Beyond the Bushel — Ep.3: Leveraging Opportunity from the Complexity of Canada’s Wheat Markets

In the Canadian context, when someone says wheat, we think bread or pasta and maybe crackers and cookies. But for huge portions of the world’s population, wheat means noodles, steam buns and dumplings. While all these products do come from the same crop, it’s possible that each product requires a specific class of wheat, with a narrow range of quality specs.

Warburtons BreadThe success of Canada’s export market is a complex interplay of farmer buy-in through profitable varieties, breeders, who match agronomic needs with end-use characteristics, and organizations like CIGI that works to provide potential customers with examples of how our wheat works.

In this episode of Beyond the Bushel, CIGI CEO JoAnne Buth and Cereals Canada President Cam Dahl discuss Canada’s reputation as a wheat supplier, how the complexity of the industry also creates opportunity and why wheat is not just wheat, and bread is never just bread.

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