Cereals Canada Makes Winnipeg Home

Jan 08, 2014

By Amanda Brodhagen, Farms.com

Formed in 2012, Cereals Canada announced that its headquarters will be located in Winnipeg, Manitoba.

In a news release Jan. 7, Cereals Canada chair Greg Porozni said Winnipeg was picked for strategic reasons, noting its access to Canadian cities and a number of U.S. locations important to the cereal industry.

Other factors in the decision making process included cost and proximity to other industry organizations, such as the Canadian International Grains Institute and the Canadian Grain Commission, which are also located in Winnipeg.

"A great deal of thought and consideration went into making this decision," said Porozni. “Through this process it became clear to us that Winnipeg will best serve the long term needs of the organization,” he said.

Cereals Canada will begin looking for office space for its new home, as well as search for a president who will lead the organization’s operations.

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.