Provincial cereal grain commissions in Alberta, Saskatchewan and Manitoba are teaming up to create a new position at the Canadian International Grains Institute in Winnipeg.
The Alberta Wheat Commission, Winter Cereals Manitoba and the Saskatchewan Winter Cereals Development Commission will put up $225,000 over three years to hire a new technical specialist in charge of improving the marketability of winter wheat.
The new position will be based at CIGI’s headquarters in Winnipeg and will be responsible for market promotion and research that benefits the winter wheat industry.
“There has not been a lot of specific focus on winter wheat market development, so having someone dedicated to promoting the quality of Canadian winter wheat in international markets will open the door to new global marketing opportunities,” said AWC general manager Tom Steve.
“We are confident that opportunities exist for Canadian winter wheat globally and domestically,” added Rex Newkirk, vice-president of research and innovation at CIGI.
“Through this position, we will be able to fully leverage CIGI’s extensive customer knowledge and technical expertise and work with the winter wheat industry to build strategies that support and promote the use of winter wheat varieties in different end-product applications.”
Canadian winter wheat is typically used to produce flat breads and Asian products such as noodles and steamed breads.
Furthering research and development will be aimed at identifying other end-uses and exploring new market opportunities that could increase profitability for wheat growers across the Prairies.
Winter Cereals Manitoba and the Saskatchewan Winter Cereals Development Commission will cover about 66 percent of the cost for this position, while AWC will cover the remaining 33 percent. The position will be funded over a three-year period.