We are the voice of the Cereals value chain. Over the past year, Cereals Canada continued to monitor market access issues, provide market support and programming, and promote the use of Canadian cereals in the global marketplace.
Canada has long held a reputation as a provider of high-quality ingredients. This didn’t happen by accident; it is the result of continued investments and innovation throughout the Canadian cereals value chain. And these strategic investments have delivered returns. Our cereals sector alone contributes almost $69 billion to the Canadian economy annually and supports over 370,000 paid full-time equivalent jobs across the country.
This past year has been one of strategic reflection and decisive action for Cereals Canada. While global markets continued to present uncertainties, testing the resilience of our entire value chain, our board undertook comprehensive strategic planning sessions to ensure we remain positioned to serve our members and advance Canada’s cereals sector effectively.
We have reinforced our commitment to supporting members by gathering market intelligence, responding to market access issues, building strong relationships, supporting government engagement for trade relations, enhancing market differentiation, increasing customer value and engagement, and maintaining crucial value chain partnerships.
The role of Cereals Canada is to work with Canada’s customers at home and abroad to ensure that Canadian quality translates into value. Our services provide tangible benefits that remain vital for the long-term competitiveness and sustainability of Canada’s cereal industry. Looking ahead, we will continue working on behalf of our members and customers with renewed focus and clarity of purpose.
While challenges in the cereals sector are constant, I am confident that by building on our current strengths, leveraging our collective expertise, and executing our strategic plan, we can navigate obstacles effectively and capitalize on emerging opportunities.
Brett Halstead Chair, Cereals Canada
Cereals Canada Global Engagement
In 2024-25, Cereals Canada engaged with 63 countries delivering Canada’s quality and functionality reports to global buyers. This included 59 current international buyers of Canadian cereals, whose combined average purchases of Canadian cereals are valued at $11.2 billion.
Cereals Canada provides hands-on programs and technical exchanges for global buyers of Canadian wheat at its facilities in downtown Winnipeg. From May-September 2024, the organization welcomed representatives from 23 wheat-importing countries, which have a combined average in annual wheat purchases of $6.3 billion and account for 64 per cent of Canada’s total wheat exports over the past five years.
CEO’s Message
Canada is a key global exporter of cereal commodities and proudly holds the position as the world’s number one exporter of durum wheat and oats.
Over the last year, we connected with global customers, domestic value chain members, and industry to deliver quality reports, market analyses, technical training, and quality assurance, and we welcomed buyers from around the world to learn more about the quality of Canadian cereals.
For example, we worked with COFCO to provide training on Canada Western Amber Durum, opening significant opportunities for future growth in their pasta and noodle market. These face-to-face interactions are invaluable in building the trust and understanding that differentiate Canadian cereals in competitive global markets.
After a busy Harvest Assessment, the 2024 New Wheat Crop Report was delivered to customers, farmers, and the value chain through a series of three webinars and several in-person meetings and seminars. To help our customers understand the value of Canadian quality, we also analyzed wheat from our competitors throughout the year.
Despite market uncertainties, Canadian cereals maintained broad market access with no new trade barriers beyond existing tariff issues. This outcome is a direct result of the proactive efforts of the Cereals Canada team. We led the MRL Assessment Committee and conducted a thorough review of over 900 pesticides and single-commodity MRLs—a 38 per cent increase from 2023.
This spring, Cereals Canada released four comprehensive sustainability reports comparing the Canadian production system to other markets. These reports consistently position Canadian wheat, durum, barley, and oats at the forefront of sustainable farming practices globally and confirm that Canadian farmers grow some of the most sustainable crops in the world.
Our advocacy efforts in Ottawa were particularly focused in 2024, where we regularly met with officials to ensure Canadian value chain members’ interests were represented and protected. We are proud that our sustained advocacy efforts with the government contributed to the opening of Canada’s first Indo-Pacific Agriculture and Agri-Food Office in the Philippines—a strategic milestone that will create new opportunities for Canadian cereals in this vital region.
