Alberta Wheat Commission launches consumer marketing campaign


The Alberta Wheat Commission (AWC) has launched a new consumer-focused marketing strategy, titled “Life’s Simple Ingredients.”

The main goal of this project is to help consumers understand where their food comes from, and to shed a positive light on wheat so they can feel good about what they are eating.

Victoria Russell, interim communications manager for AWC, says that wheat is something that is often seen as a treat.

“Wheat is something they are eating at the end of the week when they feel they’ve done really well with their eating. They might go home and have a bowl of pasta on the weekend or something like that. So that’s something we want to change,” says Russell.

“The main goal of our campaign is to encourage the positivity around wheat. Wheat is a nutrient-dense food. It’s a simple ingredient that parents can choose to feed their families, and it’s been a staple in our diets for centuries,” says Russel. Adding, “It helps keep us full, and it tastes good.”

Russell says you can see more of the campaign at, or by following along on social media at Instagram: @LifeSimpleIngredient, Facebook: @LifeSimpleIngredient; and, Twitter: @LifesIngredient.

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