New leadership role aims to strengthen global market access for Canadian cereal crops
Cereals Canada announced the appointment of Leif Carlson as Vice President, Markets and Trade, effective immediately. In this role, he is responsible for leading efforts to expand and protect global market opportunities for Canada’s cereal crops. The position plays an important role in supporting stable trade relationships and long-term growth for the sector.
“Leif’s expertise, commitment to agriculture, and proven leadership continue to strengthen the Canadian cereals value chain,” said Dean Dias, Chief Executive Officer of Cereals Canada. “His leadership in this role will support dependable market access and sustained global demand for Canadian wheat, durum, barley, and oats.”
Carlson brings strong experience in market intelligence, trade policy, and agricultural economics. He previously served as Director of Market Intelligence and Trade Policy at Cereals Canada. In that role, he worked to promote Canadian cereals in international markets and helped safeguard the interests of the entire value chain during changing global trade conditions.
Since September 2025, Carlson has also represented the cereals sector as a Director with the Canadian Agri-Food Trade Alliance. Through this role, he has advocated for fair, transparent, and predictable trade rules that support Canadian agriculture and food exports. His work has focused on building trust with global partners and reducing trade barriers for Canadian products.
Cereals Canada leadership highlighted that Carlson’s expertise and commitment continue to strengthen the cereals value chain. His appointment reflects the organization’s focus on dependable market access and sustained global demand for Canadian wheat, durum, barley, and oats. These crops remain essential to Canada’s agricultural economy and global food supply.
Carlson holds a Bachelor of Commerce and a Master of Science in Agricultural Economics from the University of Saskatchewan. Before joining Cereals Canada, he gained valuable experience in sales, market analysis, and logistics with the Manitoba Department of Agriculture and within the agriculture industry. This background gives him a practical understanding of both farm-level and international market needs.
“I’m grateful for the opportunity to lead this important work at a time when global markets continue to shift,” said Carlson. “Canada’s cereals industry is built on collaboration, innovation, and a reputation for quality. I look forward to working with partners across the value chain and around the world to strengthen market access and drive long term growth for the sector.”
By working closely with stakeholders across the value chain and around the world, he aims to strengthen market access and support long-term growth for the Canadian cereals sector.
Photo Credit: Leif-Carlson-Cereals-Canada