Market access remains a cornerstone of our mandate at Cereals Canada. This year, we advocated on trade challenges, including rail service disruption, U.S. trade actions, and regulatory changes in Indonesia, Peru, and Vietnam. We saw the reopening of Vietnam to Canadian wheat exports, which grew from just 23,000 tonnes in 2021 to 445,000 tonnes (valued at $166 million) in 2024.
Our technical excellence continues to set us apart. With six specialized laboratories under one roof in downtown Winnipeg, we provide unparalleled expertise that no other facility in Canada can match. This year alone, our team milled over 19,000 kilograms of wheat, performed nearly 400 Farinographs, and produced thousands of test products to ensure our customers can optimize Canadian cereals in their operations.
Looking ahead, our vision for the Global Agriculture Technology Exchange (Gate) represents the next chapter in our evolution. Gate will establish a world-class hub for research, innovation, and market development that will secure Canada’s leadership position for generations to come. As global demand for high-quality cereals continues to grow, Cereals Canada is ready to seize these opportunities.
Dean Dias CEO, Cereals Canada
Canada: Poised to Lead the World in High-Quality, High-Protein Wheat Exports
Canada is on track to becoming the second-largest wheat exporter and top exporter of high-quality, high-protein wheat globally. In the 2023/24 marketing year, Canada surpassed Australia as the third-largest wheat exporter and is expected to surpass the European Union as the second-largest wheat exporter in 2024/25.
“Our miller loves Canadian wheat and would use it all the time. Its superior quality and consistency distinguish it from other origins, so it definitely makes a difference. Please let your farmers know that we truly appreciate their great wheat and all that goes into making it the best!” – Laura Rincon, Grupo Kasto, Mexico
Cereals Canada plays a crucial role in bridging the gap between variety development and market needs, providing data and customer support to differentiate our grain and establish us as preferred suppliers globally.
Market Access and Advocacy
Cereals Canada works closely with growers, regulators, customers, and our supply chain partners to ensure that Canada’s safe, high-quality grain exports align with international and domestic standards such that our products have access to global markets. Our market access strategy supports policies and approaches to minimize trade disruptions and maximize trade opportunities.
As directed by our members, Cereals Canada represents our sector in matters of international trade policy and market access. Through engagement and joint action with our domestic and international stakeholders, we monitor, identify and work to resolve market access barriers for Canadian crops. This work highlights the effectiveness of the Canadian quality control system in providing valuable, reliable grain with consistent quality to our customers.
Supporting Canadian – U.S. Trade
Throughout the spring, Cereals Canada engaged with officials at Agriculture and Agri-food Canada (AAFC), Global Affairs Canada (GAC), and Finance Canada on the imposed U.S. tariffs and the negative impacts this will have on the cereals sector. Cereals Canada has met with food processors in Minnesota and Iowa, American agriculture organizations and government officials around the National Association of State Departments of Agriculture (NASDA), and will continue to stay in regular communication with the federal government and stakeholders to actively support efforts to ensure that Canada remains a reliable supplier of wheat, barley, and oats to the U.S.
The U.S. is Canada’s fifth largest market for non-durum wheat, fourth largest market for durum wheat, second largest market for barley, and largest market for oats.
Mark Walker
Vice President, Markets and Trade
Regular member consultations ensure our positions authentically represent stakeholder interests across the cereals value chain.
“In 2024, Cereals Canada maintained a strong advocacy presence in Ottawa, advancing member priorities through strategic engagement with Ministers, Members of Parliament, and senior government officials.” Mark Walker
Through executive participation in the Canadian Agri-Food Trade Alliance (CAFTA), we amplified our influence by collaborating with national agriculture organizations, building powerful coalitions that enhanced policy impact.
