OUR GOAL IS TO MEET GLOBAL DEMAND OF 26 MMT BY DIFFERENTIATING AND DEMONSTRATING THE QUALITY CHARACTERISTICS OF SEED, OIL AND MEAL TO MEET NEW AND EXISTING CUSTOMER REQUIREMENTS AT A COMPETITIVE PRICE.

Tactics

Develop a targeted country and customer approach to align canola’s functional attributes with customer requirements.

  • Key Markets: Conduct research, develop and implement a country-specific marketing plan, based on product differentiation, in order to maintain and expand key markets

  • Secondary Markets: Conduct research, develop and implement marketing strategies in other countries with potential for growth

  • Tertiary Markets: Conduct research on market potential Expand the profile of canola oil as a superior, healthy oil in key markets.

Bioproducts: Determine biofuel and new product opportunities to expand the demand for canola.

Areas for Innovation

Create differentiated value at a competitive price by providing quality products with various functionalities

Ensure the markets we engage recognize canola oil’s superior properties and canola meal’s protein advantages

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