Major Market Initiatives

AWC investment: Winter wheat technical specialist at Cigi

With international customers expressing greater interest in the potential of winter wheat, AWC has invested $75,000 over three years to help fund a Technical Specialist position at Cigi to improve the marketability of winter wheat. This specialist will be responsible for market development strategies that promote winter wheat and provide a better return on investment for Canada’s winter wheat growers. This will include providing technical marketing support to both domestic and international customers regarding milling and end-use applications for winter wheat, coordinating research on winter wheat quality, and analyzing the market demands for quality to help the Canadian grain industry meet those demands. The position is co-funded by Winter Cereals Development Commission with a total investment of $225,000.