The Canadian International Grains Institute (Cigi) is welcoming the $15 million investment that was announced by the federal government earlier this week.
Cigi's CEO JoAnne Buth says the money, which will be spread out over 5 years, will help them promote Canadian field crops and the Canada brand worldwide.
She notes new crop missions will get underway in early November.
"These missions will see Cigi's technical team of experts travel to key markets in Asia, Europe, the Middle East, North Africa, and South America to discuss the quality of Canada's western Canadian wheat harvest," she said. "As we're all aware, in a year that's brought some challenging growing conditions that have affected the crop, these are going to be critical opportunities in promoting Canada's brand."
Joining Cigi on these missions will be representatives from Cereals Canada and the Canadian Grain Commission, as well as farmers.
Buth says right now Cigi's technical staff is busy completing the 2014 wheat harvest assessment.
In 2013-14 Cigi delivered 63 programs involving more than 2,200 international and domestic participants. Fifteen missions were held in 33 countries, covering more locations than ever in a single year.
Cigi is an independent market development institute that was created in 1972. The organization receives funding from farmers, the Government of Canada and industry partners.