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New marketing opportunities for Canadian canola industry

Nov. 14, 2012, Winnipeg, MB – The federal government is helping the Canadian canola industry stay ahead of the competition by accessing new markets abroad. Agriculture Minister Gerry Ritz announced today an investment to help the Canola Council of Canada increase international recognition of Canada's world-class canola.

This investment of up to $1.2 million will help the Canola Council of Canada implement its long-term international strategy in order to increase awareness and familiarity of canola oil's health and culinary benefits, increase the usage of canola oil and meal in focus markets, and determine new opportunities and promotional approaches in emerging markets.

"This further investment by the Government of Canada in Canada's most valuable crop is tremendous for our industry," said Patti Miller, President of the Canola Council of Canada. "This, in addition to the ongoing commitment to innovation and market access, is helping to
transform market potential into jobs and wealth for Canadians."

Canada is the number-one exporter of canola in the world, exporting more than 13.5 million metric tonnes of canola seed, oil, and meal worth more than $8.5 billion to key markets including Japan, the United States, Mexico, and China in 2011. More than 85 per cent of the
canola Canada produces is exported to over 50 markets around the world.

Through the AgriMarketing Program under Growing Forward, the Harper Government is investing $88 million to help industry implement long-term international strategies, including international market development, industry-to-industry trade advocacy, and consumer awareness and branding activities.

The Harper Government has identified market development as a priority under Growing Forward 2, and this announcement is another example of what is being done to enhance competitiveness and drive innovation and long-term growth in Canadian agriculture.

To find out more about the AgriMarketing Program, please visit www.agr.gc.ca/agrimarketing.