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Commitment

The Barley Council of Canada is committed to working for the entire barley value chain through strategic initiatives. These include:

  • Coordinating research efforts across Canada to ensure focus and co-operation while reducing duplication and increasing innovation
  • Improving communication throughout the value chain and providing a unified voice to encourage further investment in processing, research and innovation
  • Building a unique brand for Canadian barley that sets it apart from competitors, including the development and distribution of branding, key messaging, promotional items and marketing materials for all end-uses
  • Supporting agronomic researchers in developing best practices to manage production issues including malt quality, harvest and storage requirements
  • Addressing barriers and opportunities related to the value of feed barley for livestock, including the coordination of feed conversion studies comparing barley to wheat and corn
  • Communicating the health benefits of barley by raising awareness of the Health Canada claim through the national consumer campaign, GoBarley. (www.gobarley.com)