Press Releases

AWC launches consumer marketing strategy to re-introduce wheat as Life’s Simple Ingredient





(Calgary, Alberta), May 1, 2017 – Marking a new phase of Alberta Wheat Commission’s (AWC) marketing strategy, AWC officially launched its first consumer marketing campaign this week: “Life’s Simple Ingredient.”

“AWC knows it is important to our farmers to promote Alberta wheat as part of a healthy diet,” Our campaign is designed to make people feel good about eating wheat,” said Tom Steve, AWC General Manager.

A main driver for the launch of “Life’s Simple Ingredient” is to fulfill consumers’ curiosity and interest in where their food comes from.

“Life’s Simple Ingredient” actively encourages and educates Alberta’s urban public on the consumption of wheat as an essential component in nourishing their families. The campaign calls on local influencers such as nutritionists, bloggers, chefs and dieticians to help share AWC’s messaging and become a champion for Alberta wheat.

“Foods made from whole-grains, such as whole wheat bread, offer plenty of fibre and antioxidants to help the body recover from vigorous physical activity and replenish the energy store in muscles,” said Nicole LeTourneau, Calgary Board of Education Nutritionist. “Whole-grains are ideal for my clients who are active parents with growing children. They are a critical element of a healthy diet.”

“Life’s Simple Ingredient” promotes high-quality Alberta wheat, a historically versatile ingredient, through interactive videos, articles, recipes and more. The campaign celebrates the ease of eating local with over 8.4 million tonnes of wheat produced a year in Alberta alone. Further, a broad range of cultures use wheat for culinary creations for each and every meal.

“Wheat has played a significant role in shaping Alberta’s heritage and has always been an important part of our diets. It is a wholesome food ingredient we use on a daily basis to sustain ourselves. I think it’s important for Albertans to remember whole-wheat is an essential part of a healthy diet,” Steve remarked.

Visit “Life’s Simple Ingredient” website here and check its social media channels - Facebook, Twitter and Instagram



Media Contact:

Megan Hall

Marketing and Events Coordinator