Canada’s biggest bread maker is struggling with the inconsistent quality of Canadian milling wheat.
Connie Morrison, Canada Bread’s vice-president of marketing, told reporters on the sidelines of the Canada Global Crops Symposium in Winnipeg April 12 that Canada’s reputation for providing the Cadillac of wheat is slipping.
“Everybody viewed Canadian wheat as the gold standard and now we are getting feedback from our other business units that are asking, ‘what the heck?’” Morrison said. “Canadian wheat isn’t as good as it used to be, is the feedback we’re hearing. It pains me because I am a proud Canadian.”
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