Getting to “Life’s Simple Ingredient”
Wheat is a staple of life, and Canadian Wheat growers produce this wholesome ingredient, ensuring access to one of the world’s most popular grains. It serves as the base for countless breads, pastas, pastries and more. Wheat is a reminder of foods people loved growing up; of foods from their homes and family history and of foods that people rely on to feed their families.
The idea that wheat is “Life’s Simple Ingredient” is another reminder. With it, we seek to remind consumers that wheat is one of the oldest, simplest ingredients available. It is not added sugar, it is not fattening, it is not some dietary villain.
We are bringing wheat back into a positive light. It is wholesome. It is something that people can be proud of serving to loved ones. The idea behind “Life’s Simple Ingredient” seeks to make people get to know their food. Get some flour on their hands, get involved with making their food, and get reacquainted with the world’s original staple ingredient.