Cereals Canada, a player in promoting Canadian grains that grew out of the ashes of the Canadian Wheat Board, is suffering from a crisis of confidence after several high-profile members signalled an intent to leave the organization after announcements for a new, $100-million facility in downtown Winnipeg.
The turn of events raises questions about the future of Cereals Canada. Maintaining and expanding the cereal industry’s $10.8-billion export market is the primary mandate of the organization. A new building, while expensive, is key to achieving this mandate, says the association. Cereals Canada is the replacement for the Canadian Wheat Board, the sole buyer and seller of Prairie wheat and barley. The board was discontinued by former prime minister Stephen Harper’s government in 2012. In 2020, Cereals Canada also merged with the Canadian International Grains Institute, which provided technical support for the Canadian grain sector, established in 1972.
“The goal was to launch the vision,” he said. “The vision is to be in the space that will help us continue to be globally recognized, best-in-class expertise.” He believes the membership dues, which cost Alberta Grains a total of $700,000 annually, are worth it. So too is a new building if it helps Cereals Canada continue to expand exports.
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