Case Study
Habitat-Friendly Winter Wheat Ecolabel Program
Helping Canadians choose sustainable products.
In This Video
Ellen Pruden – Director of Communications – Cereals Canada
Karli Reimer – National Communications & Marketing Specialist – Ducks Unlimited Canada
The Challenge
Backed by extensive research, Ducks Unlimited Canada (DUC) discovered that pintail duck populations were declining due to habitat loss. They learned that pintail ducks choose cropland and stubble to raise their young.
As a conservation organization, DUC explored how farming and wildlife could co-exist successfully. They determined that winter wheat would be a good crop option for farmers, and benefit upland nesting birds.
To encourage the use of winter wheat, the Habitat-Friendly Winter Wheat Ecolabel Program was created. Solv Communications partnered with Cereals Canada to enhance relationships with potential Ecolabel partners and increase the overall awareness of the program.
The Solution
Our reputation for delivering results to organizations in the agricultural sector was a driving factor in Cereals Canada reaching out to the team at Solv Communications.
A national media awareness campaign was promptly launched, and a media event was organized to promote the Ecolabel program to consumers, farmers, and processors.
Results & Impact
Leveraging our solid rapport across multiple platforms, we personally pitched the Habitat-Friendly Winter Wheat Ecolabel’s message to prominent media outlets in print, television, radio, and online/blogging circles. Our vast network of contacts at the regional and national level, allowed our experts to reach maximum exposure and visibility within the target audiences.
Within 2 weeks, our expertise in publicizing agricultural media events and campaigns proved to be highly instrumental with over 60 media hits generated throughout the Prairies and beyond.
Media Highlights
The Western Producer
Winter wheat initiative will put a new label on an old product
CTV News
‘It really is a win-win’: New Ecolabel launched promoting winter wheat growers
Beam Suntory and their Northern Keep Vodka were mentioned in story and their vodka profiled in online piece filed by CTV Calgary. Also interviewed were Gary Stanford and Daniel Ramage.
CTV News
Cereals Canada promoting ‘ecofriendly’ winter wheat with new logo
Beam Suntory and Les Moulins de Soulanges, were mentioned in the CTV Regina story as the first two companies that have signed onto the ecolabel program. Also interviewed were Wade Gray and Daniel Ramage.
Manitoba Cooperator
Getting their ducks in a row — of winter wheat
Interviews with Daniel Ramage, Doug Martin and Karli Reimer.
Global News Calgary
Ecolabel program highlights benefits of winter wheat across Canada
Les Moulins de Soulanges, a specialty flour mill in Quebec, and Beam Suntory from Alberta were highlighted in Global Calgary’s story. Interviewed were Gary Stanford, Karli Reimer, and Daniel Ramage.
Going Above and Beyond
Since the status quo isn’t good enough for us, we pitched in to help onboard new Ecolabel partners by reaching out to top influencers in the milling and baking industries across the country. Meetings with potential partners were arranged and hosted by the Solv Communications team to ensure the further success of the Ecolabel program for Cereals Canada and Ducks Unlimited.
