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CWB and Robin Hood flour to push Prairie wheat

The Canadian Wheat Board and Robin Hood flour are teaming up for a new national consumer promotion to highlight the goodness of products made from Prairie wheat.

This major co-branding campaign includes images of Prairie grain farmers, delicious bread and a wheat quality message in 3.5 million “Simply Homemade” grocery-store and magazine recipe booklets. A CWB quality message also appears on the side-panel of bags of Robin Hood flour, the nation’s top brand made with 100-per-cent Canadian wheat.

“Canadian consumers have a lot of trust in Prairie farmers,” said CWB president and CEO Ian White. “They want to know where their food comes from and they want it to be healthy and safe. This promotion helps cement the link in consumers’ minds between Western Canada’s top-quality wheat and the flour they buy to produce good, homemade food.”

Positive associations that add value for Canadian wheat in other countries also resonate with consumers at home. For example, a 2007 survey by Agriculture and Agri-Food Canada indicated that 85 per cent of consumers look for the word “Canada” on the package as an indication of quality. This bodes well for efforts to increase consumption of Canadian grain-based foods, White said.

“Simply Homemade” continues a relationship with Robin Hood that began one year ago as the CWB’s first major national foray into co-branding. More information and links are on the CWB’s consumer Web site, www.prairiewheat.ca, launched last year to promote Prairie wheat.

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