Informing Customers about research
Protecting Key Markets: Indonesia
In late September, Indonesian plant health and food safety regulators met with the Canadian Food Inspection Agency, the Canadian Grain Commission, and staff and members of Cereals Canada to learn how Canadian quality assurance systems keep grains free of pests and contaminants, allowing Canada to deliver safe, high-quality grain. As part of the weeklong session with Cereals Canada staff, which followed the path of grain from farm to port, the Indonesian regulators visited a farm to learn about farm management practices and on-farm storage.
Informing Customers about research
Re(Opening) Doors for Vietnam
In 2019, Vietnam’s regulator added creeping thistle to its list of prohibited pests and thereby restricted Canadian wheat imports, as these seeds were present in Canadian cargoes. In late 2023, following outreach and engagement by Cereals Canada and the CFIA, Vietnamese regulators removed creeping thistle from their prohibited pest list. This decision reopened Vietnam to bulk shipments of Canadian cereals, which resumed in 2024.
Leif Carlson
Director Market, Intelligence and Trade Policy
Cereals Canada plays a key role in promoting Canadian cereals into export markets and understands the value of effective multilateral trade agreements.
“With Canadian cereals exported to over 80 markets around the world, our members rely on expanded access to global markets and predictable rules-based trade. Maintaining tariff-free trade and protecting our access to global markets benefits the entire cereals value chain, including Canadian farmers.” Leif Carlson
As Canada continues to invest in market development, Cereals Canada is working closely with the government to diversify and strengthen our trade relationships and grow demand for Canadian cereals.
Growing Season Progress Report: Keeping Customers Informed
Cereals Canada works with provincial departments of agriculture throughout the growing season, to provide timely updates on seeding, crop conditions and quality, and harvest for wheat in Alberta, Saskatchewan, and Manitoba. The information is presented in a user-friendly format with provincial highlights, maps, and links to crop reports. Our interactive Growing Season Progress Report is followed by customers around the world and is one of our highest-viewed webpages, from seeding to harvest.
Over the past year, Cereals Canada has expanded outreach and educational efforts, demonstrating a proactive approach to addressing public misconceptions surrounding agricultural practices, particularly those concerning crop protection products.
“We have made dedicated efforts to provide factual clarity on recent high-profile discussions, including addressing the widely circulated claims regarding chlormequat in Cheerios and the broader narrative surrounding pesticide residues like glyphosate in everyday foods like cookies.” Krista Zuzak
By actively participating in these crucial conversations and providing evidence-based counter-narratives, this position has played a vital role in enhancing transparency and building trust within our community and beyond.
PMRA Advocacy
Cereals Canada advocates for the entire cereals sector when responding to consultations, proposals, and initiatives relating to pesticide regulation through Health Canada and the Pest Management Regulatory Agency (PMRA). Involvement includes the North American Trilateral Working Group on pesticides with the U.S. and Mexico, and the Transformation agenda, now called Continuous Improvement.
MRL Monitoring
Ensuring that Canada’s value chain is able to meet maximum residue limits (MRLs) and that it does so in a manner consistent with reliable and sustainable production, the Cereals Canada team monitors changing MRLs. Timely investigation and communication of MRL changes support a proactive approach to help safeguard Canada’s reputation for high-quality, safe grain exports.
Export Updates 2025
Exporter Updates
Cereals Canada produces monthly exporter update reports which are shared with exporter members and grower groups. The reports summarize the changes from the last month in key markets, for wheat, barley, and oats. For wheat alone, we monitor more than eighty markets for MRL changes.
MLR Assessment 2025
MRL Assessment Committee
Cereals Canada leads the cereals MRL Assessment Committee (MAC) through an annual review of existing and newly registered pesticides to create advisories where necessary for the upcoming growing season. The review process balances the need for new crop protection products for growers with avoiding market access issues due to missing or misaligned MRLs.
KIC 2025
Keep it Clean
On behalf of the value chain, Cereals Canada leads the Keep it Clean program dedicated to informing growers on growing market ready crops through managing the risks of market access and acceptance related to crop protection products and contaminants. Visit keepitclean.ca to download resources for wheat, barley, and oats.
