Food Guide prompts bakers’ campaign

The bakery Council of Canada is moving quickly to take advantage of recommendations contained in Canada's newly released 'Food Guide to Healthy Eating.'The Food Guide, released Nov. 20 as an update to Canada's existing Food Guide, recommends Canadians double their daily...

The bakery Council of Canada is moving quickly to take advantage of recommendations contained in Canada’s newly released ‘Food Guide to Healthy Eating.’

The Food Guide, released Nov. 20 as an update to Canada’s existing Food Guide, recommends Canadians double their daily intake of bread and other grain products from between three and five servings to between five and 12 servings.

The Bakery Council has known for some time that the new Food Guide would recommend increased bread consumption, so it has been quietly preparing a marketing campaign to get the message out.

New logo

Linda Nagel, president of the Bakery Council, says the council has developed a new logo featuring the line ‘Bread Double Up.’

The logo will begin appearing immediately on bread and bread products.

As well, Nagel says the council will launch a $350,000 English-language newspaper campaign early in 1993.

Since only bakeries located in Ontario and Atlantic Canada supplied funds for the ads, the campaign is to be limited to those regions.

Participating bakeries are: Weston Bakeries and Corporate Foods, both of Toronto; Ben’s of Halifax; and Eastern Bakeries of St. John’s, Nfld.