Cereals Canada readies fundraising drive for new Winnipeg HQ

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This article was published 27/06/2024 (786 days ago), so information in it may no longer be current.

Cereals Canada is launching a capital campaign to raise about $100 million for a new facility in downtown Winnipeg. But even before the move was publicly announced, opposition had already been voiced.

Cereals Canada is a not-for-profit organization funded by industry that represents all players in the country’s cereal grains value chain, promoting local products and providing expert support to international customers. It incorporates the former Canadian International Grains Institute.

It has been operating out of a federal government building at 303 Main St. for many years. Over time, it added a mini mill, bakery and classrooms and played host to global industry players.

Many believe the facility is past its “best-before” date, but the organization has not been able to muster the collaboration to get a new building — to be called the Global Agriculture Technology Exchange — started until now, nearing the end of its current lease.

“GATE will ensure the long-term viability of our world-renowned organization, inspiring new innovation, conversations and research while giving us the capability to meet the growing demand for wheat, barley and oats, and provide value to our members,” Cereals Canada CEO Dean Dias said in a news release.

However, at least one producer group, Wheat Growers Association, has already come out opposed to the development.

“There is a softening within the agricultural industry now and wasting money on an unneeded shiny new building does not benefit farmers or the grain industry,” said WGA president Gunter Jochum, who farms west of Winnipeg.

Although the Wheat Growers Association is not a member of Cereals Canada, its members contribute to other producer groups, such as the Manitoba Crop Alliance, which is a member.

Pam de Rocquigny, CEO of the Manitoba Crop Alliance, said her organization is not yet convinced it will support the new development — adding, however, it supports and appreciates the work Cereals Canada does on behalf of all farmers.

As for the potential new facility, she said: “Right now, our board is carefully considering all the relevant details of the proposed GATE facility and no decision has been made at this time.”

The proposed downtown Winnipeg facility would include a modern bakery, milling, noodle and pasta making facilities and oat and specialty grain processing operations.

Richardson International CEO Curt Vossen is a big fan of the proposal, even though his company has its own facility (the new Richardson Innovation Centre on Westbrook Street) that does a lot of its own proprietary research.

“From Richardson’s point of view, we are completely committed to GATE,” Vossen said. “It’s a good idea that’s overdue. And we would like it to be here in Winnipeg. There are some who’d like it to be elsewhere.”

There are reports Saskatchewan has been aggressively lobbying for GATE to find a home in Saskatoon’s Innovation Park.

Cereals Canada, however, believes Winnipeg’s downtown is the right place for it, with the headquarters of a handful of international grain companies just blocks away.

Ryan Kuffner, president and CEO of Economic Development Winnipeg, said Cereals Canada already brings in large contingents of international travellers, which bolsters all the businesses associated with that activity.

“Projects like Cereal Canada’s GATE represent an exciting opportunity to showcase Canadian agriculture on the global stage, strengthening Winnipeg and Manitoba’s position as a recognized hub for agricultural leadership and innovation,” he said.

In the coming months, Cereals Canada will be kicking off a capital campaign to raise funds to build and equip the new facility. The campaign will target contributions from industry groups, agribusinesses and individuals, as well as support from the three upper levels of government.

martin.cash@freepress.mb.ca