Gate: A Strategic Investment in Market Diversification

The recent volatility in trade relations underscores the urgent need for Canada to continue to diversify its cereal markets. Now is the time to invest in strategic initiatives that will secure the future of Canadian cereals by broadening our reach and helping to ensure we can withstand market volatility.

Market diversification is important to Cereals Canada. Even before the current trade challenges emerged, the organization identified the critical importance of understanding customer needs, optimizing Canadian cereals for diverse end-use applications, and executing targeted market development and access strategies.

Gate is a direct response to these imperatives. Gate, led by Cereals Canada, is set to become a hub for research, food innovation, and market development, supporting Canadian farmers, domestic and global customers, and the entire Canadian cereals value chain. The state-of-the art facility located in Winnipeg, Manitoba will uphold Canada’s position to grow and thrive in both domestic and international markets now and in the future.

"Alberta Grains recognizes the critical role that market access and development play in maintaining our competitive edge on the global stage. Gate will not only reinforce our existing markets but will also open new avenues for growth and innovation, ensuring that Alberta’s wheat and barley producers remain at the forefront of global trade." Greg Sears.