Canada's bakery relies on Canadian farmers
How do you know your family is getting the very best? Look for the Canadian Wheat Makes it Good guarantee, now found on Dempster's WholeGrains® bread products.
Prairie farmers have partnered with Dempster's® to communicate to consumers that only the finest grains go into a Dempster's loaf of bread. Demptser's WholeGrains line is made with natural wholegrains, including 100 per cent Canadian wheat.
Dempster's is Canada's bakery, with bread products on grocery store shelves across the country. This summer, look for the CWB's "Canadian Wheat Makes it Good" maple-leaf logo on bags of Dempster's WholeGrains breads, in-store promotions and demonstrations as well as in national television commercials, print advertising and online material.
News
Prairie wheat farmers join forces with Canada's bakery
(June 23, 2011)
The Canadian Wheat Board (CWB) and Canada Bread - makers of Dempster's products - today announced a branding partnership that directly promotes farmers' wheat to consumers countrywide.
Partners
About CWB
Controlled by western Canadian farmers, the CWB is the largest wheat and barley marketer in the world. One of Canada's biggest exporters, the Winnipeg-based organization sells grain to more than 70 countries and returns all revenue, less marketing costs, to farmers. CWB annual sales are between $4 and $8 billion. The CWB markets between 18 - 22 million metric tonnes of wheat and barley per year.
About Canada Bread
In June 1911, one hundred years ago, five leading Canadian baking companies - Bredin Bread Company Limited, Model Bakery, Toronto Bakery, Stuarts Limited and Boyd's Bakery - came together under a new name, Canada Bread Company Limited. Canada Bread, which is 90 per cent owned by Maple Leaf Foods Inc. (TSX: CBY), is a leading manufacturer and distributor of fresh bakery products, frozen par-baked products and fresh pasta and sauces. In 2010, the company had sales of $1.6 billion and employs approximately 8,000 people at its operations across North America and in the United Kingdom. Canada Bread owns a new state-of-the-art bakery in Hamilton, Ontario. At 385,000 square feet, this is the largest bakery in North America featuring some of the most modern equipment.
About Dempster's
As Canada's Bakery, Dempster's heritage of fresh, quality bread baking began over 100 years ago when James Dempster founded both the bakery and the tradition of delivering nutritious, great tasting breads. The Company's baking, culinary and nutrition experts continue to live up to this tradition today with an uncompromising commitment to baking nutritious and delicious breads for the entire family.
Facts
Dempster's WholeGrains breads are baked with a unique blend of natural whole grains. Plus, every slice contains a source of fibre with 2 slices containing 24 per cent of your daily value for fibre....
View nutritional information >>
CWRS is a hard wheat and provides excellent milling properties with high yield of flour with desireable bright colour and well-balanced dough properties...
Made in Canada
- CFA Canadian Label Project: Branding Canada at Home
- Canadian Consumer Grocery Shopping Simulation Study
Multimedia
Advertisements
Watch for this ad on the Food Network, HGTV, Showcase and the History channel at the end of June 2011.
Click play to view.
Watch for this ad in August editions of six major magazines.
Click to view.
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Media resources
B-Roll
Click play to view.
Photos
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For high-res version, please contact Janis Arnold at janis_arnold@cwb.ca
Contact
The Canadian Wheat Board
Maureen Fitzhenry
CWB media relations manager
423 Main St
Winnipeg, MB R3C 2P5
Tel: (204) 983-3101
Cell: (204) 227-6927
Canada Bread Media Hotline
416-926 2020
30 St. Clair Ave West, Suite 1500
Toronto, ON M4V 3A2