IDENTITY PRESERVATION IN MARKETING SYSTEMS IN CANADA: DEVELOPMENTS IN WHEAT AND CANOLA SECTORS Peter W.B. Phillips NSERC/SSHRC Chair in Managing Knowledge-based Agri- food Development University of Saskatchewan and Stuart Smyth Ph.D. Candidate, Biotechno logy University of Saskatchewan paper presented at the Symposium “Product Differentiation and Market Segmentation in Grains and Oilseeds: Implications for Industry in Transition” Sponsored by Economic Research Service, USDA and The Farm Foundation Washington, DC January 27-28, 2003 Corresponding author: Peter W.B. Phillips, Professor, NSERC/SSHRC Chair in Managing Knowledge- based Agri-food Development, Department of Agricultural Economics, 51 Campus Drive, University of Saskatchewan, Saskatoon, Canada, S7N 5A8; telephone: 306-966-4021; fax: 306-966-8413; email: phillips@duke.usask.ca