Spreading the word about wheat

Farmer in wheat field
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The Alberta Wheat Commission has launched its first consumer marketing campaign: ‘Life’s Simple Ingredient.’

“Our campaign is designed to make people feel good about eating wheat,” said general manager Tom Steve.

The campaign aims to persuade Alberta’s urban public that the consumption of wheat is an essential component in nourishing their families. It features nutritionists, bloggers, chefs, and dietitians.

“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, a nutritionist with Calgary’s board of education.

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