Showcasing the Sustainability of Canadian Cereals
To demonstrate how the cereals value chain is meeting the challenge of sustainable cereals production, Cereals Canada has released a series of sustainability reports for Canadian non-durum wheat, durum wheat, barley, and oats. The reports were developed by Cereals Canada using a set of six environmental sustainability indicators—carbon footprint, soil organic carbon, fertilizer use, irrigation, pesticide use, and soil erosion—and compare Canadian cereal production to other major cereal-producing countries, including Australia, France, Italy, Sweden, and the United States.
Based on those six indicators, the reports show that Canadian cereal production boasts several sustainability advantages compared to other areas and confirm that Canadian farmers grow some of the most sustainable crops in the world.
Cereals Canada plays a crucial role in bridging the gap between variety development and market needs, providing data and technical support to differentiate our grain and establish us as preferred suppliers globally.
Market Support and Development
Cereals Canada programs serve as vital platforms for market intelligence, relationship-building, and industry advocacy, offering tangible benefits that are indispensable for the long-term competitiveness and sustainability of Canada’s cereal industry. By leveraging the technical facility and our international engagement, the Canadian value chain can assert our presence in global markets, differentiate our products, and secure our position as preferred suppliers, ensuring the continued prosperity of the entire value chain.
Gathering Market Intelligence and Access Issues
Gathering Market Intelligence and Access Issues
Our programming, including New Crop Trade and Technical missions, workshops, and exchanges, provides a crucial platform for understanding market specific access issues and regulatory requirements that could potentially disrupt trade. For instance, insights gained from missions can help navigate challenges such as Japan's fumigation regulations, ensuring smooth and uninterrupted export operations. Often face-to-face discussions provide better understanding of the issues/concerns and improved opportunities for resolution.
Building Strong Relationships
Building Strong Relationships
Establishing and nurturing strong relationships with key stakeholders in core markets is imperative for sustained success. By actively engaging with millers, bakers, and quality assurance professionals, we assist in fostering trust and loyalty across the Canadian value chain, ensuring there is a positive narrative about Canadian cereals by those who understand and appreciate its quality and value. These strong relationships built through our technical engagement help resolve market access issues by relying on our customers to be our voice in these markets.
Supporting Government Engagement for Trade Relations
Supporting Government Engagement for Trade Relations
Senior-level representation facilitates high-level government meetings, paving the way for the development of robust trade relationships. Such engagements not only enhance market access but also foster a conducive environment for predictable trade, instilling confidence in both domestic and international partners.
Enhancing Market Differentiation
Enhancing Market Differentiation
In the face of increasing centralization of trading activities in key hubs like Singapore, Dubai, and Geneva, it becomes imperative to actively promote Canadian cereals and differentiate them from competitors. Work conducted through the technical facility and international programs allows for direct engagement with customers, reinforcing the unique value proposition of Canadian cereals and mitigating the risk of being overshadowed by centralized trading entities who may not be able to adequately differentiate Canadian cereal quality from the quality of cereals from other competing origins.
Increasing Customer Value and Engagement
Increasing Customer Value and Engagement
The overwhelming attendance at domestic and international programs, seminars, workshops, and meetings underscores the perceived value and importance attributed to such engagements by customers. By facilitating open dialogue and addressing concerns, we can strengthen customer relationships and foster a deeper appreciation for Canadian cereals, ultimately driving demand and sustaining the entire value chain.
Enhancing Value Chain Partnerships
Enhancing Value Chain Partnerships
The participation of various stakeholders along the value chain, including producers, exporters, CGC and senior Cereals Canada staff, ensures a comprehensive representation of the industry's interests. This multi-faceted approach not only enhances the credibility of the mission but also emphasizes the collective commitment towards promoting Canadian cereals globally.
Use the interactive map at cerealscanada.ca to see highlights for each market.
The recent volatility in trade relations underscores the need for market diversification. With Canadian cereal exports valued at $11.9 billion in 2024, Cereals Canada plays a crucial role in maintaining and expanding Canada’s global market share.
