In the wake of losing a core member last year, the Canola Council of Canada (CCC) is moving forward with its more limited resources now more tightly focused on the industry’s current priorities and the programs most valued by its members.
Speaking at the Canola Industry Meeting in Saskatoon on Wednesday, CCC President Jim Everson outlined several changes now underway at the council, including less emphasis on individual field walks and on‐farm agronomy support, the discontinuation of consumer‐oriented promotion efforts in already established canola markets and the wrapping up some activities, such as the Ultimate Canola Challenge and sentinel site program.
Further, the council’s annual budget will no longer be determined by a levy linked to production, processing and handling. Instead, the budget will now be directly tied to priorities and programs, with 50% of the funding provided by producer groups and the other 50% provided by the industry.
There was no mention of any possible job losses at the organization’s Winnipeg office, but a statement today said the core budget for 2019 will be $5.2 million, well down from $8.7 million in 2017
On the other hand, the CCC said it will be working with the Canadian Canola Growers Association to develop and deliver a program for canola brand promotion and awareness in new and emerging markets – particularly in countries like South Korea, Vietnam and Chile, where free trade agreements are ‘creating new opportunities.’
The council said it will also continue to lead and coordinate national research funded through partnerships, such as the Canola AgriScience Cluster (funded by the federal government, provincial canola grower associations and industry) and the Canola Agronomic Research Program (funded by the provincial grower associations).
“What we heard from members is that their opportunities and challenges have changed over time, but the commitment to value chain partnership and private sector leadership is as strong as ever,” CCC chair David Dzisiak said in a release.
The changes are based on the CCC’s recently completed priorities review, which was led by the CCC board of directors. As part of that review, five task groups reached out to all links of the canola value chain – including growers, processors, life science companies and exporters – to determine how the CCC can best support the industry as needs and opportunities evolve.
The priorities review followed a decision in late 2017 by Richardson International, Canada’s largest grain company, to not renew its annual membership in the canola council, the Flax Council of Canada and Soy Canada. In pulling its membership, Richardson said it didn’t feel it was getting good enough value in return for its approximately $1 million in contributions, most of which went to the canola council.
A more detailed description of the changes at the canola council can be found here:
Source: DePutter Publishing Ltd.
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