Chairperson’s Message

Canadian cereals continue to experience high demand from customers worldwide.
Returning to normal production levels in the past year, wheat, barley, and oats were successfully exported to over 88 countries in 2022 and used for domestic needs, contributing to an impressive $68.8 billion economic boost for the Canadian economy, according to economic impact research performed on our behalf by LMC International. ​

Agriculture is important to supporting food security, nutrition, and sustainability efforts
and with wheat, barley and oats being the most grown grains in Canada, these cereal
grains play a large role. While each year has its challenges, it also has its successes.​

In 2022, Cereals Canada celebrated 50 years of providing technical services to both domestic and international customers. Centered around fostering strong relationships, delivering excellence in customer service, and creating opportunities for Canadian wheat, our core values and corporate pillars have served as the foundation of our organization’s success. These pillars will continue to guide the organization into the next 50 years, ensuring our continued growth and impact.​

Collaboration and connections have been pivotal to our success in the past year.
We know the importance of working together, building relationships, and forging
partnerships to advance advocacy efforts, programs, and research. We have actively collaborated with Agriculture and Agri-Food Canada (AAFC), engaging with over 70
industry partners on the National Wheat Priorities. We worked collaboratively with AAFC’s sustainability programs and advocated for the establishment of a Canadian Indo-Pacific Agriculture and Agri-Food Office. We continue to collaborate with other value chains, industry, and partners to strengthen our reach. ​

Our facilities are one of a kind in Canada with key technical experts being able to
provide unbiased, and accurate information to existing customers and new country
requests. In the past two years Cereals Canada completed 81 programs, webinars,
missions and technical exchanges involving 3089 participants from 69 countries. ​

At Cereals Canada, we are committed to fostering collaboration, innovation, and sustainability on behalf of our members. We recognize the challenges, but I am confident by staying united, leveraging our expertise, advocating for policies that support the growth and sustainability of the grain industry, and fostering strong partnerships, both domestically and internationally, we will continue to thrive.

Jennifer Marchand
Chair, Cereals Canada

The Economic Impact of Cereal Grains on the Canadian Economy

On behalf of Cereals Canada, LMC International undertook a study to assess the impact of domestically grown common wheat, durum wheat, barley, and oats on the Canadian economy.

From 2018 to 2020:

• The estimated total impact on the Canadian economy from wheat, durum, barley, and oats averaged $68.8 billion per year.

• Over 370,000 paid full time equivalent jobs are supported by the four crops, with supported family members bringing the total close to 400,000.

• The total wage impact of the four crops averaged $27.0 billion.

Setting Research Priorities

In October, Cereals Canada announced the launch of the 2023–2028 National Wheat Research Priorities (NWRP) to guide research in the Canadian wheat industry for the next five years. Over 70 researchers, industry and value chain members contributed to the Priorities’ six themes.

Cereals Canada provides insight to the Prairie Grain Development Committee (PGDC) on what global customers of Canadian cereals require in terms of quality. The insight supplied supports researchers and is aligned with the National Wheat Research Priorities. ​

Protecting export markets is a top concern for the Canadian cereals value chain. Relying on a science-based regulatory system that enables innovation, along with harmonization of regulations among global trading partners to ensure predictable trade, is key to the success of the cereals sector.  ​

Canada depends on its reputation as a reliable supplier of safe and high-quality grain. All food is regulated in Canada and our science-based regulatory programs help contribute to Canada’s strong international reputation. Maintaining transparency upholds public trust and helps to ensure market access success. ​

Cereals Canada has led in-depth engagement with members, government and in-market stakeholders to advance the policy environment for Canadian exports. This includes advocacy for trade agreement negotiations with the United Kingdom, Association of Southeast Asian Nations (ASEAN), Indonesia and India.

Regulators and Global Customers Look to Canada’s Cereals Value Chain to Help Inform Policies and Claims Regarding Sustainable Agriculture​

Throughout the past year Cereals Canada has worked to advance the sustainability priorities of the Canadian cereals value chain across a number of forums. These have included membership on the Canadian Roundtable for Sustainable Crops’ Steering and Communications Committees, participation at the federal government’s Sustainable Agriculture Strategy’s Advisory Committee and associated working groups, and participation at the National Index on Agri-Food Performance’s communications committee. ​ ​

The Global Regulatory Landscape Remains Complex

Working with government, exporters, and growers to ensure that crops are market ready and meet Maximum Residue Limits (MRLs) is critical in keeping markets open. The Cereals Canada MRL Assessment Committee met in December to proactively evaluate the MRL-related trade risk of commercialization of chemistry/crop use patterns with new or amended registrations.  ​

MRL establishments, revocations, and changes are monitored through the World Trade Organization, Market Access Secretariat, the United States Department of Agriculture reports, and other notifications. Cereals Canada also monitors European Union Early Alerts, products from the MRL Assessment Committee, and activities flagged in our monthly exporter reports. ​

Our experts
understand
Canadian Cereals:

At our facilities, our technical experts:​

2022 New Wheat Crop Report

New Crop Events provide functionality and quality updates about the crop year to key markets. Cereals Canada, along with the Canadian Grain Commission, Grain Farmers of Ontario, wheat commissions, farmers, and the cereals value chain, share information about the quality and consistency of the current years’ wheat crop with domestic and global customers in a series of webinars and in-country sessions​. The 2022 New Wheat Crop Report was delivered to customers, farmers, and the value chain through a series of three webinars, in six languages.  

Following the drought conditions experienced in 2021, Canadian growing conditions returned to more normal temperature and precipitation in 2022 and saw 34.7 million tonnes of wheat exported, an increase of 55% from last year.

• Canada had excellent quality this year in all major wheat classes for the crop year, including Canada Western Red Spring (CWRS), Canada Western Amber Durum (CWAD), Canada Prairie Spring Red (CRSR) and Canada Eastern Soft Red Winter Wheat (CESRW).​​

• Wheat from the 2022 crop year has good test weight and millers can expect to see good milling performance across all classes.​ The 2022 crop saw a return to more typical protein content and protein quality across all wheat classes, after higher-than-average protein content in 2021.

The Canadian Wheat Nutrition Initiative

Canada loves wheat. In fact, 93% of Canadians chose to eat wheat-based foods, including bread, bagels, noodles, and pasta, every single week in 2022.  ​

There are a lot of reasons that Canadians eat wheat-based foods. They’re easy to prepare and can be eaten quickly, but data shows that Canadians don’t reach for wheat-based products because of their nutritional properties. If buying decisions are impacted by global fads, misinformation around gluten and agriculture practices, or inaccurate food messaging, it’s cause for concern.  ​

Wheat needs a strong voice to help Canadians and customers around the world understand its value and sift through confusing messaging about wheat and nutrition. The What about Wheat? campaign provides that solution. What About Wheat? works with registered dietitians and food communicators to help share accurate, science-based information about wheat and wheat-based foods. ​