Warburtons Adds End-User Perspective to Cereals Canada

British baking company and long-time customer of Canadian wheat Warburtons is the latest grain industry player to take a seat at the Cereals Canada table.

“It is critical that Cereals Canada have a strong link to the needs of end-use customers,” said Cam Dahl, president of the cereal crop value chain group, earlier this week.

Formed two years ago following the end of the Canadian Wheat Board’s monopoly, Cereals Canada has brought together industry representatives, from breeders through to end-users, such as Warburtons and Canada Bread, who joined in January. Over a third of the group’s board consists of farmers representing provincial and regional cereal crop grower organizations. In the interview below, Dahl says the organization has filled a void in the grain sector.

“We’re in a good place,” he says. “It shows providing a space for the value chain to come together and resolve issues, to look at marketing questions and develop a path forward, that there was a real need for it.”

While the role of Cereals Canada is evolving, Dahl says the group has carved out well-defined responsibilities in the areas of market development and support, fostering innovation, and providing leadership in developing common industry positions to speak to governments and customers — some of the reasons why Warburtons has chosen to join.

“Warburtons is pleased to be able to participate in developing industry-wide solutions to the challenges of today’s marketplace,” explained Warburtons’ Canadian program manager Adam Dyck. “Cereals Canada provides a forum for industry leadership and consensus in the key areas of research, grain safety and growing consumer demands on issues like sustainability and nutrition.”

Dahl and RealAg’s Shaun Haney discussed the role of Cereals Canada and the many changes in the Canadian cereal crop industry at FarmTech:

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