Marking a new phase of Alberta Wheat Commission's (AWC) marketing strategy, AWC officially launched its first consumer campaign this week: "Life's Simple Ingredient."

"AWC knows it is important to our farmers to promote Alberta wheat as part of a health diet. Our campaign is designed to make people feel good about eating wheat with their families," 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 Mande from whole-grains, such as whole wheat, 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, educational articles, simple recipes and more. The campaign celebrate the ease of eating location with over 8.4 million tonnes of wheat produced a year in Alberta alone. Further, a board range of cultures use wheat for culinary creations for each and every meal.

"Wheat has played a significant role in sharping Alberta's heritage and has always been an important part of our diets. It is a whole 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," said Steve. 

Visit "Life's Simple Ingredient" website for more information. 

Media Contact

Megan Hall

403.219.7911

mhall@albertawheat.com