Posted on 07/11/2010, 10:38 am, by mySteinbach

The Government of Canada is investing in the growth of Canada’s world-class canola crop in international markets. Agriculture Minister Gerry Ritz announced $1.5 million for the Canola Council of Canada’s (CCC’s) “Growing Great 2015” strategy to increase demand for canola products around the world.
 
“Canola farmers produce heart-smart oil and protein-packed meal for livestock, and our government is doing its part to make sure the world knows,” said Minister Ritz. “Canola is a safe and healthy crop with tremendous potential in new and existing markets around the world, making it a key example of Canada’s success in agriculture. This marketing initiative will create more revenue for Canada’s canola producers and contribute to Canada’s economic growth through increased exports and trade.”
 
This investment will help the CCC increase its “Growing Great 2015” promotional initiative, which will highlight the distinct health qualities of canola oil and meal, distinguishing them from competitors. Other activities include promoting the heart-health benefits of canola oil as part of World Heart Day on September 26, and a four-day education program called Canola Camp which allows food writers, chefs, recipe developers and industry stakeholders from across North America to tour and taste canola country.
 
“Canola products are among the healthiest in the world and this key investment by the Government of Canada will make sure the world knows,” said CCC President JoAnne Buth. “With the least saturated fat of all cooking oils among other health attributes, canola oil is a kitchen staple that may help people around the world reduce their risk of heart disease. Canola meal improves milk production in dairy cows due to its beneficial protein composition.”
 
Canola is a flagship product of Canada’s agricultural sector and Canada’s second most valuable crop, after wheat, contributing approximately $14 billion annually to the economy. It is Canada’s most valuable oilseed crop, with direct revenue to Canadian producers of approximately $3 billion annually.
 
This investment is provided through the AgriMarketing program, which helps producers and processors increase exports of Canada’s safe, high-quality products around the world. The program helps implement long-term international strategies which include activities such as international market development, consumer awareness and branding and industry-to-industry trade advocacy.