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Combine to Customer Program
February 18 to 21, 2025

Welcome to Winnipeg! For more than 20 years, we have welcomed cereal farmers from across Canada to take part in the Combine to Customer program, presented in partnership with the provincial grain commissions.

Developed specifically for Canadian grain farmers like you, this three-day course provides a broad overview of grain industry operations through presentations and demonstrations, as well as hands-on technical activities in our analytical lab, pilot mill, pilot bakery, pasta plant, and noodle lab. You will learn how Cereals Canada supports customers through targeted initiatives, why global customers choose Canadian wheat to produce quality end-products, and what happens when the grain leaves your farm. 

AGENDA

Participants Arrive in Winnipeg
Participants arriving by air will take a taxi or Uber from the airport to the Fairmont Winnipeg, 2 Lombard, and retain their receipt for reimbursement.

1830 – Welcome Reception and Dinner: Fairmont Hotel – Harrow/Essex/Canterbury room
Program chair Ellen Pruden will meet participants in the lobby and escort them to dinner.

All presentations will be held in Classroom A on the 10th floor unless otherwise specified in the program. All breaks will be held in the 10th floor participant lounge.

0845 – Meet in Hotel Lobby and Walk to Cereals Canada
(10th Floor – 303 Main Street)
Participants will be met in the hotel lobby by Ellen Pruden. The walk to Cereals Canada is about 5 minutes.  

0900 – Cereals Canada Welcome and Course Overview
Ellen Pruden, Vice President, Communications and Value Chain Relations

0910 – Cereals Canada Overview Presentation
Dean Dias, Chief Executive Officer

0940 – Participant Introductions

0945 – Group Photograph – Classroom C

1000 – Canadian Grain Commission Sessions
At this point, the group will refer to the letters on their tent cards and split into two groups for the next two sessions. They will regroup at lunch.

Group A

1000-1015 – Break

1015 – 1100 – Canadian Grain Commission (CGC) Overview
A brief overview of the role and responsibilities of the CGC.
Lonny McKague, Chief Commissioner

1100 – 1200 – Grain Inspection & Grading Demonstration at the Canadian Grain Commission – 8th Floor:
Impact of wheat grading factors on end use quality.
Chris Fleury, Inspection Trainer; Soo Hyun Lee, Inspection Trainer

Group B

1000 – 1100 – Grain Inspection & Grading Demonstration at the Canadian Grain Commission – 8th Floor:
Impact of wheat grading factors on end use quality.
Chris Fleury, Inspection Trainer; Soo Hyun Lee, Inspection Trainer

1100 – 1115 – Break

1115 – 1200 – Canadian Grain Commission (CGC) Overview
A brief overview of the role and responsibilities of the CGC.
Lonny McKague, Chief Commissioner

1200 – Lunch – Hosted by Cereals Canada

1300 – Quality of Canadian Wheat Classes
Kristina Pizzi, Manager, Analytical Services

1330 – Cereals Canada Technology Session I:

Asian Products – 11th Floor
Natalie Middlestead, Technologist, End-products (Asian Products and Pasta); Jared Ozuk, Technologist, End-products, Cereals Canada

1430 – Break

1445 – Canadian Malting Barley Technical Centre (CMBTC) Overview and Tour of Facilities
Peter Watts, Managing Director; Aaron Onio, Malting and Brewing Technical Specialist

1630 – Customer Support: Open Discussion with Pizza and Beer – Classroom C
Dean Dias, Chief Executive Officer; Leif Carlson, Director, Market Intelligence & Trade Policy; Lisa Nemeth, Director, Market Support & Training

1715 – Adjourn

0850 – Arrive at Cereals Canada for Morning Announcements in Classroom A

0900 – Wheat Breeding and the Wheat Varietal Registration System
Curt McCartney, Winter Wheat Breeder and Geneticist, University of Manitoba

0945 – Grain Market Outlook
Leif Carlson, Director, Market Intelligence and Trade Policy, Cereals Canada

1030 – Break

1045 – Merchandising and Trading in Canada
How transactions are processed and the different ways sales are made.
Eric Vielfaure, Grains Merchandising Leader, Cargill

1115 – Cereals Canada Technology Session II:

Group A: Baking Technology – 11th Floor
Customer requirements around the world.
Lindsay Bourré, Manager, End-Products; Rosa Boyd, Technologist, End-products (Baking); Karen Pitura, Technical Specialist, End-products (Baking); Kelly Tan, Technician, End-products

