Hot topics
Branding and marketing
Prairie grain is simply the best - we all know that. Now the CWB is telling the rest of Canada – and the world – about the superior quality of grain grown by western Canadian farmers. Check out the exciting ways in which we are spreading the word:
Baking is Back
We are partnering with Robin Hood, the largest retail flour maker in Canada, to promote the superior quality of western Canadian wheat to consumers across Canada. Just as Florida has oranges and California has its raisins, we plan to make Western Canada synonymous with wheat.
Baking is Back is one element of our partnership with Robin Hood. It includes a recipe booklet with a 3.5-million copy distribution and a number of other features, such as Web site promotions and displays in national grocery chains. The majority of the Baking is Back recipe booklets are distributed in high-circulation national magazines, such as Canadian Living, Chatelaine, Homemakers, Today’s Parent and Style at Home.
Robin Hood recognizes the value of wholesome Prairie wheat, and this partnership, the first of its kind in CWB history, will help Canadian consumers realize that Prairie wheat is the highest quality wheat in the world.
Visit the CWB’s consumer Web site, www.prairiewheat.ca.
Visit Robin Hood’s Baking is Back pages.
Download the western Canadian wheat advertorial as wallpaper for your computer (right-click on the appropriate sized wallpaper and select 'Save Target As...' to move the image to your computer).
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Grains - They’re Essential
This Web site contains a wealth of information on the health benefits of grains. Funded in part by the CWB, this Web site discusses the necessity of grain products for healthy living.
Visit the Grains - they’re essential Web site.
Label it Canadian
This booklet showcases several international milling and baking companies that brag to their customers that they are using the best grains in the world: western Canadian wheat and barley. Japanese doughnut shops, Chinese breweries and British flour makers are just a few examples of international food suppliers who boast they are using the best possible ingredient: superior grain grown by western Canadian farmers.
Download Label it Canadian (1.9MB PDF).
First in Grain
First in Grain is a phrase that describes Prairie farmers. It is also the name of a CWB publication created for the international grain processing officials. First in Grain talks about industry issues and the international branding successes of Prairie wheat. It is printed for an international business audience in seven languages: English, French, Arabic, Chinese, Italian, Japanese and Spanish.
To heighten awareness of Prairie farmers as First in Grain, this same phrase decorates 34-foot tall banners in seven languages on the exterior of the CWB offices in Winnipeg.
Download the latest version of First in Grain.