What We Do
Cereals Canada: The Leading Voice of Canadian Cereals
Cereals Canada is the national, not-for-profit, industry association representing the Canadian cereal grains value chain. Our vision is clear and bold: Canada will be the world’s preferred choice for quality cereals and trusted relationships.
We build and strengthen relationships across government, industry, and global buyers to provide timely, expert technical information and deliver best-in-class customer experience. Supported by a value chain that is resilient, innovative, and responsive to change, we unite Canada’s cereals sector to compete, lead, and thrive globally.
We deliver impact by protecting trade, fostering innovation, growing and maintaining markets, and providing world-class expertise that ensures Canadian cereals remain the world’s top choice.
Our Facilities
We support our members and stakeholders with six technical laboratories located in our downtown Winnipeg headquarters, including an analytical lab, a pilot mill, end-products areas, and a specialty milling facility.
Our market support and development activities 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 effectively, 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.
Our Strategic Plan
In 2026, Cereals Canada launched its new strategic plan with three key pillars. The strategic plan outlines clear goals to position Canadian cereals for long-term global success, and reflects our commitment to excellence, growth, and unified leadership.
Our strategic direction reinforces Canada’s role as a trusted supplier by promoting the quality, consistency, and performance of Canadian cereals across a variety of market needs. Explore the three pillars of our strategic plan below.
Cereals Canada Strategic Plan
Pillar One: Strengthen Canada’s Competitive Position in Global Markets
Cereals Canada will:
- Lead on trade policy and market access
- Differentiate Canadian cereals through quality and expertise
- Build market confidence across all cereals
Our goals:
- Advance Canadian Trade Leadership by championing open, science-based trade policies and addressing market barriers in a complex global environment.
- Expand Market Access Through Quality and Trust by promoting Canada’s technical expertise, quality, and strong customer relationships.
Cereals Canada Strategic Plan
Pillar Two: Amplify Canadian Leadership through Strategic Influence and Alignment
Cereals Canada will:
- Define and demonstrate strategic leadership across the sector
- Align research, innovation and market needs
- Own the narrative and strengthen visibility
Our goals:
- Be the Recognized Voice of Canadian Cereals by amplifying sector priorities and strengthening its reputation with national and global partners.
- Unite the Value Chain with Purpose by aligning efforts across the entire sector to increase impact and reduce duplication.
Cereals Canada Strategic Plan
Pillar Three: Strengthen the Organization to Deliver Long Term Value
Cereals Canada will:
- Deliver member value through strong governance
- Engage members through timely communications and meaningful dialogue
- Invest in the people and tools that power the organization
Our goals:
- Govern with Clarity and Accountability by building a transparent, responsive organization that delivers meaningful value to members.
- Equip the Organization for Long-Term Impact by investing in the high-quality staff, equipment, and infrastructure needed to lead with confidence.
Over 50 Years of Championing Canadian Quality
In 2020, Cereals Canada merged with the Canadian International Grains Institute (Cigi), bringing together Cigi’s 48-year history of trusted technical expertise, market development, and customer programming, with Cereals Canada’s commitment to advocacy, market access, government engagement, and trade relationships.
Together under the banner of Cereals Canada, our organization represents the cereals grain sector and works with Canada’s domestic and global customers to create a point of differentiation that supports and drives market demand, ensuring that Canadian quality is translated into value. We continue to 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 Vision
Canada is the world’s preferred choice for quality cereals and trusted relationships, with a value chain that is resilient, innovative, and responsive to change.
Our Mission
To unite Canada’s cereals value chain to compete, lead, and thrive globally by protecting trade, fostering innovation, growing markets, and delivering world-class expertise that ensures Canadian cereals are the world’s top choice.
Our Values
We are committed to fostering a culture of diversity and inclusion for a progressive cereals value chain that drives better insights, better decisions, and better governance.
The Next 50 Years
To meet the needs of our unique organization well into the future, Cereals Canada has announced its vision for Gate: Global Agriculture Technology Exchange.
The proposed purpose-built facility will house state-of-the-art laboratories, a flour mill, and end-product production and assessment areas that will allow Cereals Canada to maintain our globally recognized, best-in-class expertise needed to support today’s global markets and ensure end-user success without limiting the ability to explore new market trends and technologies of the future.
Gate represents a bold step forward for Canadian agriculture. As Canada faces growing global competition and the necessity to demonstrate our commitment to sustainable farming practices, Gate is timely. Through advanced research, innovation, and collaboration, we envision the work done in the facility will drive change, helping our industry to grow and thrive, and ensuring that Canada remains a leader in the global grain market for generations to come.
For more information on Gate go to gate-canada.ca