually. Canada holds a market share of approximately 16 per cent. Wheat consumption for food purposes in Asia has trended upward over the last decade. The expansion of the urban middle class in key east Asian economies creates opportunities for further growth.
As food consumption patterns evolve across Asia, competition from other wheat-exporting countries intensifies. Consistent technical support, training and customer engagement will be critical to maintain Canada’s reputation as a trusted supplier and expand opportunities for Canadian cereals.
Ellen Pruden is Cereals Canada vice-president of communications and value chain relations.
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