There is a common adage in agriculture: wheat is 14 per cent protein and 86 per cent politics. This applies as much to international markets as it does to domestic policy debates.
It’s no secret that Canada is one of the world’s top producers of consistently high-quality wheat. Millers in countries such as Ecuador, Indonesia and Japan rely on Canadian wheat to produce top-quality flour for their customers. And while American millers contend with wheat consistency issues, new marketing opportunities for Canadian wheat have popped up in that country. In a highly competitive market, quality is what sets Canada apart from its competitors.
New crop missions form the practical foundation of Canada’s strategic wheat marketing efforts. And they have proven invaluable in developing and maintaining markets. Forming the delegations that carry out these postharvest sojourns, Cereals Canada, the Canadian International Grains Institute (Cigi), the Canadian Grain Commission (CGC) as well as grain companies and farmer representatives work together to cultivate and sustain relationships with traditional and emerging customers.