Market Diversification
Establishing and nurturing strong relationships with key stakeholders in core markets is imperative for sustained success. By actively engaging with millers, bakers, and quality assurance professionals, we foster trust and loyalty across the Canadian value chain, ensuring there is a positive narrative about Canadian cereals by those who understand and appreciate its quality and value. These strong relationships built through our technical engagement help resolve market access issues by relying on our customers to be our voice in these markets.
Informing Customers about research
Supporting Global Buyers: Bangladesh
Canada is the leading supplier of high-protein bread wheat to Bangladesh. In 2024, Bangladesh’s imports of Canadian non-durum wheat reached their highest level in over 30 years at more than 1.3 million tonnes. Through dedicated, targeted programming, Cereals Canada engages with key customers in Bangladesh to discuss cereal quality and functionality, address any market concerns, and provide updates on research and sustainability.
“Our meeting (with Cereals Canada) was very valuable. We have already increased our use of Canadian wheat and will use 100% Canadian wheat in the future. We hope to continue the good relationship between Cereals Canada and ACI Pure Flour Limited.”
– Ziaul Hoque, Senior Procurement Manager, ACI Pure Flour Limited
Informing Customers about research
Supporting Global Buyers: Ecuador
In September 2024, Cereals Canada hosted a program for an Ecuador-based company to provide fundamental and practical knowledge on the applications of Canadian wheat, with a focus on pasta production using durum and common wheat. At the company’s request, an employee of one of their pasta-producing customers also attended the Cereals Canada International Durum Program. The Ecuadorian company was pleased with the outcome of this program, believing that it would help their customer “improve his knowledge, understand market trends, and explore potential new products his company can develop” in the future.
Informing Customers about research
Supporting Global Buyers: China
In August 2024, Cereals Canada hosted COFCO at its Winnipeg facilities. COFCO is trialing durum for pasta applications and requires training on milling durum and using semolina in pasta production. They are also interested in the potential of using durum in noodles to increase yellowness. This is a positive development for the Canadian durum market. This program will be part of a larger partnership between Cereals Canada and COFCO to develop the pasta/CWAD market in China.
Informing Customers about research
Supporting Global Buyers: Guatemala
In 2024, Juan Assante from Corporacion Multi Inversiones (CMI), a family run milling group based in Guatemala, took part in the Cereals Canada Latin America Program, which included a stop in Ontario for a farm visit and discussion with Grain Farmers of Ontario (GFO). From those interactions, CMI have been in touch with GFO and plan to purchase Canadian Eastern Soft Red Winter wheat for their Dominican Republic plant in 2025.
"CMI is one of the largest and most important producers of food in the region. This is a great outcome from their visit.”
— Dana Dickerson, Director of Market Development and Sustainability, GFO
Lisa Nemeth
Director, Market Support and Training
This past year, we launched the Canadian Millers Program in partnership with the Canadian National Millers Association. This first-of-its-kind initiative delivered exceptional results and directly addresses critical value chain needs.
“Canadian millers are the largest buyers of Canadian wheat, and being able to provide our expertise to the next generation of industry professionals is something we are proud to do.” Lisa Nemeth
Working with customers, industry organizations and members, Cereals Canada develops custom programs to meet specific needs for learning about Canadian cereals.
2024 Customer Engagement:
Market and Technical Research
Canadian wheat competes in the “quality” segment of world wheat trade—an approach that has proven successful.
We support our members and others in the cereals value chain with six technical laboratories located in our downtown Winnipeg headquarters, including a pilot mill, an analytical lab, end-products areas (baking, pasta, Asian products), and a specialty milling facility.
There is no other place in Canada that is equipped and staffed with the experts to do this type of testing, all under one roof.
Technical Expertise, Unbiased Advice
Cereals Canada provides customized programs, training, and targeted technical support to customers of Canadian cereals. These efforts ensure that customers understand the quality characteristics that are unique to Canadian cereals and how to optimize their performance in milling and end-product processing. Providing millers, bakers, and processors a deeper understanding of the wheat, allows them to use it to their best advantage, on its own or blended with other wheats from Canada or other markets.
