The federal government has committed $1.2 million to the Canola Council of Canada to increase consumer awareness and familiarity with canola oil.
Agriculture minister Gerry Ritz made the announcement this morning at the University of Manitoba, along with canola council president Patti Miller.
“This further investment by the Government of Canada in Canada’s most valuable crop is tremendous for our industry,” Miller said.
“This, in addition to the ongoing commitment to innovation and market access, is helping to transform market potential into jobs and wealth for Canadians.”
The funds are part of the federal AgriMarketing program under Growing Forward, an $88 million initiative to help industry develop international strategies, such as market development.
Yesterday, under the same program, the feds committed $195,000 to Pulse Canada and the Canadian Special Crops Association to increase the volume of Canadian pulses in global markets.
Specifically, pulse organizations will use the funds to travel to international trade shows and organize an international media tour of the Canadian pulse industry.