Winnipeg, Manitoba January 26, 2022: During this year’s New Crop Summary webinar, Canadian wheat farmers heard firsthand from Canadian cereals experts about what domestic and international customers asked during the 2021 New Crop Missions.
“Delivering information back to Canadian wheat farmers is an important part of our role at Cereals Canada,” says chief executive officer Dean Dias. “Customers are interested in what’s happening on the farm and we want to share this back to the growers.”
The webinar was presented by multiple members of the wheat value chain, including the Canadian Grain Commission, exporters, farmers, and Cereals Canada staff. It included an overview of the quality of this year’s crop through the lens of the customers. “We shared back the most asked questions during the New Crop Missions,” says Lisa Nemeth, market support and training director at Cereals Canada. This included questions about farming production practices, sustainability and how the functionality would be impacted by this year’s higher protein content.
“Customers follow the growing season and this past year, we heard about their concerns around production,” says Greg Sears, Alberta wheat grower. “I participated in the 2021 New Crop Missions and answered many questions ranging from the use of crop protection products, how farmers make decisions on their farm, and even if there would be an increase in irrigation practices. There is a genuine interest in hearing directly from the farmer.”
Canadian wheat is exported to over 70 different countries. This year 34 countries participated in one of four regional New Crop Summary webinars. “The Canadian wheat story is something we are proud to share. It is part of our commitment to tell the whole story from the farm, to milling the wheat and the quality end-products. It’s what our customers expect from us” says Dias.
Watch the New Crop Summary and Outcomes webinar
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About Cereals Canada:
Cereals Canada unifies the value chain, connecting crop development companies, growers, exporters and processors to deliver on its promise to advance nourishment by offering responsibly farmed premium crops that are consistent in their quality. Cereals Canada is also a globally recognized independent expert in Canadian grain milling, quality and end-use functionality. Its goal is to increase market opportunities for millers and ensure end-user success.