1. Global Canola Development – Cooperation or Competition Stewart Gilroy 1 st Vice Chair Canola Council of Canada CANOLA – Growing Great 2015! Victoria, B.C. March 22, 2007

2. Canola Co-operation Advantages and Opportunities Enhance canola competitiveness globally - Increase markets - Increase value - Increase production - Increase investment → Increased profitability for global canola industry

3. Canola Co-operation Advantages and Opportunities Areas of common opportunity - Develop global brand image for “Canola” - Share costs of research and development - Stronger voice in ensuring fair trade and market access

4. Canola Co-operation Disadvantages and Challenges Areas of potential conflict - Our three countries compete in several markets - Canola quality is similar between our three countries - but not identical (desire to protect advantages)

5. Branding “Canola” Encourage use of “canola” as name instead of “rapeseed”. - Encourage government and industry to use “canola”, e.g. Codex, statistical organizations

6. Branding “Canola” Branding “canola” globally to build on the positive association of “Canola” with “Good” - Canola oil as the “good” or “best” oil – healthiest and best functionality (edible and industrial!)

7. Perceptions of U.S. canola oil users

8. Branding “Canola” Strategy is to communicate common features and benefits - Quality messages - Health - Bio-diesel - Versatility messages - Light taste and texture - High smoke point - High lubricity (bio-diesel)

9. Branding “Canola” Delivering the messages globally: ? “CanolaInfo”

11. Branding “Canola” Similar Health Claims in Different Countries - High in unsaturated fats - Reduces risk of Coronary Heart Disease

12. Branding “Canola” Similar Logos/Trademarks ? “Made with Canola Oil”

14. Branding “Canola” Next steps: - Australia, Canada and U.S. agree on messages and delivery mechanisms - Implement one or two branding projects on a trial basis

15. Branding “Canola” Next steps: - Bring the Europeans on board? “Canola” vs. “Double Zero Rapeseed”