Top Crop Manager

News Cereals Markets
Canadian wheat referred to as the ‘gold standard’

February 20, 2024  By Top Crop Manager

During Cereals Canada’s annual New Crop Trade and Technical Missions, some customers referred to Canadian Western Red Spring (CWRS) wheat as the world’s “gold standard.”

“What we consistently heard from customers is they are happy with Canadian wheat,” says Elaine Sopiwnyk, vice-president of technical services at Cereals Canada. “Customers said CWRS is the ‘gold standard’ for wheat and an ‘anchor’ in their wheat blends, improving the quality of their flours. One customer even called CWAD (Canadian Western Amber Durum) ‘the Ferrari’ of durum wheats.”

The comments came as Cereals Canada completed its annual New Crop Trade and Technical Missions, visiting key markets for Canadian wheat in Asia, Latin America, Europe, Africa and the Middle East. Following the release of the organization’s 2023 New Wheat Crop Report, four delegations travelled to 17 countries to present the 2023 New Wheat Crop Report to global customers of Canadian wheat.


The delegations were made up of Cereals Canada trade and technical experts, exporters, and commissioners and staff from the Canadian Grain Commission (CGC), along with grower representatives from Grain Farmers of Ontario, Alberta Grains, Saskatchewan Wheat Development Commission, and Manitoba Crop Alliance. Seminars and meetings were held in each city to provide local buyers, millers, bakers, and processors with technical information about the 2023 Canadian wheat crop.

“The Trade and Technical Missions are the culmination of our annual harvest assessments,” said Dean Dias, Cereals Canada’s chief executive officer. “The Missions allow us to share information on the quality and functionality of Canadian wheat, but the true value lies in the opportunity to build relationships with our global customers and make new connections.”

This year’s missions included a stop in Manila, Philippines, home to Canada’s new Indo-Pacific Agriculture and Agri-Food Office (IPAAO). The office was opened in late 2023 after significant and sustained advocacy by the Canadian grains sector. According to Dias, the Indo-Pacific region presents a growing market for Canadian cereals.

In 2023, Canadian farmers harvested almost 30 million tonnes of wheat, with excellent quality across all wheat classes, despite a challenging growing season. The majority of the 2023 crop graded No. 2 or better and had average to higher-than-average protein content.

In addition to receiving feedback about the quality and functionality of the current year’s crop, the delegates fielded questions about wheat production and sustainability. Dean Hubbard, an Alberta grower and board member with Alberta Grains, who participated in the Algeria, Italy, Morrocco and UK trade and technical mission, said the customers he spoke to seemed to have a genuine interest in how wheat is farmed in Canada.

“Canadian farms are so different from farms in other parts of the world, so I wasn’t sure what type of questions I would get,” says Hubbard. “In Algeria, a customer was curious about how much organic content I can lock into my soils. I was surprised about the question, but I have been recording my soil samples every year since 1996 and I was able to provide him with the information that he needed.”

“What really stood out to me from my mission, though, is how much the countries we visited value and rely on the quality of the grain from Canada, and the importance of maintaining relationships between Cereals Canada and our customers,” he adds.

To learn more about Canada’s 2023 New Wheat Crop and to download the 2023 Crop Summary, visit 2023 New Wheat Crop Report.


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