International customers of Canadian malt have not been able to tour Western Canada this year due to COVID-19 restrictions, so the Canadian Malting Barley Technical Centre (CMBTC) is aiming to give them an online crop tour experience.
As part of its role providing technical services and marketing support for the Canadian malting barley sector, the CMBTC launched a website this week to give buyers a sense of 2020 harvest progress, crop quality, and new variety information. The site features crop updates, as well as interactive maps, photos and video (no word if they’ve figured out a way to offer virtual taste-testing).
“We had to get a little more creative this year with ways to engage and communicate with Canadian malting barley customers,” says managing director Peter Watts. “We will continue to update the website as we receive new material.”
Normally, some international customers visit the Prairies to see the crop firsthand.
“Buyers rely on this type of information in order to make their plans for the year, so in turn, this will benefit Canadian barley farmers as they make and finalize marketing plans,” notes Watts.
The CMBTC’s membership represents the full malting barley value chain, including grower organizations, malting companies, seed companies, and government.
You can check out the site at barleyharvest.ca.