This year, our technical team:
The data from these evaluations is important for assessing and comparing the physical and functional qualities important to produce end-products.
The Cereals Canada Analytical Services laboratory was awarded Outstanding Proficiency Rating from the Cereals and Grains Association (CGA) for their performance on the check samples for the Farinograph in 2023. To receive a CGA check sample proficiency award, a lab’s results must be close to the average (i.e., low standard deviation), and they must submit all check sample results for a calendar year.
Elaine Sopiwnyk
Vice President, of Technical Services
In the spring, Cereals Canada engaged with key U.S. customers on the high quality and reliable supply of Canadian oats, and the technical aspects of oat processing.
“By advancing our knowledge of Canadian oat characteristics and ingredient functionality with our new equipment, our research will solidify Canada’s standing as the leading supplier of premium oats, supporting markets and strengthening the entire value chain.” Elaine Sopiwnyk
As the world’s largest exporter of high-quality oats, Canada produces approximately four million tonnes of oats on average every year. The U.S. is Canada’s largest export market for oats.
Keeping Canadian Wheat Competitive
Keeping Canadian Wheat Competitive
Examining the quality of wheat from top export markets each year provides valuable insight into changes in competitor wheat quality year-over-year and how competitor wheats are used in various markets. Cereals Canada uses this information to further understand the quality requirements of global customers and provide the value chain with information to ensure that Canadian wheat quality is continually maintained or improved to remain globally competitive.
Market Research and Blending Methods
Expert Advice, Consistent Quality
Wheat quality changes from year to year based on environmental conditions during the growing season, such as temperature and rainfall. Customers rely on the New Wheat Crop data as it provides them with information on any quality differences from year to year. This information is critical so that they can adjust their processes to maintain consistent product quality. Canadian exporters also rely on this data and expertise provided by Cereals Canada to address technical inquiries from their customers on Canadian wheat quality.
2024 New Crop
Each year, the Cereals Canada technical team performs a quality assessment on newly harvested grain samples for milling characteristics, wheat and flour quality, and end-product functionality. The data from the Harvest Assessment is compiled into the New Wheat Crop Report. The report, which includes information on the quality and performance of Canadian wheat in end-products such as bread and noodles, is shared with global customers and the value chain.
To complete the 2024 Harvest Assessment, 3,556 kilograms of wheat were milled, 129 samples were analyzed for protein content, 326 loaves of bread were baked, 12 kilograms of semolina was processed into pasta, and 16 kilograms of flour was processed into noodles.
2024 New Wheat Crop Report
New Crop Events provide functionality and quality updates about the crop year to key markets. Cereals Canada, along with the Canadian Grain Commission, wheat commissions, farmers, and the cereals value chain, share information about the quality and functionality of the current years’ wheat crop with domestic and global customers in a series of webinars and in-country sessions. The 2024 New Wheat Crop Report was delivered to customers, farmers, and the value chain through a series of three webinars, in six languages.
In 2024, Canada produced a high-quality wheat crop with above-average volumes and yields.
A high proportion of wheat from all classes grown in 2024 graded No. 1 or No. 2.
All wheat classes from the 2024 crop year had good test weights and milling yields. Wheat protein content was comparable to average or higher-than-average.
Cereals Canada staff led four international trade missions with teams comprising staff from the Canadian Grain Commission, along with producer and exporter representatives. These delegations met with customers from over 18 countries through seminars and one-on-one meetings across Asia, Latin America, Europe, Africa, and the Middle East.
Global Markets for Canadian Wheat: Key Insights Report
In March, Cereals Canada released its Global Markets for Canadian Wheat: Key Insights Report, highlighting five markets that were part of the 2024 New Wheat Crop Trade and Technical Missions, plus the United States. In addition to providing a snapshot of six key markets for Canadian wheat, the report underpins the importance of maintaining consistent, targeted market support and trade advocacy for Canadian wheat.
