Ontario flour miller Dover Industries has joined in on the Canadian Wheat Board’s bid to build a domestic brand for Prairie wheat, by taking it on the road.
Dover, which owns flour mills at Cambridge, Ont., Acton, Ont., Halifax and, most recently, Saskatoon, will carry the CWB’s brand with the slogan “Made from Canadian Wheat for Top Quality” on 22 company flour trucks, which will travel in southern Ontario.
Dover will also put the CWB logo on its 20-kg flour bags, the CWB noted in a press release Wednesday.
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The CWB’s branding initiative rolled out last month with placement of a similar logo on five million bags of Robin Hood flour, using a different slogan, “Canadian wheat makes it good.”
“Just as Florida has its oranges and California its raisins, we want to make Western Canada synonymous with wheat,” said interim CWB CEO Greg Arason when the Robin Hood promotion was first announced in September.
Arason said Wednesday that the Dover trucks will be “essentially rolling billboards promoting Prairie wheat in the highest-traffic corridor in Canada,” including the 401 between Toronto and St. Catharines.
“Promoting the homegrown quality of Canadian wheat to consumers is one way to increase consumption of grain-based foods, which is really important when there are so many competing food messages out there,” Dover CEO Howard Rowley said in the CWB’s release Wednesday.
Dover makes flour for the wholesale, retail and bakery markets, including store-brand labels for companies such as Sobeys. It also makes the Swans Down Cake Flour brand, and a line of certified organic flour.
“Our flour is milled primarily from Canadian Western Spring wheat, known for its consistent high quality and superior baking characteristics,” the company says on its web site.
