The Canola Council of Canada (CCC) has outlined new directions the organization will take in 2019 and beyond to respond to the changing priorities and needs of the Canadian canola value chain.
The revised work plan is based on the CCC’s recently completed Priorities Review, which was led by the CCC board of directors.
Speaking at the Canola Industry Meeting in Saskatoon, CCC president Jim Everson said the new work plan builds on CCC’s core strengths and the efficiencies made possible by partnership.
“We’re very pleased that all segments of the value chain are fully behind the direction we are taking,” Everson said. “It’s a direction that will enable us to continue our record of leadership, while enhancing our partnerships.”
Resources are now more tightly focused on the industry’s current priorities and the CCC programs most valued by members.
“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,” says CCC chair David Dzisiak. “With their input, we determined that the Keep it Coming 2025 strategic plan should remain our industry’s roadmap, and we will reset our priority activities to better respond to today’s needs.”
Several changes now underway:
- The CCC will continue its leadership in market access and competitiveness, working in close partnership with allied organizations to coordinate activities and maximize impact. Key partnerships include the Canadian Agri-Food Trade Alliance, Canada Grains Council, Canadian Canola Growers Association (CCGA) and Canadian Oilseed Processors Association.
- CCC crop production and innovation is focused on maintaining and building the supply of canola for the Canadian canola industry. CCC activities will align on research leadership and coordination, knowledge creation and transfer, preparing for emerging threats and supporting regulatory and market access efforts. The private sector agronomist community will play a larger role in knowledge transfer and amplification of best management practices, guided by a new CCC Sustainable Supply Committee.
- Consumer-oriented promotion programs will be discontinued in established canola markets. Marketing activities will focus on maintaining and nurturing the Canadian canola brand in established markets. The CCC will be working with the CCGA to develop and deliver a program for canola brand promotion and awareness in new and emerging markets.
- The organization’s funding formula will be more stable and predictable, with the annual budget aligned to the new priorities. Producer groups will fund half of the CCC’s core budget, and industry will provide the other 50 per cent. The core budget for 2019 will be $5.2 million, adjusted from $8.7 million in 2017.
- The CCC will share some costs with other organizations through new service agreements and collaborations. Some activities will be transferred to other organizations or wrapped up completely, allowing the CCC to focus its budget on programs of greatest importance to all value chain members.
“Our Priorities Review has re-energized the Council,” said Everson. “We have unanimous support from our board, a renewed sense of purpose and the confidence that we are providing value to our members.”