Reference number : 235-2018-2019-Q3-00020, amendment number : 3, agreement type : C, recipient legal name : Cereals Canada, recipient country : CA, recipient province : MB, recipient city : Winnipeg, recipient postal code : R3C0V3, program name english : AgriMarketing Program: National Industry Association Component, program name french : Programme Agri-marketing - volet Associations nationales de l'industrie, program purpose english : AgriMarketing Program - National Industry Association component - help industry increase and diversify exports by supporting promotional activities that differentiate Canadian products and producers., program purpose french : Le Programme Agri-marketing - volet Associations nationales de l'industrie - aide l'industrie à accroître et à diversifier ses exportations en finançant des activités promotionnelles qui différencient les produits et les producteurs canadiens., agreement title english : Canadian Cereals Market Development and Branding Initiative, agreement title french : Initiative de développement et de marque pour le marché canadien des céréales, agreement number : CAP-AMPN-030, agreement value : 874376.0, agreement start date : 2018-05-02, agreement end date : 2021-03-31, description english : The objective of this project is to secure global markets for cereals by strengthening the Canada Brand for wheat through understanding of customers’ expectations; ensuring customers know and understand the functionality of Canadian wheat; ensuring that Canadian wheat quality meets the requirements of the customers;  and that market access issues are handled proactively, promptly and effectively.  In addition, untapped market potential for non-branded classes will be explored., description french : L'objectif de ce projet vise à assurer l’accès aux marchés mondiaux pour les céréales en renforçant l’image de marque du Canada dans l'industrie du blé grâce à une meilleure compréhension des attentes des consommateurs. De plus, le potentiel commercial inexploité des classes génériques sera étudié., expected results english : The project aims to increase exports for Canadian cereals., expected results french : Le projet vise à accroître les exportations de céréales canadiennes., additional information english : Amend#3 reflects a change in the Minister's contribution, as well as new budget plan., additional information french : La modification no 3 reflète un changement dans la contribution de la ministre et un nouveau plan budgétaire., owner organization : aafc-aac, owner organization title : Agriculture and Agri-Food Canada | Agriculture et Agroalimentaire Canada