cwb



The Canadian Wheat Board will be formally known as "CWB" going forward.

Spokesperson Maureen Fitzhenry says it's part of a re-branding strategy to herald the new era for the organization.

“It's something that I think everyone is familiar with, the word CWB, and we have in the past tried to move it towards that.”

Fitzhenry notes they will likely continue to use the full "Canadian Wheat Board" name internationally, where it still has value and recognition with customers.