Review of 2014 Team Canada New Crop Missions Canadian Wheat Quality

Transcription

1 Wheat from Western Canada QUALITY PLUS Review of 2014 Team Canada New Crop Missions Canadian Wheat Quality Randy Dennis, Chief Grain Inspector, Canadian Grain Commission Elaine Sopiwnyk, Director, Science & Innovation, Cigi

2 Presentation Overview Team Canada Approach 2014 Quality Overview: CWRS and CWAD What We Heard From Customers Plans for the Future

3 Team Canada Approach Members from: Cereals Canada: Board members, President Canadian International Grains Institute (Cigi): CEO, executive team, technology staff Canadian Grain Commission: Commissioner, grain inspectors, GRL scientists Producers: Alberta Wheat Commission, Manitoba Wheat and Barley Growers Association Representation from the entire Canadian value chain

4 Europe Foggia, Italy Bologna, Italy London, UK Frankfurt, Germany Canada Winnipeg, MB South America Santiago, Chile Lima, Peru Guayaquil, Ecuador Bogota, Colombia Middle East / North Africa Casablanca, Morocco Algiers, Algeria Tunis, Tunisia Dubai, UAE South East Asia Tokyo, Japan Seoul, Korea Shenzhen, China Singapore, Singapore HCMC, Vietnam Manila, Philippines Osaka, Japan Beijing, China Jakarta, Indonesia Kuala Lumpur, Malaysia Bangkok, Thailand

5 Canada is Back - Quote from a seminar participant in London

6 Objectives Maintain confidence in Canadian Brand: Inform customers of the quality of the 2014 wheat crop Update customers on the evolution of the Canadian industry Answer questions and address concerns Bring feedback to the Canadian value chain Maintain relationships If we are not present in these key markets, our competitors will be speaking for us

7 Quality Overview Detailed technical presentations are available from Cereals Canada, Cigi or the CGC

8 Wheat Classes Grown Across the Prairies in 2014 CWES CWHWS CWGP CWRW CWSWS CPS Unknown / Unregistered CWAD CWRS % Acres Source:

9 2014 CWRS Quality Summary Increased protein content Improved dough strength Decreased water absorption Lower FN and amylograph peak viscosity (No. 3) Baking quality: long mix time & increased energy input with similar loaf volume Despite a difficult growing season, Canada has quality CWRS to sell into international markets

10 FARINOGRAPH STABILITY, MIN Dough Strength of Prominent CWRS Varieties Harvest Lillian Unity Kane Carberry Stettler CDC Utmost CDC Stanley CDC Go Glenn

11 2014 CWAD Quality Summary Specific regions may have higher DON levels Increased protein content ( ~1%) Increased gluten strength Lower falling number (No. 3 and 4) Lower semolina extraction with higher semo ash Spaghetti quality: increased firmness and yellowness No. 3 CWAD with mildew has better quality than expected

12 2014 CPSR Quality Summary Data showed good quality with little effect of DON Strong interest in this class as an alternative to CWRS for bread and noodles Customers requested samples to evaluate Huge potential

13 Overall Quality Summary Difficult growing conditions in the prairies Production at normal levels Improvement in CWRS quality over previous years Quality of No. 3 CWAD better than anticipated

14 What We Heard From Customers

15 What We Heard From Customers Questions pertaining to: Changes within industry Concerns about transportation issues Availability of specific grades, protein levels etc. Regulatory procedures (certification and grading) Farming in Canada

16 What We Heard From Customers Questions about our variety registration system Technical questions regarding quality Cautiously optimistic about improved strength in CWRS Concern about DON levels in CWAD EU limit for DON in durum wheat is 1750 ppb (1.75 ppm) CWAD varieties with fusarium resistance are needed CWAD has good yellow pigment and gluten strength CPSR quality could have a role in specific applications

17 Overall Conclusions Canada brand continues to attract customer loyalty Quality is important among customers and Canada occupies that niche Team Canada approach successful Canadian infrastructure adds value to the brand Cereals Canada, Cigi, CGC, variety registration

18 Looking Forward

19 The Road Forward Team Canada approach was successful and will continue Strategic focus on key markets Market scan currently underway by Cigi and Cereals Canada Do different markets require different support?