A shared value strategy under development in the Canadian grains sector will enable eco-labelling for products made using western Canadian winter wheat, a crop that has seen a years-long decline in Prairie acreage.

Farmer interest in various crops heats up and cools down from year to year. One crop that consistently gets the cold shoulder, however, is winter wheat. This has prompted some to ask why, and how can we break the ice in making winter wheat a hot commodity.