Latin American markets are continuing to expand and Canada wants a piece of not just the pie, but breads, pasta and crackers too.
“We have been there for many years, the market knows how good we are, but we have to create and keep that fidelity to the Canadian brand,” said Juan Carlos Arriola, head of milling technology at the Canadian International Grains Institute, better known as Cigi.
With that in mind, the institute has just wrapped up a program with 16 millers and grain purchasers from Latin America, including representatives from Colombia, Cuba, Venezuela, Mexico, Chile, Peru and Ecuador.
Arriola added that creating and maintaining fidelity in the Cuban market is of particular importance for Canadian growers and grain sellers. As that country moves towards a return to the open market, Canadian grain may face competition from other countries such as the United States.
“Cuba still has the unique system, and in that unique system the government is the only one that can buy wheat, cereals and whatever,” he said. “So for us, it’s like thinking ahead… so that when the market opens they hesitate to try something new that is not going to be as good as we are — that is why the technical part of these sessions is so important, then they can see why Canadian wheat is so good in quality.”
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