Reconnecting Canadians with Their Most-Consumed Grain

Friday, August 22, 2025

The What About Wheat? Campaign

Every week, millions of Canadians enjoy their morning toast, lunch wraps and pasta dinners and countless other wheat-based foods without realizing they’re consuming one of the country’s most exported crops.

While Canada produces high-quality nutritious wheat that reaches tables across the globe, a surprising disconnect exists at home: Some 93 per cent of Canadians consume wheat products weekly, yet few understand the substantial health benefits found in these everyday staples.

The What About Wheat? initiative aims to close this knowledge gap by informing Canadians about the nutritional benefits of wheat – a mission that’s becoming increasingly important as dietary misinformation spreads.

What About Wheat? is a science-based promotion and education campaign on the beneficial properties of wheat and the benefits of modern agriculture.

Misinformation vs. science

Gluten-free trends, fad diets, and social media messaging often encourage Canadians to reduce or eliminate wheat-based products from their diets. However, wheat-based products provide significant contributions to a healthy diet and removing them can lead to reduced intake of key B vitamins, dietary fibre, iron and folic acid.

Research from the Canadian Community Health 2019 Survey reveals that nutritional knowledge acts as a buffer against misinformation.

The data suggests that consumers with a better understanding of nutrition are less likely to fall for misinformation that encourages the elimination of nutrient-dense foods like whole grains.

Insights like the results of this survey demonstrate that education, not just trends, drives lasting dietary change. For wheat – already consumed by nearly all Canadians – this research suggests there is potential to transform routine consumption into intentional, health-conscious choices.

Evidence-based messaging

Since accurate information is critical in developing healthy habits, What About Wheat? has developed key messages that dietitians and nutrition communicators can use to educate their audiences.

Supporting digestive health: Pasta and whole grain products offer significant digestive benefits through their low glycemic index properties. The unique structure of proteins and fibre slows digestion, allowing sugars to be absorbed more slowly, which moderates blood sugar responses after eating. Even grain-based leftovers provide additional benefits – cooking, cooling and reheating wheat-based foods like pasta and bread creates retrograded starch, which further moderates blood sugar response and supports digestive health through the creation of short chain fatty acids.

Plant-based protein powerhouse: Wheat can support protein intake goals. A single serving of pasta provides six to eight grams of protein, transforming everyday comfort foods into nutritious choices. Wheat protein is found in foods made with both whole grain and refined flour, ensuring nutritional benefits across all food choices.

The answer is fibre: Foods made with whole wheat are a source of dietary fibre which aids in digestion, supports your beneficial gut bacteria and can make you feel fuller longer. Canadian adults need 25 to 38 grams per day of dietary fibre, and most are not reaching this goal. Adding two tablespoons of wheat germ to your cereal or smoothie can help support your fibre goals.

Building professional networks

The initiative recognizes that informed consumers make empowered choices. By ensuring Canadians understand the nutritional value of wheat consumption, the program strengthens both individual health outcomes and supports the domestic wheat market.

As part of its programming, What About Wheat? recently hosted a two-day exclusive retreat that brought together nutrition professionals and content creators for an immersive educational experience at Cereals Canada facilities.

This hands-on approach helps dietitians and nutrition communicators access the latest research, learn practical applications and ask questions that allow them to meaningfully connect with their audiences.

As advisors to the Canadian Wheat Nutrition Initiative (CWNI), Cereals Canada provides a leadership role and guidance for the What about Wheat? campaign.

The CWNI is supported by a Science Advisory Council made up of food and nutrition professionals, and managed by Cereals Canada along with Alberta Grains, Saskatchewan Wheat Development Commission, Manitoba Crop Alliance, Grain Farmers of Ontario, and Canadian National Millers Association, with support from Synthesis Agrifood Network. BF

- Based on Cereals Canada releases.

SIDEBAR:

GATE PROJECT GETS $650K FROM BAKERY BRAND

The UK’s largest bakery brand has stepped up with a significant financial contribution to Cereals Canada’s Global Agriculture Technology Exchange (Gate) campaign.

Warburtons, which produces more than two million bakery products daily, recently announced it has earmarked $650,000 for the Gate project.

“Cereals Canada and Warburtons share a deep commitment to quality and innovation,” said JoAnne Buth, Gate capital campaign chair.

“Warburtons sources significant volumes of Canadian wheat from Western Canada and has been working with Canadian farmers and the Cereals Canada team for many years.”

The Cereals Canada facility has long been a “home away from home” for the Warburtons team, who utilize the pilot bakery, mill, and analytical lab to test and analyze Canadian wheat before it goes to the UK for production, according to a Cereals Canada release.

“Our contribution to the Gate project reflects the value we place on Canadian agriculture and our strong belief in innovation, collaboration, and long-term relationships,” said Adam Dyck, Warburtons’ Canadian program manager. “This facility will help ensure that Cereals Canada remains a global leader, and we’re honoured to support that vision.”

To be built in downtown Winnipeg, the Gate facility is intended to serve as a world-class hub for research, training, and international collaboration, reinforcing Canada’s reputation as a reliable supplier of high-quality grains.

According to Cereals Canada, Gate will ensure the long-term viability of the Canadian cereals sector by supporting innovation, providing technical expertise to global buyers, and expanding market opportunities for Canadian wheat, barley, and oats.

The facility’s advanced labs and pilot processing spaces will enable Cereals Canada to meet the evolving needs of international customers and maintain its leadership in global markets.

To date, the Gate campaign has raised about $32.15 million toward its $100-million goal, with contributions from government and industry groups. BF

- Based on Cereals Canada releases.