The Saskatchewan Flax Development Commission wants to open up a new market for the crop.
The group is working on a pilot market development plan in conjunction with Saskatchewan Agriculture’s trade branch with a focus on expanding sales.
“We see huge potential in Mexico,” executive director Wayne Thompson told delegates attending the SaskFlax annual general meeting at CropSphere.
SaskFlax has been part of three trade missions to Mexico in the last three years and is planning to attend another this year.
The initial one organized by the Saskatchewan Trade and Export Partnership emphasized the health benefits of various crops grown in the province, including flax.
Read Also
Agriculture ministers agree to AgriStability changes
federal government proposed several months ago to increase the compensation rate from 80 to 90 per cent and double the maximum payment from $3 million to $6 million
“The consumer in Mexico, they’re receptive to it,” Thompson said in an interview following his presentation.
“They’re looking for that product. They’re looking for that information.”
China, Western Europe and the United States accounted for 93 percent of Canada’s flax exports in 2015-16.
SaskFlax would like to expand that core group to include Mexico, which bought 2,279 tonnes of Canadian flax that year compared to the 351,392 tonnes shipped to China.
Thompson said one of the most appealing things about Mexico is its proximity.
It is easier to develop and service a new market in North America than it is to do the same halfway around the world, especially with the limited levy dollars to fund such market development activities.
The group wants to use Saskatchewan Agriculture’s market knowledge and contacts to figure out the best way to build consumer awareness in the Mexican market about the health benefits of flax.
Thompson said it makes sense to work with an agency that knows the market.
“Let’s take advantage of that information instead of farmers trying to do their own thing on their own and trying to recreate the wheel.”
Mexicans are struggling with the same health issues as the rest of North America, such as high blood pressure and diabetes, so there is an opportunity to boost sales by informing the public about the health benefits of consuming flax.
However, Mexican consumers eat different foods, have a different level of income and even shop differently than other flax customers, so it is essential to devise a marketing plan that meets the needs of that market.
There is also a big opportunity in teaching Mexicans how feeding flax to livestock boosts the omega-3 levels in meat and eggs.
“There’s huge egg production in Mexico,” he said.
The plan is to start small by focusing the initial marketing plan on Mexico. The initiative will be ex-panded to include other regions of the world if that proves successful.
