Research Topic: Marketing

• Project Status: In Progress
• Abstract/Summary: Keep It Clean Cereals (KIC) is a program that shows Canada’s commitment to delivering consistently superior agricultural products to markets around the world. Keep it Clean is an established program started by the Canola Council of Canada and expanded with Cereals Canada, Barley Council of Canada and POGA to share best practices required for export-quality cereals and canola. The overall goal of the KIC program is to help prevent market access issues and maintain Canada’s international reputation for reliability and quality. Each importing country has different standards and qualities that must be met for that market. The KIC program best management practices checklist contains five items, accompanied by explanations of each item. This list was created to be used by growers, but it also serves as the Canadian value chain’s commitment to quality, cleanliness, and consistency.

Research Topic: Marketing

• Project Status: In Progress
• Principal Investigators: funded in part by AAFC and Manitoba Ag in Action, and directed by POGA through Emerging Ag
• Project Dates: April 2021 – March 2023
• Abstract/Summary: POGA sought to target domestic consumers in this campaign to further diversify the demand for Canadian oats. Canadian consumption of oats has been steadily increasing over the years. However oats are still perceived as a breakfast cereal rather than an ingredient to be used in food for the rest of the day. It is important to educate Canadians on the health benefits for things such as heart disease, high cholesterol, obesity and diabetes to name a few. There is an increasing desire to eat “local” as well to reduce the environmental footprint related to the transportation of goods. The website “Oats Everyday”, which was developed as a promotional campaign to the USA, is reactivated and geared to Canadian consumers (and materials will be supplied in both French and English).

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Research Topic: Marketing

• Project Status: In Progress
• Principal Investigators: Funded in part by AAFC and directed by POGA through Emerging Ag
• Project Dates: April 2021 – March 2023
• Abstract/Summary: The intent is to increase demand for Canadian oats by promoting the health benefits of oats to the Japanese market. Japan is the fourth largest importer of oats globally, and Canada has been the leading exporter of oats in recent years. Canada is the largest supplier of raw oats in Japan; however the goal is to gain market share in the human-consumption arena. The campaign is focused on trade advocacy, as well as social media outreach to highlight the nutrition and health benefits of oats in daily diets

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Research Topic: Marketing

• Project Status: In Progress
• Principal Investigators: Funded in part by AAFC and directed by POGA through Emerging Ag
• Project Dates: April 2021 – March 2023
• Abstract/Summary: Mexico is the third largest importer of oats globally and several other Latin American countries who import oats could offer additional opportunities for Canadian exports. A long-term strategy for POGA is to make use of the proximity to these markets, and build on the strong Canadian reputation for products in Mexico which would support the efforts to differentiate Canadian oats. This project focuses on diversification of Canadian oat exports to Mexico. The activities aim to increase per capita consumption of oats, increase Canadian oat exports to Mexico, and increase consumer awareness of the health benefits of oats. Since this project began in 2015, Canada has been able to more than triple its oat exports to Mexico.

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Research Topic: Marketing

• Project Status: In Progress
• Principal Investigators: POGA
• Abstract/Summary: In 2016, POGA applied to the AAFC Market Access Secretariat for elimination of the requirement for methyl bromine fumigation on raw oats for human and feed consumption as well as a reduction in tariffs for processed oats and groats into India. This requirement for methyl bromide is also prevalent in other crops, most notably pulses. The Government of Canada has advised that until this issue is resolved in pulse it is unlikely to be resolved in other crops like oats.

Research Topic: Marketing

• Project Status: In Progress
• Principal Investigators: funded in part by AAFC and directed by POGA through Emerging Ag
• Abstract/Summary: POGA has reduced efforts in this area until the political landscape becomes more favourable. Other funds originally earmarked for market access have been redirected to the Japanese market.