Partnership to target consumers with made-in-Canada message
Winnipeg, Man. – The Canadian Wheat Board (CWB) and Canada Bread Company Ltd., makers of Dempster’s brand bread products, have teamed up to promote Canadian wheat.
The branding partnership means that the CWB’s “Canadian Wheat Makes it Good” maple-leaf logo will appear on Dempster’s WholeGrain breads, along with the new tagline “Prized around the world – grown on the Prairies.” The logo and slogan will also appear in advertising, online and during in-store demonstrations.
The CWB says the partnership will benefit farmers and shoppers. According to The Canadian Consumer Grocery Shopping Simulation Study, an Agriculture and Agri-Food Canada-sponsored study from 2010, branding and Canadian-origin labelling have more influence on consumer purchasing decisions than price. The report also found that a maple leaf and a clear Canadian content statement on product packaging can increase sales.
“This new branding agreement helps farmers connect directly to consumers and reminds shoppers than nutritious, delicious bread is made from Canada wheat,” says David Burrows, vice-president of Farmer Relations and Public Affairs for the CWB.
“We feel strongly about using 100-per-cent Canadian wheat to bake our breads,” adds Andrea Graham, senior vice-president of Marketing and Business Development for Canada Bread. “We think consumers and Canadians will too.”