Export markets prefer CPSR because it is affordable, high-quality wheat with good protein strength and extensibility. Farmers like it because it yields well and is especially reliable in making grade.
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.