 HGCA has a number of marketing initiatives and events that are specifically designed to encourage communication and collaboration, and to help the cereals industry benefit from cross-industry activity.
HGCA provides funding for the promotion of the Assured UK Malt scheme in this country and across the world. Promotion of the scheme benefits growers and traders who sell malting barley as well as the maltsters themselves, and in the UK provides an excellent example of the way that different parts of the chain can work together. In Scotland, HGCA is working with growers and processors on a new initiative to promote Scottish oats.
Farmhouse Breakfast Week is now one of the best established food awareness weeks in the UK calendar. As well as providing an excellent platform for the industry to promote some of its key messages, the week also brings together the whole chain including growers, millers, food manufacturers and retailers.
HGCA on behalf of the industry leads the promotion of the UK's two export milling wheat brands ukp and uks. These brands make it easy for overseas buyers to understand and purchase UK milling wheat and are a proven marketing tool to help the UK industry meet export customers' needs.
The right consumer insights can help the whole chain to focus on producing the right products for the ultimate consumer. HGCA has access through the dunnhumby Academy of Consumer Research to powerful help in this process.
HGCA events are aimed at parts or all of the supply chain and some have a specific aim to encourage communication and collaboration. They include the HGCA Grain Outlook Conference, which for the past two years has been combined with a Cereals Industry Forum Conference. Other opportunities are provided by HGCA Topic Breakfasts and Marketing Workshops, and events such as the HGCA Processors' Conference.
HGCA also facilitates meetings of specific chains such as milling wheat or malting barley. At these meetings representatives of all parts of the chain meet to raise issues and share ideas.
In helping growers to link up with their markets HGCA has initiated Arable Business Groups, Arable Monitor Farms, where decision making is shared across a community including merchants and processors, the HGCA Interactive Cereals Map, and the HGCA Recommended List. | 
