World Grain - June 2015 - (Page 94)

FEATURE Team approach to marketing CANADIAN GRAINS W ith the goal of promoting the qualities of Canadian wheat and durum as well as collecting customer feedback, representatives from across the value chain came together as Team Canada to carry their message throughout the world. In all, the group traveled to more than 20 countries in Asia, Latin America, Europe, North Africa and the Middle East from the middle of November to about the middle of December in 2014. Team Canada is a collaboration of Cereals Canada, the Canadian International Grains Institute (Cigi), the Canadian Grain Commission (CGC), provincial crop commissions, Canadian exporters and farmers. "Together, Team Canada is providing customers around the world with a comprehensive overview of how the 2014 Canadian crop will perform in their mills and high quality breads, steamed buns and noodles that will be made from every class of Canadian wheat and durum," organizers said. Cam Dahl, president of Cereals Canada, detailed the group's travels, their message and customers' responses during the Canadian Global Crops Symposium this April in Saskatoon, Saskatchewan, Canada. "If we aren't there talking to our customers, our competitors will be and they don't have good things to say about Canada," Dahl said. "If we're not there supporting our markets and our customers...the Canadian market share will suffer." by Susan Reidy and Leo Quigley Representatives from entire value chain join together to build customer relations the quality of the crop, updating them on the evolution of the Canadian industry, answering questions and addressing concerns and bringing information back with them from the country visits. "Most importantly, we wanted to bring feedback to the Canadian industry so when customers voiced concerns, they weren't lost in a black hole," Dahl said. "It comes back to the Canadian producers, shippers and researchers so that we can address customers' needs going forward." Visits began with an overview of the grain farming in Canada by a farmer representative. They reviewed the changes to the Canadian system including the formation of Cereals Canada, the option for composite loading, the ongoing review of variHW\UHJLVWUDWLRQDQGZKHDWFODVVL¿FDWLRQDVZHOODVWKHVHUYLFHV available from CGC and Cigi. ,QGXVWU\DQG&*&RI¿FLDOVWKHQUHYLHZHGWKHJURZLQJ season, crop conditions and grade patterns. Scientists from Cigi and CGC give a comprehensive, research-based review of the THE MISSION milling, baking and noodle making properties of the 2014 crop. A key objective of Team Canada was maintaining the conDahl said the group explained the impact on quality from ¿GHQFH LQ WKH &DQDGLDQ EUDQG E\ LQIRUPLQJ FXVWRPHUV RI last year's poor growing season, but stressed that Canada 94 June 2015 / World Grain /

Table of Contents for the Digital Edition of World Grain - June 2015

World Grain - June 2015
Table of Contents
From the Editor-in-chief - Flour output data points to eating trends
Calendar of Events
News review - Ceremony marks opening of Whitewater Mill
ADM plans extensive improvements at Argentina port
Dangote Flour Mills hurts Tiger’s earnings
GrainCorp Oils increasing oilseed crushing capacity
Noble Agri appoints former ADM executive as CEO Jansen
Hovis names new CEO
Southern Africa nations facing food shortage
EBRD provides loan to Turkish edible oil producer
Gruma full steam ahead on European expansion
Oilseeds, grains push Wilmar earnings up 49%
GrainCorp earnings drop on smaller crop
ADM makes management appointments in key areas
ADM earnings surge on oilseed crush margins
Bunge returns to profit on soybean crushing
GrainCorp plans upgrades at 13 sites
Grain Market Review - Rice
Country Focus - Argentina
Technical Profile - Crustless pan bread favored in Argentina
Feature - Bridging a Gap
Feature - Chinese Reforms Creating Market Uncertainties
Feature - Investing in Food Security
Feature - Grain Storage and Handling Projects
Feature - IAOM Conference 2015
Feature - China, currency impacting markets
Feature - A new plan for Egypt
Feature - Team approach to marketing for Canadian grains
Canadian wheat customers share their experiences
Feature - IAOM MEA District Conference & Expo
Feature - Traders Utilizing Exchanges More than Ever
Supplier News
Product Showcase
World Grain Archive
Advertiser Index

World Grain - June 2015