Canadian wheat boosts flour sales in Ecuador
A recent promotion involving 3,700 bakers in Ecuador that focused on flour made from Canada Western Red Spring (CWRS) wheat boosted monthly sales for milling company Moderna Alimentos.
Bakers were offered contest coupons for purchasing larger amounts of the company's premium flour brand, made with 80 per cent CWRS from Prairie farms. Sales increased despite the fact that Moderna's premium flour is more expensive than both its competitors and its own mid-quality brand. The flour was positioned as a product of wheat that is "pure", "clean" and "the best in the world".
The CWB's Rhyl Doyle, Senior Manager, Marketing
and Sales - Latin America and the Caribbean,
and David Burrows, Vice-President of Branding
The CWB has signed a branding partnership agreement with Moderna Alimentos, which purchases about 150 000 tonnes of western Canadian flour each year.