CWB adds new character to controversial ad

May 14, 2013

Canadian Wheat Board makes another attempt to lure farmers in with new ad

The Canadian Wheat Board (CWB) is hoping that its newest ad will encourage farmers who still have grain in the bin to go through the wheat board for marketing.

The ad pictures a man in jeans and a red plaid shirt siting on a wooden fence with the caption: “Worth another look.” The image is a cut and paste job over an older ad that sparked controversy back in Jan. which depicted a young woman in a cowboy hat and skirt with legs exposed straddling a fence post with the caption: “Still on the fence?”

A spokesperson with the CWB says that the board received a lot of calls over the first ad, which stirred discussion on who should be featured in future fencepost ads.

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.