Every fall, Canadian farmers harvest their cereal crops without knowing which market the grain will end up in. It might become bread in Bangladesh, cookies in Colombia, granola bars in the U.S., noodles in Indonesia, or beer in China.
Combine to Customer helps bridge that gap, by linking Canadian farmers to the needs of more than 80 international markets that rely on their high-quality wheat, barley, and oats. Hosted by Cereals Canada, this popular, farmer-focused program brings growers from across Canada together to explore a key question: What keeps global buyers coming back to Canadian cereals?
Connecting Farmers to Global Customers’ Needs
For more than 50 years, the experts at Cereals Canada have built strong, trusted relationships with international customers. Through hands-on programming, technical support, and in-market missions, they have learned what buyers value the most—consistent quality, reliability, and performance—and they bring those insights back to the Canadian value chain.
“Combine to Customer gives farmers a clear window into what international buyers expect from Canadian cereals,” says Lisa Nemeth, director of market support and training at Cereals Canada. “When growers see the global impact of what they produce, it strengthens the connection between on‑farm decisions and global market success.”
During three immersive days at Cereals Canada, participants experience the six technical facilities firsthand. They observe how grain quality is tested and verified; they learn what millers look for; they see, feel, and taste how Canadian wheat performs in premium breads, noodles, and pasta; and they get an inside look at the market support, market access, and advocacy work undertaken by Cereals Canada and the value chain.
At the end of the program, farmers return home with a deeper understanding of how Canadian grains are positioned as premium products, and the strength of the organization supporting the global markets that rely on them.
“I had no idea how much work goes on behind the scenes to promote and protect our markets,” says Emiley Saunders, a farmer from Borden, Saskatchewan, and 2026 Combine to Customer participant. “This program really showed me why quality matters and why buyers around the world trust Canadian wheat.”
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