What We Do
Cereals Canada is the national, not-for-profit, industry association representing the Canadian cereal grains value chain. We value relationships and work with government and stakeholders to provide timely, expert technical information and deliver best-in-class customer experience. We are dedicated to supporting the Canadian cereals value chain including farmers, exporters, developers, processors and our customers around the world with a focus on trade, science and sustainability.
Our Vision
We are the number one promoters of Canadian cereals – a united voice that cultivates relationships across the value chain to nourish the growth and development of markets.
Our Mission
Our organization is dedicated to support
the Canadian cereals value chain (farmers, exporters, developers and processors) and our customers around the world. We are committed to providing timely, expert technical information, delivered with
a best-in-class customer experience.
Our Values
Our collective organizational effort is our most powerful asset. By working together, we achieve better results for the Canadian cereals value chain. We commit to fostering a culture of diversity and inclusion for a progressive cereals value chain that drives better insights, better decisions, and better governance.
What Matters to Us
Standards Matter
We set the gold standard,
and work diligently to earn Canada’s reputation as a supplier of choice for wheat
and a leader in the production and delivery of clean, consistent and high-quality cereals.
Responsibility Matters
We are focused on advancing
a responsible industry that’s designed to meet and exceed growing expectations for responsibility and sustainability.
Research Matters
As the voice of the Canadian Cereals value chain, Cereals Canada is committed to research and collaborating with partners in agriculture on behalf of the industry.
People Matter
We are nothing without the dedication, commitment and passion of each person in the Canadian Cereals community.
Working on Behalf of the
Canadian Cereals Value Chain
Moving the Industry Forward, Together
Our priorities and goals provide a vision and targets for the industry, as well as a guideline to better coordinate and focus research investment on increasing productivity, competitiveness and ensuring you can grow healthy, safe crops that are good for the environment.
Advocating on Your Behalf
To best take advantage of new market opportunities, it’s helpful for all of us in the Canadian cereals industry to come together with common goals and objectives. Working with other organizations and farmers themselves, we facilitate this as much as possible.
Promoting Innovation
The Canadian cereals industry works together to ensure that we advocate for modern agriculture. We know that farmers benefit from the latest tools to keep improving what they do every day. While recognizing regional differences, we work towards national goals regarding industry research. It’s critically important to ensure effectiveness of investment and to bring broad benefits to the industry as a whole and to farmers individually.
Protecting and Developing Markets
To protect international and domestic markets, we work to counter the growth of non-tariff barriers, support international standards and strengthen science-based trade.