The group, which represents stakeholders from the wheat, barley and oat supply chains, has launched the “Keep it Clean — Cereals” campaign, building off similar messaging from the Canola Council of Canada.
“There is a growing focus, both within Canada as well as in key export markets, on grain safety,” said Cam Dahl, president of Cereals Canada, launching the campaign on Wednesday. “Canadian farmers consistently deliver high quality safe food to consumers around the world. There are a few steps that producers can take to ensure that Canada preserves and builds on this brand reputation.”
The campaign emphasizes five priorities:
- Always follow label directions on crop input products.
- Do not use unregistered crop input products and consider specific market restrictions.
- Always follow the cereal storage recommendation to mitigate risk of cross-contamination, chemical residues, loss of vigour or the formation of harmful mycotoxins.
- Grow disease resistant varieties and use practices that reduce infection.
- Deliver what you say you’ve delivered.
Dahl noted harvest season is a critical period for preventing quality issues.
“Now is the time when producers are making decisions on pre-harvest applications and storage. Care and attention during fall will make a difference when it comes time to market Canada’s grain,” he said.
He also thanked the Canola Council for allowing Cereals Canada to replicate its version of the campaign.
“This is an example of industry cooperation that benefits every part of the value chain,” said Dahl.