Cereals Canada, a multi-stakeholder, multi-commodity organization, with a goal of enhancing the domestic and international competitiveness of Canadian cereals was recently formed out of the Cereals Council of Canada Working Group. This committee of industry stakeholders came together in 2012 to address the growing national and international interest in cereals. Modeled after other highly successful national organizations, Cereals Canada has been established to become the voice of and driving force behind Canada’s cereals industry, according to a press release.
“Taking this approach makes sense,” says Jean-Marc Ruest, senior vice-president, Corporate Affairs and General Counsel for Richardson International and one of Cereals Canada’s founding directors. “Structuring the organization in this way allows us to deal with issues and priorities that are more reflective of the way we carry out our respective businesses, and will allow us to work towards the most successful outcomes for the whole industry.”
According to a press release circulated by the Alberta Wheat Commission, Cereals Canada will focus on and apply a coordinated effort to directly supporting research, agronomy, market development, market access and policy efforts that will ensure the profitability and long-term sustainability of all elements of the value chain associated with Canada’s cereal grains industry.
“Our overarching objective is to ensure Canada’s entire cereal grains industry remains competitive, profitable and innovative,” says Kent Erickson, Cereals Canada founding director, and chair of the Alberta Wheat Commission. “And because Cereals Canada represents the entire industry value chain, we can effectively be that voice for industry to be able to achieve those objectives.”
Cereals Canada members, which represent a broad cross-section of industry players that includes producers and producer groups, processors, exporters and handlers and life sciences and seed companies, will all directly and equally contribute to the organization and its efforts.
“The entire value chain has ownership and a voice in this organization,” says Jay Bradshaw, Syngenta Canada President and Cereals Canada founding Director. “Going forward, it’s this holistic, cross-functional structure that will allow us to effectively encourage investment in Canada, as well as maintain and grow Canada’s global customer opportunities for cereals and cereal products produced in Canada.”
Building on that energy and momentum, Cereals Canada has recently engaged Scott Wolfe Management Inc. to immediately begin the search for a president who will oversee and direct the organization’s efforts.