Yesterday, at the Western Canadian Crop Production Show in Saskatoon, SK, a new brand was announced. SaskCanola and SaskFlax announced that they would be amalgamating under one brand called SaskOilSeeds. While this amalgamation isn’t brand new, in fact, they officially merged together on August 1st, 2024, this announcement marks a new chapter in oilseeds for producers in Saskatchewan. Tracy Broughton is the executive director of the new SaskOilSeeds brand, and she talks about why this merger was needed, and how it will help producers of Saskatchewan oilseeds in the future.
“The (SaskOilSeeds) board felt that it was a good opportunity to refresh kind of our look to the farmers and make sure that we’re speaking with one voice to reach the maximum number of farmers. In Saskatoon, during Crop Production Show week, it just seemed like a really good time to be able to present the final financials of the two organizations, SaskCanola and SaskFlax and then be able to present that new logo to our producers in the room.”
SaskCanola was originally formed back in 1991 to help canola producers and companies access information and shortly after, SaskFlax was formed in 1996. Now almost 30 years later, it felt that the time was right to usher in the new year with a new look, a new brand, and new leadership. Broughton is excited about how this merger positively impacts the now 20,000 levy-paying growers within SaskOilSeeds.
“We invest in research; we have some promotion activities where we’re reaching consumers to make sure that we're increasing public trust in agriculture. We saw it as a really good opportunity to start working with other organizations to be able to make sure that we're maximizing the dollars that are going into research and market development and being really efficient with our administrative dollars.”
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