Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

November 24, 2010 12:29 ET

Government of Canada Drives International Marketing of Canadian Mustard Seed

OTTAWA, ONTARIO--(Marketwire - Nov. 24, 2010) - The Government of Canada is investing $30,000 to promote the superior quality of Canadian mustard seed and its many uses in international markets, Agriculture Minister Gerry Ritz announced today.

"Promoting a superior-quality product is easy compared to the hard work Canadian mustard seed growers put into delivering their world-class crop to market," said Minister Ritz. "This Government is proud to lend a hand to international promotion which will lead to greater markets and a greater return for these farmers."

This funding will help the Canadian Special Crops Association (CSCA) to increase the knowledge and appreciation of mustard through promotional activities. Canada is the second largest producer of mustard seed in the world and is considered the largest exporter with nearly half of the world's exports. Canadian exports of mustard seed in 2009 totalled over $128 million.

"This investment, led by the Canadian Special Crops Association, will help the Saskatchewan Mustard Development Commission undertake activities with food companies, chefs, culinary schools and dieticians to build interest in Canadian mustard as a high quality and nutritious food ingredient and to assess the needs of international customers," said the Chief Executive Officer of the Canadian Special Crops Association, Mr. Gordon Bacon.

This funding is in addition to the $35,450 announced earlier this year to help the CSCA reach out to buyers at key international food shows and develop marketing materials to promote the industry; bringing the total AgriMarketing funding to the CSCA in 2010-11 to $65,450. 

This investment is provided through the AgriMarketing Program, which helps national producer and processor associations to increase exports of safe, premium Canadian products around the world. The program helps implement long term international strategies, which include activities such as the expansion of international markets, consumer education and brand promotion. 

Contact Information

  • Agriculture and Agri-Food Canada
    Ottawa, Ontario
    Media Relations
    The Office of the Honourable Gerry Ritz
    Meagan Murdoch
    Press Secretary