The report was released in conjunction with a webinar targeted at farmers, researchers, and industry members. Hosted by Mark Walker, vice president of markets and trade, the 60-minute webinar gave Cereals Canada experts an opportunity to share their New Crop Mission experiences and provide insights on what global customers want and demand when purchasing CWRS, CWAD, CPSR, and CESRW.
“There has never been a more important time to focus our efforts on protecting, maintaining, and growing global markets for Canadian wheat.” – Mark Walker, vice president of markets and trade
Cereals Canada informs its members and partners through the Value Chain newsletter. The monthly newsletter provides updates on Cereals Canada advocacy and initiatives, customer programming, market access issues, and technical research.
Focusing on the customer needs, the Cultivate newsletter informs domestic and global customers on how the Canadian wheat crop is progressing, information on storing Canadian grains in hot, humid climates, updates and webinars from the Cereals Canada technical team on specific research or requests, and New Crop events.
Video, a powerful form of story telling, is used to bring global customers and the public into the world of Cereals Canada and Canadian grain production. Shot on location in our technical areas and farms across Western Canada, Cereals Canada videos provide a glimpse into areas of the value chain that are not widely seen, and promote the message that Canada grows quality.
Ellen Pruden
Vice President, of Communications and Member Relations
Canadian cereals are the best in the world, and we want people to know it. At Cereals Canada, we are constantly listening, communicating, and collaborating to ensure stakeholders across the value chain feel informed and engaged.
“Recognizing that different stakeholders have different needs, we use multiple channels, platforms, and languages to keep members, customers, and the public informed about everything from the quality of Canadian cereals to our market support and trade advocacy activities.” Ellen Pruden
Last year, we welcomed 50,000 visitors to our website and sent 45 newsletters and updates to 4,500 stakeholders and subscribers. Our total potential news reach in 2024 was 1.94 billion, up 27 percent over the previous year.
The services that Cereals Canada provide distinguish Canada from its competitors, add value for its customers, and provide a point of differentiation that supports and drives market demand. The resulting benefits for the Canadian economy are huge.
Growing Canadian Demand
Cereals Canada supports domestic demand for Canadian wheat through targeted outreach initiatives, such as the Canadian Wheat Nutrition Initiative (CWNI) and the Habitat-Friendly Winter Wheat Ecolabel Program.
Funded by the Canadian Wheat Nutrition Initiative and led by Cereals Canada, What About Wheat? is a campaign that aims to fill the knowledge gap for consumers with accurate science-based information about wheat nutrition. Targeting dietitians, food influencers and millennials, What About Wheat? strives to be recognized as a partner resource for credible wheat nutrition information in Canada and with our global customers.
Administered by Cereals Canada, the Habitat-Friendly Winter Wheat Ecolabel program helps consumers identify food and drink items made using 30 percent or more Western Canadian winter wheat. The ecolabel helps Canadians feel confident that the choices they make are having a positive impact on the environment by supporting wildlife habitats.
Securing our Future
For over 50 years, Cereals Canada has worked to advance the Canadian cereals industry by promoting the use of Canadian cereals in the global marketplace, providing market support and programming, and monitoring market access issues. To meet the needs of our unique organization well into the future, Cereals Canada has announced its bold vision for Gate: Global Agriculture Technology Exchange.
Gate will build on our established foundation to ensure Canadian grain quality continues to create value in global markets. We will represent the interests of the entire grain value chain and ensure Canada remains a global grains powerhouse.
Gate: Global Agriculture Technology Exchange
A state-of-the-art home for Cereals Canada, Gate will serve as a hub for research, innovation, and market development, and provide the specialized technical spaces and resources that will enable Canada to:
conduct applied research and innovation to align Canadian cereals with global demands
develop strategic marketing initiatives to strengthen international buyer loyalty and confidence
provide technical expertise to foster long-term relationships with customers.
