Downtown Winnipeg a hub for research, baking and milling at Cereals Canada

High above on the tenth floor of a downtown Winnipeg office space, baking bread is a normal routine.

High above on the tenth floor of a downtown Winnipeg office space, baking bread is a normal routine.

“Most people in Winnipeg have no idea that this type of facility exists in downtown, and people drive past this space and not understand what’s happening in here,” said Dean Dias, CEO of Cereals Canada.

Located at 1000-303 Main Street, Cereals Canada is an organization that ensures the quality of Canadian wheat.

Much of their work is research-based, with a fully functional pilot bakery and flour mill used on a daily basis.

Marketing Canadian grain to the world through research and an understanding of how things are grown in Canada are key to their success.

“When a customer is knowledgeable about what’s happening in Canada, the production practices, the storage practices, our modern agricultural practices in Canada, our production for the year, the market outlook of what we have to supply and the quality, customers will always choose Canadian,” Dias said.

Inside the flour mill, millers assess the quality of Canadian wheat and other competitors. During their harvest assessment period, the team notes changes in flour from one crop year to the next and relays it to interested customers.