GrainsWest Fall 2018

Fall 2018 Grains West 32 BY IAN DOIG • PHOTOS COURTESY OF CANADIAN INTERNATIONAL GRAINS INSTITUTE AND GEOFF BACKMAN New cropmissions critical to Canadian international grainmarketing EWCROP 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 post- harvest 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. Visiting 18 or so countries each November and December, the entire value chain participates, strengthening N its own domestic ties while building and reinforcing relationships with international grain buyers and identifying potential markets for wheat classes that may benefit from additional attention. A COMMON VOICE Prior to the dissolution of its marketing monopoly on Aug. 1, 2012, the Canadian Wheat Board handled outreach coordination. The end of this coordination meant that Cigi and the CGC engaged in separate missions that did not include farmers or exporters. “We didn’t have that single, common voice from Canada,” said Cam Dahl, Cereals Canada president. FEATURE In 2014, one of Cereals Canada’s first projects was to re-establish coordinated customer outreach. The intent was to create consistent messaging by working cooperatively with value chain members to inform the world about the quality of the Canadian crop. “It has been enormously successful,” said Dahl. “We’re delivering a very effective program that delivers the voice of the Canadian industry.” While millers in the United States and Canada remain the largest purchasers of Canadian wheat, the new crop missions program has become a central point of contact in servicing other major customers in countries GOING GLOBAL