WINNIPEG, MB, June 27,
2024 /CNW/ - For over 50 years, Cereals Canada has
promoted the high quality of Canadian grains and the Canadian
system by providing expert support to customers around the world.
Facing the end of its lease in a building that is not meeting the
current and future goals of the organization, the Winnipeg-based organization has proposed an
innovative and collaborative vision, branded the Global Agriculture
Technology Exchange (Gate).
"Cereals Canada monitors market
access issues, provides market support and programming, and
promotes the use of Canadian cereals in the global marketplace,"
said Dean Dias, Chief Executive
Officer of Cereals Canada. "Gate will ensure the long-term
viability of our world-renowned organization, inspiring new
innovation, conversations, and research while giving us the
capability to meet the growing demand for wheat, barley, and oats,
and provide value to our members."
With a preliminary cost estimate of approximately $100 million, the currently defined vision of
Gate is based on an extensive functional needs assessment. It
allows Cereals Canada to maintain the globally recognized,
best-in-class expertise needed to support today's global
markets and ensure end-user success without limiting its ability to
explore the new market trends and technologies of the future.
Cereals Canada continues to engage
with members and other stakeholders to find the optimal balance
between present needs and future opportunities.
"Cereals Canada works to
advance the Canadian cereals industry," said board chair and
producer representative Brett
Halstead. "The board of directors strongly supports Cereals
Canada including the vision for Gate."
Locating Gate in Winnipeg's
downtown creates opportunities to further strengthen connections
between long-standing agriculture and food businesses, and related
organizations in the heart of Winnipeg.
In the coming months, Cereals Canada will be kicking off a
capital campaign to raise funds to build and equip the new
facility. The campaign will target contributions from industry
groups, agribusinesses, and individuals, as well as support from
the three levels of government.
SOURCE Cereals Canada