The newly launched What about Wheat? campaign is intended to promote the nutritional benefits of wheat and the positive practices employed by the farmers who grow it. Partners in the value chain-led initiative include Cereals Canada, the Alberta Wheat Commission (AWC), Saskatchewan Wheat Development Commission, Manitoba Crop Alliance, Grain Farmers of Ontario and the Canadian National Millers Association with support from Synthesis Agri-Food Network.
To be launched in November, the Habitat-Friendly Winter Wheat Ecolabel will create new opportunities for farmers and generate buzz among consumers about the environmental benefits of Canadian agriculture. This initiative is the product of collaboration driven by Cereals Canada and partners such as the Alberta Wheat Commission as well as additional crop groups, end-users and Ducks Unlimited Canada.
BY ELAINE SOPIWNYK • PHOTOS COURTESY OF CEREALS CANADA Canadian wheat has an international reputation for high quality, but this alone isn’t always enough to convince international buyers it’s the right product for their needs. Cereals Canada and the Canadian International Grains Institute (Cigi) amalgamated in June 2020. Cigi now provides technical support for the […]