Canada is recognized worldwide for producing high-quality malting barley. To remain competitive in the global marketplace, the industry must continue to build on this reputation, expand its customer base and promote new varieties that meet the needs of customers.
Today, the Minister of Agriculture and Agri-Food, the Honourable Marie-Claude Bibeau, announced an investment of over $960,000 for the Canadian Malting Barley Technical Centre (CMBTC) to expand existing and develop new markets for Canadian barley and barley products.
Canadian barley, as a cereal crop, is important for crop rotations, furthering sustainability and has a lower environmental impact compared to other crops. Barley is also the main feed stock for the livestock industry in Western Canada. This investment demonstrates the Government of Canada’s commitment to help strengthen, diversify and grow markets for Canada’s malting barley, which in turn contributes to a stronger Canadian agricultural sector.
With this funding, through the AgriMarketing Program, CMBTC will undertake marketing and promotional initiatives in major export markets and prospective countries. It will also provide technical services to optimize the quality and performance of Canadian barley, as well as education and training to help customers gain acceptance of the unique qualities and special processing attributes of new malting barley varieties.
The AgriMarketing Program, under the Canadian Agricultural Partnership, aims to increase and diversify exports to international markets and seize domestic market opportunities through industry-led promotional activities that differentiate Canadian products and producers, and leverage Canada’s reputation for high-quality and safe food.