Cereals Canada: Strengthening Global Connections Across Asia, Europe and North Africa

Cereals Canada’s annual New Crop Trade and Technical Missions play a critical role in solidifying Canada’s reputation as a reliable exporter of high-quality wheat. These missions provide key global markets with comprehensive insights into the latest harvest assessments, ensuring buyers have access to up-to-date and accurate information about Canadian wheat. Each delegation includes Canadian farmers, Cereals Canada trade and technical experts, exporters and representatives from the Canada Grain Commission (CGC).

Together, they engage with international buyers, millers, bakers and processors, offering detailed technical analyses and showcasing the quality, performance and versatility of Canadian wheat and barley. These interactions help strengthen relationships, build trust and reaffirm Canada’s commitment to meeting the needs of its global customers.

In December 2024, Stewart Oke represented Canadian wheat producers during Cereals Canada’s new crop mission, traveling to Japan, China, the Philippines and Bangladesh. Oke, a Region 3 director with Alberta Grains who farms near Delburne, Alberta, shared his firsthand farming experiences with various stakeholders.

BELOW: Alberta Grains Director Stewart Oke meeting with the senior leadership of the Japan Flour Millers Association at Capitol Hotel in Tokyo, Japan.

“Cereals Canada and Alberta Grains support the long-term sustainability of Canadian farmers and farm families,” Oke stated. “Without these trips and the relationships they foster, Canada risks losing its position at the forefront of global buying decisions. As the world’s demand for food continues to grow, we see Canada as a strategic partner in ensuring food security for these countries.”

Throughout his travels, Oke presented information about his farming operation to government officials, international buyers and milling operations, taking time to answer questions from the perspective of a Canadian farmer.

“This is a new crop trade mission where we’re meeting our buyers and explaining that the quality of Canadian wheat in 2024 was exceptional due to its excellent moisture and protein content,” he explained.

Canada’s wheat is globally recognized for its superior quality, consistency and versatility. Competing with leading producers like Australia and the United States, Canadian wheat consistently meets the high standards of international markets, reinforcing its reputation as a global agricultural leader.

Also in December 2024, Alberta Grains Region 1 Director Dave Bishop, a farmer from Barrons, Alberta, traveled overseas, visiting the United Kingdom, Italy and Morocco to discuss Canadian durum wheat with buyers. Bishop addressed questions about quality and pricing for bread and pasta milling.

ABOVE: Alberta Grains Director Dave Bishop meeting with the Morocco Millers Association.

“Canadian durum wheat is truly in a league of its own, celebrated worldwide for its unmatched quality and exceptional performance,” Bishop said. “Durum wheat thrives only in select climates and at specific altitudes, making it a premium crop that commands a slightly higher price than traditional wheat varieties. Its unique characteristics and versatility make it indispensable for producing high-quality pasta and bread products, cementing its reputation as a staple for discerning markets.”

Both Oke and Bishop played key roles in fostering relationships and putting a face to the Canadian farmers responsible for growing some of the world’s best wheat.

“This is just where the journey begins” Oke emphasized, underlining the importance of these connections.

“One of the highlights of the mission for me was engaging with a group of agriculture students in Italy,” said Bishop. “They were incredibly curious and had so many thoughtful questions about farming in Canada. It was exciting to share insights about our practices, challenges,and innovations while seeing their genuine interest in learning about Canadian agriculture.”

Canadian farmers had an excellent 2024, producing superior-quality wheat varieties. According to Oke, Canada produces 36 million metric tonnes of wheat annually but consumes only 3 to 4 million, leaving over 30 million metric tonnes for export. Cereals Canada and Alberta Grains play a vital role in maintaining market access and fostering mutually beneficial relationships between Canadian farmers and international buyers.

“These missions are absolutely essential because they provide that invaluable one-on-one connection our customers truly value,” Bishop remarked. “Our buyers genuinely look forward to speaking directly with producers to learn about our growing season and farming practices firsthand. It’s this personal interaction that builds trust and strengthens relationships. I have to commend Cereals Canada for their outstanding organization and execution of these missions—it was a remarkable effort that made a real impact.”