Canola Council announces redirection of priorities following industry-wide review

The Canola Council of Canada (CCC) has announced its vision for redirection of priorities for the Canadian canola value chain. The revised work plan will roll out in 2019.

The national value-chain organization recently completed a priorities review, led by the CCC board of directors and including five task groups, representing growers, processors, life science companies, and exporters.

Canola Council president Jim Everson says the new work plan builds on CCC’s core strengths and results in a “tighter focus” on the industry’s current priorities and the CCC programs “most valued by members.”

Through the review, it was determined that the “Keep it Coming 2025” strategic plan should remain the industry’s roadmap, however priorities will be “re-set,” says chair David Dzisiak, in a press release. The Keep it Coming goal is to achieve an average of 52 bushels per acre to meet global market demand of 26 million metric tonnes by the year 2025.

Under the new vision, the council will:

  • Continue its market access and competitiveness efforts, working in close partnership with the Canadian Agri-Food Trade Alliance, Canada Grains Council, Canadian Canola Growers Association (CCGA), Canadian Oilseed Processors Association and more;
  • create a Sustainable Supply Committee to guide research leadership and coordination, knowledge creation and transfer, prepare for emerging threats, and support regulatory and market access efforts, and inform the private sector agronomist community, that will play a “larger role” in knowledge transfer and amplification of best management practices;
  • Discontinue consumer-oriented promotion programs in established canola markets; and,
  • Work with the CCGA to develop and deliver a program for canola brand promotion and awareness in new and emerging markets.

The organization’s funding formula has also changed. Producer groups will now fund half of the CCC’s core budget, and industry will provide the other 50 per cent. In 2017, producer groups funded 44 per cent of the CCC’s core budget, with industry providing the balance. Of the industry portion, the life science companies’ share has increased from about 6 per cent in 2017 to around 15 per cent for 2019.

The core budget for 2019 will be $5.2 million, down from $8.7 million in 2017. One major member, Richardson International, pulled out of the Canola Council in early 2018.

The council says some activities will be transferred to other organizations or wrapped up completely as part of the redirection. more focus on priorities, some CCC programs will be transferred to other parts of the value chain. For example, the council will be reducing its role in administering the Canola Performance Trials and transferring this responsibility to industry. The council will also be “less involved: in provincial disease and pest surveying.  The Ultimate Canola Challenge and sentinel site program will be cut.

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