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A brown bag of flour spills out artistically on a table. There are stalks of wheat next to it.

It produces flour with a whiter
and brighter appearance.

A close-up of a floured wooden table and a round loaf of artisanal bread.

It produces flour that has
good texture retention.

A worker inside a factory works with an industrial machine that stirs a milk product.

It produces flour that has
good processing properties.

Habitat Friendly Winter Wheat
A bag of Canadian flour next to a bowl of white flour, and a bread roll.
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Habitat-Friendly Winter Wheat supports sustainability without sacrificing quality, and it differentiates your products with a certified seal of sustainability, helping consumers make informed, sustainable choices.

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A growing number of consumers are prioritizing sustainability as a key factor in purchasing decisions and will support brands that are making a positive impact. An Ecolabel sends a clear message that your business is dedicated to helping the planet and, in turn, helps consumers feel good about their purchase.

an icon illustrating a box of bread

Using the Habitat-Friendly Winter Wheat ecolabel on your packaging can raise your brand’s reputation in the eyes of consumers by showing the world that your business is serious about the environment.

an icon illustrating stocks in wheat going up

Studies have shown that when given the choice between two similar wheat products, one in three Canadian consumers would choose the product with the ecolabel.

How to Join

Joining the ecolabel program requires entities to meet program certification requirements for initial enrollment, as well as maintaining compliance with program standards as part of a three-year audit cycle. Entities that are eligible for certificates in the program include grain handlers, mills, and manufacturers.

  1. Application – Program participants submit an application to the program administrator. Download the application form.
  2. Third-party Audit – A third-party auditor completes a remote audit of the applicant.
  3. Certification Decision – The auditor will submit documents to the program administrator for review by the Governance Committee.
  4. Approval – The participant receives their certificate and information on ecolabel claims and logo use guidelines.

Certification

The Habitat-Friendly Winter Wheat Ecolabel Program will operate on a three-year audit cycle, where program participants will be required to submit updates regarding their operation and information on certified volumes to the program administrator on an annual basis.

Program Requirements

Key program requirements must be met for establishing the claim of Habitat-Friendly Winter Wheat at the point of sale from farmers as well as traceability.

Grain Handler or Mill Requirements for Receipt of Western Winter Wheat:

  1. Identity of the Wheat variety grown as belonging to the class Canada Western Red Winter Wheat. Program participants will be required to submit evidence of wheat variety classification of CWRW according to Canadian Grain Commission’s Official Grain Grading Guide.
  2. Education and Outreach Activities with Farmers that Supply Western Winter Wheat.

To support stewardship practices by farmers, an education and outreach component will be part of the initial step of establishing the claim. Chain of Custody Requirements for Mill and Manufacturer:

  1. Segregating Certified Grain – Physical segregation of grain will need to be demonstrated through your management, including documentation and record keeping that support tracking of certified product, and evidence of physical controls to separate the grain.
  2. Blending Threshold – To qualify for certification status, the percentage of winter wheat in the flour of the final product must be determined and consist of at least 30% by weight of certified Habitat-Friendly Winter Wheat.