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CWB adds new character to controversial ad

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

By , Farms.com

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.


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CEOs of the Industry – International Edition Michael Agerley | Partner, IQinAbox

Video: CEOs of the Industry – International Edition Michael Agerley | Partner, IQinAbox

In this CEOs of the Industry – International Edition, we sit down with Michael Agerley, Partner at IQinAbox, to explore how data is reshaping the future of pig production.

After more than 20 years as a veterinarian, Michael shares his unique perspective on the shift from hands-on animal care to data-driven decision making across the pork value chain.

We dive into:

• How better data is improving real on-farm decisions

• The biggest opportunities still untapped in pig production

• How Europe is leading (and where it’s still lagging) in tech adoption

• The role of AI and smart systems in the next 5–10 years

• Why trust, leadership, and practical application matter more than ever

This conversation bridges veterinary insight, technology, and real-world farming, offering a clear look at where the industry is headed—and what it will take to get there.