Group B: Analytical Services – 1st Floor
Focus will be on sprout damage, how the falling number test is done, and the impact of sprout damage on end-use quality.
Kristina Pizzi, Manager; Robyn Makowski, Technologist; Jean Ryu, Technician; Julia Cann, Technician, Analytical Services

1215 – Lunch – Hosted by Cereals Canada

1315 – Railway Transportation of Grain: Challenges for the Future
Mark Hemmes, President, Quorum Corporation

1400 – Cereals Canada Technology Session III:

Group A: Flour Milling – 11th Floor
Customer requirements around the world.
Norbert Cabral, Manager, Milling; Brando Remonte, Technologist, Milling; Gerald Kanife, Technical Specialist, Milling

Group B: Baking Technology – 11th Floor
Customer requirements around the world.
Lindsay Bourré, Manager, End-Products; Rosa Boyd, Technologist, End-products (Baking); Karen Pitura, Technical Specialist, End-products (Baking); Kelly Tan, Technician, End-products

1500 – Break

1515 – Cereals Canada Technology Session IV:

Group A: Pasta Products and Extruded Products – 1st Floor
Natalie Middlestead, Technologist, End-products (Asian Products and Pasta); Jared Ozuk, Technologist, End-products

Group B: Flour Milling – 11th Floor
Customer requirements around the world.
Norbert Cabral, Manager, Milling; Brando Remonte, Technologist, Milling; Gerald Kanife, Technical Specialist, Milling

1615 – Adjourn

1815 – Board shuttle bus at hotel for dinner at Promenade Bistro (130 Provencher Blvd.)

1830 – Group dinner hosted by Cereals Canada

2015 – Board shuttle at restaurant for return to Fairmont hotel

0850 – Arrive at Cereals Canada for Morning Announcements in Classroom A

0900 – Cereals Canada Technology Session V:

Group A: Analytical Services – 1st Floor
Focus will be on sprout damage, how the falling number test is done and the impact of sprout damage on end-use quality.
Kristina Pizzi, Manager; Robyn Makowski, Technologist; Jean Ryu, Technician; Julia Cann, Technician, Analytical Services

Group B: Pasta Products and Extruded Products – 1st Floor
Natalie Middlestead, Technologist, End-products (Asian Products and Pasta); Jared Ozuk, Technologist, End-products

1000 – Break

Value Added by Cereals Canada
Presentations from 10:15am to 12:00pm will focus on various Cereals Canada initiatives.

1015 – Customer Success
Outcomes of Cereals Canada’s recent New Crop webinars and seminars, customer troubleshooting, and research will be discussed.
Lindsay Bourré, Manager, End-products

1030 – Canada’s Perspective on Sustainability – via Zoom
Carbon markets, certification schemes, and Canadian contexts.
Mark Walker, Vice President, Markets and Trade

1100 – Market Access and Keep it Clean – via Zoom
Krista Zuzak, Director, Crop Protection and Production

1130 – Nutrition: What About Wheat?
Ellen Pruden, Vice President, Communications & Value Chain Relations

1200 – Closing Comments and Adjourn

1230 – Closing Lunch and Presentation of Certificates – Board of Governors’ Room, Bailey’s Restaurant, 185 Lombard Avenue

PROGRAM CHAIR

Ellen Pruden
Vice President, Communications and Value Chain Relations 

PROGRAM COORDINATOR

Laurie McDougall
Audio Visual & Program Coordinator

OUR EXPERTS

Dean Dias
Chief Executive Officer

Elaine Sopiwnyk
Vice President,
Technical Services

 Mark Walker 
 Vice President of Markets and Trade

Ellen Pruden
 Vice President, Communications & Value Chain Relations

Leif Carlson
Director, Market Intelligence and Trade Policy

Lisa Nemeth
Director, Market Support & Training

Krista Zuzak
Director, Crop Protection and Production

Lindsay Bourre
Manager, End products

Norbert Cabral
 Manager, Milling

Kristina Pizzi
 Manager, Analytical Services

Natalie Middlestead
Technologist, End Products, Asian Products and Pasta

Robyn Makowski
 Technologist, Analytical Services

Jean Ryu
Technician, Analytical Services

Julia Cann
Technician, Analytical Services

Brando Remonte
Technologist, Milling

Gerald Kanife
Technical Specialist, Milling

Karen Pitura
Technical Specialist, End-products, Baking

Rosa Boyd
 Technologist, End-products Baking

Jared Ozuk
Technician, End-Products


Matilda van Aggelen
Market and Trade Specialist