b'GIANT VIEWS4 GROWTH STAGES TO FOCUSON AFTER AMALGAMATIONEIGHT MONTHS ago, my organization went through anIt didnt come without challenges. amalgamation to create one national, not-for-profitAs we went through the amalgama-organization representing Canadas cereals sector throughtion process, it was important for us the joining together of Cereals Canada and the Canadianto remember the forming, storming, International Grains Institute (Cigi) to form the newnorming and performing model of Cereals Canada.group development first proposed by A brief history on our coming together.psychologist Bruce Tuckman in the Cigi was formed in the early 1970s by the Canadian1960s. Victoria Linden,Wheat Board and the Government of Canada with the Forming. This is when you first Cereals Canadapurpose to provide quality assessment for customers,form the new organization. To Director of Researchcustomer support and market development services forgrow from this stage to the next, Canadian wheat in particular.each member must relinquish Cereals Canada was formed in 2013 following thethe comfort of non-threatening dissolution of the Canadian Wheat Board. The purposetopics and risk the possibility of was to be the umbrella organization for the cerealsconflict. value chain to provide support in areas of innovation, S torming. In every new group, market development, market access, as well as advocacythere are kinks to iron out. and awareness.Tension, struggle and sometimes There has been much change in the grains sector overarguments occur. This is normal, the past number of decades. As we looked to find effi- but its important to recognize, ciencies wherever possible, we were well aware that bothaddress and move forward to the our organizations carried out complementary work. Wenext stage.also had some overlap between both the membership and Norming. At first, your members the board representation from the two organizations.may be so focused on preventing We now have one organization that has all of theconflict that they are reluctant expertise within the cereals sector, to serve as the singleto share controversial ideas. All point of contact for both our members as well as ournew organizations must get over customers.this so that all team members We work closely with other industry associations, andcan have the ambition to work can now work together within our membership to providefor the success of the teams a collective value chain perspective for our customers.goals and develop healthy norms Our board structure is split 50/50 with representationfor the group.split between industry and farmers. Were fortunate toPerforming. This is where the have representation from producer groups, life sciencerubber hits the road, so to speak. companies, grain handlers and export companies as wellWith group norms and roles as end use customers and processors.established, your team members As you know in the seed sector with the formation ofcan now focus on achieving Seeds Canada, these mergers dont happen overnight. Ourcommon goals, often reaching merger also took almost five years.an unexpectedly high level of Now that its happened, its provided an opportunitysuccess.to break down some of the operational silos betweenThese stages are all part of the the two organizations and allow us to work togethermerger process. Whats important more effectively.to remember is that youve already We are the one-stop shop for any cereals files, whethercleared the biggest hurdle yetsuc-they relate to market development, technical support,cessfully coming together. market access, policy issues, or research and innovation. 56GERMINATION.CAMARCH 2021'