As of February 2025, $18.5M in funding has been committed from Alberta Grains, Saskatchewan Wheat Development Commission (Sask Wheat), Manitoba Crop Alliance, Grain Farmers of Ontario, Quebec Grain Producers/Producteurs de grains du Québec and Cereals Canada.
This spring, Cereals Canada attended many of our producer members’ meetings to provide information about the project and answer farmer’s questions.
This spring, funding from the Province of Manitoba ($13M) and Warburtons ($650,000) has brought the total raised for Gate to $32,150,000. The Gate Capital Campaign is currently engaging with industry and all levels of government to meet its funding goals.
Financials
Cereals Canada leverages our value chain membership investments, enabling us to continue to provide consistent programming to key markets, supporting the transfer of information to the value chain, market access initiatives, market development and research.
The financial support from the Government of Canada allows Cereals Canada to leverage our value chain investments to strengthen and maintain the brand, provide technical support to our global customers, and ensure market access success.
Expenditures
The main funding sources for 2024-25 were our industry partners and the Government of Canada through Agriculture and Agri-Food Canada's Sustainable Canadian Agricultural Partnership program and the Province of Manitoba. Our industry partners are comprised of Canadian farmers who fund Cereals Canada through their respective provincial wheat commission check-offs and the Industry represented by Grain Exporters, Life Science Companies and Processors. The two pillars producer and industry are equal funders and share equal governance responsibilities for the organization. In the 2024-25 fiscal period for Cereals Canada the total revenue was $9.8 million. The three top revenue sources were $5.3 million in funding from producer and industry partners, $2.4 million from AAFC for market development and applied research activities, and $0.7 million in funding from Province of Manitoba Department of Agriculture. Please refer to the revenue pie chart for further information.
Expenditures
In the 2024-25 fiscal period for Cereals Canada the total expenditures were $8.8 million. The three top expenditures were $5.9 million in market development and market access activities, $1.6 million for operating and administrative expenses, and $0.6 million for special projects.
Our Board
Members of the Cereals Canada Board of Directors equally represent farm organizations and industry.
Brett Halstead
Chair of the BoardProducer representative from the Saskatchewan Wheat Development Commission
Adam Dyck
Vice-ChairRepresentative of the grain handling firms, exporters and processors, from Warburtons
Jean-Marc Ruest
SecretaryRepresentative of the grain handling firms, exporters and processors, from Richardson International Limited
Gregg Fotheringham
TreasurerProducer Representative from the Manitoba Crop Alliance
Ramzy Yelda
ProducerRepresentative from the Producteurs de grains du Québec
Josh Boersen
Producer Representative from the Grain Farmers of Ontario
Boris Michaleski
Producer Representative from the Manitoba Crop Alliance
Rob Stone
Producer Representative from the Saskatchewan Wheat Development Commission
Greg Sears
Producer Representative from Alberta Grains
Stewart Oke
Producer Representative from Alberta Grains
Jared Veness
Representative of the grain handling firms, exporters and processors, from BASF Canada
Chad Thomson
Representative of the grain handling firms, exporters and processors, from Parrish & Heimbecker
Jennifer Marchand
Representative of the grain handling firms, exporters and processors, from Cargill
Jeff Cockwill
Representative of the grain handling firms, exporters and processors, from Viterra
Juan Schujman
Representative of the grain handling firms, exporters and processors, from G3 Canada Ltd.
Our Staff
We represent the cereals grain sector and work with Canada’s domestic and global customers to support and drive market demand, ensuring that Canadian quality is translated into value. We build valuable relationships with mills, processors, trade commissioners, and government officials worldwide, and provide globally recognized, world-class customer support from our facilities in downtown Winnipeg.
Our Members
Cereals Canada is the national, not-for-profit organization that facilitates collaboration between partners across all sectors of the cereals value chain, with a focus on wheat, barley and oats. Our membership encompasses leading farm organizations, grain handling, export and processing companies, as well as crop development and seed companies.
