An informational package outlining the Canola Council of Canada's (CCC) 10-year strategic plan, "Keep It Coming 2025", produced by the CCC in January 2014. Package consists of a CCC-branded folder containing a press release; "The Canola Council of Canada Strategic Plan" booklet; and "The Science" booklet.
The press release, titled "Canada's Canola Industry Sets Bold New Targets for 2025", outlines the contents of the strategic plan and the canola industry's three priorities for reaching the targets.
Priorities include:
Priority 1: Sustainable, Reliable Supply - "Sustainably and profitably increase annual canola production in Canada to meet global demand for 26 million tonnes of Canadian canola by increasing yield to an average of 52 bushels per acre. Improve quality characteristics of seed, oil and meal to meet new and existing customer requirements".
Priority 2: Differentiated Value in the Marketplace - "Meet global demand of 26 million tonnes by differentiating and demonstrating the quality characteristics of seed, oil and meal to meet new and existing customer requirements at a competitive price."
Priority 3: Stable and Open Trade - "Creating a competitive, stable and open trade environment that consistently allows the industry to attain the maximum value for canola and its products free of tariff and non-tariff trade barriers."
The "Strategic Plan" booklet, alternately titled "It's Amazing What One More Bushel of Canadian Canola Can Do", contains information about the CCC's history; mission statement; Industry Goal and Strategic Priorities; and their plans to achieve the goal and 2025 targets.
Contents:
Where We've Come From and Where We're Going
Mission
Industry Goal
"Strategic Priorities for Achieving the Canola 2025 Targets"
How We'll Get There:
"1. Sustainable, Reliable Supply"
"2. Differentiated Value"
"3. Stable and Open Trade"
"The Science" booklet, alternately titled "The Future of Canadian Canola: Apply the Science of Agronomics to Maximize Genetic Potential", contains information and graphs providing an overview of the scientific research and advancements involved in the creation of the Strategic Plan.
Contents:
Where We Have Been
"Canola Production Has Surpassed the Industry Target of 15 MMT"
"Genetics in the Past Have Been Central to Yield Increases"
"Canola Growers Have Been Early Adopters of New Management Practices"]
"Big Gains in Production Were Also Due to Increased Acres"
Untitled graph showing production increases in soil zones in Western Canada
The Future
"Genetics Continue to Play An Important Role"
"Canola Yields - Actual and Projected with 2% Growth" [graph]
"... Applying the Science of Agronomics to Maximize the Genetic Potential"
"Intensive Management Practices Help to Mitigate Disease and Insect Pressure"
"Agronomic Extension Requires a Paradigm Shift"