b'THE PLAYING FIELD IS CHANGINGIN MALTING BARLEYAs AAC Synergy looks to surpass CDC Copeland, newer varieties are slowly gaining traction.But how can the seed industry spur adoption of newer varieties?Marc ZienkiewiczA RECENT CHANGE IN how the Canadian Malting Barley Technical Centre (CMBTC) classifies demand for malting barley varieties is encouraging discussion on what the seed industry can do to spur adoption of these new varieties around the globe.Concerns about a drop in demand among end users for AAC Synergy recently popped up when the CMBTC released its Recommended Malting Barley Varieties List for 2023-24. In the document, AAC Synergy is listed in the CMBTCs Declining Demand category.Peter Watts, managing director for the CMBTC, explains that the CMBTC recently eliminated its Established Demand category, which has traditionally been included on their annual Recommended Malting Barley Varieties list.The Established Demand category was applied to varietiesPeter Watts serves as managingChris Churko is CEO of FP that have been on the market for a while and enjoy a devoteddirector of the Canadian MaltingGenetics.following among maltsters and end use customers. With thisBarley Technical Centre.category now eliminated, varieties are classified as having Growing, Stable or Declining Demand. But, Entz adds: There is currently international demand AAC Synergy has been on the market for a decade now.for AAC Synergy, but of course its difficult to determine how While it remains one of the Top 2 malting barley varieties insustainable that will be with the emergence of new varieties that Canada, we are seeing signals from the market that end usehave strong end use interest.customers are increasingly adopting newer varieties, WattsThose varieties include AAC Connect (which captured 9.7% says. Demand for AAC Synergy continues to be strong. Thatof seeded acres in Western Canada in 2022 according to the said, no variety lasts forever, and we are hearing from some end- CGC numbers) and CDC Fraser, which clocked in at 3.8% last use customers that they are planning to reduce the inclusion ofyear.older varieties including AAC Synergy in their purchases. Chris Churko, CEO for FP Genetics which sells AAC In terms of seed acres for 2022, AAC Synergy clocked in atSynergy to retailers, will continue to monitor market demand No. 2 with 28.5% of area seeded in Western Canada, accord- and inform customers of any major demand shifts. For the time ing to stats from the Canadian Grain Commission. Thatsbeing, he says growing AAC Synergy remains a smart option just behind CDC Copeland which had 31.2% of all seededfor barley growers in Western Canada.acres. According to the numbers, seeded acres of Synergy grewAccording to Churko, dealers and farmers can rest assured slightly in 2022 compared to the year prior, while Copelandthat demand for AAC Synergy remains strong and will con-dropped by 3.6%. tinue to be for the foreseeable future.Watts says its possible AAC Synergy could overtake CDCWeve had questions from dealers and their farmer custom-Copeland in terms of seeded acres in 2023, making it the topers asking if they should stop growing AAC Synergy in favour malting barley variety in Western Canada. of something else, Churko says. We can assure our partners Peter Entz, vice-president of Seeds and Traits forand customers in the market that growing AAC Synergy is a Richardson Pioneer, notes that AAC Synergy is having anotherwise move, and FP Genetics will continue to monitor demand strong sales year at Richardson Pioneer as its a variety thatand inform our valued customers of any significant demand farmers like to grow for multiple reasons. changes as time goes on.32GERMINATION.CASEPTEMBER 2023'