Cereals Canada today released its 2024 Annual Report, showcasing a year of significant achievements in market access support, customer engagement, and technical excellence that reinforced Canada’s position as a key exporter of high-quality, high protein wheat, durum, oats, and barley.
“The Canadian cereals sector contributes almost $69 billion to the Canadian economy annually and supports over 370,000 paid full-time equivalent jobs across the country,” said Brett Halstead, chair of Cereals Canada. “These results didn’t happen by accident, but through continued investments and innovation throughout the Canadian cereals value chain.”
“Cereals Canada works with Canada’s customers at home and abroad to ensure that Canadian quality translates into value,” added Halstead.
In 2024-2025, Cereals Canada engaged with 63 countries, delivering Canada’s quality and functionality reports to global buyers. This included 59 current international buyers of Canadian cereals, whose combined average purchases of Canadian cereals are valued at $11.2 billion.
“One way that Cereals Canada supports the Canadian cereals value chain is by engaging with global customers to demonstrate the quality and functionality of Canadian wheat,” said Dean Dias, chief executive officer. “Another big part of what we do is our targeted market development and advocacy work.”
The report highlights how the organization’s advocacy work was particularly focused in 2024. Staff members met with government officials regularly throughout the year to ensure value chain interests were represented and protected. As Canada continues to invest in market development, Cereals Canada works closely with the government to diversify and strengthen trade relationships and grow demand for Canadian cereals.
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