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Canada invests $960,000 in Canadian Malting Barley Technical Centre

In an effort to remain competitive in the global marketplace, the Government of Canada is investing $960,000 in the Canadian Malting Barley Technical Centre (CMBTC) to expand existing markets and develop new markets for the country’s barley and barley products.

With this funding, through the AgriMarketing Program, CMBTC will undertake marketing and promotional initiatives in major export markets and prospective countries. It will also provide technical services to optimize the quality and performance of Canadian barley, as well as education and training to help customers gain acceptance and understanding of new malting barely varieties.

The AgriMarketing Program falls under the Canadian Agricultural Partnership and has a mission to increase and diversify exports of Canadian ag products to international markets while also capitalizing on domestic market opportunities.

“Through the AgriMarketing Program, Agriculture and Agri-Food Canada is providing an important investment that matches CMBTC member contributions, to fund our work providing technical and marketing support to Canada’s barley value chain, promoting the premium value proposition of Canadian barley and malt in global markets,” said Peter Watts, managing director of the CMBTC, in a statement.

Currently, Canada is the fifth-largest barley producer and third-largest malt barley exporter in the world, with domestic and export sales generating $1 billion annually.