Market Development

Market Development

Communication of technical data, market signals –  The CMBTC provides technical information to the Canadian malting barley value chain on annual new crop quality as well as newly developed malting barley varieties to encourage interest and demand for Canadian barley.

The CMBTC works with its partners including the Brewing & Malting Barley Research Institute (BMBRI), the Grain Research Laboratory (GRL) of the Canadian Grain Commission (CGC) as well as the provincial barley commissions and the Barley Council of Canada (BCC) to provide producers with clear signals as to what varieties are required by the industry. The CMBTC publishes its Recommended Malting Barley Varieties list each year and also disseminates information directly to farmers through producer meetings delivering presentations on the needs of the malting and brewing industries to facilitate and encourage producers to grow malting barley.

Promotion of Canadian malting barley varieties to end-users – The CMBTC works to ensure end-users have the information they require on existing and new Canadian malting barley varieties to make the best purchasing decisions. Adjunct brewers require different quality parameters in barley and malt than all malt brewers, and different Canadian malting barley varieties may be suited to each of these requirements. The data supplied by the CMBTC help companies optimize their processing to ensure high-quality end-products.

CMBTC targeted training programs provides the producer to end-users with detailed knowledge of the Canadian malting barley industry. Members can participate in any of the CMBTC Malt Academy programs free of charge (3-day and 1-week intensive courses are held 2-3 times each per year each).

Research – The CMBTC conducts research in collaboration with our members and other stakeholder partners that help differentiate Canadian malting barley in the marketplace. Our research is focused on areas that enable Canadian malting barley to be distinguished by the buyer as some of the best quality in the world. Through this work the CMBTC has been able to demonstrate to buyers that Canadian malting barley is easy to malt, provides strong enzymatic potential in the brewhouse, and results in high levels of fermentable wort and foam active proteins in finished beer.

 

Market Development Activities

At CMBTC, we are dedicated to fostering growth and innovation within the barley industry. Our market development activities are designed to strengthen international partnerships, showcase the superior quality of Canadian barley, and drive sustainable industry advancements.

 

2024 Canada-China Barley Seminar

The Canadian Malting Barley Technical Centre (CMBTC) is pleased to host the 2024 Canada-China Barley Seminar, convening in Qingdao, China. This seminar aims to foster direct engagement between the Canadian barley value chain and Chinese maltsters and brewers, strengthening relationships with a key market for Canadian barley.

The seminar will highlight Canada’s barley value chain, including farmers, representatives from our world-class barley breeding programs, and grain company suppliers. They will discuss sustainable growing practices, best-in-class malting barley varieties, and our systems to source and deliver the highest-quality malting barley in the world. Together, these pillars constitute Canada’s premium value proposition and drive the industry’s continuous advancement.

New Crop Tour

The 2024 New Crop Tour is another highlight of CMBTC’s market development initiatives. This tour offers international buyers, brewers, and industry professionals a firsthand look at Canada’s latest barley harvest. Attendees will visit key barley-growing regions, meet with local farmers, and observe the harvesting and processing techniques that ensure the superior quality of Canadian barley.