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JULY 10, 2006 PROGRAMS TAP INDUSTRY POTENTIAL IN ASIAN BREWING MARKETS WINNIPEG – Fifteen representatives from the world’s largest malting barley market are in Winnipeg to participate in the Third CIGI–CMBTC China-Canada Malting Barley Program, which begins at the Canadian International Grains Institute (CIGI) Monday, July 10 and runs until July 20. Over 11 days, the participants, who represent 12 of China’s largest malting and brewing companies, along with three Canadians, will have numerous opportunities to become familiar with Canada’s malt and malting barley industry and have face-to-face discussions with representatives from Canadian industry. The program is being held on behalf of the Canadian Wheat Board (CWB) and is being conducted in cooperation with the Canadian Malting Barley Technical Centre (CMBTC). Participants will spend the first three and one-half days of the program mainly in classroom sessions at CIGI, and in practical malting and brewing exercises in CMBTC’s pilot malt and brewing facilities where the performance of Canadian malting barley varieties in malt and beer will be highlighted. The participants will then embark on a week-long industry tour that ends in Vancouver. En route, they will visit malting plants in the three prairie provinces, a grain farm, inland terminal, cereal research facilities, and a brewery. When the group arrives in Vancouver, the focus shifts to the handling, inspection and certification that takes place for malt and malting barley cargoes at the Port of Vancouver. This includes visits to the Canadian Grain Commission’s Vancouver office and tours of a terminal elevator and container-loading facility. The program follows closely on the heels of a similar, one-week program held June 25 to 30 for representatives from the malting and brewing industry in Vietnam. Participating were five people representing the largest brewing company in Vietnam and the country’s only malting plant. Both programs offer tremendous opportunities for Canadian malt and malting barley. Notes CWB Senior Marketing Manager Bob Cuthbert, “Vietnam represents an important new market, while China is an established major customer for Canadian barley, and a market that accounts for half of the world’s trade in malting barley.” He adds that the firsthand interaction that occurs between participants and the Canadian industry goes a long way towards building sound business relationships that can last for years. CMBTC is a non-profit, independent organization funded by members of the malting barley and malt industry. Its role is to provide technical assistance to the malting barley and brewing industries. CMBTC facilities include a state-of-the-art pilot malting plant and pilot brewery, located in the Canadian Grain Commission Building in Winnipeg, Manitoba. CIGI is a non-profit market development organization for international and Canadian participants and is dedicated to promoting Canada’s field crops in domestic and international markets through educational programming and technical activities. Core funding for CIGI is provided by Agriculture and Agri-Food Canada and the CWB. Additional funds and support are provided by other sectors of the agriculture industry. Since 1972, CIGI has hosted close to 24,000 participants from 110 countries.
Rob McCaig,
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