Year in and year out, Canada’s wheat value chain works together to deliver quality and reliability to global customers. Each link in the chain—from producers to exporters—all play a role in ensuring Canadian cereals meet the highest standards and uphold our reputation as a trusted supplier of high-quality wheat and durum for global markets.

This vital value chain collaboration was recently showcased through the 2025 New Crop Trade and Technical Missions, which delivered expert insights and technical data directly to international markets.

In November and December, Cereals Canada experts, along with growers and representatives from the Canadian Grain Commission, exporters and provincial associations, traveled to several key markets to share critical insights from the 2025 New Crop Report with customers worldwide.

Feedback from the missions was clear: Canada’s 2025 crop delivered the protein levels and functional quality that customers expect, and international partners continue to view Canadian cereals as among the best in the world. The exceptional quality of the 2025 crop reinforces these vital trade relationships, ensuring our customers have the predictability and confidence they need in the global marketplace.

• “Canadian wheat has given us high quality standards, this makes it hard to buy wheat from other sources.” – customer in Morocco

• “Canadian wheat is integral to the diets of the Japanese people. It is in bread and noodles, which is a daily diet.” – customer in Japan

• “Our flagship flour brand, Santa Lucia, was once again recognized for its excellent quality, a result attributed to the consistent high quality of CWRS wheat.” – representative from Grupo Danec (Ecuador), which recently acquired La Industria Harinera

Customers also shared how Canadian wheat provides value—both as a premium ingredient and as an “improver wheat,” underscoring its critical role in global food security.

• “One of the reasons we survive is bringing in the good quality of Canadian wheat. It makes premium flour, with higher absorption that equals more bread.” – customer in Colombia, speaking of being a small mill in a competitive market

• “Chinese millers like the quality of spring wheat over winter wheat especially CWRS. Canadian wheat is now used widely in all parts of China and is a good blend with domestic wheat for our production.” – customer in China

Customer feedback also emphasized the importance of the work done by Cereals Canada to educate and support global customers. Cereals Canada provides customized training and targeted technical support to 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.

• “Because of this visit we are going to start sourcing a lot more Canadian wheat. Being able to call people who can help problem solve milling issues pays for the extra cost of the wheat.” – customer in Guatemala

• “We are used to the quality of Canadian wheat, and we do see the difference while using other wheat. We trust the quality and the handbook created by Cereals Canada is used widely for training staff.” – customer in Bangladesh

This year’s New Crop outreach engaged with 29 countries that purchased $8.2 billion of Canadian wheat in 2024. Through a series of webinars, in-country seminars, and meetings with key customers, delegations led by Cereals Canada delivered vital information and reassured buyers about Canada’s ability to deliver consistent quality, even in today’s uncertain trade environment.

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Read the 2025 New Wheat Crop Report and download your copy of the Crop Summary for CWRS, CWAD, CESRW, and Wheat by Specification at: 2025 New Wheat Crop Report