Key Takeaways
- Cereals Canada released the “Securing Global Markets for Canadian Wheat” report, highlighting how market development, technical engagement, and science‑based policy protect and grow demand for Canadian wheat.
- Canada exports wheat to over 80 countries, shipping ~28 million tonnes in 2025‑2026 and ranking as the world’s top durum and oat exporter and third‑largest overall wheat exporter.
- The report examines six priority markets and details activities such as New Crop Trade Missions, technical exchanges, buyer webinars, and virtual meetings that build long‑term buyer relationships.
- Technical support—quality reports, one‑on‑one assistance, and data‑driven insights—has boosted confidence in Canadian wheat classes like CWRS, CESRW, and CWAD across Central America, Southeast Asia, and the Indo‑Pacific.
- In 2024‑2025, Cereals Canada engaged buyers in 63 countries, including 59 existing customers whose annual cereal purchases total $11.2 billion.
- Leaders stress that market diversification and tailored technical service are essential for resilience, profitability, and maintaining Canada’s reputation as a trusted supplier.
- The report underscores that strong customer relationships and value‑added support are critical amid increasingly complex global trade dynamics.
- The full report is available for download at cerealscanada.ca/resources, providing deeper insights into trends, expectations, and expertise driving Canada’s wheat leadership.
- Cereals Canada, a national not‑for‑profit industry association, aims to make Canada the world’s preferred source for quality cereals through collaboration, innovation, and expert technical service.
- Continued investment in market development and technical outreach will help secure long‑term demand and reinforce Canada’s competitive edge in the global cereals sector.
Overview of Report Release
Cereals Canada unveiled its newest publication, Securing Global Markets for Canadian Wheat, during a webinar that gathered farmers, researchers, plant breeders, and value‑chain partners from across the country. The report outlines how targeted market development, technical engagement, and science‑based policy advocacy are being used to protect, maintain, and expand global demand for Canadian wheat amid an increasingly complex trade environment. By presenting concrete examples of successful outreach and collaboration, the document aims to demonstrate the tangible benefits of a proactive, relationship‑focused approach to international markets.
Scale and Position of Canadian Wheat Exports
Canadian wheat reaches more than eighty international markets each year, with projections of over twenty‑eight million tonnes shipped globally in the 2025‑2026 crop year. Canada holds the top spot as the world’s leading exporter of durum wheat and oats and is on track to become the third‑largest overall wheat exporter. These figures underscore the importance of maintaining diversified, stable demand sources to safeguard the sector’s profitability and reinforce Canada’s reputation as a reliable supplier of high‑quality cereal grains.
Focus on Six Priority Markets and Outreach Activities
The report provides a snapshot of six international markets that were central to Cereals Canada’s 2025 market development initiatives. Activities included New Crop Trade and Technical Missions, in‑market technical exchanges, buyer webinars, virtual meetings, and market access outreach targeting core, secondary, and emerging markets. Together, these efforts are designed to cultivate long‑term relationships, address technical challenges faced by buyers, and position Canadian wheat as a consistently high‑quality choice for global purchasers.
Technical Engagement and Customer Support
A core component of Cereals Canada’s strategy is delivering science‑based technical assistance that helps buyers understand the performance and value of Canadian wheat. This includes the provision of quality and functionality reports, one‑on‑one technical support, and tailored training programs that meet specific market needs. By equipping customers with detailed insights into wheat classes such as Canada Western Red Spring (CWRS), Canada Eastern Soft Red Winter (CESRW), and Canada Western Amber Durum (CWAD), the organization builds confidence and encourages increased use of Canadian products.
Growth in Key Regions
The report highlights notable growth and engagement in Central America, Southeast Asia, and the Indo‑Pacific. Specific markets—Guatemala, Ecuador, the Philippines, Thailand, Vietnam, and China—illustrate how targeted training, data‑driven analysis, and ongoing technical support have directly contributed to stronger customer confidence and higher utilization of Canadian wheat varieties. These successes demonstrate the effectiveness of a localized approach that aligns Canadian offerings with the unique requirements of each market.
Engagement Statistics and Buyer Interactions
During the 2024‑2025 period, Cereals Canada interacted with buyers in sixty‑three countries, including fifty‑nine existing international customers whose combined annual purchases of Canadian cereals average $11.2 billion. These engagements encompassed delivery of quality reports, personalized technical assistance, and customized programs aimed at addressing distinct market challenges. The breadth and depth of this outreach reinforce the organization’s role as a vital link between Canadian producers and global buyers.
Leadership Perspectives on Market Diversification
Leif Carlson, Vice President of Markets and Trade at Cereals Canada, emphasized that market diversification is essential for the resilience and profitability of Canada’s cereals sector. He noted that understanding local needs and providing science‑based technical support strengthens Canada’s competitive position, even in smaller or emerging markets, ensuring that Canadian wheat continues to reach customers worldwide. Lisa Nemeth, Director of Market Support and Training, echoed this sentiment, highlighting how technical expertise and hands‑on customer support help buyers appreciate the performance and value of Canadian wheat, thereby fostering long‑term relationships and market stability.
Implications for a Complex Trade Environment
As global trade becomes more intricate—marked by shifting regulations, geopolitical tensions, and evolving consumer preferences—the report argues that strong customer relationships and value‑added technical support are indispensable for securing long‑term demand. By maintaining a proactive presence in key markets and continuously adapting to buyer requirements, Canada can protect its reputation as a trusted supplier of high‑quality cereal grains while navigating external uncertainties.
Accessing the Report and About Cereals Canada
The full Securing Global Markets for Canadian Wheat report is available for download at cerealscanada.ca/resources, offering readers deeper insights into global market trends, customer expectations, and the technical expertise that underpins Canada’s leadership in wheat exports. Cereals Canada is a national, not‑for‑profit industry association representing the entire Canadian cereal grains value chain. Its vision is to make Canada the world’s preferred choice for quality cereals and trusted relationships. The organization works to unite government, industry, and global buyers, delivering timely expert information, best‑in‑class customer experiences, and innovative solutions that keep the sector resilient, competitive, and globally relevant.
Conclusion
The Securing Global Markets for Canadian Wheat report underscores that a strategic blend of market development, technical engagement, and science‑based advocacy is vital for sustaining and growing international demand for Canadian wheat. By showcasing concrete successes across diverse regions and quantifying the breadth of Cereals Canada’s outreach, the document provides a compelling case for continued investment in relationship‑building and tailored support. As the global trade landscape evolves, these efforts will remain central to preserving Canada’s status as a premier supplier of high‑quality cereal grains.