In this episode, Alberta Grains’ Director of Government Relations, Policy Markets, Shannon Sereda, speaks with Leif Carlson, Vice President of Markets & Trade at Cereals Canada.
They discuss the work happening behind the scenes to maintain access to international markets, build demand for Canadian wheat and barley, and protect Canada’s reputation as a reliable supplier of high-quality cereal grains.
From market access and trade advocacy to customer relationships and farmer
participation in initiatives like Combine to Customer, this episode explores how the entire value chain works together to support long-term success for Alberta farmers.
Cereals Canada – Cereals Canada is the national not-for-profit industry association representing the Canadian cereal grains value chain.
Growing Quality newsletter – Subscribe to this quarterly newsletter for growers, researchers, the agriculture community, and value chain organizations to stay up to date on Cereals Canada news.
Combine to Customer – Register to attend this three-day course for Canadian grain farmers, featuring grain industry presentations, demonstrations, and hands-on technical activities.
Cereals Canada Annual Report – Read the 2025 Cereals Canada Annual Report
highlighting the past year’s programming, advocacy, and customer engagement.
Global Agriculture Technology Exchange (Gate) – Explore how this trade-enabling infrastructure hub will serve as a centre for innovation, research, and advocacy.
Alberta – Cereals Canada – Read the Economic Impact study to learn how Alberta’s cereal grain farming and processing sectors contribute billions in economic activity and support thousands of jobs.
What About Wheat? – Discover the health benefits of wheat and wheat-based products and how they can support your health goals.
Keep it Clean – Provides timely updates on potential market risks and resources for on-farm practices that help crops meet domestic and export customer standards.
CAFTA – The Canadian Agri-Food Trade Alliance is a coalition of national organizations advocating for a more open, rules-based, and fair international trading environment for Canada’s agriculture and agri-food sectors.