Innovative Farmers Marketing Workshop

Bridging the Gap: How What About Wheat? is Reconnecting Canadians with Their Most Consumed Grain

Every week, millions of Canadians enjoy their morning toast, lunch wraps and pasta dinners and countless other wheat-based foods without realizing they’re consuming one of the country’s most exported crops. While Canada produces high-quality nutritious wheat that reaches tables across the globe, a surprising disconnect exists at home: 93% of Canadians consume wheat products weekly, yet few understand the substantial health benefits found in these everyday staples. The What About Wheat? initiative aims to close this knowledge gap by informing Canadians about the nutritional benefits of wheat—a mission that’s becoming increasingly important as dietary misinformation spreads. The Challenge: Misinformation vs. Nutrition Science Gluten-free trends, fad diets, and social media messaging often encourage Canadians to reduce or eliminate wheat-based products from their diets. However, wheat-based products provide significant contributions to a healthy diet and removing them can lead to reduc

Warburtons Contributes $650,000 to Gate Project

The Global Agriculture Technology Exchange (Gate) Capital Campaign today announced that it has received $650,000 in funding from Warburtons, the largest bakery brand in the United Kingdom. “This contribution represents a close, long-standing relationship between Cereals Canada and Warburtons,” said JoAnne Buth, Gate Capital Campaign Chair. “We are thrilled to make this announcement alongside Warburtons, and we are grateful for their support.” Located in downtown Winnipeg, Gate will provide the tools necessary to allow Cereals Canada to maintain the globally recognized, best-in-class expertise needed to support?today’s global markets, providing customers like Warburtons with value-added technical knowledge and expertise, and maintaining Canada’s leadership as a trusted and innovative supplier of high-quality wheat. “Cereals Canada and Warburtons share a deep commitment to quality and innovation,” said Buth. “Warburtons sources significant volumes of Canadian wheat from Western Canada

Maple Leaf Foods Releases 2024 Integrated Report Highlighting Sustainability and Strategic Achievements

Maple Leaf Foods ("the Company") released today its annual Integrated Report, bringing together an update on its 2024 financial performance and future outlook, as well as a holistic view of the Company's key initiatives, emphasizing its continued commitment to sustainability, shared value, and strategic growth.

Mastronardi Produce expands westward in the U.S.

Mastronardi Produce, pioneers of commercial greenhouse growing in North America, is adding two high-tech greenhouses into its U.S. farm distribution network

Take the farm to your customer

The requests for category managers and other employees in retail to visit suppliers never ends. People are proud of what they do, and they want their customers to see their operation. When I was working in retail, we could never get to all of the farms.