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Canadian Wheat Board Turns to ‘Sex Sells’ Mentality with Recent Ad

Has the CWB Gone Too Far With Its ‘Still on the Fence’ Ad?

By , Farms.com

It looks like one of those sexists vintage ads that you would have seen in the early 20th Century, but only it’s in the year 2013. The Canadian Wheat Board (CWB), who has been faced with some big changes this year with the monopoly gone and on the whim of the open-market, is looking for new and creative ways to grab farmer’s attention. A new ad featured on its website that says “Still on the Fence?” which portrays an attractive cowgirl with legs exposed straddling a fence post featured under its ‘hot topics’ icon is asking farmers to “choose with confidence” to entice farmers to book some grain with the CWB’s Futures Choice Winter Pool.

I understand that their target audience is for men, but as a woman in the ag-business I am offended by this ad - it’s demeaning to women and it implies that only men are farming in the west these days. But hey, maybe I am overreacting – what are your thoughts? Is the CWB ad offensive?


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Time to save the crop with fungicide!

Video: Time to save the crop with fungicide!

In today’s YouTube video, we walk through some corn fields scouting for disease pressure. Living in the river bottoms like we do, we are always at risk for gray leaf spot and Northern corn blight. We are doing an aerial application of Miravis Neo to protect our corn from those diseases. This year we are using a drone to do our application to help ensure that we can be timely and protect our investment. Miravis Neo helps corn and soybeans stay cleaner and greener through harvest for greater potential yield and ROI.