Larry Weber writes ;
“Some of the older farmers will be lamenting the fact that the cooperative name and philosophy is now a footnote in history. Truth be known, farmer’s lost control in 2003 during their restructure. On the positive side, the corporation is staying in Saskatchewan and will be an agriculture force with roots firmly established here. Seeds of change are everywhere – except at the Canadian Wheat Board.”
More at the National Post
Hopefully,after we get the commie CWB booted out,we can then work on the price-fixing,commie/socialist egg board,milk,board,chicken board,.etc.
Oh. And NO YELLOW margerine in Queerbec!!! Frogs can’t read,ya’know,so they might confuse it with butter???!!
“The ‘Sask Wheat Pool’ name is closely associated with grain elevators on the Prairie, so moving into a new name gives them a new identity and frees them from the older, legacy grain business…”
Maybe I’m missing something, especially since I haven’t lived on the prairies in a while but what does Sask Pool or this new Viterro do if it doesn’t want to be associated with grain? Isn’t it like boeing not wanting to be associated with aircraft?
Are the farmers even in the equation anymore?
…for some reason, I keep thinking Viterra says Viagra.
Something needed to boost Sask’s political optics.
How soon till PEI passes Sask in population growth?
This is the gimpiest renaming effort I’ve heard of since The Mutual Group became Clarica, which sounds like a manufacturer of precision lenses or something, not financial products. Viterra sounds like a wine producing conglomerate or an Italian scooter.
Viterra is also the name of a waste recycling company, if you run it through google.
I wonder if anyone at the Sask Wheat Pool did?
“Clarica, which sounds like a manufacturer of precision lenses or something,”
It reminds me of the anti-histamine, Claritin. Which reminds me: Viterra is the sound I make when I stifle a sneeze.
Not wanting to go all Farmer Maximus from Gladiator on you, but the name looks like the combined the two words:
Vita + Terra
Viterra Vitality from the earth. I like it. The stock market liked it today. The stock price started a new run yesterday and it continued today. Back above the 50 day moving average.
I think the new name is great. It definitely suits the business anyway: Viterra, combining the words “Vitality” and “Terra”, “Life from the land”. Is that not what agriculture is all about anyway? Farmers create life from the land and feed the world. Yeah, I know people are saying they only renamed SWP in order to escape all the bad history and stuff, so what’s Agricore’s excuse? Haven’t heard anyone comment on that.
How many Lieberals made money with this name change???
It doesn’t matter what they call it. At least it’s not a “co-op” anymore. Any time I’ve been involved with, or a member of any type of co-op it has cost me money. I might even deal with them sometime.
I thought is was a Suzuki 4×4, guess they don’t have any in Sask
I don’t pretend to know the innerworkings of the WheatBoard, but I do know a little about history. During the Depression, when the small farmer with an unfortunate harvest needed help, the Wheat Board ensured he would not starve. Rich farmers who owned lots of land and a good crop were upset to be paid the same as the unlucky farmer when he could of got alot more. Cooperatives and Boards were created help out your neighbour. Unfortunately, something has gone wrong with that once fine institution, and farms have been dying across Saskatchewan despite them. Sometimes change is good.
This is a good and clever name change and gets rid of the Pool public company name.
This then allows the CWB name to be changed to the Canadian Wheat POOL.
The new CWB legislation changes will result in a return to a voluntary pool of grain marketing.
And that is what it was designed to be in the first place.
I’ve already found an energy services company, a semi-conductor distributor, a window and shutter supplier and a pet food company with the same name. Yet another great moment in corporate rebranding.
“The ‘Sask Wheat Pool’ name is closely associated with grain elevators on the Prairie, so moving into a new name gives them a new identity and frees them from the older, legacy grain business…”
Good think the NDP were not involved in the rebranding process, could have ended up with something like: ! Wheat Pool.
PD
Well…
Mr.Ford; You dont know as much about history as you think you do.The wheat board was set up to even out the price of wheat as it was contended that the price was always higher in the spring than in the fall and the more well off farmers could store till spring and get a better price.This was balderdash as the price was and is sometimes less in the spring.Because of the even price and no reason to store then quotas were introduced and the small farmers were if anything worse off than before.The socialists werent ready to admit that they were wrong and so convinced the small farmers that they were better off as the big farmers were subject to the same quotas and they both had to build bins to hold there production till allowed to deliver to the market.I was in Ontario last fall and visited with a farmer whose wheat averaged 115 bushels per acre and has no on farm grain storage.
Thanks for that Spike 1 – the CWB is a great thing for big co- operative farms – like the Stalin/Culvet type, and Hutterites. The quota is extended to more ‘units’ (socialist type people); it is very bad for independant one person farms.
Clayton Ford, the CWB was never a thingie to ensure good prices it was created to ensure that farmers did not get rich during WWII when many countries were willing to pay high prices for grain. The farmers in the east of Canada did not have to comply because at that time the eastern farmers had big clout at the polls. M. King was not a good PM at any time. Canada flourished in spite of his cult type stint as P.M. (His dead mom was his ‘chief’ advisor!).