One of Western Canada’s iconic food brands is partnering with the Habitat-Friendly Winter Wheat Ecolabel. Coyote Pancake Mix was introduced in 1923 by Rockport Flour Mills in Magrath, Alberta. Now, nearly 100 years later, Coyote Pancake Mix is making history again by joining a national Ecolabel program that provides critical habitat for ducks, birds, and other wildlife.

The Habitat-Friendly Winter Wheat Ecolabel Program is an initiative that helps consumers identify environmentally friendly products that support the nesting habitats of Canadian wildlife on the prairies. Research conducted by Ducks Unlimited Canada has proven that ducks nesting in winter wheat are 24 times more successful than those nesting in spring-planted cereal crops.

All three varieties of Coyote Pancake and Waffle Mix are made with high-quality whole-wheat flour milled from spring wheat and winter wheat grown by Rockport and area farmers and are available nationally at traditional and online retailers.

Jake Wipf, Production Manager, Coyote Pancake Mix, commented that participating in this Ecolabel program makes sense since it represents a purposeful way to preserve a variety of water birds in the wetlands and lakes around Magrath, Alberta.

“Rockport Flour Mills cares deeply about the environment and the impact our operations have on it, said Wipf. “We are pleased to share that we have been audited and met the requirements for Habitat-Friendly Winter Wheat certification. All three Coyote Pancake and Waffle Mixes are made with flour containing at least 30 per cent habitat-friendly winter wheat.”

Alberta farmer Gary Stanford has grown winter wheat for over a decade because of the many benefits it brings to his farm. He is especially fond of the high yield potential and less disturbance to wildlife, especially waterfowl.

“As a winter wheat farmer, I am pleased to see more local businesses support growers,” said Stanford. “Winter wheat is an important crop for my operation as it benefits the sustainability of my farm both environmentally and fiscally.”

This partnership between Cereals Canada, Ducks Unlimited Canada, prairie winter wheat grower groups, and end-users including millers and food processors reflects a shared value strategy across the entire supply chain. The initiative helps brands stand out in a competitive marketplace, satisfies consumer demand for sustainability on store shelves, and supports Canadian farmers while providing critical habitats for ducks, birds, and other wildlife.

Winter wheat’s habitat conservation combined with the benefits it offers farmers are what interests Ducks Unlimited Canada the most.

“Partnerships like the Habitat-Friendly Winter Wheat Ecolabel program are important steps in linking consumers concerned about the environment with food and farmers using credible science-based measures,” said Paul Thoroughgood, National Sustainability Manager for Ducks Unlimited Canada. “Coyote Pancake Mix is already making an impact on the landscape. We encourage other companies to get on board and see how sustainable sourcing can benefit the farmers they work with, their business, and Canada’s environment.

Cereals Canada says food processors can easily become certified to showcase their use of western Canadian winter wheat. They are also encouraging other Canadian brands to adopt a blend of habitat-friendly winter wheat in their products to embrace sustainability, preserve waterfowl habitat and support Canadian farmers.

Leif Carlson, Director of Market Intelligence and Trade Policy at Cereals Canada, remarked, “It’s exciting to see Coyote Pancake Mix and the Ecolabel on Canadian store shelves.”

“The Habitat-Friendly Winter Wheat program communicates agriculture’s positive contributions to the environment and gives families a choice that they can feel good about,” he added. “We hope the leadership shown by our program partners encourages other Canadian brands to use winter wheat in their products and carry the Ecolabel.”

Other Ecolabel partners include Les Moulins de Soulanges, a mill producing specialty flours serving artisanal bakers across North America, and Beam Suntory, a global leader in premium spirits. Beam Suntory is participating through its Northern Keep vodka brand, which is distilled in Calgary, Alberta. To discover more about the Habitat-Friendly Winter Wheat Ecolabel Program, please visit habitatwheat.ca.