Consumers still question whether or not to eat wheat. Some are increasingly more confused and even scared about the consumption of wheat. The gluten-free trend continues to subside, but low-carb diets are undergoing a resurgence.

Our industry has embraced every tool available in communicating our messages to those outside the agri-food sector. Social media channels such as Twitter give farmers a direct line to global consumers. One remarkable messaging success saw the United Nations declare 2016 the International Year of Pulses. Canada was a leader in advocating for this.