The Barley Council of Canada (BCC) develops and implements a common vision that enables long-term profitability and sustainable growth of the Canadian barley industry through value chain collaboration. The BCC takes a national leadership role in coordinating all links in the barley value chain and collaborates with other organizations with a barley mandate. BCC supports barley innovation and variety research, promotes best management practices, supports market development for all barley end-uses, improves international and domestic market access and increases industry understanding.