Our Vision for Canada's Cereals Industries
A dynamic, responsive Canadian cereals industry that brings sustainable profitability to the entire value chain.
Cereals Canada's Mission
To enhance the competitiveness of the Canadian cereals industry by providing leadership on behalf of the value chain to key initiatives of common and strategic interest, including innovation, market development and advocacy.
The cereals sector in Canada is currently undergoing a time of transition. Traditionally the Canadian Wheat Board (CWB) had filled the role of industry coordinator for many issues like market development and research direction. The end of the CWB’s marketing monopoly resulted in gaps in industry coordination. Cereals Canada was created to fill these gaps in industry coordination and development. The creation of Cereals Canada is an opportunity for the industry to guide the growth and development of Canadian cereals research, production and market outreach and support. Our goal is to ensure a profitable and vibrant future for all links in the value chain.
Cereals Canada is a national, not-for-profit organization that brings a broad and diverse collaboration of partners from all sectors of the cereals value chain.
Cereals Canada is driven by its membership. There are two membership pillars that are equally represented on the Board of Directors;
- Farm organizations